Even though RTD coffee maintained strong growth in off-trade volume terms in Brazil in 2024, it remained by far the smallest soft drinks category in the country. Although Brazil is the largest market for hot coffee in the world (considering volume sales of hot drinks), it places well down the ranking in RTD coffee, even behind smaller economies such as Guatemala, Costa Rica, and Panama. In Brazil, the most traditional way of drinking coffee is the filtered cafezinho, prepared with a cloth or pap

In addition to being a key player in its domestic alcoholic drinks market, leading in spirits, Suntory Holdings is the number two player in soft drinks in Japan, holding the top spot in both the RTD tea and bottled water categories. While its international coverage is relatively limited in soft drinks, it has a number of important brands in France and the UK in Europe as well as in Australia and New Zealand.

Although the RTD coffee category remains relatively insignificant in terms of overall sales in Estonia, its strong seasonal demand has provided a temporary boost in 2024. The early summer months, characterised by warmer temperatures, have played a pivotal role in driving consumer interest and contributing to a sales surge during this period. However, the category's reliance on favourable weather conditions highlights its limited presence as a year-round staple, making it more of a seasonal indul

Nestlé maintains its lead in ready-to-drink (RTD) coffee in Pakistan through a combination of strategic branding, solid distribution networks, and continuous product innovation. Nescafé Ice Coffee Café Latte is widely recognised and trusted for its quality and taste. Nestlé Pakistan’s strong distribution network helps ensure that its RTD coffee products are readily available across Pakistan, from urban supermarkets to rural convenience stores. This widespread availability is crucial in maintaini

Volume sales of RTD coffee in Serbia in 2024 are boosted by growing consumer awareness about RTD coffee and it being a small, unsaturated category. An expanding product assortment is also supporting sales in the year. However, high price growth and a decline in consumers’ disposable incomes prevent higher category growth.

RTD coffee continues to grow steadily in 2024, with demand largely driven by its convenience and the growing appetite for new coffee flavours and combinations with both dairy and non-dairy products. The rise in on-the-go beverage consumption is another key factor driving growth. RTD coffee has become widely available across both modern and traditional grocery retailers, making it an accessible and convenient choice for consumers looking for quick, ready-to-drink options.

In 2024, RTD coffee remains an exceedingly small category in Tunisia, catering primarily to a niche market of higher-income consumers. Starbucks is the sole brand active in this product area, with its products available only in select modern outlets and a few forecourt retailers. The high price point of Starbucks RTD coffee limits its appeal to a narrow demographic, preventing broader penetration in the market. This exclusivity, coupled with minimal consumer education and advertising, has kept R

The market for RTD coffee in Israel experienced robust growth in off-trade volumes in 2024, building on the momentum from the previous year. This surge can be attributed to the increasing demand for convenient, on-the-go beverage options among local consumers. As post-pandemic lifestyles grow increasingly hectic,, the need for quick and easy-to-consume products has risen accordingly. RTD coffee perfectly fits this lifestyle shift, offering a convenient solution for consumers seeking a caffeine b

RTD coffee in Canada is a small category that witnessed moderate growth in 2024 with retail volumes increasingly steadily although the pace of volume growth slowed in the on-trade. RTD coffee has emerged as a drink for modern generations ready to try something new and move away from traditional coffee. Whilst this is a desirable beverage and there has been innovation in recent years, manufacturers did not bring any new products to market in 2024. Following the high levels of inflation in recent

In 2024, sales of RTD coffee in Lithuania recorded an off-trade volume increase of 2%, following the positive volume growth trend noted across the forecast period. These positive results were partly encouraged by a strong summer performance that added momentum to sales. However, the RTD coffee category remains heavily seasonal, with sales generally peaking during warmer months and dipping in the colder seasons. Despite this seasonality, RTD coffee continues to attract a steady consumer base, ali

RTD coffee is a small, yet stable category in Guatemala which continues to witness steady retail volume growth in 2024. The appeal of RTD coffee continues to be hampered by the strong cultural preference for hot coffee, which is by far the most popular product type in the local hot drinks category. Volume growth potential is further constrained by limited distribution, comparatively high prices and a lack of investment in marketing activities.

In the US, RTD coffee is characterised by multiple distinct segments, rather than a singular, unified category. The earliest entrants were sweetened, coffee shop-style beverages, with Starbucks Frappuccino leading this mature segment, and indeed expected to continue to lead overall RTD coffee in 2024. However, due to its high sugar content and saturation, this segment has been experiencing stagnancy and has a negative outlook. Nonetheless, overall RTD coffee is expected to continue to expand in

RTD coffee is an emerging product in Kazakhstan and volume sales continue to be low in 2024. A lack of promotion and marketing is hampering consumer awareness. That being said, it is expected to register healthy volume growth, with only RTD tea outperforming it in terms of volume growth.

RTD coffee in Morocco, much like RTD tea, has experienced dynamic growth in 2024, driven by its status as a nascent category. With consumer awareness gradually increasing, RTD coffee has become a small but rapidly expanding product area within soft drinks in Morocco. Its growth is attributed to the combination of rising demand for convenient coffee options and the category's appeal as a refreshing alternative to hot beverages during warmer months.

RTD coffee, while still a relatively small category within soft drinks in North Macedonia, continued to advance its sales in 2024. A notable trend was significant premiumisation, driven by the entry of several international brands. These brands introduced higher-priced products, catering to a small group of coffee connoisseurs. These consumers appreciate the creamy textures of RTD coffee, often enhanced with added dairy or non-dairy options, and the aroma of imported coffees. This premiumisation

In Costa Rica, consumers traditionally rely on a hot cup of coffee to satisfy their caffeine needs, particularly in the mornings. For those seeking portable caffeine options, RTD coffee has struggled to compete effectively with energy drinks and carbonated beverages, which are perceived as more accessible and familiar choices. The limited RTD coffee options, such as Café Olé’s products in glass jars, are often regarded more as indulgent sweet treats rather than functional beverages. As a result,

RTD coffee has experienced steady growth in volume sales in Georgia in 2024, albeit from a small base. The category’s expansion is supported by a growing interest in cold coffee beverages. However, the overall assortment remains relatively narrow, and RTD coffee is not widely accessible in retail outlets. In contrast, on-trade channels have played a significant role in popularising cold coffee consumption, offering an extensive range of cold coffee drinks. Retail efforts have also contributed, w

The RTD coffee market in Singapore is expected to see modest volume growth in 2024, despite challenges from fluctuating raw material costs, particularly due to the volatility of the global coffee bean market. The prices of coffee beans, especially arabica and robusta, have been significantly impacted by adverse weather conditions in key coffee-producing countries such as Brazil and Vietnam. A prolonged heatwave and other extreme weather events have disrupted coffee bean harvests, leading to redu

The RTD coffee category in Ukraine continued to record a robust sales performance in 2024, expanding from a low base and driven by innovations, new entrants, and strong marketing efforts. Brands are increasingly focusing on broadening their distribution networks, particularly in modern trade channels, which ensures better accessibility to urban consumers and those on the move, such as drivers at forecourt retailers. Among the best-sellers are milky flavours like Cappuccino and Latte, which have

Off-trade volume sales of ready-to-drink (RTD) coffee are projected to decline in Japan in 2024. The easing of pandemic restrictions initially boosted sales by providing more opportunities for consumers to leave their homes. However, the extreme summer heat has adversely affected these sales figures. In 2024, Japan experienced a notably scorching summer, with temperatures exceeding 35°C almost daily. According to the Japan Meteorological Agency, the summer of 2024 (June to August) recorded avera

Along with energy drinks, RTD coffee is expected to be one of the best performing soft drinks in Latvia in 2024. However, this is from a low base. Coffee is Latvia’s most popular hot drinks by far and consumers are open to also make the shift to RTD coffee. Also, consumers perceive RTD coffee as a lower sugar alternative than for instance carbonates and this is also driving its growth. Sales are also highly seasonal, with sales peaking during the summer months. Brands and retailers capitalise on

Increasingly hectic lifestyles post-pandemic, with more time spent away from home, drive demand for simple, convenient products to be consumed on the go. This benefitted RTD coffee in Switzerland in 2024, which saw solid volume and current value growth. This growth was also sustained by a rise in home-based consumption among remote workers, particularly young adults with active lifestyles.

RTD coffee is achieving healthy growth in both value and volume terms in Ireland in 2024, albeit with off-trade volume at lower levels than the high growth seen in the recent review period. This popularity is also supported by players in hot coffee launching cold RTD variants of their best-selling products. For example, Nescafé Gold Iced Salted Caramel Latte sachets and Kenco Hot/Iced Vanilla Latte sachets are examples of hot drinks products trying to enter the cold drinks/RTD coffee space. Such

While value sales continue to be low for RTD coffee in Croatia in 2024, compared with other soft drinks, it is a growing product area and is expected to register healthy volume growth. Coffee is Croatia’s most popular hot drinks by far and consumers are open to also make the shift to RTD coffee. Sales are also highly seasonal, with sales peaking during the summer months, with demand driven by tourists and local consumers alike. Brands and retailers capitalise on this seasonal surge by increasing