The RTD tea category is negatively affected by new IEPs tax which started levying sugared sweetened beverages with an additional MXN1 per litre from 1 January 2014. This new tax is a new proposal by President Enrique Peña to combat the high and increasing rates of obesity and diabetes II in Mexico. Despite their perception of being healthier than many other soft drinks, the non-light versions of RTD teas contain a very high level of sugar and were therefore impacted by the tax. Strong growth continues in the category, although growth has decelerated somewhat thanks to the price increases, particularly in the non-light varieties.
Competitive Landscape
The competitive environment is led by Coca-Cola de México SA de CV which held a 43% value share in 2014, while its nearest competitor (Pepsi-Cola Mexicana SA de CV) held a 25% value share. Coca-Cola de México has managed to change completely the RTD tea category by increasing the presence of the Fuze Tea brand in both the on-trade and off-trade channel, moving from a 4% value share in its launch year to 43% two years later.
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Industry Prospects
RTD tea is expected to continue to enjoy a double-digit increase over the forecast period as, despite the new IEPS tax, it is still perceived to be a healthier option amongst sweetened beverages and this trend is not expected to change rapidly nor strongly over the next five years.
Report Overview
Discover the latest market trends and uncover sources of future market growth for the RTD Tea industry in Mexico with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the RTD Tea industry in Mexico, our research will save you time and money while empowering you to make informed, profitable decisions.
The RTD Tea in Mexico market research report includes:
* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
* What is the market size of RTD Tea in Mexico?
* What are the major brands in Mexico?
* What flavors of RTD Tea, like green tea, are the most popular in Mexico?
* Who is the consumer profile of RTD tea drinkers in Mexico?
* What are the key on-trade market trends for RTD Tea sales and how these are changing?
* What is the key on-trade distribution channel for Mexico?
* Are fountain sales available for RTD Tea in Mexico?
Reasons to Get this Report
* Gain competitive intelligence about market leaders
* Track key industry trends, opportunities and threats
* Inform your marketing, brand, strategy and market development, sales and supply functions
Partial Table of Contents:
RTD TEA IN MEXICO
Euromonitor International
March 2015
LIST OF CONTENTS AND TABLES
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 1 Off-trade Sales of RTD Tea by Category: Volume 2009-2014
Table 2 Off-trade Sales of RTD Tea by Category: Value 2009-2014
Table 3 Off-trade Sales of RTD Tea by Category: % Volume Growth 2009-2014
Table 4 Off-trade Sales of RTD Tea by Category: % Value Growth 2009-2014
Table 5 Leading Flavours for Off-trade RTD Tea: % Volume Breakdown 2009-2014
Table 6 NBO Company Shares of Off-trade RTD Tea: % Volume 2010-2014
Table 7 LBN Brand Shares of Off-trade RTD Tea: % Volume 2011-2014
Table 8 NBO Company Shares of Off-trade RTD Tea: % Value 2010-2014
Table 9 LBN Brand Shares of Off-trade RTD Tea: % Value 2011-2014
Table 10 Forecast Off-trade Sales of RTD Tea by Category: Volume 2014-2019
Table 11 Forecast Off-trade Sales of RTD Tea by Category: Value 2014-2019
Table 12 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2014-2019
Table 13 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2014-2019
Grupo Penafiel SA De Cv in Soft Drinks (mexico)
Strategic Direction
Key Facts
Summary 1 Grupo Penafiel SA de CV: Key Facts
Summary 2 Grupo Penafiel SA de CV: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 3 Grupo Penafiel SA de CV: Competitive Position 2014
Executive Summary
Implementation of A New Tax Affects Most Products
Highlighting Natural Ingredients And/or Changes in Formulas Is the Most Used Strategy
Coca-Cola Dominates the Competitive Environment
Innovation Focuses on Health
Strong New Products Expected Over the Forecast Period
Key Trends and Developments
New Ieps Tax Levying Sugary Beverages Shapes Soft Drinks
Greater Consumer Health Concern Ensures Beneficial Ingredients Seen on Packaging
Fight Against Childhood Obesity Reaches Advertising
Niche Consumers Remain A Target for Soft Drinks Competitors
Market Data
Table 14 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2009-2014
Table 15 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2009-2014
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2009-2014
Table 17 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2009-2014
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2014
Table 19 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2014
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2014
Table 21 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2014
Table 22 Off-trade Sales of Soft Drinks (as sold) by Category: Volume 2009-2014
Table 23 Off-trade Sales of Soft Drinks (as sold) by Category: % Volume Growth 2009-2014
Table 24 Off-trade Sales of Soft Drinks by Category: Value 2009-2014
Table 25 Off-trade Sales of Soft Drinks by Category: % Value Growth 2009-2014
Table 26 Total Sales of Soft Drinks by Fountain On-trade: Volume 2009-2014
Table 27 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2009-2014
Table 28 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2010-2014
Full Table of Contents is available at:
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