RTD tea sales in Bosnia-Herzegovina fell sharply at the end of the review period. Although the cool summer weather in 2018 contributed to this, much of the decline was due to a shake-up of the category’s assortment.
While the off-trade suffered from the replacement of Nestea with Fuze, the switch went smoothly in the on-trade. Consumers in the on-trade typically order RTD tea as a generic drink.
Still RTD tea remained the only RTD tea format available in Bosnia-Herzegovina in 2018. Historically, the product range in RTD tea in the country has been conservative, largely due to there being no strong tea culture, with sales dominated by fruit/herbal teas and “real” black and green teas having little penetration.
Agrokor continued to lead RTD tea in Bosnia-Herzegovina in 2018 by a comfortable margin. Agrokor leverages its retailing subsidiaries Konzum and Mercator to secure the best shelf space for its RTD teas.
Coca-Cola HBC was the only significant international player in RTD tea in 2018. At the end of 2017 it stopped selling the Nestea brand and in 2018 introduced its own Fuze brand, which is sold in smaller packs and is more expensive than Nestea but claims health benefits, which Nestea did not.
Before Coca-Cola launched Fuze, there were other niche players focusing on healthy RTD teas, albeit with limited promotional budgets. These players largely focused on distribution through health specialists such as drugstores/parapharmacies, thus opting for a more focused approach rather than a mass market positioning.
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This report originates from Passport, our RTD Tea research and analysis database.
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