世界のRTDコーヒー市場

Abstract

Combining analysis, insight and opinion - Zenith is pleased to unveil its new series of short sharp topical market reports, delivering assessments of the emerging issues that matter to consumers and the wider beverage industry:

• Adapt to change
• Be early to market
• Seize new growth opportunities

Zenith' s new topical market report on ready to drink coffee provides the definitive analysis on this evolving beverage category and the many challenges it faces.

Zenith' s Ready to Drink Coffee 2007 report provides full country market totals by volume and value, five year forecasts and company/brand profiles. The report provides a comprehensive market commentary that addresses: a broadening of target groups, product characteristics, health issues, functionality and RTD coffee, future developments and an assessment of strengths, weaknesses, opportunities and threats.

From Starbucks to Campina, Douwe Egberts, Emmi, Kraft and Nestlé - RTD coffee has seen increased focus, especially in West Europe. The resulting marketing boost and product launches are expected to help drive forward growth over the coming years.

Zenith' s 2007 Ready to Drink Coffee report covers:

• Market context: global beverage volume shares by sector and segment, 2006
• Market context: soft drinks shares by volume and value, Japan, North America and West Europe, 2006
• RTD coffee volume sales by country: West Europe, North America, Japan, 2004-11
• RTD coffee value sales by country: West Europe, North America, Japan, 2004-06
• RTD coffee consumption per person by country: West Europe, North America, Japan, 2004-11
• Organic RTD coffee summary
• Fairtrade RTD coffee summary
• Analysis of caffeine content in popular beverages
• Examination of caffeine/coffee consumption benefits
• Regulation of caffeine content
• Functional RTD coffee innovations
• Full regional overviews addressing: product history, key indicators, companies/brands, distribution, trends, innovation and packaging
• Leading company/brand profiles

RTD coffee is not a new concept but a number of factors indicate that the segment has the potential to achieve significant growth in some major international beverage markets over the coming years. The combined markets of Japan, North America and West Europe saw consumption reach 3,163 million litres by the end of 2006, equating to an estimated market value of Euros 12,410 million.

Ready to drink (RTD) coffee contains either brewed coffee, instant coffee or coffee extract and usually sugar and milk or cream. It is generally packaged in a convenient format for on the go consumption. RTD coffee is generally served and consumed chilled (‘iced coffee’), except in Japan where vending machines are capable of heating and serving the drinks warm. (Coffee-flavoured soft drinks, such as Coke BlaK, are not included within this definition or the scope of Zenith' s report.)

Zenith' s 2007 Ready to Drink Coffee report is based on detailed research into the opportunities and threats facing the burgeoning RTD coffee market. Zenith' s outline findings are that Japan, the birthplace of RTD coffee, is currently the most advanced market and provides an indication of the segment' s potential. Coffee bean varieties, roasting techniques, organic and functional ingredients now form a vital part of the product mix in Japan.

Overall, the international market for RTD coffee has in the last few years been characterised by:

• An explosion in new product development, particularly in Japan and North America
• A flattening out of the maturing market in volume terms in Japan
• Double digit volume growth in West Europe and high single digit growth in North America.

Zenith International reports offer you the most reliable market figures and in-depth analysis of trends. This comes from a bottom up approach to the research process, and detailed discussions undertaken with industry players.

Table of Contents

Brief definition

Executive summary

• Expansion of the Starbucks brand to international markets
• Increasing commitment on the part of multinationals to develop the category
• A broadening target market
• Overcoming concerns about obesity and health
• Mixed feelings over caffeinated beverages
• Overcoming the issue of the weather

Introduction

• Report scope
• The RTD coffee concept
• Market context
  • Figure 1 - Global beverage volume shares by sector and segment, 2006
  • Figure 2 - Soft drinks shares by volume and value, Japan, North America and West Europe, 2006
• Data

Market analysis

• Figure 3 - RTD coffee volume sales, 2004-11
• Figure 4 - RTD coffee market value, 2004-6
• Figure 5 - RTD coffee volume growth, 2005-11
• Figure 6 - RTD coffee consumption per person, 2004-11

Product characteristics

• Composition
• Consumption occasions
• Main coffee types
  • Figure 7 - RTD coffee terms and descriptions
• Main flavourings
• Product differentiation
• Organic RTD coffee
• Fairtrade RTD coffee

Healthy or unhealthy?

• Fat and sugar
  • Figure 8 - Comparison of soft drink calorie contents
• Coffee and caffeine
  • What is caffeine and what does it do?
  • Figure 9 - Caffeine content in popular beverages
• Changing fortunes for caffeine and coffee?
• What types of caffeine/coffee consumption benefits are being explored?
  • Antioxidants
  • Cardiovascular health
  • Cognitive function
  • Fibre
  • Liver
  • Type 2 diabetes
• Regulation
  • International
  • West Europe
  • North America

Functionality and RTD coffee

• Functional innovations from Japan
  • Antioxidants and prebiotics
  • A calming coffee? The GABA craze
• Figure 10 - GABA-enriched RTD coffee launches
  • Polyphenol-rich
  • Heavy caffeine
• Functional innovations in North America
  • A ‘body and mind energiser’
  • A ‘potent caffeine injection’
  • Nutritionally-enriched

Regional market overviews

• Japan
  • Product history
  • Key indicators
  • Companies/brands
  • Distribution
  • Trends and innovation
  • Packaging
• North America
  • Product history
  • Key indicators
  • Companies/brands
  • Distribution
  • Product trends and innovation
• West Europe
  • Product history
  • Key indicators
  • Figure 11 - West European RTD coffee consumption per person, 2006
  • Companies/brands
  • Product trends and innovation

Future development of the RTD market

• Strengths
• Weaknesses
• Opportunities
• Threats

Leading company profiles

• Japan
  • Asahi Breweries Group
  • Ajinomoto General Foods (AGF)
  • Coca-Cola Japan
  • DyDo Drinco
  • ITO EN Group (Japan)
  • Japan Sangaria Beverage Co
  • Japan Tobacco
  • Kirin Beverage Corporation
  • Nestlé Japan Group
  • Pokka Corporation
  • Sapporo Beverage Co
  • Suntory
• North America
  • AriZona Beverage Co
  • Bolthouse Farms
  • Beverages and Beyond Brands (BYB Brands)
  • Caffé del mar
  • Coca-Cola Company
  • Everlasting Distributors
  • Froid Coffee Company
  • Gehl Foods
  • ITO EN (North America)
  • Kan-Pak
  • Tully' s Coffee Corporation
  • Shock Coffee
  • Starbucks Coffee Company
  • Wolfgang Puck Beverage Partners
• West Europe
  • Arla Foods UK
  • Campina
  • Douwe Egberts
  • Emmi
  • JetDrinks
  • Jurado Hermanos
  • K-fee
  • KHR Food Import
  • Kraft Foods Global
  • Maresi Austria
  • Metro Drinks
  • Mövenpick (Fine Foods)
  • Münsterland
  • Nestlé
  • Rauch Fruchtsäfte
  • Returnity Handels
  • Simon Lévelt

Appendix - symbols and abbreviations