Euromonitor International publishes the world's most comprehensive market research on the tea industry. Our reports feature a wealth of standardised and cross-comparable statistics including total market sizes, market share and share data, distribution and industry trends and sub-category level information. 

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Strategy Briefing

Russian Companies Adapt to a Changing Hot Drinks Market in the CIS

Apr 2017

The recovering economies of the Commonwealth of Independent States (CIS) will see consumers switching from black tea towards alternative forms of hot drinks such as coffee and fruit/herbal tea during the forecast period. This presents a challenge for...

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Strategy Briefing

Tea in Eastern Europe

Apr 2017

Eastern Europe is home to the highest level of tea consumption in the world, which helped it to reach annual retail sales of USD4 billion in 2016. The region is led by Russia, where black tea was able to ride out years of economic difficulties to ...

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Country Report

Tea in Kenya

Mar 2017

Sustained consumer loyalty promoted continued tea consumption in many households in Kenya as a strong tea culture prevailed in the country during 2016. Furthermore, affordability of tea products, long-term usage among households, wide variety of pack...

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Country Report

Tea in Morocco

Mar 2017

In 2016 the country witnessed an increase in overall health-consciousness among Moroccans. This is expected to have been due to various programmes and awareness campaigns by the Moroccan Ministry of Health that encouraged people to reduce their ...

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Country Report

Tea in Uruguay

Mar 2017

While off-trade volume sales of black tea continued to see both positive and negative growth, the two smaller segments of fruit/herbal tea and green tea saw steady growth in the review period. More expensive than any of the black tea varieties, ...

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Country Report

Tea in South Korea

Feb 2017

Green tea and other tea remained by far the largest tea categories in South Korea in retail volume sales terms in 2016. However, in line with the evolution of the local tea-drinking culture and the wider trend towards premiumisation in hot drinks, ...

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Country Report

Tea in Pakistan

Feb 2017

Population growth and the shift from unbranded to branded tea due to increased affordability fuelled sales of branded tea in Pakistan during 2016....

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Country Report

Tea in Taiwan

Feb 2017

Tea is a traditional beverage in Taiwan, and it remains very popular among local consumers. In recent years, however, retail demand for tea products has been constrained somewhat by competition from RTD tea and on-trade tea kiosks, as well by growth ...

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Country Report

Tea in Vietnam

Feb 2017

Instant tea and fruit/herbal tea were the fastest developing tea categories in retail volume growth terms in 2016, with both recording increases of 8%. While instant tea benefited greatly from the emergence of instant matcha latte and milk tea ...

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Country Report

Tea in Tunisia

Feb 2017

A major control campaign was imposed in recent years when the government discovered a relationship between the black market and terrorism which helped smugglers from the period of the Tunisian revolution until the end of the review period to smuggle ...

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Country Report

Tea in Russia

Feb 2017

In 2016, disposable incomes in Russia continued to drop, making consumers search for cheaper alternatives of their usually selected brands. Noticeably, consumers are not willing to reduce their tea consumption; however, they try to spend less on tea....

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Country Report

Tea in Nigeria

Feb 2017

Tea in Nigeria grew well over the review period as there was an increase in the formal working culture, with tea generally consumed in offices. Competition and advertising activities also helped to drive growth in 2016. Whilst generally Unilever ...

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Country Report

Tea in Romania

Feb 2017

Both volume and value sales of tea rose in 2016. In spite of recent news scandals about the quality of tea bag from major players, overall off-trade volume and value sales grew by 9% and 4%, respectively. The reports related to samples from tea bags ...

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Country Report

Tea in Poland

Feb 2017

Tea continued to see a good performance in 2016 both in volume and value terms. Regardless of the maturity of tea it is possible to identify promising categories like green tea, fruit/herbal tea and organic varieties of black, fruit/herbal and green ...

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Country Report

Tea in Serbia

Feb 2017

There were no notable new launches in tea in Serbia during 2016. While some minor new launches took place, they were not advertised in any way. The lack of new launches suggests most manufacturers were content to focus on pushing their established ...

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Country Report

Tea in Australia

Feb 2017

Australian tea consumers continued to trade up to more premium tea products in 2016. This was reflected in the strong growth of fruit/herbal tea, which increased 6% in current value terms. Industry sources suggest this growth mitigated some of the ...

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Country Report

Tea in Azerbaijan

Feb 2017

There is a long-standing tea drinking culture in Azerbaijan. The category is mature and less significantly exposed to economic change. Therefore, after the strong local currency devaluation in 2015, resulting in higher prices in current terms in 2015...

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Country Report

Tea in Dominican Republic

Feb 2017

Herbal/traditional medicinal teas are the most popular types in the Dominican Republic and many are prepared at home. Many consumers believe that herbal/traditional teas offer several benefits, including staving off a cold, relieving flu symptoms, ...

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Country Report

Tea in Spain

Feb 2017

In a context of a recovering economy and rising consumer confidence, the effort of manufacturers in product innovation was key for the development of the category of tea in 2016. This strategy was one of the major ways to appeal to consumers, with ...

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Country Report

Tea in Sweden

Feb 2017

The leading tea companies in Sweden, such as Unilever Sverige (selling Lipton) and Haugen-Gruppen (selling Twinings), are challenged even more by small players, such as Kung Markatta (selling Kung Markatta and Yogi Tea) and Biofood-Biolivs (selling ...

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