RTD coffee is still a niche category in Romania and the main reason it is expected to continue being one in the forecast period is because of the temperature this product is sold at. Romanian coffee consumers prefer hot coffee in the morning and this main characteristic is lost in the RTD version, together with the strong smell released by the hot product.
Limited promotion for the product and the poor variety of brands is resulting in a low level of consumer awareness, which, in the long term, might mean the product does not establish a presence on the market. At the same time, due to not having a defined target consumer, this type of product might shape one of its own.
Coca-Cola HBC was among the pioneering players in RTD coffee in Romania with its Illy brand. Being a niche category in Romania, the focus for promotion of brands was put on the shelf positioning, opting to have the product present near the checkouts, which raised the chance of consumers taking an interest in it.
Rauch Romania also focused on preferred variants of coffee and brought to the market three flavours: Cappuccino, Coffee Intenso and Coffee Machiato. Although Cafemio is competitive in terms of diversity and price, the brand is not very well known, which, in the long run, once there is penetration of well-established brands such as Starbucks and Muller, might affect its sales and even influence its ranking.
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This industry report originates from Passport, our Soft Drinks market research database.