Ready-to-Drink (RTD) Tea - Germany

The Ready-to-Drink (RTD) Tea market in Germany has been experiencing steady growth in recent years.

Customer preferences: German consumers have shown a growing interest in healthier beverage options, which has contributed to the increasing demand for RTD tea. With a rising awareness of the negative health effects of sugary drinks, many consumers are seeking alternatives that are lower in calories and sugar. RTD tea offers a refreshing and flavorful option that satisfies this demand. Additionally, the convenience factor of RTD tea appeals to busy consumers who are looking for on-the-go beverage options.

Trends in the market: One of the key trends in the RTD tea market in Germany is the growing popularity of natural and organic products. Consumers are increasingly looking for beverages that are made with natural ingredients and are free from artificial additives. This trend is driving the development of new RTD tea products that are made with organic tea leaves and sweetened with natural sweeteners like stevia or honey. Another trend in the market is the introduction of innovative flavors and blends. German consumers are known for their adventurous palate and are open to trying new and unique flavors. As a result, RTD tea brands are constantly launching new flavors and blends to cater to this demand. From fruity infusions to herbal blends, there is a wide variety of options available to consumers.

Local special circumstances: Germany has a strong tea culture, with a long history of tea consumption. This cultural background has created a favorable environment for the growth of the RTD tea market. German consumers are familiar with tea and appreciate its health benefits. This cultural acceptance has made it easier for RTD tea brands to penetrate the market and gain consumer trust.

Underlying macroeconomic factors: The strong economy in Germany has also played a role in the growth of the RTD tea market. As disposable incomes have increased, consumers have more purchasing power to spend on premium and healthier beverage options. This has allowed RTD tea brands to position their products as a premium and healthy alternative to other beverages. In conclusion, the Ready-to-Drink (RTD) Tea market in Germany is growing due to the increasing demand for healthier beverage options, the introduction of natural and organic products, the popularity of innovative flavors and blends, the country's tea culture, and the strong economy.

Data coverage:

The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:

Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on Non-Alcoholic Drinks, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Non-Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year.