Demand for RTD coffee is restricted by its limited availability across off-trade channels and high price positioning. Furthermore, the Czech Republic does not have a widespread tradition of drinking cold coffee.
The rising demand for convenience, resulting from busy, on-the-go lifestyles, helped maintain growth in both volume and current value terms in 2018. The fast and convenient consumption of RTD coffee offers a time saving over traditional coffee preparation, which attracts some consumers with busy lifestyles.
The decline of carbonated soft drinks, the growing on-the-go coffee culture and the growing demand for convenience will be the main drivers of growth in RTD coffee over the forecast period. Weak marketing and low brand representation will, however, hamper more dynamic growth in volume terms.
The nature of RTD coffee makes it a highly trend-driven category, and as such, a certain element of innovation is constantly in demand. Czech consumers are used to hot or freshly ground coffee, which means that attractive marketing, packaging and use of local flavours are significant for a product to become successful.
Al-Namura is the long-established leader in RTD coffee in off-trade value terms, followed by Nestlé Cesko. The success of Al-Namura’s Mr Brown Eis Caffee brand allowed it to remain ahead of strong competitors Nestlé Cesko and Kofola in 2018.
Tesco Stores remained the only private label player in RTD coffee in 2018. Tesco Ledová Káva was available in 500ml folding cartons at a significantly lower unit price than competing RTD coffee brands.
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This industry report originates from Passport, our Soft Drinks market research database.