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Strategy Briefing

RTD Coffee in Western Europe

49 pages, Sep 2017

US$1,325

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About This Report

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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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Overview

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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.

RTD coffee is a growing category in Western Europe

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.

The German-speaking countries are the core of regional sales, but they are maturing

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 is driving growth in the immature markets of the region

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.

Consumption remains very low and the room for growth at a regional level is considerable

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.

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Introduction

Scope

Key findings

Regional Overview

RTD coffee is on the rise in Western Europe

As the category matures, growth is stabilising

The significant role of habit persistence is slowing growth

Plenty of room exists for spending growth

Germany exerts a large shadow over the rest of the region

The German-speaking countries are the historic core

But the highest growth rates are being seen elsewhere

Plastic to-go cups are much more important in Europe

Supermarkets are the dominant channel outside Germany and Greece

Conclusions: RTD coffee in Western Europe

Leading Companies and Brands

Immature markets have much higher levels of consolidation

Starbucks gains major ground on the leading brands

Starbucks gains control of the emerging markets

Germany is the key for most of the big players

Emmi Caffé Latte and Nescafé have new neighbours at the top

Lattesso gains ground in the category’s core markets

Conclusions: Competitive Landscape

Forecast Projections

Germany will remain in the lead during the forecast period

Plastics, metals and glass are seeing similar growth rates

Two-speed growth pattern in Western Europe

Category is expanding to newer audiences

Cold brew and its impact on the European market

Case study: The fragmenting market in Spain

Brands that are helping the category reach new audiences

Country Snapshots

Germany: Competitive and retail landscape

Switzerland : Competitive and retail landscape

Austria : Competitive and retail landscape

Spain : Competitive and retail landscape

U K: Competitive and retail landscape

Netherlands : Competitive and retail landscape

Norway : Competitive and retail landscape

Turkey : Competitive and retail landscape

France : Competitive and retail landscape

Belgium : Competitive and retail landscape

Italy : Competitive and retail landscape

Finland : Competitive and retail landscape

Sweden : Competitive and retail landscape

Denmark : Competitive and retail landscape

Greece : Competitive and retail landscape

Ireland : Competitive and retail landscape

Portugal : Competitive and retail landscape

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Megatrends

Strategy Briefing

RTD Coffee in Western Europe

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

RTD coffee is a growing category in Western Europe

The German-speaking countries are the core of regional sales, but they are maturing

Starbucks is driving growth in the immature markets of the region

Consumption remains very low and the room for growth at a regional level is considerable

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

RTD coffee is on the rise in Western Europe

As the category matures, growth is stabilising

The significant role of habit persistence is slowing growth

Plenty of room exists for spending growth

Germany exerts a large shadow over the rest of the region

The German-speaking countries are the historic core

But the highest growth rates are being seen elsewhere

Plastic to-go cups are much more important in Europe

Supermarkets are the dominant channel outside Germany and Greece

Conclusions: RTD coffee in Western Europe

Leading Companies and Brands

Immature markets have much higher levels of consolidation

Starbucks gains major ground on the leading brands

Starbucks gains control of the emerging markets

Germany is the key for most of the big players

Emmi Caffé Latte and Nescafé have new neighbours at the top

Lattesso gains ground in the category’s core markets

Conclusions: Competitive Landscape

Forecast Projections

Germany will remain in the lead during the forecast period

Plastics, metals and glass are seeing similar growth rates

Two-speed growth pattern in Western Europe

Category is expanding to newer audiences

Cold brew and its impact on the European market

Case study: The fragmenting market in Spain

Brands that are helping the category reach new audiences

Country Snapshots

Germany: Competitive and retail landscape

Switzerland : Competitive and retail landscape

Austria : Competitive and retail landscape

Spain : Competitive and retail landscape

U K: Competitive and retail landscape

Netherlands : Competitive and retail landscape

Norway : Competitive and retail landscape

Turkey : Competitive and retail landscape

France : Competitive and retail landscape

Belgium : Competitive and retail landscape

Italy : Competitive and retail landscape

Finland : Competitive and retail landscape

Sweden : Competitive and retail landscape

Denmark : Competitive and retail landscape

Greece : Competitive and retail landscape

Ireland : Competitive and retail landscape

Portugal : Competitive and retail landscape

Why buy this report?

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