Boston, MA -- (ReleaseWire) -- 06/24/2014 -- In 2013 RTD tea registered impressive double digit growth and for the first time off-trade value sales of RTD tea exceeded the EUR100 million mark. There were several factors which contributed to the impressive performance of RTD tea in 2013. First, the summer weather was much better than it had been in the previous three years and this of course was a positive factor as RTD tea is regarded as a beverage for warmer days. Another factor is that still RTD tea in particular is perceived as a value-for-money proposition. In times of economic uncertainty this gave the category a further boost. Another major factor was that the leading brands were active in new product development and in recent years there were a number of new entrants to the category, which invested in expanding their product ranges.
Unilever retained its leading position in RTD tea in 2013 and even managed to expand its off-trade value share. The company benefits from its strong association with the high-quality Lipton brand and was the pioneer in RTD tea and it still maintains a first mover advantage over other RTD tea brands. In addition, it enjoys strong distribution in both the off-trade and on-trade channels. In 2013 the company also had a major launch with the new Lipton Ice Tea Brisk range, which also added value to the brand.
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The outlook for RTD tea is very positive with a strong CAGR projected over the forecast period. RTD tea is viewed as a refreshing product with some naturally healthy attributes. These qualities are likely to sustain its popularity over the forecast period and further growth is expected. Growth, however is set to slow somewhat over the forecast period in comparison to the review period in off-trade volume and value terms at constant 2013 prices due to increased category maturity.
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The RTD Tea in Netherlands market research report includes:
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Our market research reports answer questions such as:
- What is the market size of RTD Tea in Netherlands?
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- What flavors of RTD Tea, like green tea, are the most popular in Netherlands?
- Who is the consumer profile of RTD tea drinkers in Netherlands?
- What are the key on-trade market trends for RTD Tea sales and how these are changing?
- What is the key on-trade distribution channel for Netherlands?
- Are fountain sales available for RTD Tea in Netherlands?
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