Today, Ready to Drink (RTD) coffee is easily found in supermarkets across Indonesia. This drink is widely sought after because it offers practicality.
Customers only need to pick their preferred coffee drink, pay at the cashier, and the coffee is ready to be enjoyed.
No more waiting in line or waiting around for a sweet cup of coffee to start the day. In general, RTD coffee packaging is in the form of bottles or cans.
Therefore, if the coffee is not consumed all at once, this RTD coffee can be
stored in the refrigerator. Perfect for those who can’t stay long at a cafe to sip a cup of coffee.
But what exactly is this RTD coffee trend? Is RTD coffee really that popular?
Sales Data of Ready to Drink Coffee
To answer this question, we need data that shows the consumption level of RTD coffee. According to Statista data, by 2023, the revenue from RTD globally will reach US$33.36 billion.
Japan accounted for most of the revenue, reaching US$11,750 million. This data is expected to increase to 5.79 percent annually. By 2027, the volume of RTD coffee is expected to reach 8.11 billion liters.
In Indonesia, according to data from Euromonitor, RTD coffee saw sales increase by 3.2 percent in 2022. From 218 million liters in 2021 to 225 million liters in 2022.
From these data, it can be seen that RTD coffee will continue to grow every year. It’s no wonder that the world’s largest coffee company, Starbucks, chose to enter the RTD market.
Not long ago, in 2022 Starbucks launched their RTD coffee product. Starbucks even partnered with leading food manufacturer Nestle to make this RTD.
As is known, Nestle has already sold Nescafe RTD coffee made from robusta coffee. Meanwhile, the recently established Starbucks emphasizes arabica coffee paired with milk in their RTD coffee.
This shows that RTD coffee will continue to evolve following the desire of consumers who are happy with instant things.
Pros and Cons of RTD coffee
Although RTD coffee shows an increase in sales every year, RTD coffee also has a record in terms of its own advantages and disadvantages.
RTD coffee manufacturers need to think about several things to keep consumers consuming ready-to-drink coffee.
Firstly, despite its practicality, RTD coffee cannot offer the original aroma and flavor of coffee. This is due to the many mixtures that cause the authenticity to be lost.
Also, the amount of coffee included is not proportional to the other ingredients. This also makes RTD coffee only offer sweet flavors from sugar or milk.
For some coffee lovers, this can be a problem because aroma, flavor, and even caffeine content are important when enjoying coffee.
Secondly, the content of RTD may not be healthier than straight brewed coffee. The reason is the sugar and preservatives in them. RTD coffee has an average sugar content of 15-25 grams of sugar for a 200-250 ml size. Meanwhile, the daily sugar consumption limit recommended by the Ministry of Health of the Republic of Indonesia is 50 grams per day.
However, the current trend is that many RTD coffee manufacturers have begun to pay attention to consumer needs. Many ready-to-drink coffees offer lower sugar content and add healthful ingredients, such as vitamins or protein.
Third, RTD coffee is preferred by many people because of its sweetness. As is known, there are people who don’t like coffee because of its original bitter taste. Meanwhile, RTD coffee offers flavors that suit most people’s palates.
That’s the explanation of the ready to drink coffee trend that you need to know. The conclusion is that RTD coffee is favored by many people because it offers a variety of conveniences.
Starting from how to get coffee, ease of consumption, instant and diverse payment methods, and so on. In addition, many feel that RTD coffee is enough to fulfill their caffeine needs. This is why RTD coffee is so popular that it has become a trend today.
Are you a coffee lover? It’s time to visit the KopiKita platform to find coffee from various regions in Indonesia at the best price.
