Loose tea loses against tea bags in terms of convenience, and the decrease in the number of consumers brewing tea at home is a long-standing issue in the category. However, there is expanding awareness of brewing tea at home as a form of enjoyment.
Manufacturers are also trying to attract new generations of tea drinkers through the foodservice channel. Traditional afternoon tea is gaining momentum and driving interest in black tea in particular.
Even before the emergence of COVID-19, tea generally had a healthy image in Japan. For instance, claims of anti-influenza properties linked to black tea’s polyphenols were often featured in the media towards the end of the review period, significantly boosting demand for black tea in winter 2019.
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Understand the latest market trends and future growth opportunities for the Tea industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Tea
This is the aggregation of Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, and Other Tea.
See All of Our DefinitionsThis report originates from Passport, our Tea research and analysis database.
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