A strong tea culture is embedded in Chilean society, making it one of the countries with the most tea consumption in the region. This has helped to maintain total volume growth in 2020, despite the impact of COVID-19.
In the review period, consumers in Chile experimented and developed a more refined taste for tea. With the development of speciality shops such as Adagio Teas and Whittard, consumers expanded their appreciation of tea as a beverage.
Cambiaso Hermanos has maintained its lead in tea in Chile in off-trade value terms in 2020, followed by Unilever, one of the major players in tea globally. The latter has started a series of global and local restructuring efforts in its tea business.
The reopening of foodservice and institutional channels started in late August 2020, following several months of closure, although capacity restrictions remain in place. This reopening is set to lead to a return to strong on-trade volume growth for tea in 2021.
Although e-commerce currently accounts for only a small percentage of total distribution, companies are anticipating further growth from online sales. E-commerce has already seen a strong increase in tea in 2020, as disruption to opening hours and long queues at outlets encouraged consumers to shop online, as well as the desire to avoid crowded areas.
Private label lines are yet to make an impact in tea in Chile, despite having an advantage over other emerging players in terms of access to shelf space. Despite the global sales increase in private label in different fmcg categories and the resulting concern from major brands, Chilean retailers are still to make a strong entry in this category.
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This report originates from Passport, our Tea research and analysis database.
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