Now Available: RTD Tea in Romania

From: Fast Market Research, Inc.
Published: Thu Oct 30 2014

RTD tea saw volume growth in 2013 due to the perception that it is fashionable and provides health attributes - especially green tea, which has anti-oxidant properties. The positive volume growth came under conditions of low purchasing power which made Bucharest and large cities with more intense economic activity the areas that accounted for the majority of sales of RTD tea. Because of the limited consumer base, the low available incomes were behind the small volume growth in 2013 as RTD tea reached its growth capability. The concentration of sales in the large cities where the population enjoys higher comparative incomes was reflected also in the value growth exceeding the volume growth as consumers were prepared to pay more for a product perceived as healthier and trendier.

Competitive Landscape

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Coca-Cola HBC Romania and Quadrant-Amroq Romania (PepsiCo) were the leading companies in 2013, accounting together for an 84% volume share and 86% value share. The small advantage of Coca-Cola HBC Romania of between one and two percentage points is mainly the result of the strength of its distribution network and availability. In fact, both companies use stevia as sweetener for their brands, have about the same flavours for the RTD tea and use the same type and size of packaging for off-trade and on-trade channels so the distribution is the only factor capable of making the difference.

Industry Prospects

Volume growth of RTD tea over the forecast period will be the result of the efforts made by the international players Coca-Cola HBC Romania and Quadrant-Amroq Beverages to support their brands Nestea and Lipton Ice Tea. The usage of stevia as sweetener with reduced sugar content will attract consumers of all ages who are careful about their weight and want to follow a diet but not give up consuming a healthy and refreshing product like RTD tea. As consumption of RTD tea will remain concentrated in the capital and the large cities, the consumer base is expected to grow by a small rate as the purchasing power will continue to remain low despite the expected economic recovery over the forecast period. On the other hand, the decline in constant value (at constant 2013 prices) over the forecast period will be the result of private label gains, which are expected to contribute to the decline of the average unit price, with consequences for the volume growth. In fact, RTD tea will continue to define a fashionable lifestyle which lower-income consumers aspire to adopt.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the RTD Tea industry in Romania with research from Euromonitor's team of in-country analysts.

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