Premium RTD coffees possessing uniquely appealing, distinctive flavour and health advantages, like reduced sugar or added protein, are especially well-positioned to catch consumer interest in Southeast Asia and stand out from the competition. Many packaged coffee beverages currently on the market have a high sugar content, which is a key concern for consumers as well as governments. To find out what motivates the desire for coffee, Indonesian consumers were surveyed, and their top answers were ‘ relaxation’ (52 percent), ‘ energy boost’ (48 percent), and ‘ indulgence’ (35 percent). Indonesian RTD beverage manufacturers have been expanding premium coffee offerings sold in supermarkets and convenience stores that compete with coffeehouses, while coffee chains are also launching their own bottled versions of specialty coffee beverages. Between October 2020 and September 2021, coffee was the top subcategory for new beverages, accounting for 17 percent of beverage product launches in the nation. Innova Market Insights’ tracking and analysis further supports the promise of coffee beverages in the region, notably in Indonesia.
Euromonitor estimates RTD coffee retail sales value across six Southeast Asian markets (Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam) at US$848 million for 2021, projecting it to grow further at a compound annual growth rate of 7.8 percent to reach US$1,144 million by 2025. The future demand outlook remains promising even as the COVID-19 situation eases drinking habits established during the pandemic are likely to continue while occasions for on-the-go consumption resume. Due to the pandemic, people mostly stayed home, and social distancing requirements constrained coffee shop visits. Southeast Asian formulators can elevate the protein coffee trend regionally, innovating new products tailored for local taste, texture and packaging format preferences.Ī shift to at-home coffee consumption is also partially behind an uptick in Southeast Asian demand for convenient RTD coffee beverages. Businesses should look towards the coffee or kopi category that provides an attractive opportunity ripe for breakthrough protein-added creations.
There are many different variations of both hot and iced coffees popular region-wide. Here, coffee taste preferences generally skew stronger, often balanced by the creamy addition of condensed or evaporated milk. South East Asia PotentialĪlthough RTD protein coffees are not yet mainstream in Southeast Asia, the coffee culture is well-rooted in the region. In Japan, both ready-to-drink and ready-to-mix options are available to satisfy consumer desires for delicious protein-added beverages with a caffeine kick.
The protein coffee trend is also evolving in Asia. Protein coffees also are available in the United States as ready-to-mix powders, with both single and multi-serve packaging options. Supermarket shelves in the United States offer a widening selection of RTD canned and bottled protein coffee offerings, available in many options such as espresso and mocha. Protein coffee products are taking off in the global marketplace, well-aligned with consumer desires for great taste, variety and the nutritional benefits of added protein for a healthy, active lifestyle. Ready-to-drink (RTD) protein coffee options also offer consumers the perks of anytime, anywhere convenience. Protein coffees are now expanding the frontier for protein beverages beyond sports drinks and smoothies, offering protein-seeking coffee lovers a delicious and healthful alternative to regular coffee that helps them wake up and power through the day. Yet, even before this social media trend, protein beverages have been rising in popularity over the years. Consumers added a scoop of protein powder to espresso and poured it over ice and created their very own caffeinated, protein drink. Proffee or protein coffee was a viral Tik Tok sensation in 2021.
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