COMPETITIVE LANDSCAPE
Atlantic Grupa (GBO) benefits from popular selection of coffee brands with strong distribution across the country
Atlantic Grupa dd (GBO), Grand Prom ad (NBO), maintained its lead in coffee in 2025, leading fresh coffee per se with its Grand brand, and also being present in instant coffee with Grand Insta Grand. Notably, Atlantic Grupa also offers the popular Doncafé and C Kafa coffee brands in Serbia via Strauss Adriatic doo (NBO).
Leading players and private label see healthy growth
Several players saw healthy company growth in coffee in 2025, such as private label Delhaize Serbia doo, which offers the Premia coffee. Jacobs Douwe Egberts (Jacobs brand) and Nestlé SA (Nescafé brand) also saw healthy growth thanks to the well-known reputation of these brands, alongside ongoing new product developments.
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Overview:
Understand the latest market trends and future growth opportunities for the Coffee industry in Serbia 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 Coffee industry in Serbia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Coffee in Serbia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Coffee in Serbia?
- To what extent are health considerations impacting consumption of Coffee in Serbia?
- What are the traditional preferences in Coffee in Serbia? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Coffee in Serbia?
- Which are the leading brands in Coffee in Serbia?
- How are products distributed in Coffee in Serbia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Coffee?
- Where is future growth expected to be most dynamic?
Coffee in Serbia - Category analysis
KEY DATA FINDINGS
Coffee sales influenced by consumers trading down midst high unit prices
Consumers seek discounts and special offers to maintain consumption
Coffee pods attract urban consumers, with aluminium variants meeting sustainability trends
Ongoing positive sales for coffee, although competition will continue from foodservice
Health and wellness and sustainability trends will inspire new product developments
While price sensitivity drives budget sales, producers likely to give their core brands a premium image
Atlantic Grupa (GBO) benefits from popular selection of coffee brands with strong distribution across the country
Leading players and private label see healthy growth
Supermarkets maintains place as the leading distribution channel, thanks to offering the widest ranges of coffee products and brands
Discounters benefit from a growing number of stores, while e-commerce continues to emerge
Hot Drinks in Serbia - Industry Overview
Price-sensitive consumers seek discounts and promotions midst high prices for coffee and cocoa
KEY DATA FINDINGS
Market polarisation seen, with elements of premiumisation continuing
Sustainability continues to rise as a key trend, affecting packaging formats
Convenience and demand for on-the-go consumption boost interest in hot drinks pods
Retail volume sales of hot drinks expected to return to sub-decimal growth, although competition from foodservice may rise
Price sensitivity will continue to affect consumer behaviour, benefitting budget brands and private label
Health and wellness trends, premiumisation, and personalisation will inspire new product developments
Atlantic Grupa (GBO) benefits from popular selection of coffee brands with strong distribution across the country
Krüger enjoys dynamic growth to take first brand place in instant tea
Supermarkets maintains place as the leading distribution channel, thanks to offering the widest ranges of products and brands
Discounters benefit from a growing number of stores, while e-commerce continues to emerge
Foodservice vs retail split
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Coffee
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
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- Instant Standard Coffee
- Instant Coffee Mixes
Coffee
This is the aggregation of fresh coffee and instant coffee. Please note that foodservice sales of coffee are volumes sold to the on-trade (foodservice) sector and not those sold to the consumer.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Coffee research and analysis database.
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