Tea - Indian Consumer Report
Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Tea market, and the behaviours, preferences and habits of the consumer.
Mintel has the answers you’re looking for
What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Key points included
- Focus on new functional benefits for tea to drive growth in India
- Global retail market overview: tea and infusions, 2018
- Position tea as an aid to overall health management
What you need to know
India is one of the fastest growing tea markets
India is the largest tea market in the world by volume, even though per capita consumption is low at 0.48kg in 2017. Indian consumers are switching to packaged tea from loose tea, making the country's retail tea space one of the fastest growing in the world. Indians are now ready for value-added products alongside plain black tea.
Use promotions to drive value-added teas
As Indian consumers become more health-conscious and look for value-added tea, green tea consumption has garnered interest. Media coverage and ad campaigns have helped consumers associate green tea with health benefits, slimming in particular. This indicates Indians are ready for new tea benefits, but they need to be educated on them.
Look beyond energising claims for tea
Tea has always been seen as energising in India, but the scope for showcasing functional benefits has widened. With stress becoming a major health concern for Indian consumers, tea brands are starting to tackle more emotional and relaxation benefits.
Expert analysis from a specialist in the field
Written by Ranjana Sundaresan, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Tea in India means different things to different people, and this opens up opportunities to position the drink as much more than just an energising beverage. As Indian consumers become more exposed to different types of teas and infusions, and more aware of their functional benefits, there is tremendous scope for tea's numerous functionalities to be brought to the fore on pack. This includes functionalities such as relaxation and managing anxiety or stress to reinforce these benefits for consumers.
Food & Drink Analyst
What you get
This consumer report will tell you how major trends are affecting India and hone in on the regional differences, from socio-economic groups to demographics such as age, gender and household composition.
Mintel Indian Consumer provides a range of market information, explaining the key drivers behind the market and how global trends impact the Indian landscape.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues in the Indian market.
Mintel Indian Consumer provides key innovation insights from brands and manufacturers, and explores opportunities to learn both from the Indian market and abroad, as well as insight into what will resonate with consumers.
* This is a sample representation of the report layout and does not reflect the research included in this report.
Why buy from us?
Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.
Buy now and you'll have instant access to the information you need to make the right decisions.
Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.
A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.