Still RTD tea in Finland was dominated by low-cost brands and private label during the review period, but Coca-Cola Finland’s launch of Fuze Tea at the beginning of 2018 changed this situation. The brand was launched with high-impact marketing campaigns, which associated the new brand with health and wellness.
Sales of carbonated RTD tea were still negligible in 2018 when compared with still RTD tea, but growth was strong in the review period, and this is expected to continue throughout the forecast period. Carbonated RTD tea is strongly positioned as a health and wellness product in Finland – all the brands available are either mate- or kombucha-based.
Private label and low-cost still RTD tea products were mature in 2018, and sales are expected to fall in the forecast period. Generally, these products are comparable to juice drinks – they are considered unhealthy, due to their high level of sugar and because of their artificial sweeteners.
Kesko with its Pirkka private label range ranked first in RTD tea in off-trade value terms in 2018. Its share saw a substantial decline in 2018, as Coca-Cola Finland entered the market with its Fuze Tea brand, which had a notably higher average unit price.
Due to the lack of strong brands in RTD tea, Coca-Cola Finland with its Fuze Tea brand managed to climb to second place in value terms in its launch year, 2018. This good performance was due to two factors.
Growth in carbonated RTD tea has been, and is expected to remain, higher than in still RTD tea. This will lead to a strengthening of the shares of carbonated RTD tea brands.
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This industry report originates from Passport, our Soft Drinks market research database.