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

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

Customer preferences: Consumers in Southern Europe have shown a growing preference for healthier beverage options, which has fueled the demand for RTD tea. With increasing awareness about the health benefits of tea, consumers are opting for ready-to-drink alternatives that offer convenience without compromising on taste or quality.

Trends in the market: One of the key trends in the RTD tea market in Southern Europe is the introduction of innovative flavors and blends. Manufacturers are constantly experimenting with different ingredients and combinations to cater to the diverse taste preferences of consumers. This has resulted in a wide range of options available in the market, including herbal teas, fruit-infused teas, and unique flavor combinations. Another trend observed in the market is the rising popularity of organic and natural ingredients. Consumers in Southern Europe are becoming more conscious about the sourcing and production methods of the products they consume. As a result, there is a growing demand for RTD teas that are made from organic and natural ingredients, free from artificial additives and preservatives.

Local special circumstances: Southern Europe has a rich tea-drinking culture, with countries like Italy, Greece, and Spain having a long history of tea consumption. This cultural background has contributed to the growing acceptance and popularity of RTD tea in the region. Additionally, the Mediterranean climate in Southern Europe makes it an ideal market for refreshing and thirst-quenching beverages like RTD tea.

Underlying macroeconomic factors: The growing economy in Southern Europe has also played a role in the development of the RTD tea market. As disposable incomes increase, consumers are willing to spend more on premium and healthier beverage options. This has created a favorable market environment for RTD tea manufacturers, who can target a larger consumer base and introduce higher-priced products. Furthermore, the tourism industry in Southern Europe has also contributed to the growth of the RTD tea market. The region attracts millions of tourists each year, many of whom are looking for convenient and refreshing beverage options. RTD tea provides a convenient and familiar choice for these tourists, driving the demand for such products. In conclusion, the Ready-to-Drink (RTD) Tea market in Southern Europe is experiencing growth and development due to changing customer preferences, innovative trends in the market, local cultural factors, and favorable macroeconomic conditions. Manufacturers in the region are capitalizing on these factors by offering a wide range of flavors and blends, as well as organic and natural options, to cater to the evolving needs of consumers.

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.