COMPETITIVE LANDSCAPE
Coca-Cola’s Fuze Tea maintains top place thanks to strong brand awareness
Coca-Cola HBS Serbia ad maintained its strong leading place in RTD tea in 2025, thanks to the success of its Fuze Tea brand. Fuze Tea enjoys wide distribution and strategic brand positioning, with Coco-Cola’s marketing efforts encouraging brand awareness, shelf positioning, and visibility through promotions, price discounts, in-store displays, and digital campaigns.
Nestlé’s Nestea shows strong growth from an emergent base as it returns to the market
The emergent Nestlé SA showed strong company growth in 2025, with its Nestea brand. Nestea is enjoying this robust growth from a small base as it attempts to recapture its market share after a long period of absence in Serbia, encouraged by a growing presence and availability in the country.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD Tea industry in Serbia 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 Serbia, 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 Serbia 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 Serbia?
- To what extent are health considerations impacting consumption of RTD Tea in Serbia?
- 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 Serbia?
- Which are the leading brands in RTD Tea in Serbia?
- What potential exists for multinational or domestic soft drinks companies to expand in Serbia?
- How are products distributed in RTD Tea in Serbia?
- 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 Serbia - Category analysis
KEY DATA FINDINGS
Sales of RTD tea remain in a negative volume slump due to high prices suppressing demand
Small ongoing demand comes from RTD being seen as a healthier option compared to many other soft drinks
Reduced sugar RTD tea attracts attention from a low base
Volume sales of RTD tea will return to low positive volume growth as consumer spending power improves
More novelties and cheaper brands expected to be launched in RTD tea
Price will continue to influence purchasing decisions
Coca-Cola’s Fuze Tea maintains top place thanks to strong brand awareness
Nestlé’s Nestea shows strong growth from an emergent base as it returns to the market
Small local grocers maintains leading distribution channel place, despite rise of modern retail stores
Retail e-commerce sees the strongest growth, albeit from an emergent base
Soft Drinks in Serbia - Industry Overview
Sales remain impacted by economic instability, with volume sales remaining low
KEY DATA FINDINGS
Health and wellness trends influence demand for reduced sugar options
Busy lifestyles support demand for smaller format sizes to suit on-the-go consumption
Sustainability trends influence the growing use of recycled packaging materials
Volume sales expected to maintain low positive growth, driven by the most in-demand soft drinks
Price sensitivity will continue, with consumers seeking deals, discounts, and private label
Developments expected to focus on lower sugar and functional soft drinks, with flavour remaining important
Coca-Cola maintains overall lead thanks to diverse brand portfolio, ongoing innovations, and strong distribution
Private label grows in demand, while lifestyle brand Oshee benefits from the popularity of sports drinks
Convenience stores benefit from consumers’ demand for fast, efficient, small and frequent shopping
Retail e-commerce and discounters grow in demand, catering to convenience and affordability
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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