In 2018, despite the growing trend for convenience and the increasing importance of health and wellness, sales of RTD coffee remained relatively flat. The category is facing a lack of significant brand presence while the local coffee drinking culture continues to prevent RTD coffee from achieving more significant growth and penetration.
On-trade sales of RTD coffee remained negligible in 2018, due to the existing local coffee drinking culture, which focuses on the consumption of fresh ground coffee prepared as a hot drink (mostly Turkish coffee or espresso and Cappuccino). Additionally, RTD coffee is less appealing to local consumers because most brands present locally consist of coffee and milk or other dairy alternative mixes.
Macedonian RTD coffee continued to face limited supplies of relevant brands, which prevent more significant growth for the category as local consumers have little exposure to these products and brands. Particularly important is the fact that there is no adequate supply of freshly brewed RTD coffee, which contains pure coffee, without dairy or non-dairy additions.
Due to the higher unit prices of its RTD coffee brand Nescafé Xpress, Nestlé Adriatik Makedonija (subsidiary of Nestlé SA), retained its leadership of RTD coffee in off-trade value terms with a moderately declining share in 2018. The company ranked second in off-trade volume terms, steadily gaining ground throughout the review period, while due to unit price oscillations, its value share posted mixed results during this period.
In 2018, Croatian company Vindija dd and its brand Ice Coffee Z'Bregov led RTD coffee in off-trade volume terms in 2018. Due to the lower unit prices of its RTD coffee brand, this performance in volume terms does not translate into a leading position in value terms, leading to its second position in 2018.
There were no domestic companies present in RTD coffee in 2018. This is due to the lack of production facilities in the country capable of producing RTD coffee.
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