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Home Insights Cases and articles The rise of ready-to-drink tea

Thanks to its versatility, the ready-to-drink tea category is expanding to meet an ever-broader variety of consumer needs. Naturally sweetened or sugar free. Steeped in tradition or reinvented to delight young consumers. Health promoting or simply thirst quenching. Below, we highlight some of the key trends behind the growth of this fast-evolving category.

 

01. Proactive health

Since 2020, more people have been proactively pursuing their health goals and taking greater personal responsibility for their own well-being.

 

02. Novel experiences

In uncertain times, consumers are turning to playful, comforting and multi-sensory pleasures for moments of relaxation and fun. In the RTD tea world, this translates into an increase in the popularity of juice flavoured, textured or milk teas.

03. Pursuit of value

The value trend goes in two directions. While some consumers are choosing value-added products, cost-conscious consumers are seeking more value for money.

a tea package

25% choose value-for-money

Many cost-conscious consumers choose concentrates to get value for money — either in family or portion packages. They may also shop at discount stores or buy private labels instead of branded teas. 25% of today’s consumers are willing to purchase less well-known brands, including private labels.9

a girl holding a package

82% rise in limited edition launches

Those who can afford it lean towards experience-enhancing products like locally sourced or hand-crafted teas. There is an 82% year-on-year growth in RTD tea launches of limited and seasonal editions.10

04. The green value chain

Consumers increasingly value brands that demonstrate ethical practices, from sustainable packaging, to recyclability, environmental protection and the safeguarding of human rights. They are more likely to choose RTD tea brands that source ingredients from local producers and promote environmentally sustainable practices.

a woman carry her child

38% want to buy local

They are more likely to choose RTD tea brands that source ingredients from local producers and promote environmentally sustainable practices.

Supporting local growers / producers is the #1 action taken to be more socially/ethically responsible (global average, 38% of consumers).11

a tea package with green grass

The number one action

The preference for sustainable products also means consumers are more likely to choose RTD teas in packages made from renewable and/or recyclable materials.

Choosing recyclable packaging is the #1 action consumers take to be more environmentally responsible (38%)12

Top take-outs

Producers entering or expanding within the RTD tea category can reach new consumers by focusing on functional health, flavour innovation, textural experiences, and sustainability – while serving both the premium and value segments.

a woman in tshirt looking

Prioritise low sugar and functional iced teas

tea package and berries

Innovate with flavours, textures and formats

a glass with tea and lemon

Leverage the value spectrum from premium to value

a woman carry her baby

Embrace sustainability and ethics

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1 Ipsos Global Trends, Base: 50,237 adults surveyed in the markets shown between 15 February and 23 April 2024

2 Innova Category Survey 2024 (Why do you consume RTD Tea? Why have you increased consumption of RTD Tea?)

3 Innova Health and Nutrition Survey 2024, Innova Category Survey 2024

4 Innova Database, TeaAndCoffee
https://www.teaandcoffee.net/news/33295/ferrarelle-installs-aseptic-line-for-its-rtd-functional-teas/

5 Innova Category Survey 2025, Beverage Industry, Firebelly Marketing
https://www.bevindustry.com/articles/97087-beverage-makers-utilize-tea-as-an-ingredient-for-plethora-of-reasons
https://firebellymarketing.com/blog/redefining-the-perfect-drink-why-beverage-texture-trends-are-taking-off/

6 Innova Database, Survey 2025, Innova Trend Survey 2025

7 MAT’Jun 2024 vs MAT’Jun 2023

8 Source: Innova Database (Global, MAT’Jun 2024 vs MAT’Jun 2023)

9 Tetra Pak Food Demand Spaces 2024:

10 countries, 1,500 adults aged 18-65 per market 10 Global, MAT’Jun 2024 vs MAT’Jun 2023

11 Innova Lifestyle & Attitudes Survey 2024

12 Innova Packaging Survey 2024 (global average)