Tea in Macedonia

PROSPECTS

Surprisingly strong performance of black tea drives sales of tea up

In 2018, tea achieved strong retail value growth coupled with solid retail volume growth thanks to the surprisingly strong performance of the two black tea ranges, which are most robust in the tea category. Whilst black tea stagnated and even performed negatively towards the end of the review period, following the decline in popularity of green tea and despite global trends, tea bags black and loose black tea achieved very strong value and volume growth in 2018.

Fruit/herbal teas satisfy demand for more interesting varieties

Increasingly bored with the existing tea ranges, consumers are demanding more new and exciting flavours and tea varieties. Fruit/herbal tea is experiencing the most innovation in terms of new herbs and fruits and blends thereof.

Foodservice volume sales of tea lag behind retail volume sales

Unlike what is seen in coffee, foodservice volume sales of tea seriously lag behind off-trade sales and posted minimal volume growth in 2018. Overall on-trade volume sales are low, representing less than 10% of the total volume sales of tea in 2018.

COMPETITIVE LANDSCAPE

Alkaloid AD Skopje dominates sales of tea in 2018

Macedonia’s largest pharmaceuticals company Alkaloid AD Skopje, which also manufactures tea sold under the brand names Good Nature, Becutan, Alkalax and UVE Mix, dominates sales of tea in Macedonia with a moderately declining retail value share. The bulk of the brands Alkaloid sells in the local marketplace belong to the fruit/herbal tea category and to a lesser extent black tea, herbal/traditional medicinal teas and slimming teas.

Podravka performs strongly following the launch of Podravka brand

Following its acquisition by Zito Group in 2015, the once successful tea brand 1001 Cvet became part of the Podravka‘s brand portfolio. The new NBO/GBO decided to launch its Podravka branded teas on the Macedonian market.

Domestic companies dominate tea in 2018

Tea in Macedonia is led by two significant domestic players. Alkaloid dominates, followed by Konimeks Holding.

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