RTD coffee is a very small category, with the product, thus far, not proving particularly popular with consumers. As a result, the category was showing flat growth in both off-trade value and volume terms in 2018.
Coffee shops are currently very popular with Polish consumers. The number of coffee shops opening in Poland is still growing, and Poles are keen to try novelties and spend their free time drinking coffee and relaxing.
RTD is something of an overlooked category in Poland. Due to the low levels of consumer interest in the product retailers do not focus very much on the positioning of RTD coffee on store shelves.
RTD coffee continued to be led by private label products in 2018. The biggest private label player is Biedronka, which has a large number of stores, located even in very small towns, in Poland and stocks an extensive range of products.
RTD coffee in Europe as a whole is much more dynamic and has more regular consumers than in Poland. Other countries have Starbucks and Tchibo RTD coffee that enjoy strong brand recognition.
RTD coffee is mostly available in Poland in bigger retail outlets. However, recently, the products have also been seen in forecourt retailers.
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