"RTD Tea in Russia" Published

From: Fast Market Research, Inc.
Published: Sun Apr 12 2015


Despite the rapid development of the health and wellness trend among Russian consumers towards the end of the review period, growth in RTD tea slowed down during 2014. RTD increased in total volume by 6% and in total value by 12% in current terms over the course of 2014. This was a substantially inferior performance to the 13% of total volume growth and 18% of total value growth recorded in current terms in the category during 2013. The major slowdown in the development of RTD tea in Russia during 2014 can be explained by reference to the following factors: the mild weather conditions in the country during the year, the ongoing economic downturn and the very high levels of competition coming from other categories, including bottled water and juices. Nevertheless, RTD tea remains one of the most dynamic categories in soft drinks in Russia.

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Competitive Landscape

PepsiCo Holdings OOO continued to occupy the leading position in RTD tea in Russia during 2014 with 43% off-trade volume and value shares. The most popular and recognisable RTD tea brand offered by the company is Lipton Ice Tea, which was the pioneering brand in RTD tea in Russia. The brand offers still RTD tea in various different flavours. The strongest competitive advantage of the Lipton Ice Tea brand is its strong use of promotional activities. Furthermore, PepsiCo plans to continue investing in RTD tea in Russia during the forecast period, as this category is one of strong growth potential which can easily be developed.

Industry Prospects

Over the forecast period, all healthy and natural products are expected to record positive dynamic growth in soft drinks in Russia. As RTD tea is generally considered to be a healthy beverage, the category is expected to increase in total volume at a CAGR of 5% and in total value at a CAGR of 3% in constant 2014 prices over the forecast period. In addition, the average unit price in the category is expected to decline at a CAGR of -2% in constant 2014 terms over the forecast period due to the fact that the category is facing the entry of numerous new private label products and cheaper domestically manufactured brands.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the RTD Tea industry in Russia 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 Russia, our research will save you time and money while empowering you to make informed, profitable decisions.

The RTD Tea in Russia market research report includes:

* Analysis of key supply-side and demand trends

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