COMPETITIVE LANDSCAPE
Lipton, Fuze Tea and private labels lead the competitive landscape
RTD tea in Belgium remains heavily concentrated, with three players – Lipton (Unilever Belgium), Fuze Tea (Coca-Cola Belgium), and private label – accounting for nearly 90% of total sales. Lipton continues to lead the category in both value and volume terms, benefiting from its wide distribution network, brand recognition, and extensive product range across both still and sparkling formats.
Natural positioning enables smaller brands to gain traction
While major players lead the field, a few dynamic brands are making inroads by focusing on innovation, functionality, and alternative positioning. Tao continued to perform well in 2025, with its sub-range Vitao – launched in 2024 – gaining traction particularly in sports clubs and wellness-oriented points of sale.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD Tea industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the RTD Tea industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The RTD Tea in Belgium report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of RTD Tea in Belgium?
- To what extent are health considerations impacting consumption of RTD Tea in Belgium?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of RTD Tea in Belgium?
- Which are the leading brands in RTD Tea in Belgium?
- What potential exists for multinational or domestic soft drinks companies to expand in Belgium?
- How are products distributed in RTD Tea in Belgium?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of RTD Tea?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
RTD Tea in Belgium - Category analysis
KEY DATA FINDINGS
2025 DEVELOPMENTS
Temporary boost for RTD tea amid long-term decline
Sparkling variants enjoy renewed interest in 2025
RTD tea faces renewed decline amid changing health perceptions
Limited innovation expected as RTD tea struggles to maintain momentum
Distribution landscape predicted to evolve
Lipton, Fuze Tea and private labels lead the competitive landscape
Natural positioning enables smaller brands to gain traction
Supermarkets leads distribution, but discounters gains share
Convenience and proximity are significant drivers of purchasing habits
Soft Drinks in Belgium - Industry Overview
Soft drinks in 2025: The big picture
KEY DATA FINDINGS
Buoyant performance for Belgian soft drinks in 2025
Functionality remains a key driver of innovation and growth
Smaller pack sizes are becoming increasingly common
Growth moderation predicted over the forecast period
Functionality will remain a focus growth area
Distribution landscape may need to diversify
Coca-Cola continues to benefit from strong brand recognition and widespread distribution
foodPickers benefits from functionality trend
Supermarkets and discounters continue to lead distribution in 2025
Proximity retailers continue to gain ground
Foodservice vs retail split
Fountain sales in Belgium
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
RTD Tea
- Carbonated RTD Tea and Kombucha
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- Regular Still RTD Tea
- Reduced Sugar Still RTD Tea
RTD Tea
This category includes all packaged products based on brewed tea or tea extract. May be sweetened or unsweetened, carbonated or still, with a wide variety of different flavourings. May contain juice.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our RTD Tea research and analysis database.
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