The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn more49 pages, Sep 2017
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RTD coffee is on the verge of becoming a USD1 billion category in Western Europe. While the category remains immature in much of the region, growth rates are impressive and the consumption base is expanding, especially outside of the category’s core markets of Germany and Switzerland. A category traditionally dominated by Emmi Group and Nestlé is opening up to new competitors, which is shaking up the market.
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The RTD coffee category grew in volume by 9% annually in Western Europe between 2011 and 2016, much faster than soft drinks overall and only behind such dynamic (and small) categories like coconut water. It should break USD1 billion in total sales in the near future, although it remains a very small segment of the total Western European soft drinks market.
Germany leads the region in total sales, while Switzerland is far and away the highest in average spending. Along with Austria, these countries represent the majority of total sales at the moment. However, as the most mature markets in the region, growth prospects are also much more moderate than they are in smaller markets like France and Ireland.
Starbucks, which largely created the category in North America, entered Western Europe in a significant sense during the review period. It has acted as a spark to growth in most of the countries where it has entered and has reshaped the entire category. It is now the market leader in more countries than anyone else, and is moving in on surpassing Emmi Group and Nestlé for regional leadership.
Average spending of less than USD2 a year – much less than any other regional soft drinks category – suggests that there is a lot of room for the category to grow. Brands will have to focus on creating a premium coffee experience that will justify switching away from either to-go brewed coffee or adjacent soft drinks categories, like energy drinks.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.