Overall tea has recorded a decline in total volume sales in 2022. This is thanks to the resumption of life outside of the home with people once again commuting to work and study along with the return to socialising in bars and restaurants.
Off-trade tea sales surged during the pandemic. In 2022, sales are falling and for the first half of the forecast period and period off-trade volume sales will see some decline as consumer behaviour returns to pre-pandemic patterns.
Douwe Egberts Nederland remains the largest player in tea. The company has seen continued share erosion throughout the review due to its reliance on the Pickwick brand’s black tea sales, though has seen some ground regained in 2022 thanks to the upturn in demand for black tea through retail channels.
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Tea
This is the aggregation of Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, and Other Tea.
See All of Our DefinitionsThis report originates from Passport, our Tea research and analysis database.
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