Executive Summary

Mar 2019
PROSPECTS
Rejuvenation of RTD tea

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.

Taking a lead in sugar reduction

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.

RTD tea flourishing among millennials

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.

COMPETITIVE LANDSCAPE
Migros maintains its leading position

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).

Nestea hoping to benefit from a new marketing approach

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.

Trivarga posts the strongest value sales growth in still RTD tea

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.

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RTD Tea in Switzerland

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Overview

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:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of RTD Tea in Switzerland?
  • What are the major brands in Switzerland?
  • What flavors of RTD Tea, like green tea, are the most popular in Switzerland?
  • Who is the consumer profile of RTD tea drinkers in Switzerland?
  • What are the key on-trade market trends for RTD Tea sales and how these are changing?
  • What is the key on-trade distribution channel for Switzerland?
  • Are fountain sales available for RTD Tea in Switzerland?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

RTD Tea in Switzerland - Category analysis

HEADLINES

PROSPECTS

Rejuvenation of RTD tea
Taking a lead in sugar reduction
RTD tea flourishing among millennials

COMPETITIVE LANDSCAPE

Migros maintains its leading position
Nestea hoping to benefit from a new marketing approach
Trivarga posts the strongest value sales growth in still RTD tea

CATEGORY DATA

Table 1 Off-trade Sales of RTD Tea by Category: Volume 2013-2018
Table 2 Off-trade Sales of RTD Tea by Category: Value 2013-2018
Table 3 Off-trade Sales of RTD Tea by Category: % Volume Growth 2013-2018
Table 4 Off-trade Sales of RTD Tea by Category: % Value Growth 2013-2018
Table 5 Leading Flavours for Off-trade RTD Tea: % Volume 2013-2018
Table 6 NBO Company Shares of Off-trade RTD Tea: % Volume 2014-2018
Table 7 LBN Brand Shares of Off-trade RTD Tea: % Volume 2015-2018
Table 8 NBO Company Shares of Off-trade RTD Tea: % Value 2014-2018
Table 9 LBN Brand Shares of Off-trade RTD Tea: % Value 2015-2018
Table 10 Forecast Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 11 Forecast Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 12 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 13 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023

Soft Drinks in Switzerland - Industry Overview

EXECUTIVE SUMMARY

Consumers show loyalty to local products
Sugar concerns impacting sales of beverages differently
Adding value via fortification and functionality
Experimenting with hemp
Soft drinks expected to continue to record steady growth over the forecast period

MARKET DATA

Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 21 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 23 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 25 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 26 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 27 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 28 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 29 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 30 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 31 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 32 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 33 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 34 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 35 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 36 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 40 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 44 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 45 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 46 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Switzerland
Trends

SOURCES

Summary 1 Research Sources