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Strategy Briefing

RTD Tea in Western Europe

52 pages, May 2018

US$1,325

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About This Report

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

Western Europe is the third largest region in terms of global sales of RTD tea, and per capita consumption is one of the highest globally. Consumption is particularly high in Switzerland, Portugal and Austria. However, as these markets have almost reached saturation point, the focus is shifting to other countries which promise more growth. The category can only succeed in new markets if altering consumer demand and the perception of RTD tea are approached in the right way.

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Overview

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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 comes third in global sales of RTD tea

Western Europe is the third largest region in terms of off-trade volume sales of RTD tea, though it is a considerable distance behind the leading region, Asia Pacific. RTD tea has recorded renewed growth across Western Europe, which stems from immature markets which have recently jumped onto the RTD tea train. Turkey and the UK are expected to show the largest growth over the forecast period, for different reasons.

Habit persistence is the most important growth factor for Turkey

Turkey seems to be the only Western European market not adversely affected by the ongoing sugar debate, that has dampened consumer demand for sugary drinks across the region. RTD tea in Turkey is expected to gain an even bigger foothold in the future, as the beverage has always been very popular among consumers, and these consumers are likely to continue to purchase this drink regardless of its health characteristics.

Health and wellness drives all markets

In light of the on-going sugar debate, RTD tea has faced significant criticism for its high sugar content. This has, however, already been responded to by various reduced-sugar launches and reformulations across the continent, which consumers have welcomed. The long-term success of such initiatives, however, remains to be seen.

Exotic flavours key to innovation

Exotic flavours and tea styles are one promising but currently untapped product area that is expected to contribute to the category seeing renewed regional growth.

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Introduction

Scope

Key findings

Regional Overview

Contextualising Western Europe

Health and wellness has an impact across the continent

Adverse perception of category due to health and wellness

Carbonated RTD tea remains a niche category in most markets

Turkey continues to drive absolute volume growth in Western Europe

Traditional black RTD tea will continue to drive growth in Turkey

Supermarkets maintain their prominence across the continent

Main distribution channel untouched at the top

Less Coca-Cola at McDonald’s in Germany

Leading Companies and Brands

Low market fragmentation due to immaturity of category

Private label uncontested at the top

Lipton and Nestea at the forefront of creating a regional presence

Brand positions largely static over the last decade

Forecast Projections

Turkey to continue to see the highest volume growth

RTD tea is a staple product in Turkey

Health and w ellness leads to diverse consumption patterns

Poor in calories but rich in taste?

“Superfoods” to become the powerhouse of RTD tea

Country Snapshots

Austria: market context

Austria: competitive and retail landscape

Belgium: market context

Belgium: 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

Portugal: market context

Portugal: competitive and retail landscape

Spain: market context

Spain: competitive and retail landscape

Switzerland: market context

Switzerland: competitive and retail l andscape

Turkey: market context

Turkey: competitive and retail landscape

UK: Market context

UK: competitive and retail landscape

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Megatrends

Strategy Briefing

RTD Tea in Western Europe

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Western Europe comes third in global sales of RTD tea

Habit persistence is the most important growth factor for Turkey

Health and wellness drives all markets

Exotic flavours key to innovation

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Contextualising Western Europe

Health and wellness has an impact across the continent

Adverse perception of category due to health and wellness

Carbonated RTD tea remains a niche category in most markets

Turkey continues to drive absolute volume growth in Western Europe

Traditional black RTD tea will continue to drive growth in Turkey

Supermarkets maintain their prominence across the continent

Main distribution channel untouched at the top

Less Coca-Cola at McDonald’s in Germany

Leading Companies and Brands

Low market fragmentation due to immaturity of category

Private label uncontested at the top

Lipton and Nestea at the forefront of creating a regional presence

Brand positions largely static over the last decade

Forecast Projections

Turkey to continue to see the highest volume growth

RTD tea is a staple product in Turkey

Health and w ellness leads to diverse consumption patterns

Poor in calories but rich in taste?

“Superfoods” to become the powerhouse of RTD tea

Country Snapshots

Austria: market context

Austria: competitive and retail landscape

Belgium: market context

Belgium: 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

Portugal: market context

Portugal: competitive and retail landscape

Spain: market context

Spain: competitive and retail landscape

Switzerland: market context

Switzerland: competitive and retail l andscape

Turkey: market context

Turkey: competitive and retail landscape

UK: Market context

UK: competitive and retail landscape

Why buy this report?

Want to find out more about this report?

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