Nestlé remained the leading player in the Germany RTD coffee market in 2012, accounting for an off-trade value share of 28%. Emmi, with its Emmi Caffé Latte brand, ranked second with an off-trade value share of 15%. Both companies saw a decline in share in 2012.
The number of consumers who have discovered the convenience of RTD coffee has continued to rise in recent years, leading to strong off-trade volume and value growth over the review period. As a product that can be consumed at lunch, as a dessert or with breakfast, RTD coffee has become a small indulgence, which does not need any great time for preparation and is different from a cup of hot coffee. The widespread acceptance of RTD coffee has also been driven be the fact that Germany is a coffee-drinking country.
The convenience trend is expected to further drive demand for RTD coffee in Germany over the forecast period. Unlike many other soft drinks categories, RTD coffee remained far from mature at the end of the review period. The wide range of flavours available gives consumers the choice to drink it as a replacement for hot coffee, as an indulgence drink or a dessert in the case of products flavoured with tastes like vanilla or caramel.
For more information on the Germany RTD coffee market, please click here: Germany RTD coffee market
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