Executive Summary

Mar 2019
PROSPECTS
RTD tea remains niche in Pakistan

RTD tea is not yet established in Pakistan, and the market size is very small. This is because Pakistani consumers are very particular about the taste, temperature and texture of their tea.

RTD tea struggles to dent the popularity of standard black tea

Pakistan is a tea-drinking society and black standard tea is consumed across socioeconomic groups and areas of the country. This represents a major threat to RTD tea, as consumers are familiar with the taste of hot tea, which they drink all-year-round.

Still over carbonated

Still RTD tea is the preferred format for consumers of this relatively new soft drinks option. Carbonated RTD tea has yet to make a dent in the category.

COMPETITIVE LANDSCAPE
Unilever Pakistan dominates RTD tea

Unilever is the only significant player in RTD tea in Pakistan. The company’s Lipton Ice Tea Lemon is the only notable brand, although some small brands (under “others) are also available.

Investment needed to raise the profile of RTD tea

Over the forecast period, RTD tea is expected to remain a very niche category in Pakistan. Brand owners need to invest in creating distinctive or unique selling propositions for their offerings.

RTD tea struggles for positioning

Pakistan is a tea drinking nation with very entrenched consumption habits. Hence, RTD tea fails to resonate with the majority of consumers, who are unwilling to adapt to its taste, flavour or texture.

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RTD Tea in Pakistan

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Overview

Discover the latest market trends and uncover sources of future market growth for the RTD Tea industry in Pakistan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the RTD Tea industry in Pakistan, our research will save you time and money while empowering you to make informed, profitable decisions.

The RTD Tea in Pakistan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of RTD Tea in Pakistan?
  • What are the major brands in Pakistan?
  • What flavors of RTD Tea, like green tea, are the most popular in Pakistan?
  • Who is the consumer profile of RTD tea drinkers in Pakistan?
  • What are the key on-trade market trends for RTD Tea sales and how these are changing?
  • What is the key on-trade distribution channel for Pakistan?
  • Are fountain sales available for RTD Tea in Pakistan?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

RTD Tea in Pakistan - Category analysis

HEADLINES

PROSPECTS

RTD tea remains niche in Pakistan
RTD tea struggles to dent the popularity of standard black tea
Still over carbonated

COMPETITIVE LANDSCAPE

Unilever Pakistan dominates RTD tea
Investment needed to raise the profile of RTD tea
RTD tea struggles for positioning

CATEGORY DATA

Table 1 Off-trade Sales of RTD Tea by Category: Volume 2013-2018
Table 2 Off-trade Sales of RTD Tea by Category: Value 2013-2018
Table 3 Off-trade Sales of RTD Tea by Category: % Volume Growth 2013-2018
Table 4 Off-trade Sales of RTD Tea by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade RTD Tea: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade RTD Tea: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade RTD Tea: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade RTD Tea: % Value 2015-2018
Table 9 Forecast Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 10 Forecast Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 11 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023

Soft Drinks in Pakistan - Industry Overview

EXECUTIVE SUMMARY

A young consumer base presents huge growth opportunities
Demand for clean and safe water boosts bottled water
Growth in juice and diet carbonates driven by rising health consciousness
International players dominate soft drinks
Growth in soft drinks set to remain strong over the forecast period

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Sales of Soft Drinks by Total Fountain On-trade: Volume 2013-2018
Table 26 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 30 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 31 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2013-2018
Table 32 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 33 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 34 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 35 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 37 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 38 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 39 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 40 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 41 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 42 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023

SOURCES

Summary 1 Research Sources