This specialist postgraduate thesis discusses the retail brands of coffee on the Croatian market and their impact on the coffee category. The motive that prompted the author to write this paper was explained in the introductory part of the paper. The methods and sources of data collection was listed and the content and structure of the paper was briefly explained in this part of paper. The second part of the paper, using a review of domestic and foreign, professional and scientific literature, explains the evolution process of retail and the change in power relations among members of the distribution channel. The development of increasingly complex consumer needs has led to the development of product category management. This chapter also explains the concept of retail brands and their different interpretations in professional and scientific literature. In the third chapter, consulting professional and scientific literature, the theoretical frameworks of private labels are set through the analysis of types and different strategies that manufacturers and retail chains have towards retail brands. A detailed review of the globally important commodity, coffee, was made in the fourth chapter. The coffee path from the plantation to the shelf is shown consulting the professional literature and with Insight into the internal processes of the largest Croatian coffee producer Franck d.d. The historical context of consumption and production on the Croatian market was investigated in order to predict future trends in industry and consumption. The main part of the paper is focused on a detailed analysis of retail coffee brands in segments of ground and soluble coffee on the Croatian market. A survey of consumer attitudes towards retail brands and their habits related to the purchase and consumption of coffee beverages was conducted at the end of the paper, the research was made through a highly structured questionnaire, after which the results were processed and interpreted. The author's concluding thoughts on the subject and his assessment of the impact of retail brands on the coffee category in the Republic of Croatia ware presented in the end of the paper.