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Strategy Briefing

Tea in 2018: Annual Market Overview

May 2018

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Prospects are looking bright for the world’s most consumed hot drink. Premiumisation is keeping tea value growth strong in developed markets, while growing populations and rising consumer incomes are boosting consumption in developing regions. Tea is growing in all regions, but it will be Asia Pacific that will account for most of the USD7.9 billion the category is expected to add in value by 2022.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Tea as a healthy beverage

A growing burden of chronic diseases in both developed and developing countries has increased consumer interest in healthier products everywhere, providing a global opportunity for tea as a healthy beverage option.

Trading up from unpackaged to packaged tea

Global poverty rates are falling, especially in Asia, which is bringing millions of new consumers into the packaged tea market for the first time. These consumers are especially interested in affordable products whose quality they can trust.

Urban middle classes looking for high quality products

In many traditional tea drinking markets, a new generation of middle-class consumers is becoming more adventurous in their tea-drinking habits and driving value growth. This will be especially important in India and Pakistan.

Premiumisation in developed markets

In the mature markets of the developed world, there is little opportunity for consumption to grow, making the focus of growth shifting consumers from mass brands to higher quality tea formats.

Tea outside the home

With soft drinks consumption patterns changing, opportunity is growing in RTD tea. Foodservice is also a potential growth area, especially in Western nations, where restaurants have traditionally considered tea to be an afterthought.

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Introduction

Five key trends shaping global tea

Global Outlook

Map: global tea consumption in 2017

Tea growth hits a temporary slowdown at a global level

Asia Pacific dominates global sales, especially in volume terms

Map: the fastest growing category of tea

Ireland leads the world in average spending on tea

Asia leads in all categories except fruit/herbal teas

Black tea is the largest category of tea worldwide

Map: global tea preferences

The top tea growth markets are shifting

Map: the global picture is positive, but pockets of trouble remain

Modern grocery and e-commerce make big distribution gains

Conclusions: the global tea market in 2017

Leading Companies and Brands

There are few truly global tea companies

Unilever’s presence is wide, but its leadership is limited

Unilever seeks to upgrade beyond Lipton

Tata’s two-track growth shows how the market is fragmenting

David’s Tea leads global growth because of demand from Canada

Conclusions: competitive landscape

Top Five Trends Shaping the Industry

Tea and the Euromonitor International megatrends

Tea as a health beverage

Trading up from unpackaged to packaged tea

Urban middle classes looking for high quality products

Premiumisation in developed markets

Tea outside the home

Market Snapshots

Global Snapshot: black tea

Global Snapshot: fruit/herbal tea

Global Snapshot: green tea

Global Snapshot: instant tea

Global Snapshot: other tea

Regional Snapshot: Asia Pacific

Regional Snapshot: Australasia

Regional Snapshot: Eastern Europe

Regional Snapshot: Latin America

Regional Snapshot: Middle East and Africa

Regional Snapshot: North America

Regional Snapshot: Western Europe

Appendix: Competitor Analytics

Competitor Analytics tool

Overview

Competitors

Market Overlap

Treemap

Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Why buy this report?

Want to find out more about this report?

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Megatrends

Strategy Briefing

Tea in 2018: Annual Market Overview

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Tea as a healthy beverage

Trading up from unpackaged to packaged tea

Urban middle classes looking for high quality products

Premiumisation in developed markets

Tea outside the home

Want to find out more about this report?

Table of Contents

Introduction

Five key trends shaping global tea

Global Outlook

Map: global tea consumption in 2017

Tea growth hits a temporary slowdown at a global level

Asia Pacific dominates global sales, especially in volume terms

Map: the fastest growing category of tea

Ireland leads the world in average spending on tea

Asia leads in all categories except fruit/herbal teas

Black tea is the largest category of tea worldwide

Map: global tea preferences

The top tea growth markets are shifting

Map: the global picture is positive, but pockets of trouble remain

Modern grocery and e-commerce make big distribution gains

Conclusions: the global tea market in 2017

Leading Companies and Brands

There are few truly global tea companies

Unilever’s presence is wide, but its leadership is limited

Unilever seeks to upgrade beyond Lipton

Tata’s two-track growth shows how the market is fragmenting

David’s Tea leads global growth because of demand from Canada

Conclusions: competitive landscape

Top Five Trends Shaping the Industry

Tea and the Euromonitor International megatrends

Tea as a health beverage

Trading up from unpackaged to packaged tea

Urban middle classes looking for high quality products

Premiumisation in developed markets

Tea outside the home

Market Snapshots

Global Snapshot: black tea

Global Snapshot: fruit/herbal tea

Global Snapshot: green tea

Global Snapshot: instant tea

Global Snapshot: other tea

Regional Snapshot: Asia Pacific

Regional Snapshot: Australasia

Regional Snapshot: Eastern Europe

Regional Snapshot: Latin America

Regional Snapshot: Middle East and Africa

Regional Snapshot: North America

Regional Snapshot: Western Europe

Appendix: Competitor Analytics

Competitor Analytics tool

Overview

Competitors

Market Overlap

Treemap

Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Why buy this report?

Want to find out more about this report?

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