Executive Summary

Mar 2019
PROSPECTS
Coca-Cola Finland’s 2018 launch of Fuze Tea increases unit prices

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.

Carbonated RTD tea is set to see double-digit growth

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.

Sales of private label and economy products are expected to decrease

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.

COMPETITIVE LANDSCAPE
Kesko’s Pirkka private label remains in the lead, but with a lower share

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.

Coca-Cola Finland’s Fuze Tea takes second place in its launch year

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.

Carbonated RTD tea manufacturers are set to gain share

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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RTD Tea in Finland

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Overview

Discover the latest market trends and uncover sources of future market growth for the RTD Tea industry in Finland 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 Finland, our research will save you time and money while empowering you to make informed, profitable decisions.

The RTD Tea in Finland 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 Finland?
  • What are the major brands in Finland?
  • What flavors of RTD Tea, like green tea, are the most popular in Finland?
  • Who is the consumer profile of RTD tea drinkers in Finland?
  • 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 Finland?
  • Are fountain sales available for RTD Tea in Finland?

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 Finland - Category analysis

HEADLINES

PROSPECTS

Coca-Cola Finland’s 2018 launch of Fuze Tea increases unit prices
Carbonated RTD tea is set to see double-digit growth
Sales of private label and economy products are expected to decrease

COMPETITIVE LANDSCAPE

Kesko’s Pirkka private label remains in the lead, but with a lower share
Coca-Cola Finland’s Fuze Tea takes second place in its launch year
Carbonated RTD tea manufacturers are set to gain share

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 Finland - Industry Overview

EXECUTIVE SUMMARY

The better economy helps to lift volume and value sales of soft drinks
The health and wellness trend strengthens
Companies offering products across categories lead
Functional drinks are a key driver of product launches
Value-added products will have opportunities in 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 Finland
Trends

SOURCES

Summary 1 Research Sources