While RTD coffee is expected to see double-digit retail value (constant 2022 prices) growth over the forecast period, this is mainly based on rising unit prices, with retail volume sales increases projected to be slight-to-moderate. The growth in the category is predicted to be driven mainly by ongoing urbanisation and the rise in the number of young upper-income urban consumers.
RTD coffee is expected to continue to be viewed as expensive and only appeal to niche consumers in light of high unit prices. This is predicted to continue to limit growth potential in volume terms over the forecast period.
Given high prices, many consumers remain unwilling to make trial purchases of RTD coffee. One way that players could broaden the consumer base for RTD coffee would, therefore, be to offer smaller and more affordable pack sizes.
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Understand the latest market trends and future growth opportunities for the RTD Coffee industry in Pakistan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Includes packaged ready-to-drink coffee, consumed either hot or cold, made using a base of either brewed coffee or coffee extract. Excludes all coffee flavoured milk drinks that primarily target children, or where coffee is one of a number of flavours within the brand range. Leading brands in off-trade volume include Georgia, Nescafé and Suntory Boss.See All of Our Definitions
This report originates from Passport, our RTD Coffee research and analysis database.
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