Tea in Italy

PROSPECTS

Rising competition from RTD tea

Tea recorded weak positive growth in both retail volume and current value terms in 2019. The major obstacle to a further increase in tea sales was the extraordinary warmer winter months followed by a very hot summer season in Italy.

Premiumisation in tea

Fruit/herbal tea performs well in 2019, as consumers continue to prefer infusions and herbal teas rather than black tea. This comes as no surprise, considering that Italians are not big drinkers of tea, especially at breakfast, preferring fresh coffee.

Negative performance for loose black tea

Due to busier lifestyles and strong premiumisation in tea, loose black tea continues to record negative performance in 2019. Additionally, the range of loose black tea remained very limited in the off-trade channel affecting potential growth, being mainly available in specialist shops, as well as online.

COMPETITIVE LANDSCAPE

Twinings continues to lead in tea

Loacker AG SpA remains the major leader in tea in 2019 with its Twinings brand. The company continues to invest in its fruit/herbal teas range, as consumers are increasingly switching from classic black tea.

STAR – Stabilimento Alimentare SpA innovates

Star Tea has been able to track changing consumers patterns, innovating its portfolio continuously. At the end of 2018, the company extended its “Orti e Frutti” range, adding two new flavours: blueberry, beet & cinnamon and coconut, pumpkin & cardamom.

Bonomelli launches “Infusi Speziali”

Bonomelli leads the chamomile segment in Italy, thanks to its “Filtrofiore Bonomelli” range, made with all the parts of the camomile flowerhead. In November 2018, Bonomelli launched a new extended line in its portfolio, called “Infusi Speziali” in five flavours: cinnamon & cardamom, cacao & mint, ginger & coconut, orange & chilli and rooibos & vanilla.

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