Off-trade demand for RTD coffee is predicted to remain flat in 2021. While stay-at-home consumers have had time to prepare hot coffee, allowing them to customise these drinks with the desired level of sweetness and strength or flavour, some prefer a quick RTD caffeine fix to minimise possible disruption to their work or studies during the day.
The competitive landscape of RTD coffee remains highly consolidated in Singapore, dominated by Nestlé Singapore and Pokka Singapore. The latter is set to gain off-trade value share in 2021, due to revamping its packaging design for its RTD coffee range, which includes Premium Cappuccino, Premium Mocha, and Premium Milk Coffee.
RTD coffee continues to see the launch of limited editions or new products to maintain interest in the category, as innovative flavours and exciting packaging can help to drive greater demand. For instance, Nestlé launched a limited edition of Nescafé Ros Bandung and Nescafé Gula Melaka exclusively in 7-Eleven convenience stores to celebrate Singapore’s National Day in 2021.
Traditionally, one of the major distribution channels for RTD coffee is convenience stores, but many of these outlets have experienced reduced footfall due to lower mobility in 2020/2021, as many consumers continue to work from home. In 2022 and beyond, however, a transition to a “new normal” is expected in Singapore, especially as a greater proportion of the population will be vaccinated.
As Singapore is set to implement its Nutri-Grade labelling system in 2022, a greater focus on health aspects of RTD coffee – particularly its sugar content – is expected. RTD coffee remains one of the categories within soft drinks where reformulation efforts appear to be quite limited, unlike RTD tea where most brands now offer reduced sugar variants.
Growing interest in milk alternatives in Singapore could offer expansion opportunities for RTD coffee. In 2020 and 2021, some on-trade establishments such as Old Hen Coffee started to offer packaged RTD coffee with plant-based milk options.
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Understand the latest market trends and future growth opportunities for the RTD Coffee industry in Singapore with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Includes packaged ready-to-drink coffee, consumed either hot or cold, made using a base of either brewed coffee or coffee extract. Excludes all coffee flavoured milk drinks that primarily target children, or where coffee is one of a number of flavours within the brand range. Leading brands in off-trade volume include Georgia, Nescafé and Suntory Boss.See All of Our Definitions
This report originates from Passport, our RTD Coffee research and analysis database.
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