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Tea and Other Hot Drinks - Europe - May 2011

The market includes tea, malt and other hot beverages. Tea includes all tea products to be consumed hot, fruit teas and infusions, tea substitutes, chai mixes. It includes bagged tea, but excludes tea filters.

Malt and other hot beverages include hot drinks whose primary component is chocolate, either in powdered or solid form (hot chocolate, cocoa), malted drinks, corn and oat beverages and milk-based hot drinks.

Specific GMN definitions are included below. Seasonings are not included. Please note that for individual countries, the scope in terms of segmentation or distribution may differ depending on which source data are available.

  • Austria: This market covers consumption of green tea, black tea, herbal tea and fruit tea. Market value and volume is based on retail and non-retail sales; values are at retail prices.
  • Belgium: This report covers black, green and fruit and herbal tea. Market size is based on retail and non-retail sales; values are at retail prices.
  • Czech Republic: This report covers fruit tea, black tea, herbal and green tea. Market volume is based on total consumption. Market value is based on total sales.
  • Denmark: This report covers black, green, fruit and herbal tea. Market size is based on retail and non-retail sales; values are at retail prices.
  • France: This report covers retail sales of black tea, green tea, speciality tea, flavoured black tea, dietetic tea, other tea, natural infusions, healthy infusions, flavoured infusions, dietetic infusions, other infusions and non-retail sales of tea and infusions.
  • Germany: This market covers herbal and fruit, green and black tea. Market size is based on retail and non-retail sales; values are at retail prices.
  • Greece: This market covers retail sales of black tea and green tea and non-retail sales of all tea. Market size is based on retail and non-retail sales; values are at retail prices.
  • Hungary: This market covers fruit tea, black tea, black flavoured tea, herbal and green tea. Market size is based on retail and non-retail sales; values are at retail prices.
  • Italy: This market covers black, green and flavoured tea. Market size by value and volume is based on total retail and non-retail sales.
  • Netherlands: This market covers pure black, fruited black, green and herbal blend tea. Market size is based on retail and non-retail sales; values are at retail prices.
  • Norway: This market covers retail sales of Earl Grey tea, black tea, green tea, instant tea, herbal tea and non-retail sales. Market size is based on retail and non-retail sales; values are at retail prices.
  • Poland: This market covers all retail sales of black, fruit, herbal, green, red and other (fruit-herbal, functional, white tea, mixed tea) and non-retail sales of tea. Market size is based on retail and non-retail sales; values are at retail prices.
  • Russia: This report covers black tea, green tea, herbal/fruit tea and others. Market size is based on retail and non-retail sales; values are at retail prices.
  • Slovak Republic: This market covers fruit, herbal, black, green and other tea. Market size is based on retail and non-retail sales; values are at retail prices.
  • Spain: This report covers black, green tea and fruit and herb infusions. Market size is based on retail and non-retail sales; values are at retail prices.
  • Sweden: The market covers black tea, fruit and aromatic tea and green tea. Market size is based on retail and non-retail sales; values are at retail prices.
  • UK: This market covers standard tea, fruit and herbal tea and green tea. Market size by value and volume is based on the total retail sales in the take home sector at retail prices.
  • Ukraine: This market covers black tea, green tea and others. Market size is based on the total (retail and non-retail) sales at retail prices. Market volume is based on consumption.

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Table of contents

  1. Introduction

      • Key points
        • Strength and weaknesses in brief
          • Strengths
            • Weaknesses
              • Definition
                • Consumer research
                  • Abbreviations
                  • Executive Summary

                      • The market
                        • A variable market
                            • Figure 1: Tea: Spend per capita in European countries outside the Big 5 (population), €, 2009
                          • Companies, brands and innovations
                            • Black tea leads despite strong innovation
                              • NPD slows down
                                • Figure 2: New product activity in tea, malt and other hot beverages, Europe, % share by country, 2010
                              • Market concentration is high
                                • The consumer
                                  • An older consumer base threatens further developments
                                    • Figure 3: Frequency of use of tea including herbal/fruit/green tea, by country, %, 2010
                                • European Market Size and Forecast

                                  • Key points
                                    • The Big 5
                                      • Value reported modest growth
                                        • Figure 4: Tea: Value in local currency, 2004-14
                                      • Volume sales are sluggish
                                        • Figure 5: Tea: Volume, 2004-14
                                        • Figure 6: Tea: Spend per capita (population), 2004-14
                                      • Other European countries
                                        • Value sales maintain growth
                                          • Figure 7: Tea: Value in local currency, other Western European countries, 2004-14
                                          • Figure 8: Tea: Value in local currency, 2004-14, Eastern European countries
                                        • Strong growth in volume sales in Eastern Europe
                                          • Figure 9: Tea: Volume, other Western European countries, 2004-14
                                          • Figure 10: Tea: Volume, Eastern European countries, 2004-14
                                          • Figure 11: Tea: Spend per capita (population), 2004-14
                                          • Figure 12: Tea: Spend per capita (population), 2004-14
                                      • Market Segmentation

                                        • Key points
                                          • The Big 5
                                            • France – Premium drives sales
                                              • Figure 13: France – Tea: Market segmentation, by volume, 2009
                                              • Figure 14: France – Tea: Market segmentation, by value, 2009
                                            • Germany – Innovation revitalises a stagnant market
                                              • Figure 15: Germany – Tea: Market segmentation, by volume, 2009
                                              • Figure 16: Germany – Tea: Market segmentation, by value, 2009
                                            • Italy – flavoured teas report the fastest growth
                                              • Figure 17: Italy – Tea: Market segmentation, by volume, 2009
                                              • Figure 18: Italy – Tea: Market segmentation, by value, 2009
                                            • Spain – Infusions are the most popular
                                              • Figure 19: Spain – Tea: Market segmentation, by volume, 2009
                                              • Figure 20: Spain – Tea: Market segmentation by value
                                            • UK – Standard tea dominates
                                              • Figure 21: UK – Tea: Market segmentation, by value, 2009-10
                                            • Other European countries
                                              • Austria
                                                • Figure 22: Austria – Tea: Market segmentation, by volume, 2009
                                                • Figure 23: Austria – Tea: Market segmentation, by value, 2009
                                              • Belgium
                                                • Figure 24: Belgium – Tea: Market segmentation, by volume, 2009
                                                • Figure 25: Belgium – Tea: Market segmentation, by value, 2009
                                              • Czech Republic
                                                • Figure 26: Czech Republic – Tea: Market segmentation, by volume, 2009
                                                • Figure 27: Czech Republic – Tea: Market segmentation, by value, 2009
                                              • Denmark
                                                • Figure 28: Denmark – Tea: Market segmentation, by volume, 2009
                                                • Figure 29: Denmark – Tea: Market segmentation, by value, 2009
                                              • Greece
                                                • Figure 30: Greece – Tea: Market segmentation, by volume, 2009
                                                • Figure 31: Greece – Tea: Market segmentation, by value, 2009
                                              • Hungary
                                                • Figure 32: Hungary – Tea: Market segmentation, by volume, 2009
                                                • Figure 33: Hungary – Tea: Market segmentation, by value, 2009
                                              • Netherlands
                                                • Figure 34: Netherlands – Tea: Market segmentation, by volume, 2009
                                                • Figure 35: Netherlands – Tea: Market segmentation, by value, 2009
                                              • Norway
                                                • Figure 36: Norway – Tea: Market segmentation, by volume, 2009
                                                • Figure 37: Norway – Tea: Market segmentation, by value, 2009
                                              • Poland
                                                • Figure 38: Poland – Tea: Market segmentation, by volume, 2009
                                                • Figure 39: Poland – Tea: Market segmentation, by value, 2009
                                              • Russia
                                                • Figure 40: Russia – Tea: Market segmentation, by volume, 2009
                                                • Figure 41: Russia – Tea: Market segmentation, by value, 2009
                                              • Slovak Republic
                                                • Figure 42: Slovak Republic – Tea: Market segmentation, by volume, 2009
                                                • Figure 43: Slovak Republic – Tea: Market segmentation, by value, 2009
                                              • Sweden
                                                • Figure 44: Sweden – Tea: Market segmentation, by volume, 2009
                                                • Figure 45: Sweden – Tea: Market segmentation, by value, 2009
                                              • Ukraine
                                                • Figure 46: Ukraine – Tea: Market segmentation, by volume, 2009
                                                • Figure 47: Ukraine – Tea: Market segmentation, by value, 2009
                                            • Companies and Product Innovation

                                              • Key points
                                                • Global NPD slowed down in 2010
                                                  • Figure 48: New product activity in tea, malt and other hot beverages, % share of global region, 2010
                                                • 2010, Boom of launches in France
                                                  • Figure 49: New product activity in tea, malt and other hot beverages, Europe, % share by country, 2010
                                                  • Figure 50: New product activity in tea, malt and other hot beverages, % Share by category, by country, Big 5, 2010
                                                • Key trends
                                                  • Figure 51: New product activity in tea, malt and other hot beverages, % share by top five claims in the Big 5 European countries, 2010
                                                • Organic and natural still strong but losing ground
                                                  • Ethical ranges are important in tea
                                                    • Innovation focuses on new flavours
                                                      • Functional claims still attract NPD
                                                        • The revival of loose tea
                                                          • France
                                                            • More NPD but low innovation
                                                                • Figure 52: New product activity in tea, malt and other hot beverages, % Share of new product launches, France, 2007-10
                                                                • Figure 53: New product activity in tea, malt and other hot beverages, % share by claim, France, top five, 2007-10
                                                              • Most innovative products in France
                                                                • Germany – Strong innovation to attract younger consumers
                                                                    • Figure 54: New product activity in tea, malt and other hot beverages, % Share of new product launches, Germany, 2007-10
                                                                    • Figure 55: New product activity in tea, malt and other hot beverages, % share by claim, Germany, top five, 2007-10
                                                                  • Most innovative products in Germany
                                                                    • Italy – More innovative ranges could revitalise sales
                                                                        • Figure 56: New product activity in tea, malt and other hot beverages, % Share of new product launches, Italy, 2007-10
                                                                        • Figure 57: New product activity in tea, malt and other hot beverages, % share by claim, Italy, top five, 2007-10
                                                                      • Most innovative products in Italy
                                                                        • Spain – Consumers turn to wellbeing ranges
                                                                          • Figure 58: New product activity in tea, malt and other hot beverages, % Share of new product launches, Spain, 2007-10
                                                                          • Figure 59: New product activity in tea, malt and other hot beverages, % share by claim, Spain, top five, 2007-10
                                                                        • Most innovative products
                                                                          • UK
                                                                              • Figure 60: New product activity in sauces and seasonings, % share of new product launches, UK, 2007-10
                                                                              • Figure 61: New product activity in tea, malt and other hot beverages, % share by claim, UK, top five, 2007-10
                                                                            • Most innovative products in the UK
                                                                            • The Consumer

                                                                              • Key points
                                                                                  • Figure 62: Frequency of use of tea including herbal/fruit/green tea, by country, 2010
                                                                                  • Figure 63: Frequency of use of standard tea, Germany and GB, 2010
                                                                                  • Figure 64: Frequency of use of herbal/fruit/green tea, Germany and GB, 2010
                                                                                  • Figure 65: Sort and types of tea including herbal/fruit/green tea use most often, by country, 2010
                                                                                  • Figure 66: Trends in types of tea including herbal/fruit/green tea drunk most often, Spain, 2008-10
                                                                                • Consumer profile by country – demographics
                                                                                  • France
                                                                                    • Germany
                                                                                      • Spain
                                                                                        • UK
                                                                                        • Appendix – Demographic Data

                                                                                            • Figure 67: Frequency of drinking tea including herbal/fruit/green tea, by demographics, France, 2010
                                                                                            • Figure 68: Frequency of use of tea including herbal/fruit/green tea, by demographics, Germany, 2010
                                                                                            • Figure 69: Frequency of drinking tea including Herbal/Fruit/Green tea, by demographics, Spain, 2010
                                                                                            • Figure 70: Frequency of use of tea including herbal/fruit/green tea, by demographics, GB, 2010
                                                                                            • Figure 71: Frequency of use of standard tea, by demographics, Germany, 2010
                                                                                            • Figure 72: Frequency of use of herbal/fruit/green tea, by demographics, Germany, 2010
                                                                                            • Figure 73: Frequency of use of standard tea, by demographics, GB, 2010
                                                                                            • Figure 74: Frequency of use of herbal/fruit/green tea, by demographics, GB, 2010
                                                                                            • Figure 75: Sort of tea including herbal/fruit/green tea use most often, by demographics, France, 2010
                                                                                            • Figure 76: Sort of tea including herbal/fruit/green tea use most often, by demographics, Germany, 2010
                                                                                            • Figure 77: Sort of tea including herbal/fruit/green tea use most often, by demographics, GB, 2010
                                                                                            • Figure 78: Frequency of use of other hot drinks, by demographics, GB, 2010
                                                                                        • Appendix – Lifestyle Data

                                                                                            • Figure 79: Agreement with lifestyle statements, by country, 2010
                                                                                            • .Figure 80: Trends in agreement with “It’s worth paying more for organic food”, by country, 2006-10
                                                                                            • Figure 81: Trends in agreement with “I am prepared to pay more for foods that don’t contain artificial additives”, by country, 2006-10
                                                                                            • Figure 82: Trends in agreement with “I should do a lot of more for my health”, by country, 2006-10
                                                                                            • Figure 83: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                            • Figure 84: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                            • Figure 85: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                            • Figure 86: Agreement with selected lifestyle statements, by demographics, GB, 2010

                                                                                        Companies Covered

                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                        Tea and Other Hot Drinks - Europe - May 2011

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