A Year of Innovation in the Tea, Malt and Other Hot Drinks Market 2024
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Tea brands continue to focus on consumers' health needs, while ethical production, flavours and convenient formats continue to drive innovation. Mikolaj Kaczorowski, Innovation Analyst…

A Year of Innovation in the Tea, Malt and Other Hot Drinks Market 2024

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Report Summary

Explore the latest global tea and hot drink innovations across the market in 2024. Our global trends market report identifies the biggest launch activities, pivotal consumer attitudes and important advances of the year across regions like EMEA, APAC, and the Americas.

Tea and Hot Drinks Innovation  – EMEA

Green tea brands are increasingly specifying the type of green tea used to appeal to a more discerning consumer. Meanwhile, European tea drinkers are keen to broaden their tea horizons with more innovative tea flavours.

  • 87% of of tea consumers in Spain say they enjoy experimenting with other tea flavours.

Tea Market Innovation  – APAC

Tea brands in the APAC market are addressing consumers’ need for quick and convenient tea drinks, such as using tea bags. Ready to drink (RTD) tea brands are addressing consumers’ sugar concerns.

  • 45% of adults in China have made tea using tea bags several times a week or more in the last six months.

Tea and Hot Drinks Innovation – Americas

Innovation in tea in the United States is focused around meeting consumers’ needs for functional benefits. Ethical claims continue to grab a bigger share of launch activity, especially around sourcing and supporting charities.

  • 28% of tea consumers in the US are likely to look at a tea product if it has functional claims.

To discover more about the global tea and hot drinks market, read The Future of Tea 2024, or take a look at our extensive Tea Market Research.

Expert Analysis from an Innovation Specialist

This report, written by Mikolaj Kaczorowski, a leading innovation analyst, delivers in-depth commentary and analysis to highlight innovations in the global tea market and add expert context to the numbers.

Tea brands continue to focus on consumers’ health needs, while ethical production, flavours and convenient formats continue to drive innovation.

Mikolaj Kaczorowski, Innovation Analyst

Mikolaj Kaczorowski
Innovation Analyst

Table of Contents

    • What we have seen
    • Our pick of the most innovative launches in this review
    • Other innovative launches

    • Europe: brands are expanding their green tea offerings
    • Consumers are keen to explore the variety of green teas on offer
    • Matcha and sencha teas are making inroads into green tea launches in Europe
    • Graph 1: launches of tea with green tea as an ingredient, by share of ingredient, 2019-24
    • Green tea brands are tapping into consumer interest in more exotic green tea varieties
    • Europe: tea brands drum up excitement with flavour innovation
    • Consumers are keen to see new flavours from their favourite tea brands
    • Lemon and ginger feature prominently in tea launches
    • Brands put a fresh twist on tea flavours
    • The Middle East & Africa (MEA)
    • Tea brands highlight functional benefits
  2. Asia Pacific (APAC)

    • Asia: RTD tea brands strive to reduce sugar content
    • Many consumers in Asia deem sugar an unwelcome ingredient in RTD tea
    • Sugar-free claims grow in RTD tea launches in Asia
    • Graph 2: RTD (iced) tea launches, by share of sugar claims, 2019-24
    • RTD tea brands flag up sugar-free recipes
    • Asia: tea brands are responding to the convenience needs of time-pressed consumers
    • Consumers are looking for shortcuts to making their favourite brew
    • Loose tea launches are steadily declining in favour of more convenient formats
    • Graph 3: tea launches, by share of format, 2019-24
    • Quick-to-prepare formats cater to the health, dietary and convenience needs of consumers
    • Australia & New Zealand
    • Tea brands are doubling down on removing nasties
  3. the americas

    • North America: functionality remains a key theme in tea innovation
    • Consumers turn to tea for its functional benefits
    • Antioxidant claims lead functional tea and malt and other hot drink launches
    • Graph 4: tea, RTD tea and malt & other hot drink launches, by top five functional claims, 2023-24
    • Tea brands highlight functional benefits
    • North America: tea brands are responding to ethical concerns
    • Consumers care about how their tea is grown and processed
    • Brands are responding to consumer demand for ethical tea
    • Graph 5: tea launches, by share of select claims, 2019-24
    • Brands are sourcing ingredients from sustainable and fair trade farms
    • Latin America
    • Consumers are keen to get a better night’s sleep
    • Chamomile and lemongrass feature in tea launches that aid stress relief and sleep

About the report

This market report provides in-depth analysis and insight supported by a range of data. Explore a year of innovation in depth to know exactly what’s working.

The Consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Year of Innovation Sample Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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