The health benefits of green tea have piqued the interest of Western European consumers and blending the tea with local flavors is a way to appeal to consumers in this market, an Euromonitor International analyst has revealed.
Johanna Kolerski-Bezerra, a country analyst at Euromonitor, states that RTD green tea is still a niche market in Western Europe. In order to accommodate the tastes of western European consumers, she says manufacturers actually need to mix the green tea with other flavors such as lemon or citrus as well as a sweetener.
However, due partially to France’s tax on sugar sweetened beverages in the country, Stevia has become a key ingredient for manufacturers in the region who aim to sweeten ready-to-drink green tea.
“Manufacturers can actually advocate the naturalness of the product and they can also reduce the calorie content [with Stevia],” Kolerski-Bezerra said, citing manufacturers such as Coca-cola, which launched Nestea Green Tea Citrus sweetened with Stevia in Europe this year.
“The future of green tea in western Europe looks to be bright,” she added, reiterating Western European consumers’ focus on the health and anti-oxidant and metabolic benefits of green tea in ready-to-drink beverages.