Fast Market Research recommends "RTD Tea in Lithuania" from Euromonitor International, now available
[USPRwire, Wed Mar 11 2015] RTD tea, despite widespread availability in stores large and small, continued losing customers in 2014. The problems plaguing the category are well documented, yet remain to be addressed by companies. Upon the introduction of the concept in 2014 RTD tea enjoyed soaring growth rates until the economic crisis. Youth comprised the majority of purchasers as they viewed RTD tea as a healthier alternative to carbonated soft drinks. The drink lost its momentum during and after the severe financial recession of 2008 and never recovered. Indeed, the opposite is happening, likely due to the abundance of other healthy alternatives with relatively high unit prices only exacerbating the problem.
RTD tea remains firmly in the hands of Nestlé SA. No other company is even close in terms of brand popularity, product availability in stores or palette of flavours. The firm managed to reach the stage where its brand (Nestea) is sometimes substituted for the name of the product. This is no coincidence, as Nestea was the first brand to enter the category. Also, upon initial launch Nestea invested heavily in promoting this brand to consumers. In 2014 the brand held a 73% off-trade value share of the category, and this share has increased in recent years because other competitors divested from the category.
Industry Prospects
Just as the recent past has not been generous to RTD tea producers, the future looks equally bleak. As currently positioned, RTD tea is simply not as appealing as other alternatives in soft drinks. Limited market size also constrains producers and sellers, which cannot spend adequate sums on marketing. That the situation can be reversed is possible – the strong start of the drink a decade ago proves that. However, question if companies are resolved to try it once again is less of a sure thing.
Report Overview
Discover the latest market trends and uncover sources of future market growth for the RTD Tea industry in Lithuania with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the RTD Tea industry in Lithuania, our research will save you time and money while empowering you to make informed, profitable decisions.
The RTD Tea in Lithuania market research report includes:
* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country
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