Ready-to-Drink (RTD) Tea - Rwanda

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

Customer preferences: Rwandan consumers are increasingly turning to RTD tea as a convenient and refreshing beverage option. The demand for RTD tea is driven by several factors, including the growing health consciousness among consumers and the desire for natural and functional beverages. RTD tea is often perceived as a healthier alternative to carbonated soft drinks, as it is typically made from natural ingredients and contains lower levels of sugar. Additionally, the convenience of RTD tea appeals to busy consumers who are looking for on-the-go beverage options.

Trends in the market: One of the key trends in the RTD tea market in Rwanda is the introduction of new flavors and variants. Manufacturers are constantly innovating to cater to the diverse taste preferences of consumers. This includes introducing unique blends of tea, as well as incorporating local flavors and ingredients to appeal to the Rwandan palate. Additionally, there is a growing trend towards organic and natural RTD teas, as consumers are becoming more conscious about the sourcing and production methods of their food and beverages.

Local special circumstances: Rwanda has a strong tea culture, with tea being one of the country's major agricultural exports. This cultural affinity for tea has translated into a growing domestic market for RTD tea. Rwandan consumers have a deep appreciation for the taste and aroma of tea, and this has contributed to the popularity of RTD tea in the country. Additionally, the availability of high-quality tea leaves from local tea plantations ensures that RTD tea products in Rwanda are made from premium ingredients.

Underlying macroeconomic factors: The Rwandan economy has been experiencing steady growth in recent years, with rising disposable incomes and a growing middle class. This has led to an increase in consumer spending and a greater demand for convenience products such as RTD tea. Moreover, the government of Rwanda has been actively promoting investment in the agricultural sector, including tea production. This has resulted in increased tea production and improved infrastructure, making it easier for manufacturers to source tea leaves locally and produce RTD tea products. In conclusion, the Ready-to-Drink (RTD) Tea market in Rwanda is witnessing growth due to the preferences of health-conscious consumers, the introduction of new flavors and variants, the country's tea culture, and the underlying macroeconomic factors such as rising disposable incomes and government support for the agricultural sector.

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.