RTD coffee looks set for recovery over the forecast period, with small and steady growth expected in off-trade volume terms. This will be in line with the expected economic recovery, which will herald stronger purchasing power among consumers, in addition to innovations to boost the image and popularity of the category.
Innovation and increasing penetration are key factors for growth in RTD coffee, as the category has suffered from limited shelf space visibility and retail availability – thus leading to low consumer awareness. Therefore, with higher levels on innovation and wider shelf space, RTD coffee a greater opportunity to boost its image.
Overall channel developments, both in on-trade and off-trade channels, will benefit sales of RTD coffee through supporting wider distribution and a higher product profile. On-the-go and impulse channel developments will be of particular importance, such as at forecourt retailers, where energy drinks are the most relevant and visible, due to their appeal for on-the-go consumers who seek energy boosts on long drives and daily commutes.
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Understand the latest market trends and future growth opportunities for the RTD Coffee industry in Italy 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 Italy, 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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