COMPETITIVE LANDSCAPE
Strong brand equity, reliable supply, and consumer trust ensure Jamnica remains the clear leader in 2025
The leading company in Croatia’s RTD tea category in 2025 was Jamnica dd, driven by the continued strength of its flagship Jana Ice Tea brand. Widely recognised and trusted by Croatian consumers, Jana Ice Tea maintained a dominant position through its consistent quality, strong brand awareness, and extensive retail and on-the-go availability.
Brand innovation and niche development
Vindija dd, meanwhile, experienced strong expansion in the year thanks to the success of its strategic move toward product functionalisation and market revitalisation. The robust performance was directly linked to innovative product launches, such as the new wave of Vindi Ice Tea and the introduction of the high-value, functional Vindi PROTeIN line, which positioned the company perfectly to meet consumer demand for health-conscious, on-the-go refreshment.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD Tea industry in Croatia 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 Croatia, 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 Croatia 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 Croatia?
- To what extent are health considerations impacting consumption of RTD Tea in Croatia?
- 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 Croatia?
- Which are the leading brands in RTD Tea in Croatia?
- What potential exists for multinational or domestic soft drinks companies to expand in Croatia?
- How are products distributed in RTD Tea in Croatia?
- 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 Croatia - Category analysis
KEY DATA FINDINGS
Innovation, brand diversification, and lifestyle-led marketing support sales
Category recovery and renewed consumer engagement in 2025
Reduced sugar still RTD tea gains traction, aligning with modern wellness trends
Further market expansion with the introduction of new functional products and the reach of the e-commerce
Digital influence achieves market scale and consumer pull
Strong brand equity, reliable supply, and consumer trust ensure Jamnica remains the clear leader in 2025
Brand innovation and niche development
Supermarkets’ lead supported by broad refrigerated display space
Convenience of e-commerce increasingly important for the modern consumer
Soft Drinks in Croatia - Industry Overview
Steady expansion, with rising demand in several key categories
KEY DATA FINDINGS
Innovation is faster, riskier, and more culturally embedded
Affordability reshapes competitive dynamics
Functional beverages and health benefits drive premium growth
Volume growth driven by tourism, lifestyle shifts, and continuous innovation
Both local and international producers adapt to a mature yet steadily expanding environment
Distribution to become more diversified and digitally connected
Through a balance of tradition, innovation, and premiumisation, Jamnica secures its leading position
Diversification and functional product development drive growth of Vindija
Soft drinks becomes more competitive and diversified
Supermarkets maintain their clear lead, combining scale, variety, and promotional power
Accelerating shift toward digital convenience and hybrid shopping habits
Foodservice vs retail split
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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