Tea Advances Positions in the Refreshers Sector
The most consumed beverage in the world evolves with new forms of presentation, packaging and varieties, occupying a relevant position in the 'Ready to Drink' (RTD) market.
José Manuel Iglesias is WGI Secretary-General
Cold-bottled tea is becoming increasingly popular around the world and both large multinationals and small local companies develop bottled tea ranges and invest in their promotion.
The high demand of this product category means competition in supermarkets and bars with more conventional and known soft drinks, becoming something more than a trend. Consumers have a very positive perception of tea, identifying it with a cool, healthy and refreshing drink. Part of the success is that it is consumed by a very large age group, from teenagers to older people.
The preference of cold tea compared to other soft drinks is greater in countries where traditional tea is consumed on a regular basis, since the predisposition awakens the interest of consumers, already accustomed to the taste of tea in their diet. Those consuming more RTD tea are Indians and Chinese according to the report on the product made by the Mintel international market research consultancy. The ranking of packed tea is completed by the Turks, Russians and Japanese. And while domestic consumption in absolute terms is led by India, Turkey is the country standing out in per capita consumption. In Europe, cold tea as a commercial drink is also growing, especially in the United Kingdom, Russia and Germany.
The RTD Beverages
Packaged beverages classified as 'Ready to Drink' are a large consumption segment that groups together elaborations that have arisen later to the globalizing revolution of both soft and citrus drinks. The most consumed RTD in the world is tea in its different versions and varieties. It is important to differentiate the RTD from the beverages that are prepared and then cooled; the RTD are presented already packaged and ready to consume.
The RTD are divided in turn into two types: The 'Alcopop`, containing alcohol and other cocktails or malts, and those denominated by the Industry as NAB (Non-alcoholic beverages-), which include milk, non-dairy beverages (tea or coffee) or vegetable-based energy drinks.
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