Executive Summary

Mar 2019
PROSPECTS
Health consciousness drives volume growth in 2018

Tea penetrated households regardless of income level as health consciousness drove growth. Consumers gravitated more towards green tea and fruit/herbal tea products rather than black tea, which accounted for the bulk of the category, particularly as the former are linked to health benefits such as better digestion and aiding sleep.

Premiumisation continuous in foodservice and retail

In 2018, more premium tea brands expanded their retail presence and the premium segment became more fragmented, particularly in retail outlets catering to higher-end consumer groups, such as Rustan’s and South Supermarket. For example, Clipper, a premium tea brand, increased its retail prominence in recent years and was available in more establishments in 2018.

COMPETITIVE LANDSCAPE
Unilever Philippines leads the tea category

Despite the growing maturity of black tea, Unilever Philippines maintained its lead as Lipton continued to have wide distribution in retail. Aside from social media marketing and merchandising, tea players such as Unilever Philippines implemented only a limited number of above-the-line campaigns.

New product developments add vibrancy in instant tea

Following Nestlé Philippines Inc’s entry into instant tea with Nestea Milk Tea Hokkaido and Nestea Milk Tea Wintermelon, Unilever Philippines relaunched its instant tea line in 2018. Lipton’s 3-in-1 Milk Tea included three new variants – Creamy Classic, Milky Chocolate and Vanilla Crème.

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Tea in the Philippines

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tea industry in Philippines with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Tea industry in Philippines, our research will save you time and money while empowering you to make informed, profitable decisions.

The Tea in Philippines market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Tea in Philippines?
  • What are the major brands in Philippines?
  • Is loose leaf tea available in Philippines?
  • Is there a shift from unpackaged to packaged tea in Philippines?
  • Is there a market for tea pods in Philippines?
  • What is the market size for different tea flavors (green tea, black tea, herbal tea, etc.) in Philippines?
  • How are market trends changing in flavours/types for fruit/herbal and other tea?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Hot Drinks market research database.

Tea in the Philippines - Category analysis

HEADLINES

PROSPECTS

Health consciousness drives volume growth in 2018
Premiumisation continuous in foodservice and retail

COMPETITIVE LANDSCAPE

Unilever Philippines leads the tea category
New product developments add vibrancy in instant tea

CATEGORY DATA

Table 1 Retail Sales of Tea by Category: Volume 2013-2018
Table 2 Retail Sales of Tea by Category: Value 2013-2018
Table 3 Retail Sales of Tea by Category: % Volume Growth 2013-2018
Table 4 Retail Sales of Tea by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Tea: % Retail Value 2014-2018
Table 6 LBN Brand Shares of Tea: % Retail Value 2015-2018
Table 7 Forecast Retail Sales of Tea by Category: Volume 2018-2023
Table 8 Forecast Retail Sales of Tea by Category: Value 2018-2023
Table 9 Forecast Retail Sales of Tea by Category: % Volume Growth 2018-2023
Table 10 Forecast Retail Sales of Tea by Category: % Value Growth 2018-2023

Hot Drinks in the Philippines - Industry Overview

EXECUTIVE SUMMARY

Slowdown in hot drinks observed in 2018
Sugar tax dampens volume demand for malt-based drinks
Nestlé Philippines Inc leads hot drinks
New product developments focus on health and premiumisation
Positive value expected over the forecast period

MARKET DATA

Table 11 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2013-2018
Table 12 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2013-2018
Table 13 Retail Sales of Hot Drinks by Category: Volume 2013-2018
Table 14 Retail Sales of Hot Drinks by Category: Value 2013-2018
Table 15 Retail Sales of Hot Drinks by Category: % Volume Growth 2013-2018
Table 16 Retail Sales of Hot Drinks by Category: % Value Growth 2013-2018
Table 17 Foodservice Sales of Hot Drinks by Category: Volume 2013-2018
Table 18 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2013-2018
Table 19 Total Sales of Hot Drinks by Category: Total Volume 2013-2018
Table 20 Total Sales of Hot Drinks by Category: % Total Volume Growth 2013-2018
Table 21 NBO Company Shares of Hot Drinks: % Retail Value 2014-2018
Table 22 LBN Brand Shares of Hot Drinks: % Retail Value 2015-2018
Table 23 Retail Distribution of Hot Drinks by Format: % Volume 2013-2018
Table 24 Retail Distribution of Hot Drinks by Format and Category: % Volume 2018
Table 25 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2018-2023
Table 26 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2018-2023
Table 27 Forecast Retail Sales of Hot Drinks by Category: Volume 2018-2023
Table 28 Forecast Retail Sales of Hot Drinks by Category: Value 2018-2023
Table 29 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2018-2023
Table 30 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2018-2023
Table 31 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2018-2023
Table 32 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2018-2023
Table 33 Forecast Total Sales of Hot Drinks by Category: Total Volume 2018-2023
Table 34 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2018-2023

SOURCES

Summary 1 Research Sources

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