PROSPECTS AND OPPORTUNITIES
Reduced sugar to outpace regular in off- and on-trade volume growth terms in still RTD tea
Both off- and on-trade volume sales in RTD tea are expected to continue to be supported by a baseline demand, with consumers drawn to exciting flavours and products promoted as healthier options. While the on-trade channel is predicted to continue to outpace the off-trade channel in volume growth terms in the shorter term, this is set to change in the second half of the forecast period as the post-COVID-19 surge back to pre-pandemic lifestyles and foodservice stabilises.
Players to engage in collaborations to boost brand visibility and push purchases
In 2024, Fuze Tea by Heaven & Earth saw strategic collaborations with several major convenience stores, such as 7-Eleven, CU Mart and Mynews, aimed at boosting brand visibility and driving sales. One notable partnership involved Mynews, which marketed Fuze Tea by Heaven & Earth alongside its Maru wraps and croissants; advertised as the "perfect combination".
Digital marketing and new product development offer essential competitive tools
Digital marketing is increasingly effective due to advanced targeting and personalised engagement based on consumers’ demographics, behaviours and interests. Key players like Fraser & Neave Holdings (Seasons) and Yeo Hiap Seng (M) (Yeo’s) aim to capitalise heavily on social media marketing in the forecast period.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD Tea industry in Malaysia 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 Malaysia, 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 Malaysia 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 Malaysia?
- To what extent are health considerations impacting consumption of RTD Tea in Malaysia?
- 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 Malaysia?
- Which are the leading brands in RTD Tea in Malaysia?
- What potential exists for multinational or domestic soft drinks companies to expand in Malaysia?
- How are products distributed in RTD Tea in Malaysia?
- 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 Malaysia - Category analysis
KEY DATA FINDINGS
RTD tea enjoys strong volume growth in the on-trade channel amid foodservice and tourism flow recoveries
Fresh, limited edition packages and rebranding offer brand refreshes and revitalise consumer interest
Innovative collaborations to expand market reach
Reduced sugar to outpace regular in off- and on-trade volume growth terms in still RTD tea
Players to engage in collaborations to boost brand visibility and push purchases
Digital marketing and new product development offer essential competitive tools
Soft Drinks in Malaysia - 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 Malaysia
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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