COMPETITIVE LANDSCAPE
Pokka retains a healthy lead thanks to ongoing marketing and promotional efforts
Pokka retains a strong lead in RTD tea in 2025, boasting a diverse product range that includes Jasmine Green Tea, Oolong Tea, and Houjicha, alongside innovative new variants. The brand actively engages consumers through large-scale nationwide promotions employing spend-and-redeem mechanics and lucky draws, effectively bridging both online and offline interactions.
Heaven & Earth and Authentic Tea House help Coca-Cola reach both ends of the market
In contrast, Heaven & Earth plays a crucial role in Coca-Cola’s dual-brand RTD tea strategy within Singapore, maintaining mass-market accessibility while the company’s Authentic Tea House brand targets the premium segment. This strategy enables Coca-Cola to cater to both everyday refreshment needs and the preferences of health-conscious consumers seeking more discerning tea experiences.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD Tea industry in Singapore 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 Singapore, 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 Singapore 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 Singapore?
- To what extent are health considerations impacting consumption of RTD Tea in Singapore?
- 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 Singapore?
- Which are the leading brands in RTD Tea in Singapore?
- What potential exists for multinational or domestic soft drinks companies to expand in Singapore?
- How are products distributed in RTD Tea in Singapore?
- 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 Singapore - Category analysis
KEY DATA FINDINGS
Healthier variants fuelling strong growth in RTD tea
Reduced sugar products fuelling robust growth in 2025
Functional RTD tea offerings add value to the market
Digital campaigns set to drive consumer engagement
Yeo's SG60 campaign uniquely integrates culture, heritage, and consumer engagement
Singaporeans increasingly prioritise sustainable packaging
Pokka retains a healthy lead thanks to ongoing marketing and promotional efforts
Heaven & Earth and Authentic Tea House help Coca-Cola reach both ends of the market
RTD tea thriving in the on-trade channel
Retail and foodservice channels target different consumption occasions
Soft Drinks in Singapore - Industry Overview
Soft drinks sales rise with a focus on health and convenience
KEY DATA FINDINGS
Sales of soft drinks on the rise but players under pressure to adapt to evolving trends
Consumers looking for healthier options
Soft drinks continues to benefit from a strong focus on innovation
Sales set to grow fuelled by evolving consumer preferences and new innovations
Consumers expected to lean towards healthier options
Convenience and sustainability concerns likely to inform packaging choices
Coca-Cola cements its lead with strong portfolio of brands and products
F&N Foods and Pokka Corp continue to invest in innovative and healthier options
Supermarkets retain a key role in the distribution of soft drinks
Retail vs foodservice split
Fountain sales in Singapore
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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