In addition to being a new and niche category, RTD tea is considered a product for middle- and higher-income consumers due to its high price points. Thus, high inflation and the shift by consumers towards essential purchases may weaken the potential for sales in the short to medium term.
While RTD tea is expected to remain a niche in the forecast period, primarily appealing to middle- and high-income urbanites, fast off-trade volume and value (constant 2022 prices) growth, albeit from a low base, is set to be supported by ongoing urbanisation. The ongoing evolution of the retail landscape, including the expansion of modern grocery retailers and e-commerce, is predicted to result in a wider variety of brands and products and provide a key growth driver for RTD tea in the forecast period.
As a new category in Pakistan, it is of the utmost importance that consumers are made aware of RTD tea and the brands and products available. While the urban population, especially more affluent consumers, is becoming aware of RTD tea, there is a need for stronger marketing to create awareness among the mass consumer base.
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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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