Tea

Lipton Teas & Infusions (formerly Ekaterra, Unilever’s tea division), after separation from Unilever, inherited a tea portfolio of 36 brands with total turnover of USD3 billion, making it the number one company in tea in the world. Two thirds of…

Tea is much less popular than coffee in Algeria, though it is registering higher growth in what is an immature product area. In particular, green tea is popular. Consumers perceive green tea as offering numerous health benefits, with studies…

Tea sales are seeing positive growth in total retail volume terms in Argentina in 2023 - the result of the increasingly positive perception of tea as a healthy option. Argentinian consumers have always been very health conscious, but the outbreak of…

After sales were badly hit by Coronavirus (COVID-19) in 2020, albeit more significantly in foodservice than retail, they recovered in 2021, with further positive growth expected over the forecast period. Green tea, which is important in Japan, but…

While tea has been gaining popularity in Australia due to the health and wellness trend, the black tea category, which is dominant in retail volume terms, has not reaped the rewards, experiencing declining demand in 2021 and 2022 in both loose and…

Following coffee, tea is the second most popular hot drink in Austria, offering consumers a tasty alternative to coffee. Many also appreciate tea as a hot drink option that can be consumed later in the day, as the product offers various caffeine…

Tea is an important part of daily life in Azerbaijan, where it is offered as a gesture of hospitality and forms a key part of its culture. Retail volume sales remain steady in 2023, despite the high levels of inflation still impacting the country,…

Tea sales through retail in 2023 are witnessing a resurgence of the negative trend they faced even before the onset of the pandemic. The persistent decline in tea sales, which predates the pandemic, has re-emerged post-pandemic. One of the leading…

Tea is expected to register moderate constant value and volume growth in 2023, with continuing population growth partly supporting this growth. While coffee still accounts for more value sales, tea sales are also significant and tea is expected to…

The picture is positive for tea in 2023. Current value growth is expected to register a double-digit increase, as price continue to rise. However, constant value growth is also expected to register a moderate increase, as is volume growth. Tea still…

After several years of dynamic growth, inflation and the readaptation of consumer preferences back to the “old normal” showed their claws, impacting consumers’ willingness to buy, and shifting their preferences and needs. This does not mean that…

In response to rising prices and decreasing incomes, Bulgarian consumers are increasingly favouring local tea brands over international ones. This preference is driven by the perception that local brands offer higher quality at more affordable…

Tea is expected to register both healthy current value and volume growth, partly supported by a continuing growing population. Black tea maintains its dominant position in Cameroon in terms of volume sales and remains the most affordable type of tea…

In 2023, tea continues to benefit from being perceived as a healthy beverage with many benefits, such as boosting immunity or supporting digestive health. As health awareness rises, more consumers are reducing their coffee consumption and…

Chile is by far the leading market in Latin America in terms of per capita consumption of tea. Demand for this hot drink recorded impressive growth in the early 2010s. Furthermore, it is usually an essential item in every Chilean household. However,…

Tea is set to register mid single-digit retail current value growth in China in 2023, along with slower retail volume growth, with foodservice volumes also expected to continue to rebound. Actual retail value growth is mainly attributable to black…

Following a pandemic-induced surge, the demand for a more diverse range of teas and offerings is persisting within on-trade channels. In contrast to coffee, tea faced lesser impacts from inflation and the escalating costs of raw materials in 2023.…

The tea category did not experience the marked price increases seen in coffee. Instead, tea unit prices increased at a more modest pace, with the category poised to see prices fall in the coming years, in line with the consumer price index. Overall,…

Tea fares better than coffee in 2023, with a slight increase in volume sales. However, this is mainly due to it being a much less mature product. That being said, continuing rising prices is still hitting profit margins and constant value sales are…

Denmark is considered to be a country of coffee lovers. Tea, in many respects, is considered simply a seasonal hot drink. In 2023, overall, tea volumes were moderately down, with decline driven by falling sales of black tea. This category is mature…

Tea remains by far the smallest category within hot drinks, with it having limited appeal among the vast majority of Dominicans. Coffee is traditionally the most preferred hot drink among locals, while tea and tea infusions are generally seen as…

Consumption of black tea continued to increase in Ecuador during 2023, although retail volume growth rates remain modest and this is largely due to the perception among local consumers that black tea is a traditional product and a rather…

Over the review period, there have been significant fluctuations in the supply of tea in Egypt. Imports have come under pressure due to currency devaluations and a deficit in foreign currency, making it hard for importers to bring raw materials into…

Black tea recorded the fastest value growth in 2023 due to the rising popularity of premium and speciality black teas. Consumers are willing to pay a premium for high-quality black teas sourced from specific regions, with unique flavours, such as the…

In 2023, tea volumes continue to normalise to pre-pandemic levels, with foodservice gaining ground after the lockdowns led to closures. By contrast, retail is facing declining volume sales due to weaker consumption at home now that consumers are keen…

Retail value sales of tea continued to post appreciable value growth in 2023, but this was mostly due to the rising of cost of tea itself and its packaging, as well as the global impact of rampant inflation. Total volume sales contracted…

The picture is much rosier for tea than coffee in 2023, with healthy volume and constant value growth expected. Within foodservice, volume growth is even healthier, reaching the double-digits, and boosted by increasing numbers of foreign tourists, as…

The spectre of inflation has been casting its shadow over tea in 2023, significantly shaping consumer preferences and purchasing decisions. As inflation drives up the cost of everyday essentials, including tea, local consumers are making thoughtful…

Tea is yet to be a mature landscape in Greece, and as such, it has been attracting investment, with new players and launches seen during the review period. However, in 2023, the cost of living crisis resulted in a slowdown in development. The decline…

Guatemala continues to face high levels of inflation in 2023, driving up average retail prices in the tea category. Leading brands have activated sales with the help of discounts and promotional offers, as consumers are more cautious with expenditure…

Despite the traditional nature of tea, it is continuing to constantly evolve to maintain consumer demands. Tea Château’s unconventional tea capsules have been well-received, with the brand launching new flavours throughout the year. In addition to…

Tea continued to experience significant price increases in 2023, mirroring the trend observed across other hot beverage categories. While coffee remains a staple in Hungarian households, tea is often perceived as a seasonal beverage primarily…

India, a vast and diverse country, has seen leading players adapting to its rich tapestry by offering diverse products and tailored marketing strategies to meet the preferences of its consumers. Notably, Tata Consumer Products and Hindustan Unilever…

Tea experienced another year of positive, albeit modest growth, in retail volume terms in 2023, with demand exceeding pre-pandemic levels. Growth was boosted by the tendency of players to offer tea bags in more economical packaging, as well cut-price…

The growing interest in coffee has hampered retail tea demand in Ireland 2023. Slowdowns in 2021 and 2022 followed a small spike in retail volume growth, due to the restrictions on on-trade sales in the wake of the Coronavirus (COVID-19) crisis, in…

In recent years, green tea has seen high growth rates due to increasing awareness of its purported health benefits in an increasingly health conscious environment. However, local consumers are becoming increasingly interested in loose tea options,…

Tea is seeing a more sluggish performance than coffee, with retail volume sales remaining in negative figures and retail value barely managing to achieve a positive result. Foodservice volume, on the other hand, is seeing a healthier performance.…

Retail volume sales of tea are set to record a third consecutive year of decline in 2023, with sales expected to fall across most categories. This is due partly to the convenience trend, as consumers are choosing RTD tea as it is a more convenient…

In 2023, tea is expected to register further moderate volume growth with a slight decline in price growth in comparison with 2022. The tea culture is strongly developed in Kazakhstan and tea remains the most consumed hot drink by far due to the…

Tea bags continued to gain ground at the expense of loose tea at the retail and foodservice levels in Kenya in 2023. Visible across all categories and brand ranges, this trend was mainly reflective of increasing appreciation for the greater…

Tea edged towards stagnation in retail volume terms in 2023, in contrast to its more dynamic performance earlier in the review period. In general, Latvia is a coffee consuming country, meaning that tea has more of a niche presence. In addition, there…

Lithuania has a solid coffee-drinking culture, and its popularity far outweighs tea drinking. Traditionally, tea was normally consumed as an addition to the daily intake of hot drinks. However, its popularity waned across the review period as the…

On-trade volume sales for tea recorded double-digit growth in Malaysia for the second consecutive year in 2023, with a full recovery to pre-pandemic levels predicted for 2024. At the beginning of 2023 local consumers more fully returned to offices…

Tea in Mexico has maintained the image of being a natural and healthy product for years, and this was reinforced in recent years by the COVID-19 pandemic. According to Euromonitor International’s Voice of the Industry: Food and Nutrition survey in…

Tea has continued to record positive growth rates in volume terms in recent years, but has also seen declining sales in real value terms in Middle East and Africa. With consumers struggling in a difficult economic climate, many have been trading down…

Green tea continued to dominate hot drinks, seeing the best performance in 2023 with double-digit retail value growth. Green tea benefits from being a very popular hot drink in Morocco, and sales rose in 2023 as price-sensitive consumers switched…

It is reported that competition is increasing in tea in New Zealand, with small producers being particularly active in their competitive strategies. Whilst Jacobs Douwe Egberts NZ holds the strongest lead in company terms, the player’s Bell brand is…

Unilever Nigeria Plc maintains its stronghold in tea sales for 2023, primarily owing to its dominant share in black tea, the largest product area within tea. A household name, Lipton, has sustained its relevance through innovative strategies and…

In 2023, tea repeated its success from the previous year by yet again achieving a strong retail value growth rate and continuing on a path towards full recovery in retail volume terms following the negative impact of the COVID-19 crisis. Significant…

The resumption of cross-border trade with Sweden has continued to have a negative impact on sales of tea in Norway during 2023 with the category posting a steady decline in retail volume terms. The return of more consumers to the workplace,…