Discover the latest Germany tea market trends and how they are impacting the Tea Market Germany! Our German Tea Report 2023 is packed with valuable insights on consumer attitudes, Germany hot chocolate market size, market forecast and segmentation for the Germany hot chocolate market, and the impact of inflation. With this report, you’ll have the knowledge to stay ahead of the competition and keep your business growing!
Overview of the Tea Segment in Germany
According to Mintel’s tea in Germany market research, inflation is the main driver behind value growth, however volume sales will face a long-term struggle. As inflation drives up prices, tea and hot chocolate’s relative affordability, along with strong connections to comfort and wellbeing, suggest the categories are shielded from significant value cutbacks.
The high cost-of-living will fuel at-home consumption, thus boosting retail sales. Coupled with tea and hot chocolate’s associations as affordable treats, especially those with squeezed incomes will continue to purchase.
Germany Tea Market Analysis: What Consumers Want and Why
As the cost-of-living crisis persists, at-home drinking occasions increase, and consumers are switching to more economical options such as private labels. Meanwhile, brands have to provide added value, e.g. through functional benefits or sustainable and ethical resourcing, which is gaining relevance among consumers.
Mintel’s tea in Germany market research shows that consumer interest in healthy and comforting drinks is increasing with many Germans seeking teas that give them emotional benefits. Some are also interested in vitamin/mineral-fortified tea and protein-rich hot chocolate. Moreover, Germans are open to experimenting with flavours, e.g. dessert inspired. Beyond health-boosting infusions, consumers are interested in tea and hot chocolate with dessert-inspired flavours.
- Germany Tea Market Trends: 45% of German tea drinkers prefer teas that give them emotional benefits.
- German Market Hot Chocolate Consumer Behaviour: Sustainability efforts are increasing with 45% of Germans saying it is worth paying more for tea and hot chocolate products from socially responsible brands, e.g. brands that support tea-growing communities or cocoa farmers.
- Tea Market Germany Opportunities: 67% of Germans see tea as a good alternative to alcohol, offering a platform to German tea brands for innovation around ‘adult’ flavours.
Germany Hot Chocolate Market Opportunities
Mintel’s tea in Germany market research shows that tea and hot chocolate are seen as comfort drinks and mood boosters, as well as affordable, which is particularly relevant in times of uncertainty. Going forward, boosting tea and hot chocolate’s relaxation properties is crucial to Germany hot chocolate market growth.
Our experts’ tea in Germany market research has identified that value growth will be driven by a greater focus on functional benefits, flavour and format innovation, as well as ethical and sustainable offerings. German tea brands and German hot chocolate brands can tap into consumers’ interest in using tea as an alternative to alcohol and offer more adult flavours.
To discover more about the Tea Market Germany, read our Global Future of Tea Market Report 2022, or take a look at our extensive Tea Market Research.
Quickly Understand the Hot Drinks Market Germany
- Tea and Germany hot chocolate market drivers, e.g. inflation and the heightened role of emotional wellbeing.
- Consumption frequency and tea and hot chocolate drinking occasions.
- Consumers’ interest in different features of tea and hot chocolate, e.g. functional benefits, ethical and environmental qualities, and new formats and flavours.
- The impact of inflation on tea and hot chocolate purchases.
- Recent product launch activity, innovations, Germany hot chocolate market size, and share.
Covered in this Report
Products: Tea (black tea, green tea, plain or blended with other flavours), infusions (herbal/spice, fruit, rooibos infusions), hot chocolate drinks (hot chocolate powder that requires the addition of either milk or water), ready-to-drink teas/hot chocolate, stir-in spoons, cocoa and cocoa powder.
Brands: Twinings, Cupper, Zotter, Meßmer, Dropz, Waterdrop, Teekanne, Ostfriesische Tee Gesellschaft, East West Tea Company, and more.
Expert Insights into the Tea Segment in Germany
This report, written by Katrin Förster, Food & Drink Analyst, delivers in-depth commentary and analysis to highlight current Germany tea market trends, and adds expert context to the numbers.
In these uncertain times, relaxing and entertaining benefits will be crucial in driving growth in the tea segment in Germany.
Katrin Förster
Research Analyst – Food & Drink, Germany
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EXECUTIVE SUMMARY
- Key issues covered in this Report
- Market context
- Mintel predicts
- Opportunities
- The competitive landscape
- Graph 1: company retail market share of tea, by value and volume, 2021
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MARKET DRIVERS
- The German economy
- Graph 2: key economic data, in real terms, 2019-24
- Personal wellbeing and planetary health
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WHAT CONSUMERS WANT AND WHY
- Drinking habits of tea and hot chocolate
- Graph 3: frequency of drinking different types of tea at home or in the workplace, 2022
- Graph 4: frequency of drinking hot chocolate at home or in the workplace, 2022
- Graph 5: occasion when tea/hot chocolate is drunk, 2022
- Behaviours towards tea and hot chocolate
- Graph 6: behaviours related to tea, 2022
- Interest in innovation in tea and hot chocolate
- Graph 7: interest in select hot drinks concepts, 2022
- Attitudes towards tea and hot chocolate
- Graph 8: attitudes towards hot drinks, 2022
- Graph 9: agreement that private-label teas taste just as good as branded ones, by age, 2022
- Adjustments to tea purchase in case of financial hardship
- Graph 10: consumers who would switch to a cheaper tea brand if they had less money to spend on tea, by age, 2022
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LAUNCH ACTIVITY AND INNOVATION
- Graph 11: tea and hot chocolate launches, by brands vs own label, 2019-22
- Tea launch activity and innovation
- Graph 12: tea launches, by select claim categories, 2019-22
- Graph 13: tea launches, by ethical/environmental claims, 2019 vs 2022
- Hot chocolate launch activity and innovation
- Graph 14: hot chocolate launches, by top 10 claims, 2019-22
- Advertising and marketing activity
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MARKET SHARE
- Retail market share of tea and infusions, by value and volume, 2020-21
- Retail market share of hot chocolate, by value and volume, 2020-21
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MARKET SIZE, SEgmentation AND FORECAST
- Retail value and volume sales and forecast of tea & infusions, 2017-27
- Retail sales of tea and infusions, by segment, 2020-21
- Retail value and volume sales and forecast of hot chocolate, 2017-27
- Retail sales of hot chocolate, by segment, 2020-21
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Appendix – market size and central forecast methodology
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