Ready-to-Drink Coffee Moves into the Global Mainstream
Ready-to-Drink Coffee has become one of the fastest-growing segments of soft drinks globally and one that is changing rapidly. In Japan, the centre of global sales, the category has started to rethink its traditional inexpensive, functional approach and consider the possibilities in more premium and indulgent products. Meanwhile in the United States, Starbucks products are facing challenges from all sides as Coca-Cola takes aim at their market dominance at the same time as the cold brew revolution brings large numbers of small players into the category. While these two countries dominate the world, the category is diversifying geographically, with major growth potential in China, Southeast Asia, and Western Europe in the coming years.