Abstract
Combining analysis, insight and opinion - Zenith is pleased to unveil its new
series of short sharp topical market reports, delivering assessments of the
emerging issues that matter to consumers and the wider beverage industry:
- Adapt to change
- Be early to market
- Seize new growth opportunities
Zenith' s new topical market report on ready to drink coffee provides the
definitive analysis on this evolving beverage category and the many challenges
it faces.
Zenith' s Ready to Drink Coffee 2007 report provides full country market totals
by volume and value, five year forecasts and company/brand profiles. The
report provides a comprehensive market commentary that addresses: a broadening
of target groups, product characteristics, health issues, functionality and
RTD coffee, future developments and an assessment of strengths, weaknesses,
opportunities and threats.
From Starbucks to Campina, Douwe Egberts, Emmi, Kraft and Nestlé - RTD
coffee has seen increased focus, especially in West Europe. The resulting
marketing boost and product launches are expected to help drive forward growth
over the coming years.
Zenith' s 2007 Ready to Drink Coffee report covers:
- Market context: global beverage volume shares by sector and segment, 2006
- Market context: soft drinks shares by volume and value, Japan, North
America and West Europe, 2006
- RTD coffee volume sales by country: West Europe, North America, Japan,
2004-11
- RTD coffee value sales by country: West Europe, North America, Japan,
2004-06
- RTD coffee consumption per person by country: West Europe, North America,
Japan, 2004-11
- Organic RTD coffee summary
- Fairtrade RTD coffee summary
- Analysis of caffeine content in popular beverages
- Examination of caffeine/coffee consumption benefits
- Regulation of caffeine content
- Functional RTD coffee innovations
- Full regional overviews addressing: product history, key indicators,
companies/brands, distribution, trends, innovation and packaging
- Leading company/brand profiles
RTD coffee is not a new concept but a number of factors indicate that the
segment has the potential to achieve significant growth in some major
international beverage markets over the coming years. The combined markets of
Japan, North America and West Europe saw consumption reach 3,163 million
litres by the end of 2006, equating to an estimated market value of Euros
12,410 million.
Ready to drink (RTD) coffee contains either brewed coffee, instant coffee or
coffee extract and usually sugar and milk or cream. It is generally packaged
in a convenient format for on the go consumption. RTD coffee is generally
served and consumed chilled (‘iced coffee’), except in Japan where
vending machines are capable of heating and serving the drinks warm.
(Coffee-flavoured soft drinks, such as Coke BlaK, are not included within this
definition or the scope of Zenith' s report.)
Zenith' s 2007 Ready to Drink Coffee report is based on detailed research into
the opportunities and threats facing the burgeoning RTD coffee market.
Zenith' s outline findings are that Japan, the birthplace of RTD coffee, is
currently the most advanced market and provides an indication of the segment' s
potential. Coffee bean varieties, roasting techniques, organic and functional
ingredients now form a vital part of the product mix in Japan.
Overall, the international market for RTD coffee has in the last few years
been characterised by:
- An explosion in new product development, particularly in Japan and North
America
- A flattening out of the maturing market in volume terms in Japan
- Double digit volume growth in West Europe and high single digit growth in
North America.
Zenith International reports offer you the most reliable market figures and
in-depth analysis of trends. This comes from a bottom up approach to the
research process, and detailed discussions undertaken with industry players.
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