RTD tea has been experiencing a severe decline over the review period, suffering from strong competition from other product types, primarily carbonates and energy drinks, which are popular among younger consumers. The products have also suffered from a poor reputation owing to their high sugar content, which saw many consumers switching to other soft drinks, such as juice and flavoured bottled water.
On-trade volume sales have been in decline across the forecast period, with on-trade value sales being positive in 2019. However, due to the outbreak of COVID-19, both on-trade volume and value sales are set to record a significant decline in 2020.
Due to the outbreak of COVID-19 in 2020, the share of e-commerce is set to increase during the year, with consumers appreciating the ability to shop from the safety of their own homes – especially those older, or those more vulnerable to the virus. However, despite an uplift in growth, share is set to remain small in 2020, since it is growing from a low base.
As foodservice venues begin to function as normal, and consumers feel confident to visit social locations once more, on-trade sales for RTD tea are expected to grow. This is set to lead to double-digit growth in both on-trade volume and value sales, heightened from the deep decline experienced in 2020.
E-commerce is set to rise in 2020, with consumers appreciating the ease and convenience of the channel, as well as the benefit of not having to leave the home for shopping. As such, growth is expected to continue rising across the forecast period, with a host of new users having become accustomed to the convenience of online purchases.
RTD tea producers have been faced with declining sales during the review period, and as such, many are set to change and develop new strategies in order to attract consumers. New positions and strategies will include offering health and wellness products, appealing to the consumers interested in the rising health trend, and winning consumers from other soft drinks products.
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Understand the latest market trends and future growth opportunities for the RTD Tea industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our RTD Tea research and analysis database.
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