Ready-to-Drink (RTD) Tea - Austria

Ready-to-Drink (RTD) Tea is gaining popularity in Austria, with an increasing number of consumers opting for these convenient and refreshing beverages.

Customer preferences: Austrian consumers are increasingly seeking healthier beverage options, and RTD tea fits the bill perfectly. With its natural ingredients and perceived health benefits, RTD tea appeals to health-conscious individuals who are looking for a refreshing alternative to sugary carbonated drinks. The convenience of RTD tea also appeals to busy consumers who are always on the go and prefer ready-to-consume beverages.

Trends in the market: One of the key trends in the RTD tea market in Austria is the growing demand for organic and natural products. Consumers are becoming more conscious of the ingredients in their food and beverages, and are willing to pay a premium for products that are free from artificial additives and preservatives. This trend is driving the growth of organic RTD tea options in the market. Another trend in the market is the increasing popularity of flavored RTD teas. Manufacturers are introducing a wide variety of flavors to cater to different consumer preferences. Flavors such as green tea, fruit-infused teas, and herbal blends are gaining traction among Austrian consumers.

Local special circumstances: Austria has a strong tea culture, with a long history of tea consumption. While traditionally consumed as hot beverages, the introduction of RTD tea has provided consumers with a convenient way to enjoy tea on the go. This cultural preference for tea has helped to drive the growth of the RTD tea market in Austria.

Underlying macroeconomic factors: The growing health and wellness trend, along with increasing disposable incomes, are key macroeconomic factors driving the growth of the RTD tea market in Austria. As consumers become more health-conscious, they are willing to spend more on products that align with their lifestyle choices. Additionally, rising disposable incomes have made RTD tea more affordable and accessible to a larger segment of the population. In conclusion, the Ready-to-Drink (RTD) Tea market in Austria is experiencing growth due to the increasing preference for healthier beverage options, the trend towards organic and natural products, and the popularity of flavored RTD teas. The strong tea culture in Austria and the underlying macroeconomic factors of the growing health and wellness trend and rising disposable incomes further contribute to the development of the RTD tea market in the country.

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.