The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
Learn moreEuromonitor addresses your unique questions and challenges across all B2B and B2C industries and geographies through custom, tailor-made research projects, designed to your specific goals.
Learn moreIf you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
Eastern Europe is home to the highest level of tea consumption in the world, which helped it to reach annual retail sales of USD4 billion in 2016. The region is led by Russia, where black tea was able to ride out years of economic difficulties to keep growth positive. Elsewhere, newer forms of tea, such as green tea, are starting to take share from traditional black tea in countries such as Poland.
Files are delivered directly into your account within a few minutes of purchase.
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.
No other region has per capita tea consumption as high as Eastern Europe, but this is mostly due to just one country: Russia. While Russia’s size and exceptionally high consumption rates heavily skew the regional averages, consumption is also relatively high in most of the rest of the region, including the second and third most populous states of Ukraine and Poland.
The region’s countries are divided in two by tea drinking habits. One group is historically shaped by Russian influences, and prefers black tea to any other kind of hot beverage. Other than Russia itself, this group includes Belarus and Poland. The other group is less tied to Russia historically, and prefers fruit/herbal tea, although coffee is usually the preferred hot beverage overall. These countries are found in the southeast, and include Croatia and Romania.
The onset of recession in Russia during the review period, because of a combination of low oil prices, sanctions and geopolitical disputes, caused shock waves throughout the region, much of which is closely tied to Russia economically. This did not affect black tea significantly anywhere outside Ukraine, where recession was deepest, but it had an effect on the growth of less traditional forms of tea, such as green tea, which consumers tend to shy away from in times of belt-tightening in favour of black tea.
The maturity of the black tea category has made additional growth quite difficult to achieve, especially as the region sees population decline. The prospects for green and fruit/herbal tea are stronger, as consumers are becoming interested in trying out new forms of tea, and health and wellness trends are sweeping the region.
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.