Private label ice teas are on the increase again

GfK Hungária’s ConsumerScan pointed out that after the market expansion of the last few years, 9 percent fewer households bought ice tea in 2009, and by this the category’s reach diminished to 30 percent. Shopping intensity fell by 11 percent, largely due to a decline in shopping frequency. Lemon and peach have been the dominant flavours in the last couple of years – last year they covered 85 percent of the market in terms of volume sales. Peach ice tea volume sales were down by 14 percent and lemon ice tea sales fell by 22. In 2009, private label products improved their volume share of the market by 13 percentage points, reaching 44 percent. This result only falls 2 percentage points short of their best performance – back in 2006.