Retail sales of tea will strongly benefit from the COVID-19 pandemic in 2020. COVID-19 is expected to intensify the established review period health and wellness trend that is already supporting growth in tea, as consumers are increasingly turning to tea as a preventative product.
Despite the fact that tea is expected to record strong retail volume and value growth in 2020, COVID-19 is expected to have a considerable negative impact on foodservice volume sales in tea. Home seclusion will be a prime factor in the expected loss of foodservice volume sales, as national lockdown required foodservice outlets to close in order to curb the spread of COVID-19 in the country.
The expected surge in demand for green tea and fruit/herbal tea in 2020 is expected to have a negative effect on retail volume sales of black tea. As such, black tea is expected to record a much lower growth rate than green tea and fruit/herbal tea in 2020.
Tea consumption is expected to remain higher in the forecast period than in the review period. Despite this increased performance compared to the review period, however, the growth rate in tea is expected to stabilise going into the forecast period.
Foodservice sales of tea are expected to record a mild recovery in the forecast period. Although sales will begin to recover as foodservice outlets reopen and social distancing restrictions come to an end in the aftermath of the COVID-19 crisis, however, recovery will not be instant.
The e-commerce channel in tea is expected to increase in 2020 as the COVID-19 pandemic has accelerated the development of e-commerce options in Greece. During the COVID-19 crisis more consumers will have gained experience of using e-commerce channels.
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Understand the latest market trends and future growth opportunities for the Tea industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Tea research and analysis database.
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