RTD Tea in Sweden

PROSPECTS

Coca-Cola Enterprises Sverige enters RTD tea in Sweden

Nestlé and The Coca-Cola Co agreed to dissolve their 50-50 RTD tea joint venture as of 1 January 2018. That resulted in the launch of Fuze Tea by Coca-Cola Enterprises Sverige in Sweden later in the year.

Unit price is boosted by new product launches and smaller packaging

The average unit price of RTD tea increased significantly in 2018, which was mainly driven by the launch of Fuze Tea, as well as increasing sales of other premium positioned still RTD teas, such as Arizona Tea and Beijing8, and kombucha ice tea in carbonated RTD tea, such as Kung Markatta Kombucha, Karma Kombucha, Renée Voltaire Kombucha and Svensk Kombucha. Brand extensions in new packaging, with growing sales of smaller packaging types contributed to the rise in the average price.

Carbonated RTD tea is dominated by kombucha tea

Sales of carbonated RTD tea are low, as RTD tea loses something of its thirst quenching effect once it is made sparkling. Löfbergs Lila, the well-established family-owned Swedish coffee company, launched Löfbergs ICE Sparkling Tea in 2016; however, due to low sales of carbonated RTD tea, Löfbergs ICE Sparkling Tea was withdrawn from the market in 2017.

COMPETITIVE LANDSCAPE

Piwa Food loses significant value share to Coca-Cola Enterprises Sverige

Piwa Food remained the category leader in terms of off-trade volume sales in 2018, but Coca-Cola Enterprises Sverige took the leading position in terms of off-trade value sales. Piwa Food markets the Austrian Pfanner Ice Tea.

Private label portfolio expands in 2018

Private label holds a substantial share in RTD tea, driven by the German discounter chain Lidl Sverige’s Freeway Ice Tea and the Danish discounter chain Netto Marknad’s Kingsway Ice Tea. The leading Swedish retailer ICA Sverige launched ICA Iste in 2018.

Swedes are becoming more familiar with the concept of RTD tea

The competitive landscape and category size will change significantly over the forecast period, if Coca-Cola Enterprises Sverige succeeds in convincing Swedish consumers with its Fuze Tea to drink RTD tea, instead of other soft drinks. The concept of RTD tea is unfamiliar to many in Sweden, unlike in Germany or Austria.

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