With the relative maturity of RTD tea in Thailand, it is unlikely that product launches and new innovations will be enough to sustain the interest of consumers in the long run. Though off-trade volume sales are on the path to a full recovery to pre-COVID-19 levels, it is expected that by the end of the forecast period sales will start to decline.
In line with efforts to maintain a healthy lifestyle, consumers are becoming more exposed to international health trends and this has increased their awareness and understanding of the nutritional content of different products. This research has led to a growing number of consumers exploring the proclaimed benefits of kombucha, a trend which started in Japan.
Health conscious consumers remain the key source of inspiration for Ichitan Group PCL when it comes to new product development and innovation. RTD tea is widely perceived to have a lack of nutritional value and as such consumers have been moving away from the category in search of healthier soft drinks such as functional bottled water and functional juice drinks.
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Understand the latest market trends and future growth opportunities for the RTD Tea industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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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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