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Sunday 20.08.2017 | Name days: Bernhards, Boriss
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Euromonitor: overview of popularity of hot drinks in Latvia

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Baltic news, News from Latvia, BNN.LV, BNN-NEWS.COM, BNN-NEWS.RUHot drinks’ recovery from the economic crisis began in 2012 and continued in 2013. Coffee remains the main driver of performance as it accounts for the majority of total volume sales, according to a report compiled by Euromonitor.

Lifestyle, simplicity and health and wellness trend define performance in 2013

People in Latvia prefer coffee (instant over fresh) to other hot drinks mainly due to climate, variety, promotion, lifestyle and its invigorating effect. Moreover, instant coffee is preferred due to its simplicity and ease of preparation. Coffee pods are gaining popularity for the same reasons. However, some consumers substituted coffee with tea or other hot drinks in 2013 due to the health and wellness trend. The recovering economy had a positive impact on consumer purchasing power and contributed to increased demand for higher quality products.

Tough competitive environment for local players

The leading positions are taken by international brands and few local players were present in Latvia in 2013. Moreover, the leading companies are present in all three categories of hot drinks, and due to economies of scale it is difficult for local producers to compete with international brands. Local producers focus mainly on developing niches or particular target groups.

Supermarkets and hypermarkets remain major sales channels in 2013

On-trade sales are increasing as the economy improves and the country’s cafe network develops – players include Coffee Inn, Double Coffee and Costa coffee. Supermarkets remains the leading off-trade channel in 2013 due to the wide variety of products available, discounts and the channel’s long-standing popularity. Internet retailing also increased, especially coffee pods, but the channel remains insignificant in terms of total retail volume sales.

Decrease in raw materials prices and economic recovery to foster growth over the next five years

Instant coffee sales will increase as people become less willing to spend time preparing fresh coffee and seek faster alternatives. The growing popularity of coffee pods and number of cafes will positively affect on-trade sales. Lower prices of coffee beans and cocoa will lead to higher discounts, encouragement to innovate, and minimal unit price growth over the next five years.


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