Total volume sales of RTD tea remain in growth in 2021, helped on part by the strong return to growth of on-trade sales as a result of consumers returning to foodservice. However, growth is slowing, in line with trends that began in 2020.
Consumer health consciousness has surged in the aftermath of the pandemic, accelerating a trend that was already emerging over the forecast period. This has supported demand for RTD tea in Belarus.
RTD remains highly concentrated, with Coca-Cola Co’s Fuze Tea holding over half of 2021 value sales in the off-trade. This is despite only entering the category in 2018, reflecting the relative immaturity of RTD tea.
The struggle to rebuild disposable incomes is expected to negatively affect volume and value sales of RTD tea over the forecast period. These products are non-essential for most Belarusian consumers, and the category is among the smallest of the extant products in the country.
Foodservice sales are forecast volume growth over the forecast period, albeit from a very low base. RTD tea is not yet a very popular soft drink in the on-trade, and will continue to face strong competition from carbonates, especially in QSR outlets.
Consumer perception of RTD tea as a healthy option, and even as functional products, should help sustain volume growth in the off-trade over the forecast period. However, the health trends that have emerged so strongly in Belarus in the wake of the pandemic are filtering into product development across soft drinks in general.
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This category includes all packaged products based on brewed tea or tea extract. May be sweetened or unsweetened, carbonated or still, with a wide variety of different flavourings. May contain juice.See All of Our Definitions
This report originates from Passport, our RTD Tea research and analysis database.
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