PROSPECTS AND OPPORTUNITIES
Improvements to reduced sugar options expected to boost sales
During the review period, flavour profiles and sugar alternatives were a major hindrance to stronger acceptance of reduced sugar still RTD tea, as consumers remained sensitive to any artificial sweeteners and their poor flavour profiles. However, flavour and sugar reduction innovations are expected to respond to consumer preference changes, despite the significant investment needed to achieve this.
Rooibos as a base tea projected to gain traction
Rooibos tea has seen substantial success over the review period and it is expected to continue into the forecast period, increasing its use as a base ingredient for a number of categories. Rooibos is a tea indigenous to South Africa and has exceptionally strong consumer loyalty across most brand offerings.
Effective marketing predicted to be a key success factor for growth
Over the forecast period, the marketing of RTD tea is expected to increase, improving category and brand awareness, with a main focus on its specific health benefits. This is because, as soft drinks in South Africa continues to evolve, demand for beverages that promote health and wellness will remain a focal point, meaning RTD tea will need to position itself as a compelling market opportunity.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD Tea industry in South Africa 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 South Africa, 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 South Africa 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 South Africa?
- To what extent are health considerations impacting consumption of RTD Tea in South Africa?
- 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 South Africa?
- Which are the leading brands in RTD Tea in South Africa?
- What potential exists for multinational or domestic soft drinks companies to expand in South Africa?
- How are products distributed in RTD Tea in South Africa?
- 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 South Africa - Category analysis
KEY DATA FINDINGS
Happy Culture strengthens leadership of kombucha due to expansion efforts
Subdued growth for reduced sugar still RTD tea
Limited competition creates opportunities for new entrants
Improvements to reduced sugar options expected to boost sales
Rooibos as a base tea projected to gain traction
Effective marketing predicted to be a key success factor for growth
Soft Drinks in South Africa - 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 South Africa
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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