Executive Summary

Mar 2019
PROSPECTS
Introduction of Fuze Tea generates strong growth in the short term

Driven by the health trend, favouring soft drinks with a low sugar content, and strong innovation activity by manufacturers, RTD tea was already a dynamic category in 2017, both in the off-trade and on-trade. In 2018 however, due to the introduction of Fuze Tea by Coca-Cola Belgium, the category registered even stronger growth.

Consumers likely to switch to organic versions

The positive effect of the introduction of Fuze Tea are likely to be felt only in the short term. Over the forecast period, consumers will probably shift towards healthier, organic versions of RTD tea, and manufacturers such as D-Drinks BVBA, which focuses on health and wellness, are set to benefit the most from these trends.

The health trend favours RTD tea over other soft drinks

In 2017 and 2018, following the introduction of the sugar tax, and in the midst of the development of a significant consumer shift towards healthier and sugar free drinks, soft drinks categories such as carbonates began to suffer. Along with bottled water and energy drinks, RTD tea was one of the main beneficiaries of this trend.

COMPETITIVE LANDSCAPE
Coca-Cola Belgium takes second place

The launch of Fuze tea at the beginning of 2018 had a sudden and strong impact on the category. Coca-Cola heavily supported the launch of the product, with an advertising campaign, an extensive distribution network, and a strong in-store promotional drive.

Unilever Belgium remains the leader, although losing share

Following the entry of Coca-Cola Belgium, the RTD tea competitive landscape changed substantially. Unilever Belgium remained the leader, although it lost significant share.

Innovation drives value sales

The launch of Fuze Tea by Coca-Cola Belgium, available in four variants (Black Tea Peach Ibiscus, Green Tea Mango Chamomille, Black Tea Sparkling and Black Tea Lemon) and five different formats (glass bottle, 200ml; aluminium can, 250ml and 330ml; PET bottle, 400ml and 1.25l) was not the only relevant launch of the year.

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RTD Tea in Belgium

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Overview

Discover the latest market trends and uncover sources of future market growth for the RTD Tea industry in Belgium with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the RTD Tea industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.

The RTD Tea in Belgium market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of RTD Tea in Belgium?
  • What are the major brands in Belgium?
  • What flavors of RTD Tea, like green tea, are the most popular in Belgium?
  • Who is the consumer profile of RTD tea drinkers in Belgium?
  • What are the key on-trade market trends for RTD Tea sales and how these are changing?
  • What is the key on-trade distribution channel for Belgium?
  • Are fountain sales available for RTD Tea in Belgium?

Why buy this report?

  • 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

This industry report originates from Passport, our Soft Drinks market research database.

RTD Tea in Belgium - Category analysis

HEADLINES

PROSPECTS

Introduction of Fuze Tea generates strong growth in the short term
Consumers likely to switch to organic versions
The health trend favours RTD tea over other soft drinks

COMPETITIVE LANDSCAPE

Coca-Cola Belgium takes second place
Unilever Belgium remains the leader, although losing share
Innovation drives value sales

CATEGORY DATA

Table 1 Off-trade Sales of RTD Tea by Category: Volume 2013-2018
Table 2 Off-trade Sales of RTD Tea by Category: Value 2013-2018
Table 3 Off-trade Sales of RTD Tea by Category: % Volume Growth 2013-2018
Table 4 Off-trade Sales of RTD Tea by Category: % Value Growth 2013-2018
Table 5 Leading Flavours for Off-trade RTD Tea: % Volume 2013-2018
Table 6 NBO Company Shares of Off-trade RTD Tea: % Volume 2014-2018
Table 7 LBN Brand Shares of Off-trade RTD Tea: % Volume 2015-2018
Table 8 NBO Company Shares of Off-trade RTD Tea: % Value 2014-2018
Table 9 LBN Brand Shares of Off-trade RTD Tea: % Value 2015-2018
Table 10 Forecast Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 11 Forecast Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 12 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 13 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023

Soft Drinks in Belgium - Industry Overview

EXECUTIVE SUMMARY

Soft drinks registers growth in both the on-trade and off-trade
Zero-sugar, healthy soft drinks – without compromising on flavour
Coca-Cola Belgium remains the leader, although losing share
New sugar free, healthier products in most soft drinks categories
Health, innovation and indulgence are likely to shape the performance of soft drinks over the forecast period

MARKET DATA

Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 21 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 23 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 25 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 26 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 27 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 28 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 29 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 30 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 31 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 32 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 33 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 34 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 35 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 36 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 40 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 44 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 45 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 46 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Belgium
Trends

SOURCES

Summary 1 Research Sources