Euromonitor International
- Item successfully added to cart!
  
  Your cart is empty
  
  View Cart Check Out

Strategy Briefing

RTD Tea in Western Europe

Dec 2019

US$1,325

Add to cart Pay by invoice

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Files are delivered directly into your account within a few minutes of purchase.

Overview

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.

Key findings

Western Europe is the third largest region for sales of RTD tea

Western Europe is the third largest region in retail volume sales of RTD tea, behind Asia Pacific and North America, yet posts impressive growth over the review period. This performance stems from increasing per capita consumption in immature markets such as Denmark, Sweden and Finland.

A more competitive market for RTD tea brands

In recent years, a plethora of brands have invaded the RTD tea landscape, challenging private label in retail. Unilever has added new variants to its Lipton brand and Coca-Cola has succeeded with the European launch of Fuze Tea. However, despite impressive growth from larger companies, smaller players gain traction in the Kombucha/Carbonated RTD tea landscape, offering a competitive advantage by responding to consumers’ interest in gut health.

Health and wellness concerns drive consumer demand

As consumer tastes are becoming more discerning and consumers show greater interest in herbal options, RTD tea with reduced sugar or sophisticated plant extracts gains ground. From matcha, passion fruit, yuzu to açaí berries, brands are addressing consumer demand for new flavors of tea, premiumising in the category and responding to health and wellness concerns, by leaving aside artificial ingredients in their recipes.

A promising outlook for carbonated RTD tea brands with kombucha innovations

Despite traditionally struggling to gain distribution on mainstream retail shelves, Carbonated RTD tea shows impressive growth as brands are looking at fermented beverages and investing in their kombucha offering. This shift in portfolios is enabling brands to address new consumer segments and rebrand the carbonates landscape with a healthier, functional sparkling alternative.

Want to find out more about this report?

Request more information

Introduction

Scope

Key findings

Regional Overview

Contextualising RTD Tea across the globe

In Western Europe, RTD tea set to blossom over the next five years

RTD tea per capita consumption grows in Germany, France and Turkey

Still products lead, but carbonated RTD tea registers promising growth

Enthusiastic growth of RTD tea across most markets

Premiumisation and green tea variants drive category growth in France

Sparkling RTD tea takes share across Europe, despite sugar concerns

Supermarkets and hypermarkets dominate RTD tea sales…

…yet new opportunities arise for independent small grocers

Leading Companies and Brands

A disparate market where top players compete with private label

Unilever maintains its dominance, while Coca-Cola leads growth

Regional leadership by Unilever Group, Coca-Cola and AriZona Beverages

Lipton maintains its leadership while Fuze Tea moves up the ranks

Kombucha innovations stand out across Western Europe

Consumers drawn to healthier variants fuels kombucha growth in 2019

Forecast Projections

Solid regional retail volume sales performance expected

Bright outlook in the North while mature markets plateau

Habit persistence remains key driver of RTD tea over forecast period…

…while soft drivers set to show opposite influences in Finland and the UK

An overall promising outlook for RTD tea across the region

“Real tea” and green tea to become the powerhouse of still RTD tea…

…while organic preferences set to impact carbonated RTD tea purchases

Country Snapshots

Austria: market context

Austria: competitive and retail landscape

Belgium: market context

Belgium: competitive and retail landscape

Denmark: market context

Denmark: competitive and retail landscape

Finland: market context

Finland: competitive and retail landscape

France: market context

France: competitive and retail landscape

Germany: market context

Germany: competitive and retail landscape

Greece: market context

Greece: competitive and retail landscape

Ireland: market context

Ireland: competitive and retail landscape

Italy: market context

Italy: competitive and retail landscape

Netherlands: market context

Netherlands: competitive and retail landscape

Norway: market context

Norway: competitive and retail landscape

Portugal: market context

Portugal: competitive and retail landscape

Spain: market context

Spain: competitive and retail landscape

Sweden: market context

Sweden: competitive and retail landscape

Switzerland: market context

Switzerland: competitive and retail landscape

Turkey: market context

Turkey: competitive and retail landscape

UK: market context

UK: competitive and retail landscape

Appendix: Competitor Analytics

Competitor Analytics tool

Overview

Competitors

Market overlap

Treemap

Overlap matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Appendix: Via Pricing

About Via Pricing from Euromonitor International

Why buy this report?

Want to find out more about this report?

Request more information

Megatrends

Strategy Briefing

RTD Tea in Western Europe

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Key findings

Western Europe is the third largest region for sales of RTD tea

A more competitive market for RTD tea brands

Health and wellness concerns drive consumer demand

A promising outlook for carbonated RTD tea brands with kombucha innovations

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Contextualising RTD Tea across the globe

In Western Europe, RTD tea set to blossom over the next five years

RTD tea per capita consumption grows in Germany, France and Turkey

Still products lead, but carbonated RTD tea registers promising growth

Enthusiastic growth of RTD tea across most markets

Premiumisation and green tea variants drive category growth in France

Sparkling RTD tea takes share across Europe, despite sugar concerns

Supermarkets and hypermarkets dominate RTD tea sales…

…yet new opportunities arise for independent small grocers

Leading Companies and Brands

A disparate market where top players compete with private label

Unilever maintains its dominance, while Coca-Cola leads growth

Regional leadership by Unilever Group, Coca-Cola and AriZona Beverages

Lipton maintains its leadership while Fuze Tea moves up the ranks

Kombucha innovations stand out across Western Europe

Consumers drawn to healthier variants fuels kombucha growth in 2019

Forecast Projections

Solid regional retail volume sales performance expected

Bright outlook in the North while mature markets plateau

Habit persistence remains key driver of RTD tea over forecast period…

…while soft drivers set to show opposite influences in Finland and the UK

An overall promising outlook for RTD tea across the region

“Real tea” and green tea to become the powerhouse of still RTD tea…

…while organic preferences set to impact carbonated RTD tea purchases

Country Snapshots

Austria: market context

Austria: competitive and retail landscape

Belgium: market context

Belgium: competitive and retail landscape

Denmark: market context

Denmark: competitive and retail landscape

Finland: market context

Finland: competitive and retail landscape

France: market context

France: competitive and retail landscape

Germany: market context

Germany: competitive and retail landscape

Greece: market context

Greece: competitive and retail landscape

Ireland: market context

Ireland: competitive and retail landscape

Italy: market context

Italy: competitive and retail landscape

Netherlands: market context

Netherlands: competitive and retail landscape

Norway: market context

Norway: competitive and retail landscape

Portugal: market context

Portugal: competitive and retail landscape

Spain: market context

Spain: competitive and retail landscape

Sweden: market context

Sweden: competitive and retail landscape

Switzerland: market context

Switzerland: competitive and retail landscape

Turkey: market context

Turkey: competitive and retail landscape

UK: market context

UK: competitive and retail landscape

Appendix: Competitor Analytics

Competitor Analytics tool