Ready-to-Drink (RTD) Coffee - Romania

The Ready-to-Drink (RTD) Coffee market in Romania has been experiencing significant growth in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors have all contributed to the development of this market.

Customer preferences: Romanian consumers have shown a growing preference for convenience and on-the-go products, which has fueled the demand for RTD coffee. This is particularly evident among younger consumers who lead busy lifestyles and are looking for quick and easy ways to satisfy their caffeine cravings. Additionally, there is a growing interest in trying new and innovative flavors, which has led to a wider variety of RTD coffee options being available in the market.

Trends in the market: One of the key trends in the RTD coffee market in Romania is the increasing popularity of cold brew coffee. Cold brew coffee is known for its smooth and less acidic taste, which appeals to a wide range of consumers. This trend has been driven by the growing awareness of the health benefits of cold brew coffee and the desire for a refreshing and energizing beverage during the hot summer months. Another trend in the market is the rise of functional RTD coffee products. These products are infused with ingredients such as vitamins, minerals, and antioxidants, which provide additional health benefits to consumers. This trend aligns with the growing interest in health and wellness among Romanian consumers, who are increasingly seeking out products that offer more than just a caffeine boost.

Local special circumstances: Romania has a strong coffee culture, with a significant portion of the population being regular coffee drinkers. This cultural preference for coffee has created a favorable environment for the growth of the RTD coffee market. Additionally, the increasing number of coffee shops and cafes in Romania has helped to popularize RTD coffee among consumers, as they are able to sample different flavors and varieties before purchasing them in a ready-to-drink format.

Underlying macroeconomic factors: The growing economy in Romania has contributed to the development of the RTD coffee market. As disposable incomes increase, consumers are more willing to spend on premium and convenience products, such as RTD coffee. Additionally, the rise of e-commerce and online grocery platforms has made it easier for consumers to access and purchase RTD coffee products, further driving market growth. In conclusion, the Ready-to-Drink (RTD) Coffee market in Romania is developing due to customer preferences for convenience and on-the-go products, the popularity of cold brew and functional RTD coffee, the strong coffee culture in the country, and the underlying macroeconomic factors such as the growing economy and increased access to RTD coffee products through online platforms.

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.