Both off-trade and on-trade volume sales in RTD tea will be supported by a baseline demand for such products, with consumers drawn to both exciting flavours and products which are promoted as being healthy. Indeed, in line with the health and wellness trends which continue to emerge, it is expected that a greater number of consumers will seek no-sugar and low-sugar beverages – with this as a growing area in RTD tea.
Players are expected to launch frequent value-based promotions over the forecast period, as they aim to maintain sales despite being forced to increase their unit prices due to the inflationary environment. For example, it is noted that Fraser & Neave notably increased the price of its Seasons Lemon Tea in 2023, thus, it is likely the brand will aim to rebalance this with discount promotions over the forecast period.
RTD tea is expected to be impacted by the sugar tax, which is increasingly affecting products in Malaysia. Namely, the government is imposing a higher sugar tax from MYR0.
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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.
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 Malaysia, 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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