RTD coffee remains a relatively niche category in Peru albeit with potential for growth, specifically among young Peruvian consumers who purchase it to manage stress and boost energy levels for their busy lifestyles. Many also opt for it as a healthy and natural alternative to sugary carbonates and energy drinks.
One of the main barriers to growth for RTD coffee is the widespread availability of fresh coffee, which is generally perceived to offer a more natural and full-bodied taste. Fresh coffee is also generally more affordable, even when purchased through the on-trade.
The Starbucks coffee shop chain has expanded strongly since its arrival in Peru. Many factors have contributed to this success, including constant innovation, an expanding network of sales points (including universities and points near the beach), and the introduction of local ingredients into its drinks.
There was a booming on-trade coffee culture in Peru prior to the outbreak of COVID-19 with consumers showing a growing appreciation of higher quality coffee. While this should ensure that on-trade sales of fresh coffee rebound strongly over the forecast period as foodservice outlets reopen, it should also have a positive impact on demand for RTD coffee.
Modern grocery retailers account for most sales of RTD coffee with this likely to remain unchanged over the forecast period. However, players are likely to look to establish stronger shelf positioning within supermarkets, hypermarkets and other stores as they look to gain the attention of consumers.
Over the forecast period, the health and wellness trend is expected to take on greater significance in Peru, driven in part by the widespread fear created by COVID-19. As a result, RTD coffee is likely to see the entry of healthier varieties, such as reduced sugar and low fat options.
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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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