Both off- and on-trade volume sales in RTD tea are expected to continue to be supported by a baseline demand, with consumers drawn to exciting flavours and products promoted as healthier options. While the on-trade channel is predicted to continue to outpace the off-trade channel in volume growth terms in the shorter term, this is set to change in the second half of the forecast period as the post-COVID-19 surge back to pre-pandemic lifestyles and foodservice stabilises.
In 2024, Fuze Tea by Heaven & Earth saw strategic collaborations with several major convenience stores, such as 7-Eleven, CU Mart and Mynews, aimed at boosting brand visibility and driving sales. One notable partnership involved Mynews, which marketed Fuze Tea by Heaven & Earth alongside its Maru wraps and croissants; advertised as the "perfect combination".
Digital marketing is increasingly effective due to advanced targeting and personalised engagement based on consumers’ demographics, behaviours and interests. Key players like Fraser & Neave Holdings (Seasons) and Yeo Hiap Seng (M) (Yeo’s) aim to capitalise heavily on social media marketing in the forecast period.
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Understand the latest market trends and future growth opportunities for the RTD Tea industry in Malaysia 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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