Hot drinks saw further decline in retail volume sales over 2024, compared to a slight rise in current value growth. Tea and coffee are both mature categories where there is limited scope to boost consumption.
Consumer’s desire to explore new flavours and variants led to an increase in the sales of flavoured hot drinks. The flavour trend has been apparent in tea for some time, where consumers are increasingly less interested in simple black tea bags and are buying a variety of new tea flavours and new variants in herbal tea.
Douwe Egberts Nederland BV leads in hot drinks, with its Douwe Egberts and Pickwick brands yielding a solid position in the coffee and tea category respectively. Leading coffee brand Douwe Egberts continued to lose retail value share in 2024, largely due to falling sales of standard fresh ground coffee.
While consumers want more variety and choice, price remains very important as reflected by the weak demand in 2024. Retailers have sought to bring down costs by rationalisation of the major categories.
In 2024, retail volume sales declined as consumers were confronted with further strong price increases. This decline in off-trade sales volume was partly compensated by a strong performance in the foodservice category.
The outlook is broadly positive for hot drinks in the foodservice channel, whilst retail volume sales will continue to come under pressure over the forecast period. Price will remain a key issue for hot drinks in the retail channel, with consumers put off by the higher prices that have evolved over recent years.
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Hot Drinks
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