RTD tea is largely dominated by natural ingredients with proven history of use as traditional folk remedies, targeting adults for many years as an alternative to bottled water with healthier benefits. Companies have struggled with marketing regulations that limit any attempt to promote positive effects of natural sources so they attempt to develop non-HW RTD tea, targeting younger generations.
Convenience stores continued to be the most influential distribution channel for RTD tea in 2018 thanks to immediate consumption demand and rising numbers of stores. Independent small grocers performed better than hypermarkets and mixed retailers.
Kwang Dong Pharm has seen its share of off-trade value sales consistently decline since 2014 as smaller players challenge its leadership. According to the three major convenience stores’ sales of drinks in the first half of 2018, Kwangdong Corn Leaf Tea was the only RTD tea among the top bestselling drinks.
Hite Jinro is the biggest alcoholic beverages company in South Korea. The company announced plans to make inroads into non-alcoholic drinks in 2018, launching black barley tea made from 100% domestically sourced black barley.
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This industry report originates from Passport, our Soft Drinks market research database.