Locally-sourced tea is becoming increasingly popular in Slovakia, with not only major local manufacturers such as Fytopharma and Herbex gaining current value share, but also small regional artisanal brands, many of which are growing strongly. These products are typically blended by local herbalists, and are often traditional herbal tea mixes.
Functional tea, as well as tea in general that is perceived as being helpful for boosting the immune system, saw increased demand from consumers during 2020. This has been driven by consumers’ concerns about COVID-19, and a desire to stave off the illness.
While the COVID-19 pandemic will bolster 2020 retail volume sales of black and green tea, thanks to stockpiling and channel shifts from the on-trade, not all distribution channels were able to take advantage of this. Pharmacies were often too busy handling logistics, and trying to meet the dramatic increase in demand for disinfectants, respirators and basic medication.
It is very likely that increasing demand for convenience in tea consumption, together with the emerging trend for premiumisation, will bring about strong growth in sales of tea pods - tea made using coffee machines - during the forecast period. As consumers remain hesitant about visiting foodservice outlets, it is expected that they will become more interested in purchasing the tea-making machines that are found there for their homes.
It is expected that foodservice volume sales of tea will begin to recover from the start of the forecast period, in 2021 and 2022. As consumers are likely to purchase more tea in foodservice, they will buy less in retail; this may result in stagnation in overall volume sales of tea, as the Slovak tea market is already quite saturated.
Producers of tea with functional properties are already focusing on creating mixes with locally-sourced herbs and other ingredients. As Slovaks pay ever greater attention to their health, fruit / herbal tea containing superfood ingredients, like sea buckthorn (which is rich in vitamin C) will gain new consumers.
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This report originates from Passport, our Tea research and analysis database.
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