RTD tea continued to struggle in 2021 with COVID-19 and its impact on the economy forcing many consumers to exercise greater caution in their spending. Peruvians are notoriously price-sensitive and in times of financial difficulty typically avoid non-essential products.
Ajeper continued to hold a strong lead in RTD tea in 2021 in terms of value share. With over a decade of experience, including pioneering a light variant of the product, the company has established a stronghold in RTD tea.
Prior to the outbreak of COVID-19, sales of RTD tea were often for on-the-go consumption, with consumers purchasing these products when commuting to work or when out socialising. As such, the requirement to wear face masks in public spaces due to COVID-19 had a negative impact on demand, while the fact many consumers continued to work and socialise at home provided a further obstacle to growth.
The recovery in demand for RTD tea is largely linked to two factors. Firstly, and perhaps most importantly, is an improvement in the economic situation in Peru.
The COVID-19 pandemic has generated several new trends, some of which are likely to inform RTD tea. Among these is the growing interest in local and traditional products and flavours such as: lemon verbena, chamomile and barley.
With prevailing economic uncertainty, one method which is likely to prove successful in driving demand is the introduction of lower-priced products within RTD tea, or the use of price discounting activity. This should ensure that prices remain relatively stable.
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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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