Ready-to-Drink (RTD) Coffee & Tea - Bhutan

The Ready-to-Drink (RTD) Coffee & Tea market in Bhutan has been experiencing significant growth in recent years.

Customer preferences: Bhutanese consumers have shown a growing preference for convenience and on-the-go products, which has contributed to the increasing popularity of RTD Coffee & Tea in the country. The busy lifestyles of urban dwellers and the desire for quick and easy refreshment options have driven the demand for these ready-to-drink beverages. Additionally, the younger generation, who are more open to trying new and innovative products, have embraced RTD Coffee & Tea as a trendy and convenient beverage choice.

Trends in the market: One of the key trends in the RTD Coffee & Tea market in Bhutan is the increasing demand for healthier and natural options. Consumers are becoming more health-conscious and are seeking beverages that are low in sugar and artificial additives. As a result, manufacturers have started introducing products that cater to this demand, such as organic and natural RTD Coffee & Tea options. This trend aligns with the global shift towards healthier lifestyles and the growing awareness of the impact of diet on overall well-being. Another trend in the market is the introduction of unique and exotic flavors. Bhutanese consumers are becoming more adventurous in their taste preferences and are open to trying new flavors and combinations. Manufacturers have responded to this trend by offering a wide variety of flavors, including traditional Bhutanese ingredients such as cardamom and saffron. These unique flavors not only cater to local preferences but also attract tourists who are interested in experiencing the local culture through their food and beverages.

Local special circumstances: Bhutan is known for its strong tea-drinking culture, with tea being an integral part of the Bhutanese lifestyle and social gatherings. This cultural affinity towards tea has created a favorable environment for the growth of the RTD Tea market in the country. Bhutanese consumers are already familiar with tea as a beverage and are more likely to try RTD Tea products compared to other markets where tea may not have the same level of cultural significance.

Underlying macroeconomic factors: The growing economy of Bhutan has also played a role in the development of the RTD Coffee & Tea market. As disposable incomes increase, consumers have more purchasing power to spend on convenience products like RTD beverages. The expanding middle class, with its changing consumption patterns, has become a key driver of market growth. Additionally, the rise in tourism in Bhutan has also contributed to the demand for RTD Coffee & Tea, as tourists seek familiar and convenient options while exploring the country. In conclusion, the Ready-to-Drink (RTD) Coffee & Tea market in Bhutan is growing due to the increasing preference for convenience, the demand for healthier and natural options, the introduction of unique flavors, the strong tea-drinking culture, and the underlying macroeconomic factors such as the growing economy and tourism industry. As these trends continue to shape the market, we can expect further growth and innovation in the RTD Coffee & Tea segment in Bhutan.

Data coverage:

The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:

Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on Non-Alcoholic Drinks, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Non-Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year.