Ready-to-drink (RTD) coffee is forecast to be the highest growth category in soft drinks says Coca-Cola Europacific Partners (CCEP), which continues to innovate with its latest Costa Coffee Double Shot + Caramel variant targeting low-energy moments.
Originally launched in 2010 as a niche category, RTD coffee has become “well established” in the mainstream, thanks to interest from younger consumers who have adopted the drinks as a “year-round, all-occasion beverage”, adds the supplier.
It expects the category to double in size by 2030, reaching an estimated £670 million, with projections based on historical market growth rates and Nielsen, KO industry estimates.
CCEP says its Costa Coffee range is aimed at a growing number of consumer need-states: the Double Shot variants deliver a high-intensity caffeine hit, for busy or low-energy moments, the Latte and Caramel Latte offer smoother, more accessible options for daily coffee drinkers, and the Frappé range provides a more treat-led, lower-caffeine experience, appealing to those looking for flavour and comfort over function. For instance, the Creamy Tiramisu Frappé, introduced in March, was inspired by the Italian dessert of the same name.
CCEP also modernised its Costa Coffee RTD packaging this summer, featuring bold Costa branding, clearer flavour descriptors and a clean, premium aesthetic that appeals to younger consumers. The updated packaging has rolled out across 250ml sleek cans, 330ml bottles and multipacks.
The new-look will make it easier for consumers to shop depending on their need state, says Kate Abbotson, senior trade communications manager at CCEP.
“Leading brands like Costa continue to play an important role in giving the category credibility and recruiting new shoppers from hot coffee or from other chilled soft drinks segments,” says Abbotson. “Our advice to retailers is to ‘brand block’ on the fixture for maximum standout and visibility, to help disrupt the shopper journey and inspire impulse purchasing decisions.”
