Pepsi Lipton Brisk Case Study Analysis

Pepsi Lipton Brisk Case Study Analysis-19
In fact, as demonstrated by the chart below, RTD tea has outpaced overall soft drinks industry growth every year for the last ten years.However, demand for high sugar bottled teas is slowing.

In fact, as demonstrated by the chart below, RTD tea has outpaced overall soft drinks industry growth every year for the last ten years.However, demand for high sugar bottled teas is slowing.

To reverse this forecast, RTD tea manufacturers should examine the evolution of the category in Asia Pacific – a market where the flavour differences between hot tea and RTD tea continues to blur.

In 2012, RTD tea in Asia has grown into a 22.9 billion litre, US$34.7 billion retail juggernaut.

Pure Leaf also has diet versions that use sucralose and Ace-K artificial sweeteners to keep the product at zero calories.

Preliminary 2013 data regarding sales of Honest Tea and Pure Leaf is promising, with each brand showing strong growth from the previous year.

But in Japan, the world’s leading RTD tea nation in terms of per capita consumption, tea brands popular for their unsweetened varieties like Oi Ocha, Ayataka and Sokenbicha have all performed well.

Concerns about sugar content and consumer demand for natural ingredients have helped less sweet teas grow in Japan and are gaining in popularity in many Asian countries.

RTD tea is the world’s fastest growing soft drink category.

With a global off-trade volume CAGR of 8.2% from 2002-12, it has outperformed carbonates (1.7%), juices (4.0%), and even bottled water (7.2%).

It rivals carbonates and juices as Asia’s most consumed flavoured beverage.

Similar to growth in the US, leading brands include sweet varieties like China’s Master Kong, Indonesia’s Sosro, and Vietnam’s Zero Degree Green Tea.

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