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Ready-to-drink (RTD) is the category in beverages refers to packaged, prepared and ready for human consumption. The product does not require any processing after its packaging and can be consumed immediately upon its purchase. The rising consumer shift towards ready to consume products has made manufacturers to capitalised on changing consumer’s consumption trends, such as the rising popularity of RTD beverages.
The demand for RTD beverages is majorly driven by its convenience and sensory properties, added by the manufacturers. Rising urbanisation and busy life schedules have led to fuel the demand for RTD beverages. The product also offers extended shelf life and portability to consumers such as while travelling. The manufacturers of RTD beverages are highly focused on introducing new and value-added products to avail new products in the market. The rising popularity of RTD beverages among consumers is expected to increase its global business across the world.
Key Market Driver -
Rising Demand for Convenience Products and Changing Beverages Drinking Pattern
Key Market Restraint -
Reduced Natural Properties and Cost Fluctuations of Raw Material
The increased demand for premium and convenience beverages among the working consumers has highly influenced the demand for RTD beverages positively. The consumers have shifted from beverages making a trend in the home to ready-made beverages. The various flavours and ingredients enhance the taste of the beverages, which is attracting consumers to purchase the products and increasing the global sales of RTD beverages.
RTD beverages are the processed and functional beverages, which losses some extent of nutritional properties during the manufacturing process. Several consumers prefer fresh and natural beverages due to health concerns, which is expected to create an impediment in the growth of the global RTD beverages market.
Several leading RTD beverages manufacturers are operating in the global RTD beverages market. The manufacturers are capitalising to expand their reach to consumers by increasing product penetration across the globe. Some of the major key players are PepsiCo, Inc., Fuze Beverage, The Coca-Cola Company, Nestle S.A., Gujrat Co-operative Milk Marketing Federation, Kraft Foods Group, Inc., The Campbell Soup Company, and Red Bull GmbH.
Based on the product type, flavoured milk and yoghurt are dominating the market. The different available flavours in the market are getting huge demand from the consumers. The products are getting popularity among all the age group of consumers, which is broadly increasing the consumption of flavoured milk and yoghurt. Tea, coffee, and other beverages are also getting a huge response from corporates, cafes, and other organizational bodies to fulfil the demand from consumers.
Among the distribution channel, supermarkets/hypermarkets are anticipated to be the leading channels and majorly responsible for the sales growth of RTD beverages. Huge consumer dependency on supermarkets/hypermarkets for the purchase of grocery products is expected to contribute significantly to the growth of RTD beverages. Convenience stores are also expected to register significant growth in the forthcoming years due to their immense popularity, especially across Asian countries.
North America and the European region have a major share of RTD beverages across the globe. The change in the eating and drinking pattern according to the health and beauty concerns have led to an increase in the consumption of RTD beverages. The U.S. consumers prefer diet & low-calorie beverages and prebiotics drink to maintain their health, weight, and digestive system.
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The Asia Pacific is the developing region and has a huge potential for the growth of RTD beverages. Rising disposable income and changing lifestyles of the consumers are some of the major influencers fueling the demand for RTD beverages in the region. Emerging economies such as India and China among the others are one of the huge markets for RTD beverages in the region. Asia Pacific is expected to be one of the largest markets for RTD beverage variants across the world.
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