RTD Tea in Venezuela

PROSPECTS

Continued shortages of packaging

RTD tea is an underdeveloped category with a low per capita consumption. Consumers continue to switch because of an increasing rejection of carbonates in favour of healthier options, a trend that is benefiting other soft drinks, but none more so than RTD tea, which is being positioned as the closest possible healthy replacement for sodas.

Concentrates threaten RTD tea growth

The average unit price of RTD tea increased in 2017, affected by a hyperinflationary environment that forces manufacturers to transfer cost increases on to consumers. RTD tea faces strong competition from powder concentrates which are increasingly popular among mid to low-income households due to its more affordable price.

Good perception of RTD tea among consumers

RTD tea is aimed at young adult consumers who are attracted to more natural beverages. It shares the same consumption occasions as carbonates and juice, which are mainly lunch and dinner.

COMPETITIVE LANDSCAPE

Category rankings are unchanged in 2017

RTD tea was led by Pepsi-Cola Venezuela CA in 2017, maintaining its top position in a shrinking category. This company, which is part of the domestic conglomerate Empresas Polar CA manages the manufacturing and distribution rights of Lipton, a brand that enjoys a well-established position as a healthy cold tea owned by the Unilever Group.

Del Monte Andina CA outperforms the category

Del Monte Andina CA launched an RTD tea in 2015 under the Norté brand. This product carries an above-average price that puts it in the high end of the category.

Nestea presents the smallest bottle in RTD tea

A significant product launch was detected in 2017. Nestlé de Venezuela SA started offering Nestea in a 230ml plastic bottle with an aluminium film closure, the type that can be punctured with a straw or opened with a thumb.

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