Ready-to-Drink (RTD) Tea - Italy

The Ready-to-Drink (RTD) Tea market in Italy has been experiencing significant growth in recent years. Customer preferences for healthier beverage options, convenience, and unique flavors have contributed to the increasing demand for RTD tea products in the country.

Customer preferences: Italian consumers have shown a growing interest in healthier beverage options, particularly those that offer functional benefits. RTD tea products, which are often marketed as natural and low in calories, have gained popularity as a healthier alternative to carbonated soft drinks. Additionally, the convenience factor plays a crucial role in driving the demand for RTD tea in Italy. Consumers are increasingly looking for on-the-go options that can be easily consumed without the need for preparation or brewing.

Trends in the market: One of the key trends in the RTD tea market in Italy is the introduction of innovative and unique flavors. Manufacturers are constantly launching new products with exotic fruit flavors, herbal infusions, and blends of different tea varieties. These offerings cater to the evolving taste preferences of Italian consumers and provide them with a wide range of options to choose from. Another trend in the market is the growing popularity of functional RTD tea products. Manufacturers are incorporating ingredients such as antioxidants, vitamins, and herbal extracts into their products to enhance their health benefits. This trend aligns with the increasing consumer focus on wellness and self-care, driving the demand for RTD tea products that offer additional functional benefits.

Local special circumstances: Italy has a strong coffee culture, with espresso being the preferred hot beverage for many Italians. However, the growing health consciousness among consumers has led to a shift in beverage preferences, with an increasing number of Italians opting for tea as a healthier alternative. This cultural shift has created a favorable environment for the growth of the RTD tea market in Italy.

Underlying macroeconomic factors: The growing RTD tea market in Italy can also be attributed to favorable macroeconomic factors. The country has experienced stable economic growth in recent years, which has led to increased disposable income among consumers. This, in turn, has driven the demand for premium and higher-priced RTD tea products. Additionally, the increasing trend of online shopping and e-commerce platforms has made it easier for consumers to access a wide variety of RTD tea products, further fueling market growth. In conclusion, the Ready-to-Drink (RTD) Tea market in Italy is witnessing significant growth due to customer preferences for healthier beverage options, convenience, and unique flavors. The introduction of innovative flavors and functional products, along with the cultural shift towards tea as a healthier alternative, have contributed to the market's development. Favorable macroeconomic factors, such as stable economic growth and increased disposable income, have also played a role in driving the demand for RTD tea in Italy.

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.