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Strategy Briefing

RTD Tea in Asia Pacific

57 pages, May 2017

US$1,325

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About This Report

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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 is the centre of the global RTD Tea market, with three-fourths of worldwide sales. Things are changing in Asia, though, as the massive Chinese and Japanese markets reach maturity and the locus of growth shifts to Southeast Asia, where countries like Indonesia and Vietnam are seeing considerable growth as consumers respond favourably to the category’s ability to deliver on-the-go refreshment.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

East Asia is the centre of global sales of RTD tea

Three quarters of all RTD tea globally is sold in Asia Pacific, but sales are not evenly distributed throughout the whole region. Nearly all sales occur in just a handful of countries, namely China, Japan, Hong Kong and Taiwan. Southeast Asia is growing in importance to the category, but China and Japan will retain their dominant regional (and indeed, global) roles for the foreseeable future. Asia overall will remain the region with the majority of global volume sales indefinitely.

The large Chinese and Japanese markets are increasingly saturated

Ageing populations and slowing economic growth mean that it will be difficult for the category to generate much in the way of volume growth in the economically developed states of East Asia, although only in China should the category actually decline in terms of total consumption. Prospects for value growth through premiumisation and new packaging, however, remain.

Southeast Asia is now the regional driver of growth, led by Indonesia

With growth slowing in China and Japan, the markets to watch are now going to be those in Southeast Asia. The category is expanding its appeal in countries such as Indonesia and Vietnam, and a combination of more affordable pack types and rising incomes has made RTD tea more affordable than ever before. Consumers value the ability of products in the category to deliver on-the-go refreshment, although growing concerns about sugar may pose a threat to many highly sweetened brands.

Large numbers of consumers remain outside of the category

Per capita consumption is functionally zero in the huge markets of India and Pakistan, and also still quite low in much of Central and Southeast Asia. The largest issues are distribution and product availability. Lipton is the only brand with significant sales in Pakistan, for example, and even this brand is difficult to find outside of urban areas. Affordability also remains an issue throughout the region, but falling unit prices are starting to change that.

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Introduction

Scope

Key findings

Regional Overview

Putting Asia Pacific into context

Consumption is highest in developed East Asia

Large fluctuations thanks to the performance in China

China dominates sales of RTD tea in Asia Pacific…

…but growth is much stronger in newer markets such as Vietnam

China’s time as growth driver is coming to an end

The slow regional growth rate is driven mostly by demographics

Young women is the most important demographic group

China continues to drive volume growth in the region

Chinese consumers prefer black tea, most others like green

Supermarkets rises in prominence

Leading Companies and Brands

Mature markets are more fragmented

Taiwanese companies lead RTD tea in Asia

Coca-Cola alone aims for a truly regional presence

Tremendous amount of brand turmoil in the past decade

Forecast Projections

Slumping Chinese growth will be outweighed by other countries

Older markets will show less relative growth

Southeast Asia rises in importance in the regional picture

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

Kazakhstan: Market context

Kazakhstan: Competitive and retail landscape

Uzbekistan: Market context

Uzbekistan: Competitive and retail landscape

South Korea: Market context

South Korea: 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?

East Asia is the centre of global sales of RTD tea

The large Chinese and Japanese markets are increasingly saturated

Southeast Asia is now the regional driver of growth, led by Indonesia

Large numbers of consumers remain outside of the category

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Putting Asia Pacific into context

Consumption is highest in developed East Asia

Large fluctuations thanks to the performance in China

China dominates sales of RTD tea in Asia Pacific…

…but growth is much stronger in newer markets such as Vietnam

China’s time as growth driver is coming to an end

The slow regional growth rate is driven mostly by demographics

Young women is the most important demographic group

China continues to drive volume growth in the region

Chinese consumers prefer black tea, most others like green

Supermarkets rises in prominence

Leading Companies and Brands

Mature markets are more fragmented

Taiwanese companies lead RTD tea in Asia

Coca-Cola alone aims for a truly regional presence

Tremendous amount of brand turmoil in the past decade

Forecast Projections

Slumping Chinese growth will be outweighed by other countries

Older markets will show less relative growth

Southeast Asia rises in importance in the regional picture

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

Kazakhstan: Market context

Kazakhstan: Competitive and retail landscape

Uzbekistan: Market context

Uzbekistan: Competitive and retail landscape

South Korea: Market context

South Korea: 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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