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RTD Coffee in Spain

Spain RTD coffee market: EUR14 million industry in 2012

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2014-02-18 20:25:01 - RTD Coffee in Spain - a new market research report on

Kaiku Gran Cocina continues to dominate the Spain RTD coffee market, accounting for a 97% of off-trade value sales in 2012. Kaiku is the only brand with mass retail distribution. The dominance of Kaiku Caffe Latte is attributed to its wide presence in most major retail chains and convenience stores in Spain. Other important brands, such as Saimaza, abandoned RTD coffee during the review period, in order to focus on product areas with higher growth prospects, such as coffee pods.

Despite the rooted tradition of drinking freshly made coffee in Spain, RTD coffee has registered steady sales growth, thanks to the increasing availability of Kaiku, the main brand in the retail channel. Mercadona, the leading retailer in Spain, offering Kaiku RTD



coffee on its shelves. As a result, RTD coffee continued to perform positively in 2012, with off-trade sales growing by 3% in volume and current value terms to reach €14 million. However, these growth rates were much slower than the respective review period CAGRs.

It is very unlikely that the tradition of drinking freshly made hot coffee at home or in a bar/café will change radically in the short to medium term. Indeed, the higher convenience offered by coffee pod systems, which allow the user to prepare coffee of a similar quality to that purchased in on-trade outlets, will continue to hamper the development of RTD coffee.

Key Headlines

- Off-trade current value sales grow by 3% in 2012 to reach €14 million
- Local consumers prefer to drink fresh coffee at home or in a bar/café
- The average off-trade unit price falls in current terms in 2012
- Kaiku Gran Cocina dominates in 2012 with a 97% share of off-trade value sales
- RTD coffee is expected to post a 1% off-trade constant value CAGR over the forecast period

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Mike King
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