Tea in Greece

PROSPECTS

Emerging tea-drinking culture offers opportunities

The penetration of tea remains low in Greece, as hot drinks is dominated by coffee. However, a tea-drinking culture is just starting to emerge in the country.

Green tea boosted by the health and wellness trend

Health and wellness was a key growth driver of growth in tea in 2019, shaping the nutritional patterns embraced by young Greeks, especially women and higher-income groups. Health-conscious consumers are introducing tea into their daily routine, especially green tea and fruit/herbal tea.

Functional products in the spotlight

With health and wellness being a key growth driver in tea, it is not surprising that companies are investing in functional products..

COMPETITIVE LANDSCAPE

Lipton grows due to new launches and strong brand support

Lipton from Unilever Hellas remained the leading brand in tea in 2019, and saw a slight increase in its value share. Unilever is investing in the brand, supporting it with new launches, most of which tap into the health and wellness trend, supported by in-store promotions.

Twinings increases its value share despite fierce competition

Despite its high retail price, the Twinings brand also managed to increase its value share within tea in Greece in 2019, despite the fierce competition from new players. In both black and green tea, its main rival is Lipton.

Fruit/herbal tea is becoming more fragmented and local

In view of the good growth potential for tea in Greece, a number of new companies entered the market at the end of the review period. Domestic brands gained share at the expense of multinationals within fruit/herbal tea in 2019, as consumer perceptions are more favourable not only of local herbs such as mountain tea, sage and Diktamo, but also of small-scale manufacturers.

Files are delivered directly into your account within a few minutes of purchase.