Ready-to-Drink (RTD) Tea - Ghana

The Ready-to-Drink (RTD) Tea market in Ghana has been experiencing significant growth in recent years. As Ghanaians become more health-conscious and seek convenient beverage options, the demand for RTD tea has been on the rise.

Customer preferences: Ghanaians are increasingly looking for healthier beverage options, and RTD tea fits the bill perfectly. With its natural ingredients and lower sugar content compared to carbonated drinks, RTD tea appeals to health-conscious consumers. Additionally, the convenience of ready-to-drink packaging makes it an attractive option for those with busy lifestyles.

Trends in the market: One of the major trends in the RTD tea market in Ghana is the increasing popularity of herbal and fruit-infused teas. Ghanaians are embracing the natural flavors and health benefits of these teas, leading to a wider variety of options available in the market. Another trend is the growing demand for locally sourced and produced RTD teas. This trend aligns with the increasing interest in supporting local businesses and promoting sustainability.

Local special circumstances: Ghana has a rich tea culture, with a long history of tea consumption. However, traditionally, tea has been consumed in loose leaf form rather than as a ready-to-drink beverage. The rise of RTD tea in Ghana can be attributed to the convenience it offers, catering to the needs of a modern, fast-paced lifestyle. Additionally, the availability of locally grown tea leaves has contributed to the development of the RTD tea market in the country.

Underlying macroeconomic factors: The growing middle class in Ghana has had a significant impact on the RTD tea market. As disposable incomes increase, Ghanaians have more purchasing power and are willing to spend on premium and healthy beverage options. Furthermore, the expanding retail sector and the proliferation of supermarkets and convenience stores have made RTD tea more accessible to a wider consumer base. In conclusion, the Ready-to-Drink (RTD) Tea market in Ghana is experiencing growth due to the increasing demand for healthier beverage options and the convenience of ready-to-drink packaging. The popularity of herbal and fruit-infused teas, as well as the preference for locally sourced products, are driving trends in the market. The rise of the middle class and the expansion of the retail sector are underlying macroeconomic factors contributing to the development of the RTD tea market in Ghana.

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.