COMPETITIVE LANDSCAPE
Nestlé’s Nescafé Xpress maintains its robust lead, with no direct competition
Nestlé Adriatic Foods doo retained its robust lead in RTD coffee in 2025, with no direct competition. The player’s Nescafé Xpress brand is well recognised by consumers and benefits from strong distribution and an assortment of options.
Starbucks benefits from an increased assortment and new formats
Small player Imlek AD saw the strongest company growth in 2025, with its namesake Imlek brand. However, this trajectory is attributed to the brand growing from an emergent base.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD 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 RTD 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 RTD 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 RTD Coffee in Serbia?
- To what extent are health considerations impacting consumption of RTD Coffee in Serbia?
- 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 Serbia?
- Which are the leading brands in RTD Coffee in Serbia?
- What potential exists for multinational or domestic soft drinks companies to expand in Serbia?
- How are products distributed in RTD Coffee in Serbia?
- 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 Serbia - Category analysis
KEY DATA FINDINGS
Healthy volume growth for RTD coffee, thanks to emergence from a low base and low unit prices
RTD coffee competes strongly with coffee from coffee shops thanks to lower prices
RTD coffee remains a more emergent category with fewer variants
Ongoing positive sales for RTD coffee, as the category continues to grow
New product developments expected in reduced sugar variants and new flavours
Foodservice will be an ongoing obstacle to stronger growth, due to the “café experience”
Nestlé’s Nescafé Xpress maintains its robust lead, with no direct competition
Starbucks benefits from an increased assortment and new formats
Supermarkets maintains distribution channel lead thanks to modern retail being the main route for RTD coffee sales
Retail e-commerce sees the strongest growth, albeit from an emergent base
Soft Drinks in Serbia - Industry Overview
Sales remain impacted by economic instability, with volume sales remaining low
KEY DATA FINDINGS
Health and wellness trends influence demand for reduced sugar options
Busy lifestyles support demand for smaller format sizes to suit on-the-go consumption
Sustainability trends influence the growing use of recycled packaging materials
Volume sales expected to maintain low positive growth, driven by the most in-demand soft drinks
Price sensitivity will continue, with consumers seeking deals, discounts, and private label
Developments expected to focus on lower sugar and functional soft drinks, with flavour remaining important
Coca-Cola maintains overall lead thanks to diverse brand portfolio, ongoing innovations, and strong distribution
Private label grows in demand, while lifestyle brand Oshee benefits from the popularity of sports drinks
Convenience stores benefit from consumers’ demand for fast, efficient, small and frequent shopping
Retail e-commerce and discounters grow in demand, catering to convenience and affordability
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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