Sales boom seen for ready-to-drink tea
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Thailand's ready-to-drink-tea market is anticipated to enjoy significant growth this year, increasing by 20 per cent to Bt11 billion in sales value, even though two major manufacturers, Oishi and Ichitan, won't recover their flood-hit operations until t
Suwandee Chaiwarut, marketing manager of TC Pharmaceutical Industries, manufacturer of Puriku white tea, said the growth would be driven by a competitive environment and the entry of new players to the market.
“The ready-to-drink-tea market in the past year was very competitive,” she said. “While new players entered the market, those already in it tried hard to protect their share by improving products and introducing new flavours to stimulate consumers and add more colour to the industry. This will attract first-time tea drinkers into the market.”
She said studies on consumer habits had shown that most tea consumers were younger people who seek new trends and changes all the time. They love new experiences and quality products.
Suwandee said that despite the flood, the overall ready-to-drink-tea market reached Bt9.4 billion in sales value last year, up 21.2 per cent from 2010.
She said Oishi currently led the market with a 51.2-per-cent share. Puriku has 16.9 per cent while Ichitan, which entered the market last year, has a share of 7.7 per cent.
“We expect the ready-to-drink-tea industry will continue to grow significantly by at least 20 per cent this year as consumers have become more health-conscious and seek healthy, refreshing drinks,” Suwandee said.
“Most manufacturers are also trying to create product uniqueness and new marketing tactics to attract more consumers and stimulate revenue.”
She said that overall advertising expenditures by local tea manufacturers increased dramatically by 110 per cent last year.
TC Pharmaceutical Industries yesterday officially launched its latest product, Puriku Apple. The launch is in line with the company’s policy to offer beverage products with a good combination of uniqueness, full flavour and nutritional value.
After about two years of research and product development, Puriku Apple is designed to maintain the aroma and flavour of fresh apples in the bottle.
“With the launch of Puriku Apple, we want to see our sales grow along with the industry, by more than 20 per cent this year,” Suwandee said.
She said the management of supply chains and sourcing of raw materials would be one of the key strategies this year for local manufacturers in preparation for the possibility of another flood.
“Manufacturers who are able to adjust their work and business strategy as fast as possible to changes in the market will be the winners.”
