Fresh coffee registered high volume and value growth in 2018, thus negatively impacting RTD coffee growth. The main channel for distribution of RTD coffee remains forecourt retailers, which are looking to increase sales of non-fuel products.
RTD coffee sales remain negligible compared to overall soft drinks due to a very limited target audience. Products in this area are mostly targeted at drivers and travellers who need a caffeine shot.
Fortified RTD coffee remains undeveloped in Russia, as well as in Eastern Europe, with neither consumers nor producers showing interest in this area. Promotional activity of producers highlighting product advantages is key to raising consumer interest in fortified RTD coffee.
RTD coffee remained highly consolidated in 2018, with Let’s Be by Lotte Chilsung Beverage continuing to lead sales. Competitive retail prices, as well as strong performance in sales channels, continue to boost demand for this brand.
Forecourt retailers continue to dominate RTD coffee distribution, with players thus focusing on gaining sales share via this channel. Although some players tried to improve their performance in other channels, this did not allow them to compete with the leading Let’s Be brand from Lotte Chilsung Beverage.
Although players will make further efforts to increase their shelf presence and make their brands widely available throughout Russia via modern retailers, forecourt retailers will continue to dominate distribution over the forecast period.
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This industry report originates from Passport, our Soft Drinks market research database.