Coffee shops, supermarkets, and gas stations are increasingly selling ready-to-drink coffees in addition to (or in some cases instead of) hot coffee.
Coffee that has been pre-made and packaged in a container or bottle is a convenient lunchtime choice for people on the go. In the last few years, this was a very tiny business, but now some of the most well-known names in the coffee industry are getting on it, as well.
Offering chilled ready-to-drink coffee to go can be a terrific addition to your current hot drink menu for coffee shops today. The most important thing to remember is to master the art of making a traditional cup of coffee.
A wide variety of coffee manufacturers have been on board with RTD coffee, which has grown in popularity since then. Some of the most popular types of coffee from Costa Coffee and Blue Bottle are now available in cans, while iced coffee from Blue Bottle is now available in cartons.
However, rising businesses like Philadelphia-based La Colombe (which began as a high-end specialty coffee shop) have taken advantage of the developing trend as well, not just multinationals.
Over the next six years, the worldwide RTD coffee market is expected to expand to more than $22 billion in value, according to industry analysts. Consumers' shifting habits, particularly those of the millennial and Generation Z generations, are a major factor in this expansion.
As a coffee business veteran for over a decade, Michalis tells me that RTD coffee's popularity with young people stems mostly from its ease.
In the specialty coffee sector, RTD coffee has grown in popularity, especially cold brew. Cold brew is increasingly available in attractive bottles, cans, and other containers at many coffee establishments. Customers will appreciate how much more convenient it is now for them to pick up their favorite cup of joe and go. RTD coffee is in high demand because to the fact that we're living in the midst of a global epidemic, which makes it simpler for us to get through the day."
Nitro cold brew and dairy-free lattes are just some of the RTD coffee offerings that have carved out a niche in the market. Despite their growing popularity, some remain skeptical about the ability of RTD coffees to compete with more traditional, specialized options.
A common complaint is that sugar and flavorings hide the genuine flavor of the coffee. Starbucks Double Shot Espresso cans are no exception to the rule when it comes to flavorings, sweeteners, and acidity regulators.
RTD products are increasingly being scrutinized for their quality as more small-scale specialty roasters enter the market and use them as an extension of their brand.
Even while RTD coffee can't hold a candle to freshly brewed filter or espresso, some coffee shops have gone to considerable lengths to maintain a high standard of quality. Michalis is on board.
When considering RTD coffees, the ultimate product must be taken into account, he says. The quality of RTD coffee cannot be matched to that of fresh coffee. "Many coffee shops, on the other hand, are doing a fantastic job of ensuring that all of their beverages meet the same high standards. Keep an eye out for these spots if you're looking for RTD coffee."
Providing speciality roasters with RTD coffee has a number of advantages. There are numerous benefits to this strategy, including a boost in income and profits.
RTD coffee can be used to target health-conscious consumers who are gradually shunning carbonated soft drinks.
As a perfect pre- and post-workout beverage, many roasters emphasize the coffee's natural antioxidant content as an important element of a healthy lifestyle. It is feasible to sell RTD coffee in locations where cans and cartons are not, such as supermarkets and vending machines.
Another benefit of RTD coffee is that it has a long shelf life. There is little or no change in flavor consistency over a period of three to six months for most RTD drinks except for ground coffee and whole bean coffee.
In order to keep these cans and cartons fresh, roasters don't have to worry about delivering them right away. This is a significant advantage. Rather than sitting for weeks or months in supermarkets, coffee shops or other points of sale, it can be delivered directly to these points of sale in a timely manner.
The enticing cans and cartons of RTD coffee may entice customers who have never previously visited the coffee section of a store to take a closer look.
"The packaging and branding of a product are really important". It's possible to tell a lot about a company's values and beliefs from its logo.
It's a second chance to catch the eye of potential customers with a well-designed cup of RTD coffee."
Learn more about these methods at the free coffee courses online.
OCM (OnCoffeeMakers.com) was started in 2007 with the first webpage about coffee machines. And for a number of years, we focused on helping people find their desired coffee machine (we still are helping folks with that! So, if you are looking for coffee machines for office or restaurants - check out the link).
In 2010, we started getting enquiries on restaurant marketing and we start to help food and beverage brands with their marketing. Below are campaigns and events that we have done over the years:
OCM's campaigns: F&B Marketing Ideas by OCM
OCM's Events: F&B Industry events by or with OCM
Check out this restaurant marketing guide to learn more about the many campaigns and companies we have worked with.
Since then, we have also created many marketing workshops and classes for the F&B industry. Many of these modules are still running in tertiary institutions such as Temasek Polytechnic Skillsfuture Academy and also ITE College East COC classes, below are some snippets of our lectures and workshops:
OCM’s F&B workshops: Food and Beverage Marketing Lectures | Workshops - click to watch classes on customer journey map, JTBD and more.
So, if you are looking for industry practitioners to help you scale your coffee or F&B businesses, do drop us a message or book an appointment. Do also check out our various social media platforms on regular F&B and coffee market updates:
For regular coffee (F&B) related videos: OCM Youtube
For Daily Coffee Inspiration (fun coffee content): OCM IG
For insights into the coffee (F&B) industry: OCM LinkedIN
PS: For the coffee lovers, we continue to share coffee articles (and videos) and have also started a free coffee class section (with free online coffee training supported by coffee partners).