PROSPECTS AND OPPORTUNITIES
Off-trade volume is expected to decline as RTD tea suffers from rising competition
Across the forecast period, the declining trend in retail volume sales will continue in RTD tea, as the category struggles to showcase a competitive advantage against other soft drinks. While there is growing consumer interest in healthier alternatives, RTD tea has not been able to fully align with this trend in the same way that other beverage categories have, including low-sugar carbonated drinks.
Kombucha is expected to record growth, but sales potential remains limited
While kombucha is expected to continue posting positive growth over the forecast period, it is not expected to reach mass-market status in the foreseeable future. The majority of its consumer base remains concentrated among higher-income urban dwellers, who are more likely to seek out health-conscious and functional beverages.
Bubble tea has entered the category however, its impact is expected to be small
Bubble tea is beginning to enter the RTD tea category. The OMG brand available at Maxima entered the category across the review period but has struggled to capture significant consumer attention.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD Tea industry in Lithuania 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 Lithuania, 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 Lithuania 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 Lithuania?
- To what extent are health considerations impacting consumption of RTD Tea in Lithuania?
- 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 Lithuania?
- Which are the leading brands in RTD Tea in Lithuania?
- What potential exists for multinational or domestic soft drinks companies to expand in Lithuania?
- How are products distributed in RTD Tea in Lithuania?
- 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 Lithuania - Category analysis
KEY DATA FINDINGS
Off-trade volume sales fall as unhealthy perceptions and strong competition challenge RTD tea sales
Probiotic benefits and low sugar content leads kombucha to record strong growth
Oshee enters the RTD tea category with healthy, functional options
Off-trade volume is expected to decline as RTD tea suffers from rising competition
Kombucha is expected to record growth, but sales potential remains limited
Bubble tea has entered the category however, its impact is expected to be small
Soft Drinks in Lithuania - 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?
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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