The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreDec 2019
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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.
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.
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.
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.
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.
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.