Tea in Italy

PROSPECTS

Health and wellness trend boosts growth of tea

Even though the Italian hot drinks market has been traditionally characterised by the importance of coffee, which has always functioned to the detriment of tea’s market dimension, Italian consumers are increasingly appreciating tea. This is due to the strong health and wellness trend that values the vigour and wellbeing effects of teas.

Fruit/herbal tea’s excellent performance stimulates significant investment

Fruit/herbal tea showed strong growth in 2018. Indeed, the important player Twinings launched a new Infusi brand in this field and focused on it strongly in its communication campaigns.

Green tea growing due to its healthy properties

Green tea is growing because it claims to offer so many benefits. Communication and storytelling has been vital to obtain a significant level of acknowledgment about this amongst Italian consumers, who have been typically less aware than other European consumers are about the use of different kind of teas.

COMPETITIVE LANDSCAPE

Four major players account for half of total retail value

The four major players Loacker AG, Pompadour Té, Star and Bonomelli accounted for half total retail value sales of tea in Italy in 2018. The presence of domestic players is relevant, and the category presents some interesting growth possibilities that attract the interest of international players too, both in terms of focus on this country and in terms of potential new players entering the marketplace.

Players show fervour and new launches in fruit/herbal tea

Fruit/herbal tea saw good growth and new launches in 2018. Major player Twinings launched Infusi, Unilever launched new Lipton infusions, Star made new launches in the lines Tisane and Infusi Orti & Frutti and Pompadour launched new tastes for its Infusi dal Mondo.

Dynamism and new launches in green teas

Green tea performed well in 2018. Green tea offers include products combined with spices or herbs (ginger, mint, etc) or just pure green tea, with a focus on pure taste and functionality.

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