The penetration of RTD Coffee in supermarkets remains low, despite the launch of Starbucks discoveries during the review period, which saw supermarkets allocate more space to RTD Coffee. However, the bulk of volume share is still derived from the impulse channel.
Following the international launch of Costa Coffee (by Coca-Cola Hellenic Bottling Co) in RTD coffee, the player is set to enter its product in Greece over the forecast period too. The launch is likely to be successful given that Costa Coffee is an international brand which enjoys widespread recognition and popularity amongst tourists.
While boosting consumption amongst the domestic population is set to remain challenging, there is growth potential for RTD Coffee, set to be driven by tourist flows. With Greece attracting millions of tourists on a yearly basis, targeting this audience represents growth opportunities, especially for Starbucks, which tourists are widely familiar with.
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Understand the latest market trends and future growth opportunities for the RTD Coffee industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the RTD Coffee industry in Greece, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 DefinitionsThis report originates from Passport, our RTD Coffee research and analysis database.
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