PepsiCo remains the world’s second largest soft drinks company, with strong positions in carbonates, sports drinks, bottled water, and energy drinks. While mature markets show stagnant volume growth, emerging markets offer inflation-driven value gains. Strategic acquisitions like Poppi reflect a pivot towards functional, low-sugar beverages. Competitive pressure from Coca-Cola and private label brands continues to shape the landscape.

RTD tea maintained solid off-trade volume growth in Brazil in 2024. The main brands enjoy the preference of consumers who already know them from their traditional operation in hot tea. Even though hot tea is still more popular, with higher volume sales, as RTD tea has a higher price point this is becoming an interesting category for players in hot tea. Brands playing in both categories count on the advantage of exploring multiple occasions in consumers’ routines, amplifying interfaces in their l

In addition to being a key player in its domestic alcoholic drinks market, leading in spirits, Suntory Holdings is the number two player in soft drinks in Japan, holding the top spot in both the RTD tea and bottled water categories. While its international coverage is relatively limited in soft drinks, it has a number of important brands in France and the UK in Europe as well as in Australia and New Zealand.

Ready-to-drink (RTD) tea in Estonia has experienced a modest decline in 2024, reflecting a challenging competitive environment and a lack of significant new trends or innovations. The category continues to face stiff competition from other RTD alternatives, particularly carbonated beverages and functional drinks such as energy and sports drinks, which have increasingly captivated consumers with their dynamic offerings and perceived added benefits. These factors have made it difficult for RTD tea

Lipton Iced Tea Lemon from Unilever Pakistan Ltd dominates ready-to-drink (RTD) tea in Pakistan. Lipton's RTD tea products are widely available in supermarkets, hypermarkets, petromarts, and online platforms, ensuring good visibility and accessibility. The brand has successfully leveraged its global reputation for quality and taste, resonating well with Pakistani consumers who are increasingly seeking convenient and refreshing beverage options. The only other prominent brand is Fuze Tea by Coca-

High price increases and a decline in disposable income, resulting in greater price sensitivity, are forcing consumers to prioritise essential items in 2024. As a result, demand for RTD tea continues to be impacted in the year. Reduced sugar RTD tea is experiencing faster growth from a small base, driven by the rising demand for healthier soft drinks. On-trade sales are also seeing faster growth thanks to the recovery of the foodservice industry.

The annual rate of growth in off-trade volume sales of RTD tea slowed significantly in 2024 but remained robust. This was largely due to unit price growth amid rising production costs and a general decline in consumer purchasing power.

RTD tea continues to enjoy solid off-trade volume growth, one of the highest in soft drinks, and strong off-trade value growth, benefiting from a growing number of consumers shifting from carbonates and juices. Sophisticated flavour combinations are also contributing to the growth of the category, including mint, rooibos, forest fruits and exotic fruits. Consumers are more demanding than ever and are looking out for new taste experiences. Nonetheless, inflation and the higher unit prices of well

Volume sales for RTD tea continued to be low in Dominican Republic in 2024 and it registered the lowest volume growth of all soft drinks. One reason for the subdued performance is that since the Lipton brand withdrew in 2022, no other brand has taken over its position. RTD tea is also one of the most expensive soft drinks and this also dampened volume sales.

In recent years, RTD tea in Tunisia witnessed the entry of various international brands such as Pfanner, DiDi, and Rauch, which were distributed through modern grocery retailers. However, by 2024, these brands have entirely exited the market. This failure can be attributed to a combination of factors, including the lack of advertising and consumer education about RTD tea, which remains an unfamiliar product for the majority of Tunisians. Furthermore, the reliance on modern grocery retailers for

RTD tea experienced a further decline in volume sales in 2024, as rising health awareness prompted Israeli consumers to shift towards healthier, more natural beverages, such as 100% juice or carbonated bottled water. Thanks to the health and wellness trend, consumers are increasingly aware of the high sugar content in many soft drinks. Although RTD tea was once perceived as a healthier alternative, due to its tea base, this perception is changing. The red labelling on these products, signalling

In 2024, RTD tea in Canada witnessed relatively flat compared to recent years. The product has strong appeal among younger consumers in the Gen Z cohort who are drawn to its health association with tea. Carbonated RTD tea is considered a healthier alternative to carbonates and sugary juices. Whilst the product area is dominated by still RTD tea, there is growth potential through innovation in terms of flavours and formats that resonate with younger generations. Manufacturers continue to add more

Albeit from a low base, off-trade volume sales of carbonate RTD tea and kombucha in South Africa continue to record solid growth in 2024, leading to further share gain and now the dominance of Happy Culture Kombucha in this space. The brand’s success is being supported by the rise of health and wellness trends in South Africa, as consumers are increasing their demand for functional beverages. This places it in a strong position, as it claims to be a source of probiotics, organic acids, digestive

Off-trade sales of RTD tea in India are set to continue to see volume and current value growth in 2024, with many consumers valuing the drink’s convenient, on-the-go nature. Nevertheless, RTD tea is set to continue to account for the lowest sales within soft drinks in the off-trade channel in 2024. With Indians’ preference for traditional hot tea, and its wide availability nationwide, the per capita consumption of RTD tea remains relatively low in the country. Regular still RTD tea is expected t

In 2024, volume sales of RTD tea continued to experience steady growth. The notable rise in average temperatures witnessed in the year has led Guatemalans to continue consuming iced tea in a sustained manner. Also, younger consumers appreciate the flavour variety of RTD tea and perceive it to be a healthier alternative to carbonated drinks. To connect with younger generations of Guatemalans, the leading Lipton brand (distributed by Pepsicola Interamericana de Guatemala SA) is active with promoti

Sales in RTD tea in Lithuania in 2024 continued to underperform, recording an off-trade volume sales decline. One of the main challenges facing RTD teas is its reputation for being high in sugar, which has led to decreasing consumer interest, particularly as the demand for healthier, lower-sugar options grows. The category also has heavy competition from other RTD beverages, including carbonated drinks, which often offer more variety, flavour intensity, and convenience, making them more appealin

In 2024, the volume sales of RTD tea in Uruguay have shown modest growth in off-trade channels, reflecting a 4% increase. However, this growth has been tempered by the beverage's limited popularity among Uruguayans, leaving the category underdeveloped. The landscape for RTD tea consumption remains challenging, as many consumers are unfamiliar with the concept of iced tea beverages, which extend hot tea flavours into cold, ready-to-drink formats. This unfamiliarity is compounded by a lack of subs

In 2024, overall RTD tea in the US is set to see sales fall in both off-trade volume and current value terms. However, different performances are expected across categories. As consumers continue to search for healthier alternatives, off-trade volume sales of regular still RTD tea are expected to continue to be negatively impacted in 2024, as consumers perceive it as a drink with high sugar content. However, reduced sugar still RTD tea is expected to see an increasing off-trade volume performanc

RTD tea in Morocco has experienced significant growth in 2024, albeit from a low base, due to the rising preference for cooler beverages in response to Morocco's increasingly hot climate. Over the past two years, elevated temperatures have made RTD tea a popular alternative to traditional hot tea, particularly during the warmer months. This shift highlights a behavioural trend among consumers, who are prioritising beverages that provide refreshment while retaining familiarity with tea-based opti

RTD tea is a popular soft drink in Kazakhstan and is expected to be the best performing soft drink in 2024, registering a double-digit percentage volume growth. RTD tea benefits from the perception that it is a healthier soft drink, in spite of its high sugar content. This stems from the popularity of hot tea, which is a staple in Kazakhstan and an important part of the local culture.

RTD tea has experienced significant benefits in North Macedonia in 2024 due to the continued consumer shift away from sugar-heavy carbonates and juices towards healthier options such as bottled water and RTD tea. This trend is predominantly driven by health-conscious consumers who are increasingly mindful of their sugar and carbohydrate intake, opting for beverages that align with their health goals. The premiumisation of the category has further strengthened RTD tea’s performance, resulting in

RTD tea has become an integral part of Costa Rican beverage preferences in 2024, thanks to its sweet flavour, competitive pricing, and the widespread perception that it is a healthier alternative to carbonated drinks. This versatile drink is consumed during various occasions, including snack times, meals, and social gatherings, appealing to consumers across all age groups. Leading brands such as Tropical, Hi-C, Fuze Tea, Lío Té, and Dos Pinos have significantly enhanced their market presence by

RTD tea in Georgia has continued its growth trajectory in 2024, with off-trade volume sales rising by 7% to reach 11 million litres. Reduced-sugar still RTD tea, although a niche product area, has experienced a notable increase in volume sales. This growth is attributed to its low maturity and the growing demand among health-conscious Georgian consumers seeking healthier beverage options. However, the availability of reduced-sugar RTD tea remains limited, reflecting an untapped potential for exp

Volume sales continue to be low for RTD tea, with low awareness among consumers, as well as limited distribution. In 2024, volume sales are expected to fall, as there is little promotion to increase volume sales, as players concentrate on more lucrative soft drinks within their portfolios.