RTD tea is set to increase its market penetration over the forecast period. This development is supported by the expansion of chained modern grocery retailers, where RTD tea products are most likely to be found.
The small competitive field in the review period is expected to encourage new entrants to join RTD tea. Manufacturers are likely to be attracted by the higher profit margins deriving from premiumisation.
RTD tea has derived benefit from similar positioning to juice in Nigeria, in line with the growing health and wellness trend. Therefore, it is expected to continue to develop along the lines of “healthy” positioning, as most of these products are fruit-flavoured.
CHI Ltd continued to dominate RTD tea in 2018 through its Chi Ice Tea brand. The company leverages on its strong brand equity in juice, with consumers seeing its RTD tea as an extension of the portfolio.
RTD tea consumers have shown more loyalty to local brands, which are often available at more competitive prices. Thus, Chi Ice Tea, which is packaged locally and widely distributed, gained a competitive edge over international rivals, especially during the recession.
Lipton Iced Tea remained the only international brand in the category in 2018. Although Unilever initially benefited from Lipton’s brand equity in hot tea, its RTD tea suffered from low visibility in the market.
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This industry report originates from Passport, our Soft Drinks market research database.