The remarkable success of Lipton Ice Tea signals increased competition within RTD tea. Traditionally dominated by Chivita Ice Tea, the forecast period anticipates the entry of new players introducing a wider range of flavours, especially fruit-based ones, to entice consumers.
Many RTD tea brands are fruit-flavoured and positioned alongside fruit juices in stores, contributing to their 'healthy' positioning. The primary marketing strategy of leading RTD tea manufacturers revolves around positioning their brands as healthier alternatives to carbonated drinks and close substitutes for fruit juice.
The average unit price in off-trade experienced a substantial rise in 2023 following a similar increase in 2022. Inflationary pressures drove price increases in 2022, but the steeper rise in 2023 was attributed to increased import costs due to the depreciation of the local currency, dampening demand.
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Understand the latest market trends and future growth opportunities for the RTD Tea industry in Nigeria 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 Nigeria, 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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