Ready-to-Drink (RTD) Tea - Togo

The Ready-to-Drink (RTD) Tea market in Togo has been experiencing significant growth in recent years.

Customer preferences: Togolese consumers have shown a growing preference for convenient and healthy beverage options, which has contributed to the increasing demand for RTD tea. With busy lifestyles and a rising awareness of health and wellness, consumers are seeking beverages that are easy to consume on-the-go and offer nutritional benefits. RTD tea meets these criteria, as it provides a refreshing and hydrating option that is also perceived as healthier than carbonated soft drinks.

Trends in the market: One of the key trends in the RTD tea market in Togo is the introduction of new flavors and varieties. Manufacturers are constantly innovating to cater to the diverse taste preferences of consumers. Traditional tea flavors such as green tea and black tea remain popular, but there has been a growing interest in herbal and fruit-infused teas. This trend reflects the global shift towards more natural and exotic flavors in the beverage industry. Another trend in the market is the focus on packaging and branding. Manufacturers are investing in eye-catching designs and convenient packaging formats to attract consumers. This includes the use of vibrant colors, appealing graphics, and resealable bottles or cans. The packaging plays a crucial role in capturing the attention of consumers and conveying the quality and freshness of the product.

Local special circumstances: Togo has a warm climate, which makes RTD tea a suitable beverage choice for quenching thirst and providing refreshment. The tropical weather encourages the consumption of cold beverages, and RTD tea offers a flavorful and cooling option. Additionally, Togo has a cultural tradition of tea consumption, with tea being a popular beverage choice for social gatherings and ceremonies. This cultural affinity towards tea has contributed to the acceptance and adoption of RTD tea in the market.

Underlying macroeconomic factors: The growing middle class and increasing disposable income in Togo have played a significant role in the development of the RTD tea market. As consumers have more purchasing power, they are able to afford premium and value-added products such as RTD tea. The expanding urban population and changing lifestyles have also contributed to the growth of the market. Urban dwellers are more likely to seek convenience and are willing to spend on ready-to-drink beverages. In conclusion, the Ready-to-Drink (RTD) Tea market in Togo has been driven by customer preferences for convenient and healthy beverage options, as well as the introduction of new flavors and packaging. The local special circumstances, such as the warm climate and cultural affinity towards tea, have further fueled the growth of the market. The underlying macroeconomic factors, including the growing middle class and increasing disposable income, have also played a significant role in the development of the 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.