Ready-to-Drink (RTD) Tea - Eastern Europe

The Ready-to-Drink (RTD) Tea market in Eastern Europe is experiencing significant growth and development.

Customer preferences: Consumers in Eastern Europe have shown a growing preference for healthier beverage options, which has led to an increased demand for Ready-to-Drink (RTD) Tea. RTD Tea is seen as a refreshing and convenient alternative to carbonated soft drinks, which are often perceived as less healthy. Additionally, the rising popularity of tea culture in Eastern Europe has also contributed to the growth of the RTD Tea market.

Trends in the market: One of the key trends in the RTD Tea market in Eastern Europe is the increasing variety of flavors and formulations. Manufacturers are constantly introducing new and innovative flavors to cater to the diverse tastes of consumers. In addition to traditional tea flavors such as green tea and black tea, there is a growing demand for fruit-infused and herbal RTD teas. This trend is driven by consumers' desire for unique and exotic flavors. Another trend in the market is the focus on natural and organic ingredients. Consumers in Eastern Europe are becoming more health-conscious and are actively seeking products that are free from artificial additives and preservatives. As a result, many RTD Tea brands are using natural sweeteners and flavors, as well as organic tea leaves, to cater to this demand.

Local special circumstances: Eastern Europe has a rich tea-drinking culture, with countries like Russia, Poland, and Ukraine having a long history of tea consumption. This cultural preference for tea has created a favorable environment for the growth of the RTD Tea market. Additionally, the region's climate, with its cold winters and hot summers, makes RTD Tea a popular choice among consumers throughout the year.

Underlying macroeconomic factors: The improving economic conditions in Eastern Europe have also played a role in the growth of the RTD Tea market. As disposable incomes rise, consumers have more purchasing power to spend on premium and healthier beverage options. This has led to an increase in the demand for RTD Tea, which is often perceived as a higher-quality and healthier alternative to other beverages. In conclusion, the Ready-to-Drink (RTD) Tea market in Eastern Europe is experiencing growth and development due to the changing preferences of consumers, including a growing demand for healthier beverage options and a focus on natural and organic ingredients. The market is also influenced by the region's rich tea-drinking culture and improving economic conditions. The increasing variety of flavors and formulations in the RTD Tea market reflects the diverse tastes of consumers in Eastern Europe.

Data coverage:

The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:

Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on Non-Alcoholic Drinks, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Non-Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year.