Indonesia’s Wings Food managed to grow Teh Javana by 15% in 2016, above the average growth of RTD tea in plastic bottle, according to Group Head of Marketing Beverages PT Sayap Mas Utama (Wing Group) Aristo Kristandyo. He did not mention whether the 15% growth refers to volume or value. Teh Javana was first launched in early 2015 as a tea drink brewed using Indonesian jasmine tea.
Using a different measuring matrix, Kantar Worldpanel data shows the growth of RTD tea in Indonesia rose by 9% by volume (Kantar Worldpanel – Households Panel – National Indonesia – MAT Oct 2016 vs YA). What it shows is the volume share of bottle is 45%, while cup, which is much more affordable is 55% with bottle growing the fastest and this is where the opportunity lies.
