Annual Tea, Malt and Other Hot Drinks Market Overview - International - 2014
This global annual market overview will provide you with an in-depth review of the key issues in the global tea, malt and other hot beverages market through 2013 as well as our forecast for what will happen in 2014 and beyond.
The tea category is growing strongly in several markets; however growth has mostly plateaued or is even contracting.
Tea is regarded as having potential on account of being a relatively affordable beverage, it is thought that the category can achieve value growth though pursuing premiumisation, functionality and convenience. Tea as a hot beverage is also facing a dim future in many markets as the tea drinking habit is not being taken up by younger consumers as readily as it was in the past. Increasing tea’s presence in the out of home channel is seen as a strategy to enliven the image of the drink and reach younger consumers.
Tea pods are a niche but growing segment in Western markets and offer the promise of value growth given their pricing relative to tea bags. While Unilever are regarded as the largest tea company globally, the UK is the only market amongst the top five tea markets in which they have a leadership position.
Local companies dominate the large tea markets of India, China, Turkey and Russia. As such competition is fragmented and the category may see some consolidation in coming years.
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