Tea in Romania

PROSPECTS

Slowly changing perception of tea boosts volume sales

Tea continues to be perceived by many Romanians as a product for treating colds. This perception is however slowly changing and this is expected to have a positive impact over the forecast period.

Growing signs of premiumisation in tea

A limited number of consumers are beginning to discover tea as an affordable luxury product, similar to the premiumisation of coffee. This is leading to the establishment of a number of small-scale premium tea retailers operating mostly through internet retailers.

Expansion of organic shops and word-of-mouth recommendations support sales

The perceptions of tea are just beginning to change in Romania and manufacturers are yet to be convinced that traditional TV advertising is the best option for tea. Consumers of these products tend to look for more reliable advice.

COMPETITIVE LANDSCAPE

Laboratoarele Fares Biovital extends its lead

Laboratoarele Fares Biovital has a long tradition in Romania. Despite this, it keeps up with the changing trends and consumer behaviour, which enabled it to extend its leading position in tea in 2019.

High levels of company activity in tea

As a high growth category within hot drinks, tea is attracting high levels of company activity, which is, in turn, attracting new consumers and driving ongoing growth. Tealia entered with tea from Sri Lanka towards the end of the review period, supplying the small tea-loving consumer base with a more exotic product.

Private label extends its share

Private label extended its share in tea in 2019, especially in fruit/herbal and green tea. These are the two largest categories within tea, making them attractive propositions for retailers, which are increasingly offering higher-quality tea at affordable prices.

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