The Rising Demand for RTD Coffee in MENA

Ready-to-Drink (RTD) coffee is making waves across the Middle East and North Africa, swiftly becoming a preferred choice for consumers seeking convenience without compromising quality. From Dubai’s hypermarkets to corner stores in Casablanca, pre-packaged, chilled coffee beverages are quickly becoming a staple. 

The numbers speak for themselves. Overall, the consumption of RTD coffee in the region has surged from 26.6 million liters in 2019 to an estimated 39 million liters in 2024. Projections suggest the market will reach 61.8 million liters by 2029, growing at an impressive rate of 9.5% annually, according to Euromonitor, which makes RTD coffee one of the fastest-growing beverage segments in the region.  

So, what’s driving this surge? 

A key factor is the consumer's shifting lifestyles. With over 60% of the population under 30, younger generations are significantly shaping beverage preferences. These consumers crave quick, refreshing drinks that fit their fast-paced, social-media-driven lives. Equally, specialty coffee has taken hold, informing the region's coffee culture and raising expectations across the board. Today's consumers want (and can get) it all: high-quality, flavorful coffee experiences that combine premium coffee, functionality and indulgence ... without the wait. 

In addition to convenience, RTD coffee’s rise reflects a growing focus on health. As people opt for healthier alternatives to sodas and energy drinks, RTD coffee emerges as a smart choice, especially when paired with plant-based milk or protein. 

The market’s expansion has been fuelled by brands from local innovators and global names, offering diverse flavors, formats, and price points. There's a product for every taste and budget and a myriad of packaging options, including glass bottles, resealable cartons and shelf-stable cans. 

Flavor innovation is another key factor driving the MENA RTD coffee market. Brands are experimenting with regional flavors, such as cardamom-infused cold brews and Turkish-style iced coffee, appealing to local preferences. Seasonal and limited-edition offerings generate excitement, create social media buzz and enhance market appeal. 

Distribution channels are evolving, too. In countries like the UAE and Saudi Arabia, RTD coffee is not limited to traditional retail stores but also features heavily on online grocery platforms and food delivery services, tapping into a convenience-seeking, tech-savvy consumer base. 

Pricing remains a crucial aspect of accessibility within the market. In the Gulf, premium products angle USPs towards higher-end consumers, while North Africa has a greater emphasis on affordable options. Pricing diversity helps brands reach a wide range of consumers, strengthening their market presence. 

RTD coffee has shifted from a niche to a mainstream choice. As Maroun Sarkis, our trader for the MENA region, explains, “Consumers want convenience, and they also want high-quality, flavorful beverages.” This growing demand is driving innovation across formats, flavors, and functional benefits. 

At Sucafina Instant, we’re focused on providing versatile and consistent coffee solutions that meet these changing needs. Maroun adds, “We offer a specialized range of instant coffees that are perfect ingredients for RTD products, from smooth cold brews to creamy lattes or functional coffee-based beverages.” 

With these options, we help our partners stay ahead in a rapidly evolving market. 

The RTD coffee market in MENA is still in its early stages, offering plenty of growth opportunities. Join us as we lead the way. Reach out today!