In early 2018, RTD tea welcomed the launch of Fuze Tea by Pivara Skopje ad, a brand globally owned by The Coca-Cola Co, taking over leadership of the category, formally held by Nestea (Nestlé Adriatik Makedonija DOOEL). The withdrawal of Nestea paved the way for a successful launch by Fuze Tea, which allowed it to capture the off-trade value share previously held by Nestea.
In Macedonia, still RTD tea remained the only significant contributor to RTD tea in 2018. The category witnessed significant reinvention towards the end of the review period.
Although marginally slower compared to off-trade, on-trade sales of RTD tea continued to gain greater significance to become the drink of choice amongst on-trade consumers. Inbound tourism also helps RTD tea to gain greater significance as tourists, mostly from Western markets, tend to prefer RTD tea over carbonates and to some extent, juice.
Following the exit of Nestea (Nestlé Adriatik Makedonija), Pivara Skopje as local distributor for The Coca-Cola Co, entered the category with the newly-launched Fuze Tea in 2018, followed closely by Hermann Pfanner Getränke GmbH with stable off-trade value share. Due to the strong distribution arm and national outreach of the distribution network of Pivara Skopje, Fuze Tea instantly assumed the leading position in Macedonian RTD tea.
While Pivara Skopje led RTD tea in off-trade value terms due to the high unit price of Fuze Tea, Vivaks led the category in terms of off-trade volume with a moderately declining share. It led due to the strength of its Viva Ice Tea brand and its solid performance throughout the review period.
RTD tea used to be overwhelmingly dominated by international companies, led by Nestlé Adriatik Makedonija. Nonetheless, with the withdrawal of Nestea, there is a more balanced representation of international and domestic companies.
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