Tea in Uzbekistan

PROSPECTS

Culturally popular but mature, tea is set for limited volume growth

The tradition of drinking tea is very well established in Uzbekistan, and it is consumed with almost every meal. The majority of older consumers prefer green tea.

Local production to heat up

The Uzbekistani government, together with a Chinese company, has started a project of plantation of tea seeds and seedlings in four regions of the country. Experiments have shown that tea cultivation is possible in Uzbekistan’s climate.

Health and wellness trend filters through tea

In Uzbekistan, the health and wellness trend continued to gain momentum in different areas of consumers’ lives in 2019, including their drinking preferences. Consumers are gradually becoming more interested in drinks that can bring benefits for their health, and tea is no exception, with a growing number of people looking for health-enhancing or functional properties when purchasing tea.

COMPETITIVE LANDSCAPE

Tea is overflowing with brands

Since the tea category is very large, it has attracted many different brands. More have entered the space following the exchange rate liberalisation policy.

Uzbekistani shopping habits are still highly traditional

During the review period, traditional grocery retailers, led by other grocery retailers and independent small grocers and other grocery retailers, continued to lead the distribution of tea in Uzbekistan. Situated in residential areas, these retailers are by far the most popular among local consumers, who prefer to purchase tea on a day-to-day basis.

Green tea sales undermined by loose versions

Similarly to black tea, there are many green tea brands, and more brands are expected to appear in the Uzbekistani market. However, the brands face stiff competition from cheaper loose green tea, which is sold in large bags in traditional markets.

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