COMPETITIVE LANDSCAPE
Europroduct Ltd leads fragmented landscape
RTD coffee in Georgia is still in the early stages of development and remains relatively fragmented, with Europroduct Ltd, a longstanding importer and distributor of a wide range of consumer products, holding the highest proportion of off-trade volume sales. The player distributes Gourmet Ice Coffee For Odean Foods and OKF Coffee for OKF Corp.
Odean Foods leads growth
Odean Foods Ltd is the fastest-growing player in RTD coffee in off-trade volume terms, supported by the strong performance of its Mandheling brand, which is becoming more widely available across the country. The company also produces Gourmet Ice Coffee, distributed via Europroduct Ltd, which is sold in convenient 240g metal cans and is frequently offered at discounts of up to 50%, supporting consumer trial.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD Coffee industry in Georgia 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 Georgia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The RTD Coffee in Georgia 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 RTD Coffee in Georgia?
- To what extent are health considerations impacting consumption of RTD Coffee in Georgia?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of RTD Coffee in Georgia?
- Which are the leading brands in RTD Coffee in Georgia?
- What potential exists for multinational or domestic soft drinks companies to expand in Georgia?
- How are products distributed in RTD Coffee in Georgia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of RTD Coffee?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
RTD Coffee in Georgia - Category analysis
KEY DATA FINDINGS
RTD coffee gains traction amid convenience-driven demand
RTD coffee continues to grow from low base amid strong on-trade competition
Awareness and convenience drive growth but high prices limit reach
RTD coffee sales will be supported by convenience, but constrained by on-trade competition
Expanded assortment of products
Retail optimisation may limit growth
Europroduct Ltd leads fragmented landscape
Odean Foods leads growth
Convenience stores dominates RTD coffee distribution
E-commerce gains traction
Soft Drinks in Georgia - Industry Overview
Convenience, affordability, and health drive sales
KEY DATA FINDINGS
Continued growth for soft drinks
Gradual shift towards healthier choices
Consumers prioritise affordability amid mounting cost-of-living pressures
Forecast steady growth despite price increases
Convenience will be key innovation driver
Further expansion of modern grocery retail will increase competitive pressures
Coca-Cola strengthens leadership through marketing and chiller cabinet expansion
Caffeine-focused brands see strong performance
Growing presence of parallel imports
Convenience stores remains leading distribution channel
E-commerce registers rapid growth
Retailers’ optimisation strategies pose challenges for soft drinks players
Foodservice vs retail split
COUNTRY REPORTS DISCLAIMER
RTD Coffee
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 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 RTD Coffee research and analysis database.
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