Ready to Drink Coffee 2007

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.