Although Oishi Group PCL remains dominant in the RTD tea category, leading across subcategories including carbonated RTD tea and kombucha, regular still RTD tea, and reduced sugar RTD tea, competition from other players is increasing. The aggressive competition in the still RTD tea market is notable, and after several years of the company dominating the carbonated RTD tea and kombucha subcategory, new competitors have emerged.
In the highly competitive RTD tea category, where existing brands and new entrants are constantly vying for consumer attention, Ichitan Group, the second largest player in the Thai market in both off-trade volume and off-trade value terms, appears to be diversifying its focus beyond RTD tea. Following the launch of Jasmine Green Tea Zero Sugar in 2023, Ichitan has strategically expanded into other segments of the soft drinks market.
With the growing focus on health and the impact of the sugar tax amongst RTD tea consumers, the premium RTD tea segment, particularly in reduced and no sugar options, is set to see increasing demand. Not only have existing companies expanded their offerings by launching new products, but major players are also entering the market to capitalise on this opportunity.
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Understand the latest market trends and future growth opportunities for the RTD Tea industry in Thailand 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 Thailand, 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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