Over the forecast period, tea is expected to produce a stable development with only minimal negative tendencies in off-trade volume sales. Despite manufacturers’ attempts to increase the occasions for tea consumption, it remains an autumn and winter beverage for most consumers, thereby limiting additional growth.
As some consumers see tea as a healthy alternative to coffee - because it contains less to no caffeine - it is set to continue growing in popularity over the forecast period as rising consumer health consciousness exerts an ever-greater influence over every area of packaged food and drinks. Continuous new product launches will focus mostly on flavours but also on different types of tea, such as different black and green teas and white tea, and on expanding the range of consumption occasions, as with cold-brew teas.
Premiumisation and sustainability may limit future growth as more consumers are expected to opt for fresh tea options by brewing their own herbs, leaves and spices; for example, fresh mint, ginger and lemon balm. Others are likely to prefer enjoying a professionally prepared cup at tea houses, cafés and other on-trade channels.
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This is the aggregation of Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, and Other Tea.See All of Our Definitions
This report originates from Passport, our Tea research and analysis database.
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