Tea in Slovakia

PROSPECTS

Warm winter hits demand although premiumisation stimulates value

Tea is a popular hot drink type among all consumer groups, although consumption is highest in cold weather. Therefore, the warm winter of 2018/2019 negatively affected consumption, leading to a decline in retail volume and current value sales.

Healthier lifestyle trend pushes demand for healthier options

HW teas with perceived health benefits and herbal/traditional and medicinal teas used for the prevention or treatment of common diseases remain popular among health-conscious Slovak consumers. These products are expected to continue to enjoy demand through new launches, supported by strong marketing campaigns; especially as novelties are likely to feature innovation or added-value attributes.

Wide range and new flavours keep fruit/herbal tea ahead of the field

Fruit/herbal tea remains the biggest category in tea in Slovakia, dominating retail volume and value sales in 2019. This category continues to offer consumers the widest range of flavours.

COMPETITIVE LANDSCAPE

The leading player stays ahead through a wide and expanding range and marketing

A major player in coffee, Baliarne Obchodu as Poprad is the long-time leading company in tea in Slovakia. The player offers a wide and expanding variety of tea products in a large and widening range of flavours to cover almost the whole category.

Teekanne leverages innovation to remain a strong player

The second-ranked player, Teekanne, is regarded as a leader in innovation in tea. In 2018, it introduced limited edition fruit teas under the Teekanne brand, including Temptation, Passion, and Love.

Baliarne Obchodu’s new launches fit with key health and flavour trends

Baliarne Obchodu as Poprad is regarded as the most active player in new product development in tea in Slovakia. The company’s 2018 launches of Popradsky Wellness green tea with matcha and Popradsky Wellness tea with sea buckthorn and ginger are in line with the demand for tea products with health benefits.

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