PROSPECTS
RTD coffee is projected to record moderate growth in both volume and value terms over the forecast period. RTD coffee is unlikely to see much more dynamism in terms of new product launches or new marketing campaigns in comparison to other soft drinks, such as RTD tea; however, RTD coffee should maintain its stable growth thanks to loyal consumers. New target groups such as women, undergraduates and postgraduates are expected to support strong value growth thanks to RTD coffee in PET bottles.
RTD coffee is set to record lower growth over the forecast period than that registered over the review period. There is the alternative of freshly-brewed coffee available from international chains such as Starbucks, and local brands and unpackaged coffee are widely available in urban areas and at tourist destinations. Consumers have a variety of choices of coffee products from freshly made at home to street side stall and coffee specialist shop which is easier to access compared to purchasing RTD coffee from modern grocery stores mainly.
The growing supply of coffee outlets as well as freshly-brewed coffee has switched some coffee lovers from RTD coffee to fresh coffee choices. Some people may claim that freshly-brewed coffee consumers are a different target group than that for RTD coffee, but once RTD coffee drinkers have a chance to try freshly-brewed coffee they may not go back to drinking RTD coffee.
Future developments by Ajinomoto Calpis Beverage (Thailand) Co are expected to be more aggressive. The company is planning to expand to a new manufacturing site to be opened at Nongkae Industrial Estate under an investment of Bt1.4 billion, which is expected to open during the forecast period. With a new manufacturing site, the company is expected to more than double its production each year from around 360 million units to reach 750 million units.
PROSPECTS
RTD coffee is projected to record moderate growth in both volume and value terms over the forecast period. RTD coffee is unlikely to see much more dynamism in terms of new product launches or new marketing campaigns in comparison to other soft drinks, such as RTD tea; however, RTD coffee should maintain its stable growth thanks to loyal consumers. New target groups such as women, undergraduates and postgraduates are expected to support strong value growth thanks to RTD coffee in PET bottles.
RTD coffee is set to record lower growth over the forecast period than that registered over the review period. There is the alternative of freshly-brewed coffee available from international chains such as Starbucks, and local brands and unpackaged coffee are widely available in urban areas and at tourist destinations. Consumers have a variety of choices of coffee products from freshly made at home to street side stall and coffee specialist shop which is easier to access compared to purchasing RTD coffee from modern grocery stores mainly.
The growing supply of coffee outlets as well as freshly-brewed coffee has switched some coffee lovers from RTD coffee to fresh coffee choices. Some people may claim that freshly-brewed coffee consumers are a different target group than that for RTD coffee, but once RTD coffee drinkers have a chance to try freshly-brewed coffee they may not go back to drinking RTD coffee.
Future developments by Ajinomoto Calpis Beverage (Thailand) Co are expected to be more aggressive. The company is planning to expand to a new manufacturing site to be opened at Nongkae Industrial Estate under an investment of Bt1.4 billion, which is expected to open during the forecast period. With a new manufacturing site, the company is expected to more than double its production each year from around 360 million units to reach 750 million units.
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