PROSPECTS AND OPPORTUNITIES
RTD tea unlikely to see significant growth as negatives expected to balance out the positives
A projected easing of the cost of living crisis and an increase in purchasing power combined with prices going down should provide a boost to sales of RTD tea over the forecast period. However, RTD tea is only likely to benefit partially from these factors in terms of off-trade volume sales.
Sugar tax expected to impact the growth and development of RTD tea
Italy’s new sugar tax is set to enter into force as from 2025 which will affect sales of some regular RTD tea products. A tax of EUR0.
Health and wellness positioning to drive growth over the forecast period
RTD tea is set to suffer from increasing maturity and competition from categories with a stronger and more appealing health and wellness positioning. In this context, it will not be enough for manufacturers to focus on reduced sugar in order to deliver strong gains.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD Tea industry in Italy 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 Italy, 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 Italy 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 Italy?
- To what extent are health considerations impacting consumption of RTD Tea in Italy?
- 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 Italy?
- Which are the leading brands in RTD Tea in Italy?
- What potential exists for multinational or domestic soft drinks companies to expand in Italy?
- How are products distributed in RTD Tea in Italy?
- 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 Italy - Category analysis
KEY DATA FINDINGS
Static performance for RTD tea
Reduced sugar RTD tea outperforms regular RTD tea but loses share to categories with a stronger health and wellness positioning
Pricing strategies impact the competitive landscape
RTD tea unlikely to see significant growth as negatives expected to balance out the positives
Sugar tax expected to impact the growth and development of RTD tea
Health and wellness positioning to drive growth over the forecast period
Soft Drinks in Italy - Industry Overview
Soft drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Fountain sales in Italy
Trends
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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