The distribution of RTD tea remains very limited in Kenya, with a very low level of consumer awareness. Kenya is a tea-drinking country (as well as a major exporter of tea), but most local consumers prefer their tea to be freshly brewed, rather than in bottles or cans.
The economic shock of the pandemic has negatively affected demand for RTD tea by serving to make many local consumers more price sensitive. During 2020, the supply of RTD tea was curtailed for a period due to supply-chain disruption.
Kabaki Kenyan Purple Tea is raising its profile through the charitable donations it has made since the onset of the pandemic. Kabaki Kenyan Purple Tea continues to assist communities that have been hard hit by of COVID-19 in Kenya.
RTD tea is mainly distributed through modern grocery retail outlets – particularly supermarkets – and with such chains as Naivas, Quickmart and Carrefour expected to continue to expand during the forecast period, the distribution of RTD tea should continue to widen. This will also help to raise awareness of RTD tea among local consumers, alongside social media marketing.
Organic RTD tea is likely to grow in popularity during the forecast period, popularity among affluent, health-conscious local consumers. However, the relatively high pricing of organic offerings in RTD tea will continue to render them unaffordable to the bulk of local consumers.
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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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