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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. Ranjana Sundaresan
Food & Drink Analyst

What you get

What's included

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Table of contents

  1. executive summary

    • key trends

      • Key drivers
      • Global trends and how they are playing out in India
    • Consumer insights

      • Increasing tea consumption occasions
      • Functional benefits of tea
      • Driving the consumption of iced tea
    • market application

      • Opportunities
      • Who's innovating
      • Global innovators
    • appendix

      • MINTEL Indian consumer - OTHER REPORTS AVAILABLE