Hot drinks have continued to experience stable consumer demand in North Macedonia throughout 2024, leading to moderate off-trade retail volume growth accompanied by robust off-trade rsp value growth. This growth is primarily attributed to the lingering effects of inflation, which, although subsiding, remains a factor influencing market dynamics.
Consumer demand for coffee has remained consistent across all categories, reflecting the enduring strength of the coffee culture in North Macedonia, which far surpasses the tea culture in prominence. Standard fresh ground coffee continues to dominate household consumption, with its prevalence reflecting entrenched traditions.
Nestle Adriatik Makedonija dooel continues to lead hot drinks in 2024, leveraging the strong recognition of its flagship international brand, Nestle. The company dominates the instant standard coffee segment and has successfully expanded its presence in the fast-growing fresh ground coffee pods category, further solidifying its market position.
Traditional grocery retailers continue to dominate the distribution of hot drinks in 2024, although modern grocery channels are steadily gaining ground, reflecting a broader trend of market consolidation. Supermarkets, hypermarkets, and discounters are expanding their footprint, capturing a growing share of sales.
Foodservice sales of hot drinks have fully recovered from the impact of the pandemic by 2024, surpassing pre-pandemic sales levels. The foodservice sector has returned to normal operations, with no restrictions hindering sales or consumer interactions.
Coffee culture is expected to remain dominant over tea culture in North Macedonia, despite the positive influence of health and wellness trends on tea consumption. Turkish-style coffee will continue to hold its position as the most popular format, though specialty coffee brands catering to filter and espresso preparations are likely to expand their presence.
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Hot Drinks
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