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Learn moreDec 2019
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Towards the end of the review period, the range of tea available in the Costa Rica widened. Consumers now have access to a greater variety of products, while additional levels of competition among local and imported brands has led to more of a focus on price competition, resulting in greater value being available for local consumers.
Current value growth considerably outpaced volume growth in tea in 2019 as local consumers paid more interest in value-added products such as functional herbal blends. Indeed, appealing flavours are being combined with healthy functional benefits and these products are expected to continue driving demand for tea.
The competitive environment in tea in Costa Rica is defined by the strong dominance of traditional domestic brands Manza-Té and Mondaisa. The brands have been able to take advantage of consolidated economies of scale, enabling them to keep their manufacturing and distribution costs low.
Although domestic brands continue to control sales of tea, 2019 saw imported value-added brands such as Clipper and Numi continue to gain momentum. However, demand for imported tea brands is likely to be limited to high-income consumers, with the majority of local consumers unlikely to be able to afford value-added forms of tea on a regular basis.
Current trends in tea suggest that the forecast period offers hope to smaller scale and more specialised local brands to make inroads into the dominant position of the category’s leading players. The forecast period offers strong development opportunities for products such as Sangeevani, which is expected to transfer the momentum it has already generated across on-trade establishments to the off-trade channel during the forecast period.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Tea industry in Costa Rica 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 Costa Rica, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Hot Drinks market research database.
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.