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Learn more15 pages, Mar 2018
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As a boarder base of local buyers from all socioeconomic segments continue to become interested in adopting healthier lifestyles, tea demand maintained its positive growth momentum. Even traditional and mature coffee drinkers are now consuming tea, in particular herbal infusions.
Despite a limited tea culture, over the review period, tea’s popularity has continued to grow amongst locals, gaining awareness even amongst lower end buyers, who continue to see an increasing offer of affordable options in most traditional and modern grocery retailers across the country. Both green tea and herbal infusions keep generating significant sales momentum, capable of adapting better to a new range of consumption occasions associated with hot drinks, by leveraging on their natural contents as their main selling factor.
It is anticipated that functional herbal infusions will continue to gain popularity over the forecast period, with a rising availability of new blends with specific therapeutic properties. A rapid emergence of trendy new herbal options is expected, particularly those capable of making different types of gut-health claims (which are currently non-existent to local buyers), such as dandelion root or Pau d’ Arco bark infusions.
In spite of the rapid expansion that higher end imported tea brands continued to post in Costa Rica (benefiting from multiple free trade agreements), mass-oriented local manufacturers, such as Manza-Té and Mondaisa, remained the most relevant competitors in the country, benefiting from a wide range of teas and herbal infusion mixes capable of targeting buyers from all socioeconomic segments. Besides their vast levels of penetration across channels, local players continue to leverage on having strong levels of brand recognition.
Moving away from the strong historic dominance of local tea brands, the rapid expansion of new imported options continues in Costa Rica, as they continue to take advantage of global free trade benefits and the differentiated value relations of their proposals, which range from flavoured green and black teas to herbal functional mixes and the use of organic ingredients. These options are often targeted at high-end and mid-market local buyers who seek more sophisticated and better-tasting consumption experiences (often younger millennial buyers and experienced mature consumers), and are willing to pay more for such products due to their functional features and flavour profiles.
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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.