RTD Tea in Lithuania

PROSPECTS

RTD tea is set to marginally recover after major brand shift

Warmer weather in Lithuania contributed to the growth of most soft drinks. RTD tea, however, registered a decline in both off-trade volume and current value terms due to changes in distribution.

Concerns over sugar intake are set to hinder RTD tea’s growth

Lithuanians are increasingly aware of the ingredients and nutritional value of the food and drinks they consume. There is a significant push to reduce sugar intake either by choosing alternative products without any sugar or those with sweeteners.

Carbonated RTD tea is attracting attention

Carbonated RTD tea remains new to Lithuania, generating limited sales, although new brands and products are emerging. German brand Club-Mate first entered the bar and club scene of Lithuania due to growing interest that has transitioned into off-trade.

COMPETITIVE LANDSCAPE

Fuze Tea becomes new leader of RTD tea

In late 2017, Coca-Cola HBC Lietuva launched a new RTD tea brand Fuze Tea as an alternative to former brand Nestea, produced jointly with Nestlé SA. Fuze Tea offers a wide range of flavoured black and green tea-based drinks.

Nestea drops from leading brand to second rank

When Coca-Cola and Nestlé SA dissolved their partnership for producing Nestea RTD tea, the latter continued with Nestea’s brand management. By the end of 2017, Nestea’s presence off-trade decreased and it struggled to return to shelves when the new distribution organisation was re-established.

Lidl private label ice tea proves successful

Lidl’s private label line continued to expand its presence within soft drinks in 2018. Lidl ice tea (under Freeway) was no exception as it continued to gain off-trade value share and record double-digit value growth due to its low price and similar flavour to leading RTD tea brands.

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