Due to the outbreak of COVID-19 in 2020, retail volume sales of tea are expected to strongly increase, recording 7% retail volume growth compared to 5% growth in 2019. This is partly thanks to home seclusions in the country, with lockdown period and consumers fear to leave the home, encouraging higher purchases of tea for home consumption.
Sales of tea through e-commerce is growing significantly in 2020 due to the outbreak of COVID-19. With consumers in the country remain wary of leaving the household, particularly older consumers or those more vulnerable to the virus, many have migrated to e-commerce as a safe way to shop.
Fructus is set to remain the leader of tea in 2020, growing its share on the landscape and recording double-digit growth. The player benefits from having an excellent distribution network, while being present in virtually all categories within tea, attracting a wide consumer base.
On-trade volume sales are set to decline significantly in 2020, due to foodservice closures and other limitations imposed by COVID-19. This has partnered with consumers ongoing fear and decisions to stay at home, rather than going out and visiting foodservice establishments.
Tea is widely regarded as a healthy beverage in Serbia, particularly fruit/herbal and green teas, which often lack caffeine and provide a boost to various bodily functions. These benefits are discussed widely in media articles in the country, which encourages some Serbians to consume tea as part of a healthy lifestyle.
Across the forecast period, it is expected that tea producers will place more focus on premium tea products. The trend had already started in February 2020, when category leader, Fructus, launched a premium line of tea products called Gold Leaf.
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Understand the latest market trends and future growth opportunities for the Tea industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Tea research and analysis database.
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