RTD coffee recorded double-digit growth rates in both off-trade volume and value terms during 2018. Strong sales rises were registered throughout the review period as well, but were made possible only due to a very low growth base.
RTD coffee in Serbia is growing strongly, but from a very low sales base. The reason why sales have not managed to reach more significant levels is that consumers are influenced by the coffee-drinking tradition in the country.
There were no on-trade sales of RTD coffee in Serbia in 2018. These products are meant to be consumed on the go by people who do not have the time to prepare their own coffee or sit in an on-trade establishment and slowly enjoy a cup of coffee.
Thanks to the excellent distribution of its Nescafé Xpress brand, Nestlé was ranked first in Serbian RTD coffee in 2018 with a huge difference in share compared with the other manufacturers that were present – Rauch Serbia doo with its Cafemio brand and Hochwald Nahrungsmittel-Werke GmbH with its Eiskaffee brand.
In 2018, there were no private lines within RTD coffee in Serbia. It is obvious that retailers perceive RTD coffee as being too small to be worth launching a private label product within it.
There were no new product launches observed within Serbian RTD coffee in the second part of 2017 and in 2018. Manufacturers were either busy with other, bigger and more significant, categories, or were focused on different methods for winning over consumers such as marketing support and improving distribution.
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This industry report originates from Passport, our Soft Drinks market research database.