Tea in France

PROSPECTS

Fruit/herbal tea will continue to expand

Warm temperatures during winter 2018 extended through to February in 2019 and had a major negative impact on overall tea sales in France. Retail volume sales thus stagnated, as tea is generally viewed as a seasonal product with consumption heavily dependent on cold temperatures.

Green tea will continue to expand

Green tea saw good growth in 2019, with this expected to continue over the forecast period, especially for organic products. French consumers are attracted by the natural and healthy image of green tea.

Black tea and instant tea set to decline

Black tea and instant tea are expected to decline in the forecast period. Black tea suffered from lack of consumer interest over the review period, with this set to continue over the forecast period as consumers increasingly favour fruit/herbal tea and green tea.

COMPETITIVE LANDSCAPE

Unilever copies strategies from smaller premium players

2019 saw leading player Unilever increasingly focus on organic and specialist store strategies for its Lipton and Elephant brands. Elephant launched a set of loose organic herbal tea: organic detox red fruits, organic camomile infusion and organic curcuma and ginger infusion.

From young professionals to children: how smaller brands are targeting a younger audience.

Fruit/herbal tea and infusions have been rejuvenated by companies such as Les 2 Marmottes, Orientis’ Kusmi Tea, Golden Temple’s Yogi Tea, Pagès, Groupe Léa Nature’s Jardin Bio and Bjorg Bonneterre’s Clipper. These brands have been shifting their marketing and packaging strategies in order to appeal to a younger and more urban group of consumers.

Organic private label on the up while tea pods are set to disappear

Another key trend in 2019 was the tug of war between supermarkets and hypermarkets and organic other grocery retailers such as Naturalia or Biocoop, with modern grocery retailers keen to gain share in the sale of organic food and beverages. On the one hand, supermarkets and hypermarkets are further developing organic private label offerings in hot drinks including tea.

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