DRINK ME

Amid the noise of the RTD Coffee
Category, Erika Fiadeiro offers seven
ways brands can win on the shelf

The Big Idea:

In a booming RTD coffee market, standing out requires more than just a good brew. Brands must combine quality, innovation, and strategic execution to capture consumer attention and drive growth. By focusing on what truly matters — taste, relevance, and value — RTD coffee brands can rise above the noise and earn their place on the shelf.

DRINK ME

Walk down any beverage aisle and you’ll see it: a sea of ready-to-drink (RTD) coffee options, vying for your attention. From single-serve cans to multi-serve bottles, the category has exploded, and retailers are racing to keep up.

According to Nielsen [EPOS Scan Data, 2025], the U.S. RTD coffee market has grown dramatically from $2.6B in 2019 to $3.7B in 2024 equating to +7% CAGR. With this growth, it is harder than ever for brands to cut through and many are asking, “In such a crowded landscape, how can we truly stand out?”.

At Finlays Solutions, we have a long track record of partnering with some of the best loved RTD coffee brands, and from our experience, here are the key factors that separate the winners from the rest.

1. A unique value proposition

A standout RTD coffee product begins with a clear and compelling value proposition. Whether it’s a bold new flavor, a sustainability story, or a unique brewing method, brands must offer something unique that resonates. Consumers are drawn to products that tell a story – especially one that aligns with their values or lifestyle.

2. Target market fit

Is your product designed for busy professionals, health-conscious millennials, or indulgent treat-seekers? The most successful RTD coffees speak directly to their target market’s preferences, habits, and aspirations. A tailored proposition and packaging make all the difference.

3. Expert formulation is key

Flavor and quality are non-negotiable. With so many options available, consumers won’t settle for mediocre taste, however good the packaging looks. Brands that invest in premium ingredients, innovative brewing techniques, and balanced flavor profiles are more likely to earn repeat purchases. Whether it’s a smooth cold brew or a creamy latte, taste is king.

4. Functional Benefits

Today’s consumers want more from their beverages. RTD coffee products that offer functional benefits such as added protein, adaptogens, or energy-boosting ingredients are becoming mainstream. These added features not only enhance the product’s appeal but also allow brands to tap into wellness trends and expand their reach.

At Finlays Solutions, we have a long track record of partnering with some of the best loved RTD coffee brands, and from our experience, here are the key factors that separate the winners from the rest.”

5. Even the best product needs visibility

Strategic marketing campaigns, in fluencer partnerships, and in-store sampling can drive awareness and trial. Sampling, in particular, is one of the most effective ways to convert curious shoppers into loyal customers. Creative storytelling and engaging visuals also help build brand identity.

6. Placement matters

Brands that secure prime shelf space and build strong relationships with retailers have a competitive edge. A well-executed distribution strategy ensures that products are available where and when consumers want them — whether that’s grocery stores, convenience outlets, or online.

7. Pricing Strategy

Price positioning can make or break a product. Premium pricing may work for artisanal or functional RTD coffees, while value pricing appeals to mass-market consumers. The key is to align pricing with perceived value and ensure it fits within the competitive landscape.

Success Stories from 2025

Two standout products from this year illustrate these principles in action.

International Delight’s “Bridgerton” and “Love is Blind” themed RTD coffees leveraged pop culture appeal and indulgent flavors to drive strong sales, particularly among Gen Z and millennial consumers.

Meanwhile, STōK Decaf Cold Brew filled a gap in the market for high-quality, caffeine-free options, earning praise for its smooth taste and clean label.

Erika Fiadeiro

Director, Coffee Marketing Finlays Solutions