Ready-to-Drink (RTD) Tea - Romania

The Ready-to-Drink (RTD) Tea market in Romania has witnessed significant growth in recent years.

Customer preferences: Romanian consumers have shown a growing preference for healthy and convenient beverage options, which has contributed to the increasing demand for RTD tea. With a rising awareness of the health benefits of tea, consumers are seeking alternatives to carbonated soft drinks and sugary beverages. RTD tea provides a refreshing and healthier option, appealing to health-conscious consumers. Additionally, the convenience factor of RTD tea, which can be consumed on the go, aligns with the busy lifestyle of modern consumers.

Trends in the market: One of the prominent trends in the RTD tea market in Romania is the introduction of innovative flavors and blends. Manufacturers are continuously launching new variants to cater to the evolving taste preferences of consumers. Flavors such as green tea, fruit-infused teas, and herbal blends are gaining popularity among Romanian consumers. This trend is driven by the desire for unique and exotic flavors, as well as the perceived health benefits associated with specific tea blends. Another trend in the market is the increasing availability of organic and natural RTD tea options. Consumers are becoming more conscious about the ingredients used in their beverages and are seeking products that are free from artificial additives and preservatives. As a result, manufacturers are responding to this demand by offering organic and natural RTD tea options, which are perceived as healthier and more environmentally friendly.

Local special circumstances: The cultural significance of tea in Romania has also contributed to the growth of the RTD tea market. Tea has long been a popular beverage in Romanian culture, with a strong tradition of tea consumption. This cultural affinity towards tea has created a favorable market environment for RTD tea, as consumers are already familiar with and have a positive perception of tea as a beverage.

Underlying macroeconomic factors: The growing disposable income of Romanian consumers has played a significant role in the development of the RTD tea market. As the economy continues to improve, consumers have more purchasing power, allowing them to explore and experiment with different beverage options. The affordability of RTD tea compared to other premium beverages has made it an attractive choice for consumers. Furthermore, the increasing urbanization in Romania has also contributed to the growth of the RTD tea market. Urban areas are witnessing a rise in the number of convenience stores, supermarkets, and cafes, providing easy access to RTD tea products. The convenience factor, coupled with the expanding retail infrastructure, has made RTD tea more accessible to consumers. In conclusion, the Ready-to-Drink (RTD) Tea market in Romania is experiencing growth due to the increasing preference for healthy and convenient beverage options. The introduction of innovative flavors, the availability of organic and natural options, and the cultural significance of tea have all contributed to the market's development. Additionally, the growing disposable income and urbanization in Romania have provided a favorable environment for the expansion of the RTD tea market.

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.