RTD coffee is set to continue reporting strong growth in off-trade volume terms over the forecast period, boosted by several growth drivers. First and foremost is the continuous development of leading player Starbucks, especially through the expansion of its distribution network (indeed, by 2024, the retailer which featured the most Starbucks’ SKUs was Carrefour).
Facing strong competition from traditional fresh coffee (hot drinks), traditional iced coffee, and milk-based RTD coffee, non-milk RTD coffee is likely to remain a relative niche over the forecast period. Moreover, leading coffee manufacturers are unlikely to invest in this product category, with most likely to focus on their more popular hot drinks lines or will invest in the more promising area of milk-based RTD coffee.
Behind the growth and development of milk-based RTD coffee has been the strong popularity of this product among younger consumers and millennials, which proved less attached to Italy’s coffee culture and more willing to experience coffee in different ways. If milk-based RTD coffee is reach a wider audience then players will need to find ways of reaching older consumers either through targeted marketing or new product development that appeals to their tastes.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the RTD Coffee industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the RTD Coffee industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Includes packaged ready-to-drink coffee, consumed either hot or cold, made using a base of either brewed coffee or coffee extract. Excludes all coffee flavoured milk drinks that primarily target children, or where coffee is one of a number of flavours within the brand range. Leading brands in off-trade volume include Georgia, Nescafé and Suntory Boss.
See all of our definitionsThis report originates from Passport, our RTD Coffee research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!