Boston, MA -- (ReleaseWire) -- 06/17/2014 -- Growing urbanisation and population coupled by the growing lifestyle of convenient drinks primarily among younger urban consumers contributed to the growth of RTD tea in 2013, which recorded 7% off-trade volume growth, to reach 1.5 billion litres. In anticipation of the growing demand, manufacturers continued to offer various variants of RTD tea. A significant number of new launches were witnessed in 2013 and received a positive response as the trend towards convenience drinks increased among the current generation. Manufacturers of RTD tea continued to deliver marketing messages which targeted consumers at a young median age, ranging from teenagers to young adults.
Sinar Sosro PT continued to dominate RTD tea with 63% off-trade volume share in 2013. As a pioneer in RTD tea, the company has a strong established distribution network spanning modern and traditional retailers across the nation. Its distribution network for returnable glass bottle packaging is unmatched in terms of traditional retailer reach with competitors preferring to focus on RTD tea in PET bottle, plastic cups and tetra pak packaging and modern retailer availability, instead of competing against the leading brand of glass bottle packaging, Teh Botol Sosro. The company also manufactures green tea RTD tea under the brand Joy Tea since late 2007 in response to the increasing trend of health and wellness. Sinar Sosro also leads still RTD tea in fruit flavours, fruit Tea and in carbonated tea with the TEBS brand.
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Despite the popularity of RTD tea and its deep penetration level in Indonesia, Euromonitor believes that RTD tea can still grow well if the frequency of consumption can be boosted over the forecast period, as Indonesians, when they have the money, will hardly hesitate to drink more RTD tea. Given that purchasing power is the main determinant for the growth of RTD tea over the forecast period, with economic recovery expected, RTD tea is expected to grow well and record a total volume CAGR of 8% over the forecast period.
Discover the latest market trends and uncover sources of future market growth for the RTD Tea industry in Indonesia with research from Euromonitor's team of in-country analysts.
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If you're in the RTD Tea industry in Indonesia, our research will save you time and money while empowering you to make informed, profitable decisions.
The RTD Tea in Indonesia market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
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