Consumption of tea and hot chocolate is near universal in Germany. Tea is drunk by 91% of Germans at home/in the workplace, and hot chocolate by 71%. This ubiquitous nature puts the pressure on brands to increase volume sales, with 2024 seeing a 1% volume decline in tea sales, for example.
Inflation has impacted both categories with prices of tea and cocoa powder some 17.6% and 42.3% higher, respectively, in July 2024 than in 2020. Tea retail sales reached €1.59bn in 2024 and hot chocolate sales reached a little over €273m as prices continued to increase. Maintaining high usage frequency in this environment is a challenge for brands.
Climate change remains a disruptor for both industries, as significant supply challenges impact established tea-growing regions – yet the opportunity for localism in lesser developed cultivation areas continues to appear. Climate challenges and price fluctuations also impact the cocoa sector.
Health is a highly important avenue for both tea and hot chocolate NPD. To remain future-proof, advocation for health and sustainability will appeal to conscious consumers.
Focusing on functional health and unique flavours would bode well for both categories. Hot chocolate launches from well-established chocolate brands has huge appeal.
Hannah Sandow, Associate Director – Food & Drink, Germany
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