Milk tea refers to a variety of beverages made with a combination of tea and milk that are popular in many cultures. The amount of each of these major ingredients, the manner of preparation, and the addition of other ingredients all influence the flavor of the beverage. Instant milk tea is among the mass-produced product.
Instant milk tea is becoming increasingly popular as a way to boost metabolism, improve brain function, and stay hydrated. Because of the creative packaging type, market player collaboration, and the rising beverage sector worldwide, the global instant milk tea market is growing at rapid pace. In addition to this, growing inclination towards instant beverages owing to busy work schedule and change in lifestyle is further adding up to the growth of the market. Moreover, due to the growing popularity of tea in both developed & emerging nations, the global market is rising rapidly. In addition to this, expanding direct sales channels leading to increase in sales and increase in collaborations with farmers producing tea organically is equally contributing to the market growth. However, growing inclination towards use of coffee may hamper the growth of the market. On the other hand, heavy investments in development and launch of flavored infuse tea may generate numerous opportunities for the market growth during the forecast period.
The global instant milk tea market is fragmented based on application, type, and region. Based on the application, the global market is bifurcated into commercial and residential. Lemon grass tea, plain tea, masala tea, ginger tea, and cardamom tea are the types of instant milk tea.
Among the regions, Asia Pacific is expected to hold the largest share in the global instant milk tea market during the forecast period. China is anticipated to contribute for the maximum share owing to increase in acceptance of instant milk tea and key marketing strategies to attract the consumers. Europe is predicted to be the second-largest region in the market. This is attributed by increase in preference for instant beverages and availability of wide range of products.
Some of the key players that are operating in the global instant tea market are Keurig Green Mountain Inc., The Coca-Cola Co., The Republic of Tea Inc., Dunkin’ Brands Group Inc., Nestle, PepsiCo Inc., Ajinomoto General Foods Inc., Starbucks Corp, Old town Bhd, and Thomas J. Lipton among others.
In May 2015, Lipton has developed a new drive called ‘Master the Art of Teh Tarik Instantly’ in collaboration with Creative Juice Kuala Lumpur. With this campaign, Lipton’s new 3-in-1 Instant Milk Tea is being introduced. It replicates the popular ‘Teh Tarik’ drink available at roadside stalls and cafes in Malaysia, with a creamier taste, aromatic tea scent, and extra froth.
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