Ready-to-Drink (RTD) Tea - Gambia

The Ready-to-Drink (RTD) Tea market in Gambia has been experiencing significant growth in recent years.

Customer preferences: Gambian consumers have shown a growing preference for convenient and healthy beverage options, which has contributed to the rising popularity of RTD tea. With busy lifestyles and increasing health consciousness, consumers are seeking ready-to-consume beverages that offer both refreshment and nutritional benefits. RTD tea provides a convenient solution, as it is easily available, requires no preparation, and is often perceived as a healthier alternative to carbonated soft drinks.

Trends in the market: One of the key trends in the RTD tea market in Gambia is the introduction of new flavors and variants. Manufacturers are constantly innovating to cater to the diverse preferences of consumers. Traditional flavors such as green tea and black tea remain popular, but there is also a growing demand for fruit-infused and herbal teas. This trend reflects the desire for unique and refreshing taste experiences. Another trend in the market is the increasing availability of RTD tea in different packaging formats. While bottles and cans have been the traditional packaging choices, there has been a rise in the popularity of pouches and cartons. These formats offer convenience and portability, making them attractive to on-the-go consumers.

Local special circumstances: Gambia's tropical climate and cultural traditions have also played a role in the development of the RTD tea market. The hot weather in the country makes cold beverages highly sought after, and RTD tea provides a refreshing option. Additionally, tea is a beverage deeply ingrained in Gambian culture, with a long history of tea-drinking traditions. This cultural affinity for tea has created a strong foundation for the growth of the RTD tea market.

Underlying macroeconomic factors: The growing middle class in Gambia has contributed to the expansion of the RTD tea market. As disposable incomes rise, consumers have more purchasing power and are willing to spend on premium and convenient products. This has created a favorable environment for the growth of the RTD tea market. Furthermore, the increasing urbanization and modernization of Gambia have led to changes in consumer lifestyles and preferences. As more people move to urban areas and adopt busier routines, there is a greater demand for convenient and ready-to-consume beverages like RTD tea. In conclusion, the Ready-to-Drink (RTD) Tea market in Gambia is experiencing growth due to customer preferences for convenient and healthy beverages, the introduction of new flavors and packaging formats, local cultural traditions, and underlying macroeconomic factors such as the growing middle class and urbanization.

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.