RTD Coffee in Singapore

PROSPECTS

More premium options are available for RTD coffee

As consumers develop an increasingly sophisticated taste for coffee, RTD coffee has also seen innovation that is geared towards appealing to this increasingly sophisticated taste. For example, international player Nestlé Singapore Pte Ltd launched a line of cold brew RTD coffee, Nescafé Cold Brew, in 2019.

Reduced sugar variants may accelerate over forecast period

Despite the health and wellness trend in Singapore that results in consumers switching away from sugary drinks, the shift towards products with lower sugar content or reformulation effort is not as evident within RTD coffee. Among the major brands, Nescafé has a variant of Nescafé milk coffee original that carries the “Healthier Choice” logo due to its lower sugar content, however, the rest of the flavour variants under the brand do not have reduced sugar content.

COMPETITIVE LANDSCAPE

Nestlé Singapore Pte Ltd gains share within RTD coffee

In 2019, Nestlé Singapore Pte Ltd continues to gain slight volume and value share in RTD coffee, despite a decline in overall sales. Its brand, Nescafé, remains one of the most well-distributed RTD coffee products, being widely available in various retail channels including supermarkets and convenience stores.

Pokka Corp (S) Pte Ltd maintains lead in volume terms

Pokka Corp (S) Pte Ltd continues to maintain its lead in terms of retail volume sales in 2019, with its extensive RTD coffee offering such as Pokka Milk Coffee and Premium Cappuccino, as well as the Pokka Wang Coffee that was launched in 2018. To provide greater options for consumers, it launched a new packaging format for its Pokka Wang coffee, 500ml PET bottle.

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