Volume sales are set to remain low, seasonal, and niche during the forecast period. We do not expect any revelations to boost the image or performance of RTD coffee, and the category will continue to face unbeatable competition from hot brewed coffee, energy drinks, and carbonates (despite the latter also facing its own challenges).
In the upcoming years, forecourt retailers will continue to account for an increasing share of sales, as drivers frequently purchase or consume some form of coffee when they stop for gas. This could potentially herald opportunities for more forecourt retailers to launch their own private label variants, as per Circle K, which could go some way to help support the category.
Ultimately, RTD coffee will never be able to compete with hot and freshly brewed coffee. Added to which, coffee shops also tend to offer cold brew options during the summer season, which are more appealing to consumers due to their novelty and the seasonal options of flavours typically offered.
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Understand the latest market trends and future growth opportunities for the RTD Coffee industry in Lithuania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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