Ready-to-Drink (RTD) Coffee - Greece

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

Customer preferences: Greek consumers have shown a growing preference for convenience and on-the-go products, which has contributed to the rise in popularity of RTD coffee. The busy lifestyles of modern Greeks, coupled with the increasing number of coffee shops and cafes in the country, have made RTD coffee a convenient and accessible option for consumers. Additionally, the younger generation in Greece, who are more open to trying new and innovative products, have embraced RTD coffee as a trendy and convenient beverage choice.

Trends in the market: One of the key trends in the RTD coffee market in Greece is the increasing demand for healthier and natural options. Consumers are becoming more health-conscious and are seeking products that are low in sugar, free from artificial additives, and made with natural ingredients. This trend has led to the introduction of a variety of RTD coffee products in the market that cater to these preferences, such as organic and plant-based options. Another trend in the market is the growing popularity of premium and specialty RTD coffee products. Greek consumers are willing to pay a premium for high-quality and unique coffee beverages, and this has led to the emergence of specialty coffee brands and artisanal RTD coffee products in the market. These products often highlight the origin and unique flavor profiles of the coffee beans used, appealing to consumers who value the taste and quality of their coffee.

Local special circumstances: Greece has a strong coffee culture, with coffee being an integral part of daily life for many Greeks. Traditional Greek coffee, known for its strong flavor and preparation method, has a long history in the country. However, the introduction of RTD coffee has provided consumers with a more convenient and ready-to-consume alternative, without compromising on taste. The familiarity and appreciation for coffee in Greece have contributed to the rapid adoption of RTD coffee by consumers.

Underlying macroeconomic factors: The improving economic conditions in Greece have also played a role in the growth of the RTD coffee market. As the country recovers from the economic crisis, consumers have more disposable income to spend on indulgent and convenient products, such as RTD coffee. This has created a favorable environment for the expansion of the RTD coffee market and the introduction of new products and brands. In conclusion, the Ready-to-Drink (RTD) Coffee market in Greece is experiencing growth due to the increasing demand for convenience, the preference for healthier and natural options, the popularity of premium and specialty products, the strong coffee culture in the country, and the improving economic conditions. These factors have created opportunities for both local and international brands to tap into this growing market and cater to the evolving preferences of Greek consumers.

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.