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Germany RTD tea market: Pfanner Getränke the leading player
RTD Tea in Germany - a new market research report on 2014-04-22 18:01:01
Pfanner Getränke GmbH, with the Pfanner brand, remained the leading player in the Germany RTD tea market in 2012, accounting for an off-trade value share of 21%. Ranked second in GBO terms was Unilever with the Lipton brand, which accounted for an off-trade value share of 11%. Pfanner saw a small increase in share due to several successful product launches in 2012. The company launched Der Weiße, an RTD tea which is based on white tea and also contains citrus juice and an elderberry aroma, as well as a limited edition with a strawberry/vanilla flavour.

Bubble tea has become a key trend in Germany. This Asian drink has become popular within a very short period of time, sold by hundreds of street sellers in city centres. Since June 2012, bubble tea has also been sold in McCafé outlets, the coffee bar extension of McDonald‟s. Bubble tea is a novelty that fascinates many young Germans as they have never tasted anything like it before.

RTD tea in Germany was already mature at the end of the review period and as such no significant change in consumer demand is expected. Over the forecast period off-trade volume sales are predicted to decline by 4% and value sales by 2% in constant terms.

Key Headlines

- In 2012 RTD tea posts off-trade volume growth of 2% and current value growth of 5%
- Bubble tea becomes the on-trend drink of the year
- Still RTD tea continues to account for the bulk of off-trade volume and value sales
- Off-trade average unit price in RTD tea increases by 3% to €0.53 per litre
- Pfanner Getränke GmbH remains the leading player with an off-trade value share of 21% in 2012
- RTD tea anticipated an off-trade volume CAGR of 1% over 2012-2017 while sales in constant value terms will generally remain flat

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