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Strategy Briefing

Tea in Asia Pacific

Aug 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!

Tea in Asia Pacific is driven by growth in consumption in China, India, Pakistan and Thailand. Trends such as convenient preparation and premiumisation are appearing across Asia Pacific. Online distribution and premium tea lounge are also driving growth in the region. Premiumisation has given rise to new models such as subscription in countries including India, Japan and Singapore. Tea capsules have been introduced in the region but response towards the new product has been slightly negative.

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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.

Consumers focusing on tea with functional benefits

Consumers across major countries in APAC, such as China, India, Singapore and Thailand, are looking for tea with functional health benefits. Consumers have become more health conscious and are looking for products that provide nourishment and taste.

Premiumisation of tea is happening across Asia with the exception of China

Consumers are looking to explore and try unique types of tea, which are of high quality and authentic taste. This has led to premiumisation across leading countries in Asia. People across Asia are viewing consumption of premium tea as an experience. However, consumption of premium tea has taken a back seat in China due to a crackdown by government officials.

Consumers are preferring tea that is easy and convenient to make

Consumers across countries such as India, Singapore, Pakistan, Japan and China are looking for innovative packaging solutions and products in tea, which are easy to prepare and dispose of. Busy lifestyles are driving consumers to use products that can save time.

Local players dominate markets across Asia

Local players continue to dominate tea markets in the APAC region. This has led to serious competition in markets such as India and Singapore, which had been historically dominated by multinationals, such as Unilever.

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Introduction

Scope

Key findings

Regional Overview

APAC: the biggest region for tea despite low per capita consumption

APAC to report uptick due to increasing consumption in India and China

Green and other tea to drive growth

Tea categories impacted due to shift in preferences

Consumers in Taiwan and Vietnam look for new tastes in tea

Consumers in leading markets adopt healthier and natural teas

Instant tea and fruit tea decline as green tea posts strong growth

New innovative products to drive growth in key markets in APAC

Supermarkets and independent small grocers dominate distribution

Modern retailing expand across APAC

Leading Companies and Brands

Top players dominate except China which is fragmented

Unilever, TGB and Tapal Tea expand due to growth in South Asia

Unilever and TGB have footprints in multiple countries

Taetea continues to maintain leadership through product innovation

Forecast Projections

Modest growth expected across region except Japan and South Korea

Soft drivers have diverse impact based on socioeconomic factors

Trends in product development

Value-added products driven by rising per capita consumption

Country Snapshots

China: market context

China: competitive and retail landscape

Japan: market context

Japan: competitive and retail landscape

India: market context

India: competitive and retail landscape

South Korea: market context

South Korea: competitive and retail landscape

Thailand: market context

Thailand: competitive and retail landscape

Pakistan: market context

Pakistan: competitive and retail landscape

Singapore: market context

Singapore: competitive and retail landscape

Indonesia: market context

Indonesia: competitive and retail landscape

Taiwan: market context

Taiwan: competitive and retail landscape

Malaysia: market context

Malaysia : competitive and retail landscape

Kazakhstan: market context

Kazakhstan : competitive and retail landscape

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?

Request more information

Megatrends

Strategy Briefing

Tea in Asia Pacific

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Consumers focusing on tea with functional benefits

Premiumisation of tea is happening across Asia with the exception of China

Consumers are preferring tea that is easy and convenient to make

Local players dominate markets across Asia

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

APAC: the biggest region for tea despite low per capita consumption

APAC to report uptick due to increasing consumption in India and China

Green and other tea to drive growth

Tea categories impacted due to shift in preferences

Consumers in Taiwan and Vietnam look for new tastes in tea

Consumers in leading markets adopt healthier and natural teas

Instant tea and fruit tea decline as green tea posts strong growth

New innovative products to drive growth in key markets in APAC

Supermarkets and independent small grocers dominate distribution

Modern retailing expand across APAC

Leading Companies and Brands

Top players dominate except China which is fragmented

Unilever, TGB and Tapal Tea expand due to growth in South Asia

Unilever and TGB have footprints in multiple countries

Taetea continues to maintain leadership through product innovation

Forecast Projections

Modest growth expected across region except Japan and South Korea

Soft drivers have diverse impact based on socioeconomic factors

Trends in product development

Value-added products driven by rising per capita consumption

Country Snapshots

China: market context

China: competitive and retail landscape

Japan: market context

Japan: competitive and retail landscape

India: market context

India: competitive and retail landscape

South Korea: market context

South Korea: competitive and retail landscape

Thailand: market context

Thailand: competitive and retail landscape

Pakistan: market context

Pakistan: competitive and retail landscape

Singapore: market context

Singapore: competitive and retail landscape

Indonesia: market context

Indonesia: competitive and retail landscape

Taiwan: market context

Taiwan: competitive and retail landscape

Malaysia: market context

Malaysia : competitive and retail landscape

Kazakhstan: market context

Kazakhstan : competitive and retail landscape

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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