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Tea in
China

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Executive Summary

Mar 2019
PROSPECTS
Government initiatives benefit the category

The government’s focus on tea quality and production efficiency saw restructuring of the industry continue in 2018. In February 2017, the government first brought up the topic of expanding the country’s advantages in tea.

Consumers more knowledgeable

Rooted in traditional Chinese culture, tea enjoys an easy connection with consumers. In 2018 there were numerous tea products available, ranging from packaged tea to drinks from street stands, and consumers were exposed to various choices and social media information.

Tea still relies on offline channels to achieve growth

The traditional Chinese tea industry remained region-orientated – with product availability in retail outlets a significant factor in the purchase decision. Players continued to find it difficult to expand their businesses and encourage different tea-drinking habits and preferences due to limited penetration.

COMPETITIVE LANDSCAPE
Leading players choose online channel for promotion

Key sales areas for more than half of the income of most tea companies. To appeal to younger and larger consumer bases, leading players increased their online activities.

Slimming tea and instant tea decline

Slimming tea and instant tea continued to lose popularity due not only to the greater number of alternatives available but also to changing habits. Consumers seeking to lose weight are increasingly likely to raise their level of physical activity rather than purchase slimming tea products.

Innovative business model draws attention

Creative management brought vitality to the tea category. From the private label Yanxuan to Youpin, high-tech companies showed interest in tea.

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Tea in China

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tea industry in China with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Tea industry in China, our research will save you time and money while empowering you to make informed, profitable decisions.

The Tea in China market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Tea in China?
  • What are the major brands in China?
  • Is loose leaf tea available in China?
  • Is there a shift from unpackaged to packaged tea in China?
  • Is there a market for tea pods in China?
  • What is the market size for different tea flavors (green tea, black tea, herbal tea, etc.) in China?
  • How are market trends changing in flavours/types for fruit/herbal and other tea?

Why buy this report?

  • 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

This industry report originates from Passport, our Hot Drinks market research database.

Tea in China - Category analysis

HEADLINES

PROSPECTS

Government initiatives benefit the category
Consumers more knowledgeable
Tea still relies on offline channels to achieve growth

COMPETITIVE LANDSCAPE

Leading players choose online channel for promotion
Slimming tea and instant tea decline
Innovative business model draws attention

CATEGORY DATA

Table 1 Retail Sales of Tea by Category: Volume 2013-2018
Table 2 Retail Sales of Tea by Category: Value 2013-2018
Table 3 Retail Sales of Tea by Category: % Volume Growth 2013-2018
Table 4 Retail Sales of Tea by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Tea: % Retail Value 2014-2018
Table 6 LBN Brand Shares of Tea: % Retail Value 2015-2018
Table 7 Forecast Retail Sales of Tea by Category: Volume 2018-2023
Table 8 Forecast Retail Sales of Tea by Category: Value 2018-2023
Table 9 Forecast Retail Sales of Tea by Category: % Volume Growth 2018-2023
Table 10 Forecast Retail Sales of Tea by Category: % Value Growth 2018-2023

Hot Drinks in China - Industry Overview

EXECUTIVE SUMMARY

Hot drinks sustains moderate retail volume growth
Younger consumers drive sales growth
Leading players help maintain a stable competitive landscape
Players start to attract consumers through claims about techniques
Consumption scenarios promote creation

MARKET DATA

Table 11 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2013-2018
Table 12 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2013-2018
Table 13 Retail Sales of Hot Drinks by Category: Volume 2013-2018
Table 14 Retail Sales of Hot Drinks by Category: Value 2013-2018
Table 15 Retail Sales of Hot Drinks by Category: % Volume Growth 2013-2018
Table 16 Retail Sales of Hot Drinks by Category: % Value Growth 2013-2018
Table 17 Foodservice Sales of Hot Drinks by Category: Volume 2013-2018
Table 18 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2013-2018
Table 19 Total Sales of Hot Drinks by Category: Total Volume 2013-2018
Table 20 Total Sales of Hot Drinks by Category: % Total Volume Growth 2013-2018
Table 21 NBO Company Shares of Hot Drinks: % Retail Value 2014-2018
Table 22 LBN Brand Shares of Hot Drinks: % Retail Value 2015-2018
Table 23 Retail Distribution of Hot Drinks by Format: % Volume 2013-2018
Table 24 Retail Distribution of Hot Drinks by Format and Category: % Volume 2018
Table 25 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2018-2023
Table 26 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2018-2023
Table 27 Forecast Retail Sales of Hot Drinks by Category: Volume 2018-2023
Table 28 Forecast Retail Sales of Hot Drinks by Category: Value 2018-2023
Table 29 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2018-2023
Table 30 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2018-2023
Table 31 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2018-2023
Table 32 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2018-2023
Table 33 Forecast Total Sales of Hot Drinks by Category: Total Volume 2018-2023
Table 34 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2018-2023

SOURCES

Summary 1 Research Sources

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