Executive Summary

Jun 2019
PROSPECTS
Healthy options strike a chord

Fruit/herbal tea recorded the strongest retail value and volume growth in tea in 2018. The popularity of fruit and herbal tea is not only due to a wide range of products and flavours but also because many of these teas are marketed as containing beneficial ingredients or make claims to provide a specific benefit or purpose.

Black tea bags dominate supermarket sales

The majority of new teas launched through the supermarket channel in the review period were in the bags format. Loose leaf products are mainly reserved for speciality tea shops such as T2 and Tea Total.

Other tea takes a stand

Other tea variants remain niche, particularly in supermarkets, and are limited to speciality tea shops. The main other tea variant sold in supermarkets is rooibos (red bush) tea which is popular as it is caffeine free yet still delivers a medium-bodied taste.

COMPETITIVE LANDSCAPE
Dilmah expands from traditional tea

Dilmah New Zealand remained the leader in tea in 2018, followed closely by Jacobs Douwe Egberts. Dilmah New Zealand traditionally focused on black and green teas, as the company farms these products.

Jacobs Douwe Egberts gains ground

With the acquisition of BrewGroup in 2017, Jacobs Douwe Egberts acquired the flagship Bell tea brand, along with the smaller Ti Ora range. The company moved into black speciality tea blends under its Bell brand by offering Earl Grey and English Breakfast tea in 2018, whilst introducing three white tea variants.

Private label fills its gaps

Private label suppliers revamped their ranges in 2017 and 2018. Progressive Enterprises introduced its Essentials economy range while Foodstuffs NZ also launched its Value line.

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Tea in New Zealand

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tea industry in New Zealand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Tea industry in New Zealand, our research will save you time and money while empowering you to make informed, profitable decisions.

The Tea in New Zealand market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Tea in New Zealand?
  • What are the major brands in New Zealand?
  • Is loose leaf tea available in New Zealand?
  • Is there a shift from unpackaged to packaged tea in New Zealand?
  • Is there a market for tea pods in New Zealand?
  • What is the market size for different tea flavors (green tea, black tea, herbal tea, etc.) in New Zealand?
  • How are market trends changing in flavours/types for fruit/herbal and other tea?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Hot Drinks market research database.

Tea in New Zealand - Category analysis

HEADLINES

PROSPECTS

Healthy options strike a chord
Black tea bags dominate supermarket sales
Other tea takes a stand

COMPETITIVE LANDSCAPE

Dilmah expands from traditional tea
Jacobs Douwe Egberts gains ground
Private label fills its gaps

CATEGORY DATA

Table 1 Retail Sales of Tea by Category: Volume 2013-2018
Table 2 Retail Sales of Tea by Category: Value 2013-2018
Table 3 Retail Sales of Tea by Category: % Volume Growth 2013-2018
Table 4 Retail Sales of Tea by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Tea: % Retail Value 2014-2018
Table 6 LBN Brand Shares of Tea: % Retail Value 2015-2018
Table 7 Forecast Retail Sales of Tea by Category: Volume 2018-2023
Table 8 Forecast Retail Sales of Tea by Category: Value 2018-2023
Table 9 Forecast Retail Sales of Tea by Category: % Volume Growth 2018-2023
Table 10 Forecast Retail Sales of Tea by Category: % Value Growth 2018-2023

Hot Drinks in New Zealand - Industry Overview

EXECUTIVE SUMMARY

Growth slows in 2018, despite ongoing premiumisation
Jacobs Douwe Egberts takes the lead in supermarkets
Pods drive coffee, while health drives tea
Look after the environment!

MARKET DATA

Table 11 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2013-2018
Table 12 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2013-2018
Table 13 Retail Sales of Hot Drinks by Category: Volume 2013-2018
Table 14 Retail Sales of Hot Drinks by Category: Value 2013-2018
Table 15 Retail Sales of Hot Drinks by Category: % Volume Growth 2013-2018
Table 16 Retail Sales of Hot Drinks by Category: % Value Growth 2013-2018
Table 17 Foodservice Sales of Hot Drinks by Category: Volume 2013-2018
Table 18 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2013-2018
Table 19 Total Sales of Hot Drinks by Category: Total Volume 2013-2018
Table 20 Total Sales of Hot Drinks by Category: % Total Volume Growth 2013-2018
Table 21 NBO Company Shares of Hot Drinks: % Retail Value 2014-2018
Table 22 LBN Brand Shares of Hot Drinks: % Retail Value 2015-2018
Table 23 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2013-2018
Table 24 Retail Distribution of Hot Drinks by Format: % Volume 2013-2018
Table 25 Retail Distribution of Hot Drinks by Format and Category: % Volume 2018
Table 26 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2018-2023
Table 27 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2018-2023
Table 28 Forecast Retail Sales of Hot Drinks by Category: Volume 2018-2023
Table 29 Forecast Retail Sales of Hot Drinks by Category: Value 2018-2023
Table 30 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2018-2023
Table 31 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2018-2023
Table 32 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2018-2023
Table 33 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2018-2023
Table 34 Forecast Total Sales of Hot Drinks by Category: Total Volume 2018-2023
Table 35 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2018-2023

SOURCES

Summary 1 Research Sources