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Strategy Briefing

RTD Tea in Asia Pacific

Jun 2019

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Asia Pacific dominates the RTD tea market, accounting for three quarters of global off-trade volume sales. With the leading Chinese and Japanese markets reaching maturity, growth is seeing a shift from pure volume to premium and healthier RTD tea beverages. Moving forward, a desire among millennials for quality and experience will see off-trade RTD tea sales facing competition from foodservice outlets like bubble tea shops.

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Overview

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Key Findings

Asia Pacific dominates global sales of RTD tea

Three quarters of RTD tea globally is sold in Asia Pacific, with East Asia being a massive market. China is the largest RTD market globally, while Japan, Hong Kong and Taiwan have the highest per capita RTD tea consumption. With volume consumption in the mature East Asia region slowing, growth has increasingly come from other regions, such as Southeast Asia, notably Vietnam and Indonesia.

Renewed interest from millennials provides both opportunities and challenges

The rise of millennials has provided growth opportunities in South Korea, where manufacturers regularly develop novel tastes and flavours which might appeal to the desire for sophistication among this group. On the other hand, China’s off-trade RTD volume sales face a challenge from millennials with rising disposable incomes, who are increasingly turning to foodservice outlets to fulfil their craving for premium quality beverages and a consumption “experience”.

Differing RTD tea health perceptions lead to contrasting outcomes

Differing consumer attitudes and health perceptions account for the contrasting RTD tea performances across the region. In Japan, predominantly unsweetened RTD tea continues to see stable growth, as health-conscious consumers value its health benefits. On the other hand, consumers in Vietnam and Singapore perceive RTD tea to be sugary and thus unhealthy. This has led to reduced growth in Vietnam and a decline in Singapore, as consumers have switched to non-sweetened beverages, like bottled water.

Sugar tax in the Southeast Asian region will have a bearing on future performance

The implementation of a sugar tax in Southeast Asian countries like Thailand has resulted in price rises, which have impacted volume sales. With Malaysia expected to implement a sugar tax in mid-2019 and more countries, like Singapore and Vietnam, considering doing so, government regulations could have a bearing on the future consumption of RTD in Southeast Asia.

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Introduction

Scope

Key findings

Regional Overview

Asia Pacific dominates globally in terms of volume consumption

East Asia enjoys the highest per capita consumption

Fluctuations in China skew overall growth

Healthy living trend boosts growth in Japan

Indonesia and Vietnam drive growth in Southeast Asia

Japan tops volume growth despite slow historic CAGR

Carbonated RTD tea has a negligible impact on overall RTD tea

China’s decline offset by Japan and Southeast Asia

Supermarkets and independent small grocers remain the key channels

Supermarkets’ share increases in developing markets

Leading Companies and Brands

Market fragmentation differs across Asia Pacific

Taiwanese players head the pack due to sales in China

Leading companies have major interests in China and Japan markets

Large Chinese market determines the leading brands

Forecast Projections

Healthy living trend will drive growth in Asia Pacific

Rise of Japan and South Korea will more than offset decline in China

Off-trade RTD tea faces competition from foodservice channels

Southeast Asia: volume growth to be driven by Vietnam and Indonesia

Differing growth forecasts across Southeast Asian markets

Country Snapshots

China: market context

China: competitive and retail landscape

Japan: market context

Japan: competitive and retail landscape

Indonesia: market context

Indonesia: competitive and retail landscape

Vietnam: market context

Vietnam: competitive and retail landscape

Taiwan: market context

Taiwan: competitive and retail landscape

Thailand: market context

Thailand: competitive and retail landscape

Philippines: market context

Philippines: competitive and retail landscape

Hong Kong, China: market context

Hong Kong, China: competitive and retail landscape

South Korea: market context

South Korea: competitive and retail landscape

Uzbekistan: market context

Uzbekistan: competitive and retail landscape

Kazakhstan: market context

Kazakhstan: competitive and retail landscape

Malaysia: market context

Malaysia: competitive and retail landscape

Singapore: market context

Singapore: competitive and retail landscape

India: market context

India: competitive and retail landscape

Azerbaijan: market context

Azerbaijan: competitive and retail landscape

Pakistan: market context

Pakistan: competitive and retail landscape

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Megatrends

Strategy Briefing

RTD Tea in Asia Pacific

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Key Findings

Asia Pacific dominates global sales of RTD tea

Renewed interest from millennials provides both opportunities and challenges

Differing RTD tea health perceptions lead to contrasting outcomes

Sugar tax in the Southeast Asian region will have a bearing on future performance

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Asia Pacific dominates globally in terms of volume consumption

East Asia enjoys the highest per capita consumption

Fluctuations in China skew overall growth

Healthy living trend boosts growth in Japan

Indonesia and Vietnam drive growth in Southeast Asia

Japan tops volume growth despite slow historic CAGR

Carbonated RTD tea has a negligible impact on overall RTD tea

China’s decline offset by Japan and Southeast Asia

Supermarkets and independent small grocers remain the key channels

Supermarkets’ share increases in developing markets

Leading Companies and Brands

Market fragmentation differs across Asia Pacific

Taiwanese players head the pack due to sales in China

Leading companies have major interests in China and Japan markets

Large Chinese market determines the leading brands

Forecast Projections

Healthy living trend will drive growth in Asia Pacific

Rise of Japan and South Korea will more than offset decline in China

Off-trade RTD tea faces competition from foodservice channels

Southeast Asia: volume growth to be driven by Vietnam and Indonesia

Differing growth forecasts across Southeast Asian markets

Country Snapshots

China: market context

China: competitive and retail landscape

Japan: market context

Japan: competitive and retail landscape

Indonesia: market context

Indonesia: competitive and retail landscape

Vietnam: market context

Vietnam: competitive and retail landscape

Taiwan: market context

Taiwan: competitive and retail landscape

Thailand: market context

Thailand: competitive and retail landscape

Philippines: market context

Philippines: competitive and retail landscape

Hong Kong, China: market context

Hong Kong, China: competitive and retail landscape

South Korea: market context

South Korea: competitive and retail landscape

Uzbekistan: market context

Uzbekistan: competitive and retail landscape

Kazakhstan: market context

Kazakhstan: competitive and retail landscape

Malaysia: market context

Malaysia: competitive and retail landscape

Singapore: market context

Singapore: competitive and retail landscape

India: market context

India: competitive and retail landscape

Azerbaijan: market context

Azerbaijan: competitive and retail landscape

Pakistan: market context

Pakistan: competitive and retail landscape

Why buy this report?

Want to find out more about this report?

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