Tea in Serbia

PROSPECTS

Fruit/herbal tea still dominates, but loses share

Fruit/herbal tea held the highest retail volume share in 2018 within overall tea in Serbia. However, this share dropped significantly – by nearly ten percentage points – over the review period.

Independent small grocers still holds largest volume share in 2018

Independent small grocers accounted for a particularly high retail volume share of tea distribution in 2018. These retailing outlet types are located in densely populated areas and usually have good offer of tea products, particularly fruit/herbal tea.

Instant tea, loose black tea and green tea see the fastest growth

During 2018, instant tea, loose black tea and green tea experienced the highest growth rates in both retail volume and retail value terms. Instant tea is a very young and underdeveloped category, meaning that it grew from a visibly low base.

COMPETITIVE LANDSCAPE

Category leader sees the highest increase in sales

The leader of Serbian tea, Fructus, saw the biggest increase in value sales during 2018. The producer was able to achieve such a good result for several reasons.

Private label tea growing slowly, but remains relatively weak

Even though the combined share of private label lines that are present within tea increased slightly in 2018, it remained relatively low. This was because leading brands have loyal consumers and because private label lacks tradition and reputation.

No new product launches recorded

There were no significant new launches observed within Serbian tea in the second part of 2017 or in 2018. Manufacturers were obviously satisfied with the growth trend and turned to other strategies for winning consumers instead, primarily marketing activities and improving distribution.

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