In 2025, RTD tea in Slovenia was strongly influenced by health-focused consumer preferences, with low-sugar and natural-ingredient options driving sales. Regular and reduced-sugar still teas remained popular, supported by new product launches and a diverse range of flavours, including fruit-infused and herbal varieties. Nika Bev doo’s Sola Ice Tea retained leadership, while Coca-Cola HBC Slovenija’s Nestea supported category growth. Hypermarkets remained the key channel, while e-commerce provide

Off-trade volume sale of RTD tea remained in a sub-decimal negative slump in Serbia in 2025, with value growth healthier and stable due to high prices. However, the high prices are suppressing volume demand. Meanwhile, still RTD tea remains the only significant category, with sales of carbonated RTD tea and kombucha not notable enough to show in Euromonitor International data.

Off-trade volume sales of RTD tea saw strong double-digit growth in Uzbekistan in 2025, making it the strongest performing category in soft drinks. This robust performance is underpinned by the traditional tea-drinking culture in the country, which supports sales of RTD formats.

RTD tea remained an underdeveloped category in Uruguay in 2025, with growth hampered by its limited popularity, high prices, a lack of substantial advertising and promotion. Going forward, RTD tea, with its perceived health benefits and natural ingredients, has the potential to attract health-conscious consumers if manufacturers focus on targeted marketing campaigns that emphasise these attributes.

Off-trade volume sales of RTD tea returned to flat growth in New Zealand in 2025, following a negative slump seen in the recent review period. Category performance continues to be shaped by a narrow base of demand, with carbonated RTD tea and kombucha accounting for the majority of momentum, supported by the broader health and wellness shift.

Retail volume sales of RTD tea in Germany continued to decrease in 2025. This reflected a combination of shifting consumer preferences and structural market changes. German consumers became increasingly price-sensitive and shifted away from non-essential soft drinks categories amid rising average unit prices. On the other hand, natural formulations, flavour advancements, sustainability and convenience helped to retain and win over new consumers, especially among younger cohorts.

RTD tea is seeing growth driven by the rise in consumer health consciousness, with the category well-placed to benefit from this trend because of the long-standing and deeply ingrained tea drinking culture in Taiwan. As consumer health awareness becomes more sophisticated and tastes evolve, consumers are exploring new areas of RTD tea, including functional products and barley tea.

In the Philippines, RTD tea posted rising retail volume and value sales in 2025, supported by demand for convenient, refreshing drinks positioned as a lighter alternative to carbonates. Still RTD tea led growth, with reduced sugar variants gaining pace as sugar awareness rises and green tea propositions align with wellness priorities. Universal Robina strengthened category momentum by widening rural reach for C2 and extending the range with new green tea flavours, while other players increased v

RTD tea remains a sizeable product area, though volume sales growth is flat in 2025,as lower tourist numbers have an impact However, the outlook is positive, with RTD tea perceived as healthier than carbonates, and there will be a focus on reduced sugar and added functional benefits.

RTD tea is gaining appeal in Switzerland as new brands launch with functional ingredients and lower/zero sugar content, providing an increasingly popular alternative to carbonates. Retailers and private label have a strong role in RTD tea, with Kult Ice Tea from Migros a firm favourite.

RTD tea is steadily gaining appeal amongst younger consumers seeking lighter, health-oriented alternatives to carbonates and juice. Reduced-sugar and herbal variants are gaining traction, while exotic flavours and functional teas offer opportunities for further expansion. Lipton leads the category, leveraging wellness positioning, experiential campaigns, and digital engagement to connect with Gen Z and Millennials. Small local grocers remains the main distribution channel, while discounters are

RTD tea is seeing volume sales rise, supported by an expanding range of products, including new flavours, and packaging, including upmarket options such as glass bottles. The health and wellness trend is also playing a part in driving growth, spurring the development of functional products in the category.

RTD tea in Georgia is popular as a perceived healthier alternative to sugary soft drinks, appealing to health-conscious consumers seeking convenient, on-the-go options. Regular still RTD tea dominates, while reduced sugar variants remain niche but show growth potential as wellness trends gain traction. Convenience stores is the leading distribution channel, underpinned by expanding modern retail networks, while e-commerce platforms are enhancing visibility. Moving forward, price competition and

In 2025, off-trade volume sales of RTD tea in Norway remained largely stagnant but continued to benefit from a shift toward healthier, wellness-oriented beverages, driven by reduced-sugar formulations and natural ingredients. Carbonated RTD tea and kombucha led category growth, appealing to health-conscious consumers interested in probiotic benefits and functional beverages. Discounters maintained its position as the leading distribution channel, with non-grocery retailers and retail e-commerce

RTD tea faced another challenging year in 2025 as the category continued to struggle under persistent inflationary pressure and weakened disposable incomes. Although inflation stabilised relative to 2024, average unit prices remained significantly higher than historic norms, limiting consumer willingness to purchase beverages perceived as discretionary or niche. Many consumers prioritised categories that delivered stronger functional value for the price paid, with energy drinks, carbonates and j

Demand for RTD tea in Lithuania continues to decline, due to its high-sugar reputation and the unusually cold summer, which reduced on-the-go and outdoor consumption. The category faces strong competition from carbonates, energy drinks, and functional bottled water, limiting its ability to broaden its appeal to a broad consumer base. While kombucha maintains niche popularity due to its probiotic and wellness benefits, overall visibility remains low. The 2026 sugar tax is expected to increase pri

Sales of RTD tea declined in off-trade volume terms in 2025. Swedish consumers are yet to show significant interest in the category, with many people preferring to consume beverages which they perceive to be healthier. A lack of variety and significant innovation has also limited the growth of the category, which remains a relatively niche area of the market. Healthier options such as reduced sugar still RTD tea and kombucha still offer some potential, although further investment in new product

Sales of RTD tea are seeing healthy growth in Ecuador in 2025, in both volume and value terms, and with improved volume sales compared to the previous year. Value growth is also slightly higher, although not notably so. This indicates that consumers are enjoying RTD tea, despite some high prices in the category.

RTD tea in the Dominican Republic remains a small, declining category with limited availability, high prices, and low consumer interest, especially among younger consumers. Most consumers prefer cheaper powder iced tea or alternative beverages like carbonates, juice, and energy drinks. The category relies heavily on imports with inconsistent supply, though opportunities exist in functional and sparkling tea innovations targeting niche, wellness-focused consumers.

RTD tea recorded a positive year in 2025 as more Romanians migrated away from carbonates towards beverages perceived as healthier, more natural and less calorie-dense. RTD tea particularly benefitted from growing awareness of sugar-related health risks and the rising popularity of beverages with cleaner labels and more transparent ingredient profiles. Still variants held strong appeal due to their reduced sweetness compared with many carbonated drinks, enabling RTD tea to position itself as a ba

RTD tea in Slovakia navigated a turbulent 2025 shaped by fiscal pressure, price-sensitive consumers and quickly evolving health and lifestyle expectations. The introduction of the sugar tax at the start of the year was the single most important development, as it applied broadly to sweetened soft drinks including RTD teas, regardless of whether they were made with reduced sugar or alternative sweeteners. This effectively erased much of the price advantage RTD tea had previously enjoyed over clas

While RTD tea is seeing volumes stagnate, the category offers potential for alignment with evolving consumer demand trends. Carbonated RTD and kombucha, for example, is seeing growth driven by rising consumer interest in gut health. Generally, RTD tea also has the potential to build on the natural image of tea to develop products with a more targeted health positioning.

RTD tea goes from strength to strength and continues to register healthy volume growth. Differentiation is largely in terms of flavours. The outlook is also positive, with consumers perceiving RTD tea as being a healthier soft drinks than for example carbonates. This is largely due to the popularity of tea in Kazakhstan, with consumers also equating RTD tea to also being a healthy drink.

RTD tea remains underdeveloped in Pakistan, constrained by cultural preferences for hot, freshly brewed tea. Lipton dominates the competitive landscape, with modern physical retail and e-commerce channels improving accessibility. Rising health consciousness is driving interest in reduced-sugar, antioxidant-rich, and premium functional variants, although these have yet to achieve measurable sales. During the forecast period, sustainable packaging and niche offerings like kombucha or matcha will p