The ice tea market is going greener

– 2007 was the peak year on the ice tea market. 2008 brought a 2-percent decline in volume sales, which grew to minus 8 percent by the end of 2009. Only our market leader Nestea was able to expand retail sales in terms of volume in 2009, by 4 percent – says Éda Pogány, communications director of Coca-Cola Hungary. Two thirds of sales are realised in modern retail channels (hyper- and supermarkets, discount stores). Melinda Kun, brand manager of Rauch Hungária Kft. told our magazine that black tea, especially lemon and peach continue to dominate the market, but recently green tea versions have started gaining popularity as part of the wellness trend. Anikó Ágh, brand manager with FÁÜ Zrt. told Trade magazin that in the last 3 years green tea volume sales augmented by 80 percent. The 1.5-litre version is the most characteristic packaging unit on the ice tea market, representing 83 percent of category sales (up 5 percent from 2008). Ice tea sales are significant in the HoReCa segment too.

Last year private label ice tea volume sales also diminished a bit. Gramex 2000 Kft.’s main profile is the production of private label products. They are trying to popularise their SCONTO product range with promotions. János Gréczi, the company’s managing director informed us that people are used to buying their ice tea in PET bottles. As for innovations, the preservative-free direction seems top be the way for PL products too. In March, Coca-Cola Hungary introduced a third Nestea flavour: mango-pineapple. They do not plan to introduce other new flavours; instead they will focus on new packaging units, unique multipack solutions and added value promotions.

In Nestea’s marketing mix Coca-Cola will continue to use the usual POS materials in smaller shops, but in larger stores they will use special in-store presence, just like the Nestea Spring campaign which was implemented in TESCO stores. Lipton started rationalising its portfolio in the second part of 2009. – This year Lipton Ice Tea will come out with new green versions: a cooling apple and an exotic mango. We will also refresh its image, to be even more happy and optimistic. Our new TV spot will be screened from May, featuring Hugh Jackman – says Anikó Ágh.

Rauch Hungária reacted to the growing popularity of healthy living by expanding its Nativa product family, in which products are made with the addition of real fruit juice. Melinda Kun says: – New Nativa teas will be available in green lemon, green peach and white lychee versions, in 0.5-l and 1.5-l PET bottles. Our other novelty is Rauch IceT blackberry black tea, which looks really special with its unique black bottle. An adorable little black sheep will help us in communicating the launch of the product. We also started a website, www.lifecoach.hu, which is sponsored by Nativa tea drinks and gives lifestyle advices to consumers of the brand.