RTD tea reached its peak in terms of volume growth rates in Romania in 2017, with the volume growth rates since then on a decreasing trend due to the stabilisation of the category. This trend is expected to continue in the forecast period, with factors behind this including increasing prices and consumer concerns about sugar intake.
Product variety is a factor positively influencing the development of the category with the launch of Fuze Tea in 2018. The new brand managed to establish its position by “stealing” share from Nestea, but also by boosting overall volumes sales in the category.
The biggest story in RTD tea in 2018 was the launch of Fuze Tea by Coca-Cola, which is still also the NBO for leading brand Nestea in Romania. This is expected to revolutionise RTD tea and reposition this product in the consumer eyes.
The second position in share terms in RTD tea continued to be held by Quadrant-Amroq with the Lipton brand in Romania in 2018. Its marketing campaign targets mostly millennials and features a famous Romanian singer, which increased the popularity of the brand in 2018.
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This industry report originates from Passport, our Soft Drinks market research database.