Hot drinks achieved minimal retail volume growth and strong retail value growth in 2023 amidst rising unit prices and the broader impact of inflation. The recovery of hot drinks sales through foodservice continued during the year and the channel finally surpassed the pre-COVID-19 level of sales seen in 2019.
Driven by the trend for convenience and its growing influence on consumer habits, preferences and purchasing decisions, fresh ground coffee pods achieved the fastest retail value growth in hot drinks in 2023. This is a relatively new and rapidly developing hot drinks product category and as such maintains strong future per capita growth potential.
In 2023, Nestlé Adriatik Makedonija maintained a healthy lead in hot drinks in retail value terms in North Macedonia, largely thanks to its dominance within instant standard coffee through its globally recognised Nescafé brand. In addition, by expanding its sales across fresh ground coffee pods with its Nespresso and Dolce Gusto capsules, the company is staying on-trend with consumer demand and, therefore, further improved its market share in 2023.
Traditional grocery retailers still dominate the distribution of hot drinks in North Macedonia, primarily through small local grocers. Meanwhile, modern grocery channels continue to increase their distribution share as retailing keeps consolidating and fewer, mostly large, players begin to dominate, especially when compared to the early review period.
Foodservice sales of hot drinks continued to recover in 2023 and surpassed the levels seen immediately before the COVID-19 crisis. All hot drinks categories have fully recovered following the decline seen during the COVID-19 crisis, as there are no pandemic-related foodservice sales restrictions nor mandated closures.
Two major trends will continue to have a positive impact on the consumption of hot drinks in North Macedonia during the forecast period: convenience and health.
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Hot Drinks
This report originates from Passport, our Hot Drinks research and analysis database.
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