Magazine: Iced tea manufacturers are more and more adventurous

Iced tea sales grew by two-digit numbers last year, in part because the category was able to take away consumers from other segments such as fruit drinks. The majority of sales is realised in the summer peak months. According to Nikoletta Buzder-Lantos, marketing manager Fővárosi Mineral Water and Soft Drink Zrt., Hungarian consumers want value for money when buying iced tea, so manufacturers can be successful either by offering low prices or by effectively communicating the value of their products. In terms of volume, sales of lower-priced products grew the most, but in value sales of premium iced teas dominate.

Valentin Tóth, communications director of Coca-Cola HBC Magyarország Kft. told our magazine that now that shops are open again on Sundays they think retail sales will grow a little more. Tamás Jenei, HELL ENERGY Magyarország Kft.’s director of commerce informed Trade magazin that entering the market with the XIXO brand resulted in changes in the soft drink category. We learned from Tibor Pécskövi, managing director of Márka Soft Drink Kft., that the market reacts well to new flavours and flavour combinations – and not only fruit ones.

In 2015 Nestea put many new flavours (elder-grapes, snowy plum, apple-cinnamon) on the market and they were very successful. This year the company launched the conveniently packaged 2×1.5l NESTEA product, equipped with a carrying handle. This spring Coca-Cola HBC Magyarország Kft.’s experience is that there is growing consumer demand for reduced-calorie and zero-calorie soft drinks. This is the reason why the company developed 1.5l, zero-calorie Nestea Free in two flavours. Limited edition spring-summer product Nestea Forest Fruit has been available since April.

Fővárosi Mineral Water and Soft Drink Zrt. opines that following the latest trends can create a competitive advantage for an iced tea brand. This year the company focuses on their green teas, introducing two exciting new Lipton Ice Tea green teas to the market: Lime&Mint and Jasmine&Lychee. Their green teas also get a new packaging design, so that they can be more easily differentiated from black teas on store shelves.

HELL ENERGY Magyarország Kft.’s great innovation this year is XIXO in 0.25l can format. It was put on the market in the four most popular flavours. With this step they practically created a new segment. It is reflected in the can’s design that the main target group is young people.

Márka product sales have increased considerably because in the last few years the company managed to make great progress in the domain of distribution. Just recently they have put their new 0.5l product on the market. New Márka iced teas are bottled using aseptic technology and this means that they contain no preservatives at all. For Márka the main innovation direction is educating consumers to be more health-conscious in the choices they make. This is why the company was to first to produce soft drinks, flavoured waters and iced teas using natural colouring agents; last year these products became preservative-free as well.