RTD tea is expected to recover fairly slowly, with off-trade volume sales not expected to exceed pre-pandemic levels until 2028. Growth will be dependent upon improving economic conditions, which will allow consumers to spend more money on perceived non-essential products.
With a growing consumer interest in health and wellness, it is inevitable that the future of RTD tea will involve a shift towards “better for you” products and brands. Towards the end of the review period, for example, leading player Universal Robina launched C2 Plus Immuno-C with added vitamin C and zinc, as well as C2 Plus Fibre, which was positioned as aiding digestion.
With an improving economic outlook and strengthening consumer purchasing power, there is likely to be a greater emphasis on premiumisation, moving forward. Brands such as Zevia, which are certified organic, contain zero calories and are sugar free, may gain momentum, despite their higher prices.
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Understand the latest market trends and future growth opportunities for the RTD Tea industry in Philippines with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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