Ready-to-Drink (RTD) Tea - Western Africa

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

Customer preferences: Customers in Western Africa have shown a growing preference for healthier beverage options, which has contributed to the increasing demand for RTD tea in the region. With rising health consciousness and a desire for convenient and on-the-go options, consumers are turning to RTD tea as a refreshing and nutritious alternative to carbonated drinks and sugary beverages. Additionally, the growing middle-class population in the region has led to an increase in disposable income, allowing consumers to explore a wider range of beverage options, including RTD tea.

Trends in the market: One of the key trends in the RTD tea market in Western Africa is the introduction of locally sourced and indigenous tea flavors. Manufacturers are capitalizing on the rich tea heritage of the region by incorporating traditional flavors such as hibiscus, moringa, and baobab into their RTD tea products. This not only appeals to the local consumer preferences but also promotes the use of locally grown ingredients, supporting the local economy. Another trend in the market is the focus on natural and organic ingredients. Consumers are increasingly seeking products that are free from artificial additives and preservatives. As a result, manufacturers are responding to this demand by offering RTD tea products that are made from natural ingredients and are free from artificial flavors and sweeteners.

Local special circumstances: The climate in Western Africa is conducive to tea cultivation, particularly in countries such as Nigeria, Ghana, and Senegal. This has led to the establishment of tea plantations in the region, providing a local source of tea leaves for the production of RTD tea. The availability of locally sourced tea leaves not only reduces the cost of production but also supports the local tea industry. Furthermore, the cultural significance of tea in Western Africa has also contributed to the growth of the RTD tea market. Tea is often consumed as part of social gatherings and ceremonies, making it an integral part of the local culture. This cultural connection has created a strong demand for RTD tea products, as consumers seek to incorporate this traditional beverage into their modern lifestyles.

Underlying macroeconomic factors: The economic growth and stability in Western Africa have played a significant role in the development of the RTD tea market. As the region continues to experience economic growth, there is an increase in disposable income, allowing consumers to spend more on premium and healthier beverage options such as RTD tea. Additionally, the growing urbanization and changing lifestyles in Western Africa have also contributed to the growth of the RTD tea market. Urban dwellers, who often lead busy and fast-paced lives, are more likely to opt for convenient and ready-to-drink options such as RTD tea. The increasing urbanization and changing consumer demographics have created a favorable market environment for RTD tea manufacturers in the region. In conclusion, the Ready-to-Drink (RTD) Tea market in Western Africa is witnessing significant growth due to customer preferences for healthier beverage options, the introduction of locally sourced and indigenous tea flavors, the focus on natural and organic ingredients, the availability of locally sourced tea leaves, the cultural significance of tea, and the underlying macroeconomic factors such as economic growth and urbanization.

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.