"RTD Tea in Switzerland" Published

From: Fast Market Research, Inc.
Published: Tue Mar 15 2016

With total annual per capita consumption of 32 litres in 2015, Switzerland remained by a long distance the European country with the highest per capita consumption of RTD tea. Second-placed Austria consumed only 13 litres per capita, whilst the European average was still lower than 10 litres. Even worldwide, only Japan and Taiwan can boast higher per capita consumption figures. However, in spite of these impressive figures, RTD tea in Switzerland displays the hallmarks of a largely saturated category, as evidenced by the fact that annual per capita consumption has been fluctuating around 30 litres since the 1990s. Volume sales growth in recent years was therefore predominantly driven by population growth.

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Competitive Landscape

Migros Genossenschaftsbund maintained its leading position in RTD tea in 2015, with an off-trade value share of 30%. As one of the pioneers in RTD tea in Switzerland, the company’s Kult brand continues to enjoy great popularity amongst consumers. In second place followed Unilever with its Lipton Ice Tea brand, with an off-trade value share of 18% in 2015. Third place went to the other large multinational operator, Coca-Cola Beverages Suisse SA, which held onto an off-trade value share of 16% in 2015. Finally, fourth place was held by Coop Genossenschaft, the second largest Swiss retailer in RTD tea. Coop managed to account for an off-trade value share of 14% in 2015. Thus, the retailers Migros and Coop accounted for a combined share of 44% in RTD tea in off-trade value terms in 2015.

Industry Prospects

The key issue faced by manufacturers of RTD tea over the forecast period will be whether rising consumer concerns about the negative health effects of sugary soft drinks will spill over into RTD tea. In this case, RTD tea would be faced with falling per capita consumption, and possibly even absolute volume and value declines. So far, however, per capita consumption of RTD tea has proven remarkably resilient, fluctuating around 30 litres over the review period. Further evidence of the limited impact health considerations have had on the category in comparison with other types of sugar-rich soft drinks comes from the product ranges offered by Migros and Coop, whereby non-reduced sugar varieties continue to feature prominently.

Report Overview

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

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Contact Name: Bill Thompson
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