Ready-to-Drink (RTD) Coffee - Germany

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

Customer preferences: German consumers have shown a growing preference for convenience and on-the-go consumption, which has contributed to the rise in popularity of RTD coffee products. The fast-paced lifestyle and busy work schedules of modern consumers have led to an increased demand for ready-to-drink beverages that can be consumed quickly and easily. RTD coffee provides a convenient solution for those who want to enjoy a coffee on the move or during their daily commute.

Trends in the market: One of the key trends in the RTD coffee market in Germany is the increasing variety of flavors and formulations available. Manufacturers have been introducing innovative and unique flavors to cater to the diverse tastes of consumers. This includes flavors such as caramel, mocha, vanilla, and even seasonal flavors like pumpkin spice. Additionally, there has been a growing focus on healthier options, with the introduction of low-sugar and organic RTD coffee products. Another trend in the market is the growing popularity of cold brew coffee. Cold brew coffee has gained traction among consumers due to its smoother and less acidic taste compared to traditional hot brewed coffee. This trend has led to an increase in the availability of cold brew RTD coffee products in the German market.

Local special circumstances: Germany has a strong coffee culture, with a high consumption rate of coffee per capita. This cultural preference for coffee has contributed to the growth of the RTD coffee market in the country. German consumers have a discerning taste for coffee and are willing to try new and innovative products. This has created a favorable environment for the introduction of RTD coffee products in the market.

Underlying macroeconomic factors: The German economy has been performing well in recent years, with steady economic growth and low unemployment rates. This has led to increased disposable income among consumers, allowing them to spend more on convenience products such as RTD coffee. Additionally, the rise of e-commerce and online shopping has made it easier for consumers to access and purchase RTD coffee products. The convenience of online shopping has further fueled the growth of the RTD coffee market in Germany. In conclusion, the Ready-to-Drink (RTD) Coffee market in Germany has been growing rapidly due to changing customer preferences, including a preference for convenience and on-the-go consumption. The market has also seen trends such as the introduction of new flavors and formulations, as well as the popularity of cold brew coffee. Germany's strong coffee culture and favorable macroeconomic factors have contributed to the growth of the RTD coffee market in the country.

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.