Across the forecast period, the declining trend in retail volume sales will continue in RTD tea, as the category struggles to showcase a competitive advantage against other soft drinks. While there is growing consumer interest in healthier alternatives, RTD tea has not been able to fully align with this trend in the same way that other beverage categories have, including low-sugar carbonated drinks.
While kombucha is expected to continue posting positive growth over the forecast period, it is not expected to reach mass-market status in the foreseeable future. The majority of its consumer base remains concentrated among higher-income urban dwellers, who are more likely to seek out health-conscious and functional beverages.
Bubble tea is beginning to enter the RTD tea category. The OMG brand available at Maxima entered the category across the review period but has struggled to capture significant consumer attention.
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Understand the latest market trends and future growth opportunities for the RTD Tea industry in Lithuania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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