The review period was challenging for RTD tea as manufacturers focused on their developments in other soft drinks categories. The situation was compounded by the outbreak of COVID-19 with at-home consumption unable to compensate for the sharp decline in on-the-go consumption occasions in 2020.
Health and wellness options such as FF RTD tea, reduced sugar or reduced caffeine RTD tea remain undeveloped in Russia despite the overall growing trend towards healthy living and especially the growing awareness about the dangers of sugar in soft drinks. Nevertheless, it is expected that players will explore opportunities in these niche categories and they could become more active in terms of their product claims.
RTD tea continued to be dominated by three major players in 2021 with the undoubted leader being Lipton from PepsiCo. With its well-developed distribution network, competitive pricing and focus on innovation the brand continued to dominate retail volume sales in 2021 seeing a further increase in its value share.
After a tough review period, it is expected that RTD tea will continue its recovery over the forecast period after a strong showing in 2021. Innovations in terms of packaging, flavours, and experiments with the use of natural ingredients should all help to build interest and demand for RTD tea.
Despite the best efforts of players to position RTD tea as a healthier and more natural alternative to carbonates as a refreshing drink, consumers are yet to fully grasp this idea. In general, there is no perception and understanding in the consumers’ mind of the reasons as to why RTD tea should be considered a healthier option, despite its relatively long history in the market.
RTD tea is showing signs of promise with the main players expanding their assortment and increasing the range of flavours on offer, including the use of new and more diverse ingredients. This should contribute to the improvement of the category, such as replacing sugar with stevia, positioning brands as premium on the one hand, while developing more affordable private label options on the other.
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Understand the latest market trends and future growth opportunities for the RTD Tea industry in Russia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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