The German hip-hop scene conquered RTD tea in 2021, following several successful launches including Capital Bra’s “Bratee” which retailed in the spring in major supermarkets. Shirin David has collaborated with Drinks & More to launch her RTD tea “DirTea” which was followed by the launch of Haftbefehl’s “Baba Haf’Tea” in the September.
In 2020, on-trade sales fell sharply due to lockdowns and foodservice closures. The long lockdown in early 2021 and continuous closure of bars and clubs have delayed a faster recovery in 2021.
As witnessed in other soft drinks categories such as carbonates or sparkling flavoured bottled water, there is an increasing trend amongst Germans to prepare their own drinks at home. This was particularly noticeable during the lockdowns, as some consumers were looking to experiment with different soft drinks solutions, whereby they prepared their own iced tea.
Consumers are increasingly seeking healthy nutrition, including attempts to limit their intake of sugar and artificial sweeteners. There is increasing demand for reduced sugar RTD tea as well as naturally healthy variants.
Greater value of RTD can be created if further new product developments are led by popular musicians due to their loyal consumer base. This also allows for greater cooperation, as some brands could find a way to reposition their products as well as targeting younger consumers.
Although the climate crisis is impacting consumers, countries and businesses all over the world, there is an ironic upside effect for RTD tea, also known as iced tea, due to demand during the long, hot summers that are likely to increase over the forecast period. In addition, the return of mobility and on-the-go consumption is also likely to benefit consumption.
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Understand the latest market trends and future growth opportunities for the RTD Tea industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the RTD Tea industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This category includes all packaged products based on brewed tea or tea extract. May be sweetened or unsweetened, carbonated or still, with a wide variety of different flavourings. May contain juice.See All of Our Definitions
This report originates from Passport, our RTD Tea research and analysis database.
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