RTD tea retains significant growth potential in Switzerland, despite the country’s high per capita consumption, as the low sugar content of most RTD tea recipes compared to other soft drinks is likely to continue attracting health-conscious consumers who are moving away from other types of soft drinks. The recent launch of energy-boosting RTD tea recipes with a high caffeine content is also expected to widen the consumer base of RTD tea, by appealing to consumers of energy drinks and RTD coffee.
RTD tea manufacturers are expected to continue innovating with new recipes to sustain the interest of consumers and retailers, notably using energy-boosting ingredients such as maté or matcha, which provide natural antioxidants, helping to target health-conscious young adult consumers. While the kombucha carbonated RTD tea niche has been present in Switzerland for several years, represented by the Karma private label by Coop Genossenschaft and the Captain Kombucha and Carpe Diem brands, it presents further growth opportunities thanks to its immunity-boosting and antioxidant properties.
Increased competition from other soft drinks categories may undermine the growth trajectory of RTD tea, with bottled water brands using tea as an ingredient, including functional bottled water. Meanwhile, concentrates may increasingly offer tea-based recipes.
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This category includes all packaged products based on brewed tea or tea extract. May be sweetened or unsweetened, carbonated or still, with a wide variety of different flavourings. May contain juice.See All of Our Definitions
This report originates from Passport, our RTD Tea research and analysis database.
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