RTD tea in Estonia saw positive performances in both off-trade current value and volume terms in 2018. Nevertheless, it is not considered a dynamic category, as RTD tea is seen somewhat unhealthy, and also competes with other soft drinks, such as carbonates and flavoured bottled water.
The main RTD tea brands in Estonia are often targeted towards younger consumers. To reach this target group, producers actively use social media, campaigning heavily on platforms such as Facebook and Instagram and organising campaigns with prizes.
The lack of clarity surrounding sugar taxation in Estonia leaves the question of a direct impact from such a tax on the RTD tea category in the forecast period. It is expected that if a sugar tax is formalised, it would increase prices and result in decreasing sales.
Coca-Cola HBC Eesti accounted for the majority of value sales in RTD tea in Estonia in off-trade value terms in 2018, as the company has been present in the market for a long time. The company used to market Nestea RTD tea as a joint venture with Nestlé, but in 2018 the latter ended its partnership and Coca-Cola launched its own RTD tea brand, Fuze Tea.
The number of brands of RTD tea available is rather small, as this is not considered as a priority category by most soft drinks producers. The main brands in the category are Fuze Tea, Lipton, Arizona and Vichy.
Even though the category has not historically been dynamic in terms of innovation and new product launches, in 2018 a few novelties were seen. Coca-Cola entered the market with its Fuze Tea brand, shaking up the category.
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This industry report originates from Passport, our Soft Drinks market research database.