COMPETITIVE LANDSCAPE
Established leaders and innovative entrants shape the competitive landscape
The competitive landscape of RTD tea in Germany remained dynamic, despite the strength of established players like the leader in retail volume and value sales Hermann Pfanner Getränke (Pfanner), but also Rewe Markt (Ja!), PepsiCo Deutschland (Lipton), Danone Waters Deutschland (Volvic) and Coca-Cola (Fuze Tea). While these long-standing players continued to benefit from strong brand recognition and loyal consumer bases, the category also attracted a wave of new entrants, including start-ups and influencer-backed products, creating notable “in-and-out” activity in retail.
DirTea relaunch adds dynamism to RTD tea
The regular still RTD tea brand DirTea by the musician Shirin David achieved significant retail value sales growth in 2025 following its relaunch, supported by Hermann Pfanner Getränke. After a temporary withdrawal in 2024 due to production quality issues, the brand returned via functional variants containing vitamins and caffeine, claiming benefits like skin are and energy boosts.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD Tea industry in Germany 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 Germany, 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 Germany 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 Germany?
- To what extent are health considerations impacting consumption of RTD Tea in Germany?
- 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 Germany?
- Which are the leading brands in RTD Tea in Germany?
- What potential exists for multinational or domestic soft drinks companies to expand in Germany?
- How are products distributed in RTD Tea in Germany?
- 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 Germany - Category analysis
KEY DATA FINDINGS
Shifting consumer preferences in RTD tea
Mixed performances within RTD tea
Sustainability and new flavours gain traction
Innovation and changing consumer habits set the stage for growth
Digital and technological advances to enhance production, distribution and consumer engagement
Targeted media and marketing strategies to drive attention and growth
Established leaders and innovative entrants shape the competitive landscape
DirTea relaunch adds dynamism to RTD tea
Growing emphasis on private label from discounters while supermarkets make gains
RTD tea coverage continues to expand
Soft Drinks in Germany - Industry Overview
Health and wellness, price and nostalgia are key factors in consumers’ purchasing decisions
KEY DATA FINDINGS
Cost-savings without compromising on quality
Health and wellness increasingly shapes offer and demand
Changing foodservice consumption supports a demand for soft drinks
Sober trend to favour soft drinks consumption
Diversfication to cover consumers’ needs
Retail to maintain dominance despite recovery of foodservice
Aldi is adding premium value to diversify its offer
Paulaner Brauerei shows dynamism through a retro and nostalgia appeal
Discounters respond to the affordability dynamic while developing higher-quality assortments
Strategic locations and wide and varied offers support strong position of supermarkets
Fountain sales in Germany
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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