The consumer base for tea continued to expand during 2021 as increasing numbers of consumers became interested in novel and potentially unfamiliar types of tea, especially fruit/herbal tea. This presented opportunities to all players in the category, with chained grocery retailer ATB-Market benefiting from rising demand for its Tea Legend private label.
Although the impact of the COVID-19 pandemic on sales of tea was on the wane for much of 2021, category sales remained under pressure. This was mainly due to decreased distribution via traditional grocery retailers channels such as indoor open markets, kiosks and small local grocery stores shops, the result of interruptions caused to supply chains by the pandemic.
Fruit/herbal tea was the best performing category of tea Ukraine during in 2021, with demand for these products booming as consumers were paying much more attention to their physical and mental health due to the COVID-19 pandemic. Among the major motivations for drinking more fruit/herbal tea were the calming effects and pleasurable taste that these products offer, with the increasingly sophisticated tastes of the core target audience encouraging brands to launch a wider range of products with the potential to generate high sales.
The forecast period is expected to see the health and wellness trend have an increasingly significant impact on sales of tea in Ukraine. The background to this situation is that many consumers are now paying far more attention to their physical, mental and emotional health as a consequence of the COVID-19 pandemic.
Premiumisation is expected to continue building strongly in tea over the forecast period, with the category’s leading players likely to respond robustly to the more sophisticated tastes of an increasingly demanding consumer base. Among products that are expected to emerge are gift packs offering various types of premium tea, with the very popular Richard brand a classic example of this, packaging its tea in metal tins to improve the brand’s image.
With household budgets expected to remain under pressure in Ukraine throughout the first half of the forecast period due to the adverse economic impact of the COVID-19 pandemic, it is likely that the use of promotional pricing strategies will remain a key aspect of the approach taken to the marketing of tea. In particular, more intense marketing activity is set to be seen in the premium and super-premium price segments and this is largely because the leading brands will increasingly need to compete with private label, which is making strong inroads into these price segments.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Tea industry in Ukraine with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Tea industry in Ukraine, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, and Other Tea.See All of Our Definitions
This report originates from Passport, our Tea research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!