Black tea remained the dominant category within tea in retail volume terms in Russia in 2021. However, the category continued to struggle in 2021 due to the growing popularity of fresh coffee.
New product development continues to be a key competitive tool utilised by players present in tea in addition to the use of price discounting activity. In terms of new product development, there were two main focuses at the end of the review period.
Competition in tea as a whole in 2021 continued to be fuelled by price discounting activity, as well as the launching of new products. Orimi Trade OOO and Mai Kompanya OAO retained a stronghold in tea in 2021 with both players increasing their respective value shares.
Black tea will continue to influence the development of overall sales of tea, with it still accounting for most sales in volume terms. Nevertheless, its consumption is expected to decrease over the forecast period due to the growing popularity of coffee.
Fruit/herbal tea is expected be the most dynamic category within tea over the forecast period in actual retail volume terms. Major players are expected to introduce an expanding assortment of new flavours to attract consumers looking to experiment with new hot drinks options.
Manufacturers will likely intensify their focus on producing and delivering fortified/functional tea products over the forecast period, such as the addition of vitamins or unique ingredients that have not been previously used in tea. Mai Kompanya OAO presented several new products in this direction at the end of the review period.
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Understand the latest market trends and future growth opportunities for the Tea industry in Russia 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.
If you're in the Tea industry in Russia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, and Other Tea.See All of Our Definitions
This report originates from Passport, our Tea research and analysis database.
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