Tea in Greece

PROSPECTS

Despite increasing penetration there is still room for growth

Tea sales in Greece are not mature. Although consumption grew at the end of the review period amid greater consumer awareness and product variety, a tea drinking culture only started to emerge in the country, where hot drinks is dominated by coffee.

Health and wellness drives sales growth in tea

Healthy living has emerged as a key trend shaping the nutrition patterns embraced by young Greeks, especially women and higher-income groups. It will continue to influence the consumption of hot drinks, strongly contributing to the growth of tea sales, especially green tea and fruit/herbal tea.

Functional products are under the spotlight

With health and wellness being the key growth driver for tea, it is not surprising that companies are investing in functional products, where there is still plenty of room for growth given the still limited product variety and very low penetration. Functionality is driving new product developments, with new players entering this area.

COMPETITIVE LANDSCAPE

Unilever Hellas continues to lead sales

Unilever Hellas SA, with its Lipton brand, is the leading player in tea, despite the fact that tea is becoming more fragmented with a larger number of players beginning to claim share. The company invests heavily in tea, introducing new launches on an annual basis and running in-store promotions to support them.

Twinings retains its value share despite fierce competition

Despite its high retail price, the Twinings brand managed to retain its off-trade value share of tea in Greece in 2018 amid the fierce competition emerging from the entry of several new players. In both black and green tea, its main rival is Lipton.

Tea is becoming more fragmented

In view of tea’s good growth potential in Greece, a number of new companies entered the competition at the end of the review period. Some of the most prominent new entrants focus on fruit/herbal tea, where the localisation trend offers opportunities for small-scale domestic manufacturers.

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