Market overview
share of tea market in the whole beverage segment
Global tea consumption is predicted to keep rising over the next decade, thanks to ‘robust demand’ in China, India and other emerging economies, according to the FAO. And it says tea’s health halo will be a ‘key driver’ of future growth around the world.
key exporters:
China
Sri Lanka
Kenya
India
UAE
Germany
Poland
UK
US
Japan
key importers:
key importers:
market value
US$ 13,847.4 m
market value projection
2022
US$ 14,844.4 m
2021
market value Projection
2024
US$ 21,847.4 m
4.0%
Y-o-Y growth
5.0%
CAGR
Global Tea Market Segments
by types of tea
Did you know that all types of tea are made from the same plant?
It’s called the Camellia sinesis plant.
There is an estimated 1,500 different types of tea
where do the different types of tea come from?
It’s the processing of the tea leaves that give it the uniqueness we associate with different teas. Most of the process comes down to oxidization.
The more oxidized the leaves, the darker the brew will be. So for black teas, the leaves are heavily oxidized, while green tea is less so.
rank the segments
tea packaging segments
On the basis of packaging type, the global tea packaging market is segmented into flexible and rigid tea packaging.
Flexible tea packaging is further sub segmented into stand up pouches such as foiled stand up pouches, foil gusseted bags, sachets, and paper stand up pouches.
Foil stand up pouches:
These pouches have gained popularity since last several years as they make an excellent choice for packaging loose leaf tea. The bottom gusset allows the bag to stand vertically. Found in different colors and sizes, these pouches are widely used for tea packaging. The aluminium foil provides a better sealing with zip lock making it ideal to pack loose tea.
rigid packaging
key importers:
These foil pouches are very popular for tea storage, and are available in many colors. You can find them in different types such as center seal gusseted bag,side seal gusseted bag, and quad seal bag. Side seal bags have seals up to the corners of the bag to give it a better base. They are made with ‘matte K seal’.
Foil stand up pouches:
Paper pouches: Found in various colors, these food packaging pouches have a square bottom which allows them to stand properly on shelves. As there is no provision of an airtight seal, the products have a short shelf life.
segment growing trends
competitive landscape
Add all the other alternatives to tea available
market
concentration
market dominated by 1-5 major players
consolidated
fragmented
highly competitive market without dominant player
key
players
top 10
ASSOCIATED BRITISH FOODS PLC. (ABF)
BARRY'S TEA LIMITED
HAIN CELESTIAL GROUP, INC
ITO EN, LTD
MCLEOD RUSSEL INDIA LIMITED
NESTLE S.A
TAETEA
TATA GLOBAL BEVERAGES
THE REPUBLIC OF TEA, INC
UNILEVER GROUP
competitive advantage of market leaders
he global tea market is highly competitive with strong competitors with a diversified product portfolio, leading to intense competition among the existing players. The leading players in the tea market enjoy a dominant presence across the region. Brand loyalty among the consumers gives these companies an upper edge.
The consumers in the market are craving new and innovative products to accommodate their personal life. Seeking opportunities in the trend, companies are constantly trying to offer the consumers new and innovative launches and specifically meeting their demands.
Key players have intensely embarked on the industry consolidation by leveraging their distribution network and entering partnerships with local distributors, especially in emerging economies, and developing new products.
covid and beyond 2022
impact on trade
impact on consumer trends
compare coffee & tea.
coffee went up, while tea was more impacted by the trade flow disrruption
factors impacting the global tea market
Global Tea Consumer Trends 2022
Global Tea Industry Drivers 2022
Global Tea Consumer Trends 2022
variety
Across the globe they are seeking for new and unique varieties in products.
flavour
They are looking forward for various blends and flavors in tea products such as lemon flavor, mint flavor, fruit flavor, chocolate flavor, and others.
wellness tea
Consumers continue to be more health-conscious, they're looking for beverages that can provide them with more than hydration. Living through a pandemic has made many people realize the importance of immunity-boosting food and beverages.
Plant-based foods and drinks, like tea, can be considered a wellness drink in and of itself. However, other wellness teas provide a blend of various teas to offer a specific benefit to the drinker. For example, a weight loss tea consists of multiple ingredients and teas to provide the drinker with healthy components to promote weight loss.
premium tea at home
As fewer people dined out during the pandemic to avoid crowds and spending too much money, the food and beverage industry went through a transition. As people rediscovered the joys of cooking and eating at home, these patterns will continue through 2021. During the pandemic, consumers were discovering premium tea for the first time as they continued to search for healthy beverages that were affordable luxuries.
Once consumers began steeping their tea at home instead of purchasing tea lattes at their local coffee shops, they decided it was time to expand their understanding of the wide variety of tea available.
Tea Industry Dynamics 2022
In order to attract more consumers, tea lounge are offering wide varieties of tea with different blends, colors and flavors, owing to drive the market growth during the forecast period.
retail trends
Increasing focus of consumers on health & wellness, and the percolating psychological need for people to unplug in exchange for human interaction is supporting tea-specific retail outlets worldwide.
customisation /specialisation
Increasing penetration of the tea cafe and lounge culture, especially in countries of Americas and Asia Pacific, which is further expected to drive the market growth in the near future.
Value returns
After losing ground during the pandemic, private label and value brands are set to make a comeback in 2022, according to Gary Stibel, founder and CEO of New England Consulting Group.
Labor continues to weigh on supply
After a year where striking workers at Frito-Lay, Mondelēz, Kellogg and other food CPGs were able to win contracts with more time off and improved wages, labor in general will emerge emboldened by these successes in 2022. This could lead to new rounds of contentious negotiations between companies and workers, as well as strikes, according to labor expert and Temple University professor Bryant Simon.
“I just don’t see the pressure to create better conditions abating anytime soon,” Simon said.
Opportunities for Strungi
for your brand?
for your product?
and customer segment?
Insights
three major trends affecting tea markets. These trends include:
(i) increasing competition from herbal teas;
(ii) demand for more variety in the traditional tea market; and
(iii) increasing demand for sustainably sourced products.
Demand for More Sustainably Produced Tea Is Growing and Could Help Address the Sector’s Challenges