Having declined sharply during 2020, off-trade volume sales of RTD rebounded only partially in 2021. The pandemic and the economic shock it precipitated had a significantly negative impact on RTD tea demand in Ukraine.
The product offer in RTD is steadily widening, with increasingly sophisticated tastes on offer. For example, Izumrud LTD TOV has launched Buvette Healthy Tea in a variety of flavours – green tea and lemongrass; rose, lemon and ginger; hibiscus, cranberry and mint; and white tea, apricot and tangerine.
During 2020, ATB-Market launched a private label offering –Svoya Liniya – in RTD tea. Extremely competitive on price, it immediately found favour with local consumers in the context of the economic shock of COVID-19 and ranked fourth in RTD tea in terms of retail value share – a position it maintained in 2021.
The recovery in demand for RTD tea will gather pace during 2022, with off-trade volume sales surpassing their pre-pandemic peak. However, the rate of growth in off-trade volume sales is set to decelerate during the latter part of the forecast period.
At the moment, RTD tea is dominated by still offerings, but carbonated RTD tea and kombucha have potential for growth during the forecast period. Health conscious local consumers are becoming more familiar with the latter in particular.
As the threat posed by COVID-19 diminishes, impulse purchasing and on-the-go consumption of RTD tea will revive. Metal cans are set to grow in popularity as a packaging format, as these are particularly well suited to this consumption opportunity.
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Understand the latest market trends and future growth opportunities for the RTD Tea industry in Ukraine with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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