Although RTD tea is set to maintain a slight declining trend in off-trade volume terms in Japan in the forecast period, its high level of sales means it will continue to attract attention from manufacturers. RTD tea is at the forefront of innovation when it comes to functional beverages in Japan, showcasing numerous successful examples.
In 2024, Kirin Beverage announced its commitment to focusing on its Afternoon Tea brand, aiming to increase its share in RTD tea in Japan, which currently sees a relatively small presence for black tea. Kirin is determined to establish a solid black tea culture in Japan, and plans to expand its proportion of black tea offerings in the future.
In Japan, there is growing popularity for fruit teas and beverages known as “Tea Ade”, which are a mix of tea and fruit. In particular, products from Taiwan have gained significant traction, prompting major companies to release RTD versions to satisfy consumer demand.
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Understand the latest market trends and future growth opportunities for the RTD Tea industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the RTD Tea industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
RTD Tea
This category includes all packaged products based on brewed tea or tea extract. May be sweetened or unsweetened, carbonated or still, with a wide variety of different flavourings. May contain juice.
See all of our definitionsThis report originates from Passport, our RTD Tea research and analysis database.
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