Ready-to-Drink (RTD) Coffee - ASEAN

The Ready-to-Drink (RTD) Coffee market in ASEAN has been experiencing significant growth in recent years, driven by changing consumer preferences and the increasing popularity of coffee as a beverage choice.

Customer preferences: Consumers in ASEAN countries have shown a growing preference for convenience and on-the-go consumption, which has contributed to the rise in demand for RTD coffee. The fast-paced lifestyles of urban dwellers in countries like Singapore and Malaysia have led to an increased need for portable and easily accessible coffee options. Additionally, the younger generation in ASEAN countries has developed a taste for coffee and is more inclined towards trying new and innovative flavors, which has further fueled the demand for RTD coffee products.

Trends in the market: One of the key trends in the RTD coffee market in ASEAN is the growing popularity of cold brew coffee. Cold brew coffee is known for its smooth and less acidic taste, making it a preferred choice for many consumers. This trend has been influenced by the global rise in popularity of cold brew coffee and has been embraced by coffee chains and local coffee shops in ASEAN countries. Another trend in the market is the introduction of flavored RTD coffee products. Manufacturers are constantly innovating and introducing new flavors to cater to the diverse tastes of consumers in the region. Flavors such as caramel, vanilla, and mocha have gained popularity among consumers looking for a unique and indulgent coffee experience.

Local special circumstances: ASEAN countries have a strong coffee culture, with countries like Vietnam and Indonesia being major coffee producers. This has led to a greater appreciation for coffee among consumers in the region, making them more receptive to the idea of RTD coffee. Additionally, the hot and humid climate in many ASEAN countries makes cold beverages like RTD coffee a refreshing choice for consumers. The presence of a large young population in ASEAN countries also contributes to the growth of the RTD coffee market, as younger consumers are more open to trying new and innovative products.

Underlying macroeconomic factors: The growing middle-class population in ASEAN countries has increased disposable incomes, allowing consumers to spend more on premium and convenient products like RTD coffee. Additionally, the rapid urbanization and increasing number of coffee shops and cafes in ASEAN countries have contributed to the growth of the RTD coffee market. The rising popularity of coffee as a social beverage and the influence of Western coffee culture have also played a role in driving the demand for RTD coffee in the region. In conclusion, the Ready-to-Drink (RTD) Coffee market in ASEAN is experiencing growth due to changing customer preferences, including a preference for convenience and on-the-go consumption. The market is also influenced by trends such as the popularity of cold brew coffee and the introduction of new flavors. Local factors such as a strong coffee culture, a hot climate, and a young population further contribute to the growth of the market. Additionally, underlying macroeconomic factors such as rising disposable incomes and urbanization have fueled the demand for RTD coffee in ASEAN countries.

Data coverage:

The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:

Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on Non-Alcoholic Drinks, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Non-Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year.