RTD tea recorded solid growth in both volume and current value terms in 2018, with per capita consumption remaining very high. As the RTD tea landscape has changed profoundly over the last few years, the category has become one of the most dynamic in the wider soft drinks market, benefiting from an increased consumer base as a result of a shift away from carbonates.
After a period of decline, reduced-sugar RTD tea recorded positive but slow growth in 2018. Manufacturers are starting to reformulate their products with natural sweeteners, such as stevia, to meet the demands of health-conscious consumers.
As manufacturers continue to innovate with unusual flavours (eg hemp) and increase their focus on botanicals and herbal ingredients (eg green tea, ginger, lemon, elderflower), RTD tea is continuing to attract more attention from millennials. This consumer group has emerged as a markedly health-conscious demographic shaping RTD tea innovation as it purchases these beverages with greater frequency than other groups.
Despite strong competition from multinationals, Migros maintained its leading position in RTD tea in 2018. Its leading product, Kult Ice Tea, continued to outperform traditional American brands of still RTD tea in terms of off-trade volume and value sales, with the same pattern observed for its “diet” counterpart (Kult Ice Tea Light).
After 70 years of existence, Nestea is hoping to benefit from a new marketing campaign aimed at reviving its image following a decline in both its off-trade value and volume share. This strategy has come hot on the heels of Nestlé announcing the breakup of its joint venture with Coca-Cola.
In 2018, Trivarga continued to record the strongest growth in still RTD tea in both off-trade value and volume terms thanks to its Arizona brand. Perceived as a naturally healthy beverage with a key focus on botanical flavours, but commercialised under the still RTD tea category, the success of the beverage can be attributed to its innovative flavour portfolio and unique packaging design.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Discover the latest market trends and uncover sources of future market growth for the RTD Tea industry in Switzerland with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the RTD Tea industry in Switzerland, our research will save you time and money while empowering you to make informed, profitable decisions.
The RTD Tea in Switzerland market research report includes:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Soft Drinks market research database.