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Global Briefing

Will RTD Tea be Able to Broaden its Geographic Appeal?

Dec 2011

Price: US$2,000

About this Report

About this Report

Although RTD tea is a relatively small category in soft drinks, it is experiencing the most rapid RTD volume growth of any soft drink category, and is projected to continue to do so in the future. It is moving from a niche category to the mainstream. This report will answer whether or not the world is acquiring a taste for RTD tea and how to accelerate growth in both developing and developed markets.


What this report includes

  • Up-to-the minute analysis of the latest trends in the industry
  • New product development, forecasts and other themes
  • Unique graphics and illustrated case studies
  • Most recent brand and company news
  • New insight into the size and shape of the market

Why buy this report

  • Clear, concise powerpoint format makes it easy to digest
  • Leading industry opinion keeps you abreast of latest news and trends
  • Forward-looking outlook on a category, market or issue affecting the industry
  • Latest five year forecasts assess how the market is predicted to develop
  • Understand the competitive environment, the leading players and brands

Delivery format

PDF/PPT
Downloadable from MyPages

Table of Contents

Table of Contents

Introduction

Scope

Key finding

Global Beverage Markets

RTD tea is increasing its volume share in a growing category

RTD tea-high value category with greater value than volume share

Top 10 is dominated by local brands

RTD tea is the most dynamic soft drinks category

Main Geographies for RTD Tea

Asia-Pacific is the dominant volume region for RTD tea

Generally, value is expected to grow at a slower rate than volume

RTD tea is rising rapidly in Asian developing markets

Developed markets have more value added products

The outlook to 2015

The outlook for Western Europe is rather different

Will the rest of the world acquire a taste for RTD tea?

Market Case Studies

China’s rapid rise

China Case Study

RTD tea is the most dynamic soft drinks category in China

RTD tea is dominated by Asian companies

Premiumisation : Adapting traditional values to a new hectic lifestyle

RTD tea is on trend by meeting traditional needs conveniently

Vietnam

Vietnam Case Study

RTD tea is the largest soft drinks category in Vietnam

Domestic brands are driving category expansion

Dr Thanh : A premium new offering in Tan Hiep Phat’s portfolio

Dr Thanh succeeds by finding a new niche: Herbal RTD tea

Healthy image/strong consumer communication grow RTD tea

Vietnam had greater RTD tea growth than comparable markets

India: The sleeping giant

India Case Study

RTD tea volume is negligible

China and India: Similar hot tea tradition/different RTD acceptance

China’s long-standing tea culture can adapts to modern lifestyles

Increasing product value in Japan and Canada

Developed Market Value Added Case Study

Future volume growth will be lower than historic growth

Japan adds value through segmentation and new health claims

Gogo No Kocha Zero (Peach & Earl Gray), by Kirin Beverage Co

Oi-Ocha Kodomo Ocha, by Ito En Ltd: Japan new product details

Canada focuses on niche value-added RTD tea new products

Japan/Canada held value better than most developed markets

The Future for RTD Tea

Summary

Report Definitions

Data parameters and report definitions

Samples

WillRTDTeabeAbletoBroadenitsGeographicAppeal.jpg

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