After seeing minimal retail volume growth in 2023, tea is set to return to far stronger volume growth in 2024, thanks to a combination of factors, including growing consumer interest in healthier, more natural options, the strengthening of the wellness culture, and continued innovation in flavours and formats. There is increasing demand for teas made with organic and functional ingredients, alongside the expanding presence of products such as bubble teas and matcha-based beverages. The main oppo

Premium tea is rapidly gaining popularity in Pakistan due to rising consumer demand for green tea, herbal tea, and specialty blends. Premium tea products are gaining appeal on the back of health benefits and soothing properties which appeals to consumers seeking to enhance health and wellbeing. With the growth of Tapal green tea, and the addition of flavoured green teas like jasmine, mango, and cinnamon green tea, there is steady stream of product innovation in premium tea. Lipton Green and herb

Slovenian consumers remain highly health conscious, a trend which accelerated during the COVID-19 pandemic. This is resulting in stable demand for tea overall and strong growth rates for fruit/traditional and medicinal teas in 2024. The frequent introduction of new tea flavours and growing presence of functional teas are also supporting sales of tea in the year. Consumers are interested in herbal teas that offer specific health benefits, such as teas for digestion, relaxation and other ailments.

Green tea continues to dominate tea in Uzbekistan, accounting for more than two-thirds of retail value sales in 2024. Moreover, this figure increased slightly over the course of the review period. In retail volume terms, the share of green tea was almost four-fifths. Green tea, particularly the gunpowder variety, is deeply rooted in historical consumer preferences, with tea playing a central role in social gatherings, fostering community and connection. It remains central to Uzbekistani daily li

Retail volume sales of tea in Serbia continue to decline in 2024 as a result of price increases and a decline in disposable income. In addition, as consumers return to their pre-pandemic lifestyles, spending more time outside their homes and frequenting on-trade establishments, there is a notable decrease in at-home tea consumption. This trend has notably contributed to the growth of foodservice sales in 2024.

Volume sales of tea continued to be low in Dominican Republican in 2024. However, tea registered healthy volume growth in what is an immature product area, with plenty of room for growth. Though tea is generally more expensive than coffee in Dominican Republic, price increases were lower for tea than coffee or cocoa-based drinks in 2024 and this also supported volume growth.

Tea continued to be Kenya’s most popular hot drink in 2024 and also registered the highest volume growth. Black tea continued to dominate in terms of value and volume sales and registered the highest volume growth among all teas. However, there is growing demand for other types of teas, including Rooibos (other tea), as well as green and herbal tea, and these registered higher value growth than black tea, as they are generally more expensive. The growing demand for other tea, as well as fruit/he

Wissotzky Tea (Israel) Ltd. continues to lead the Israeli tea market with its flagship Wissotzky brand. The company has maintained this dominant position through frequent product innovations, particularly in flavour varieties, and active promotional efforts. Its extensive distribution network across the country, combined with a strong presence in retail e-commerce, has further solidified its market leadership.

In 2024, Tunisia has continued to face a significant shortage of green tea, mirroring the challenges encountered in other tea categories like loose black tea. The root cause of this issue lies in the monopoly of tea imports and distribution by the Office du Commerce de la Tunisie (OCT), which has been grappling with severe financial difficulties since 2023. These fiscal constraints have hindered the OCT’s ability to ensure a consistent supply of green tea to both modern and traditional grocery r

Green tea has continued to solidify its position as the most popular and dynamic hot drink in Morocco, benefiting from its affordability and widespread appeal. Amid economic pressures, price-sensitive consumers have increasingly turned to green tea as a cheaper alternative to other hot drinks, further boosting its volume sales. The market's vibrancy is driven by the presence of over 250 brands, all imported, which has created intense competition. Players have relied on price reductions, frequent

Tea has witnessed a resurgence in demand in 2024 as average unit prices have stabilised, prompting a recovery in sales growth. The remarkable diversity in tea offerings, spanning various origins, types, flavours, health benefits, and price ranges, has continued to attract a wide audience. Swiss consumers have shown heightened interest in exotic tea flavours and those incorporating superfood ingredients, with brands like Cupper, Pukka, and Yogi Tea playing a significant role in driving demand for

While tea and in particular black tea continues to be Kazakhstan’s most popular hot drink, volume growth is expected to be marginal in 2024. Continuing price hikes dampen volume sales. Also, black tea is a highly mature product area with little room for further growth. In addition, the increasing popularity of coffee is also dampening volume sales. However, it is not all bad news for tea, with fruit/herbal, as well as green tea, expected to register healthy increases in volume sales in 2024.

Tea sales in Uruguay have experienced significant growth in total retail volume terms in 2024, driven by an increasingly positive perception of tea as a healthy beverage. While health consciousness has always been a defining trait of Uruguayan consumers, the pandemic has amplified this trend, prompting greater interest in the functional benefits offered by various tea varieties. Products claiming to enhance the immune system or provide calming effects have particularly resonated with consumers,

In 2024, retail value sales of tea in Lithuania rose by 2%, while retail volume growth recorded a decline of 2%, continuing a downtrend noted across the review period. A big challenge to tea sales is Lithuania’s popular, growing coffee-drinking culture, with coffee drinking far outweighing tea drinking. Traditionally, tea was consumed as an addition to the daily intake of hot drinks. However, its popularity waned across the review period as the coffee culture further expanded. Black tea has been

Tea has continued to experience stable consumer demand in North Macedonia in 2024, with robust performance largely driven by the other fruit/herbal tea category, which boasts the widest range of brands and products. This demand, coupled with moderate price increases, has resulted in solid retail sales price (rsp) value growth. While tea consumption remains less prominent than coffee among local consumers, health and wellness trends have significantly influenced purchasing behaviours, drawing att

Guatemalans have a long tradition of drinking coffee rather than tea. Local tea production is very limited, with the category depending largely on imports to supply domestic demand. This reliance on imports means that changes in the cost of raw materials and international logistics directly impact retail prices in the local market. Most consumers drink tea occasionally, usually to relieve colds or digestive problems. During the COVID-19 pandemic, tea was increasingly consumed by Guatemalans stay

Price sensitivity has proven to be the lowest for tea compared to any other category in non-alcoholic drinks in Cameroon. Tea consumption in Cameroon has generally taken a back seat to other hot drinks, including coffee, chocolate, and malted beverages. This dynamic has meant that most tea consumers in Cameroon prioritise the perceived value of tea rather than its cost. Locally produced black teas, such as CTE Tea, Tole Tea, and NTE Tea, are among the most affordable options, with an average pri

In 2024, retail value sales of tea saw an increase of 3% in Colombia, while retail volume growth remained positive at 1%. The key drivers of growth were green tea and fruit/herbal tea, while black tea saw a fall in retail volume sales. Areas such as green and herbal/fruit tea benefited from the perception of being healthier and natural, along with functional benefits that may offer. As such, ongoing trends focused on holistic wellbeing were positively influencing fruit/herbal teas, with holds th

In Costa Rica, imported tea brands such as Bigelow and Twinings have established themselves as symbols of premium quality, influencing the local tea landscape. To compete effectively, domestic brands like ManzaTe and Mondaisa have embraced innovation, introducing diverse and elaborate flavours to capture consumer interest. For instance, ManzaTe has launched unique offerings like matcha menta and black tea with a vanilla scent, presented in elegant packaging designed to elevate their appeal. Simi

In 2024, fruit/herbal tea experienced the strongest retail value growth. Canadian consumers are becoming increasingly attracted to teas that provide health benefits beyond simple hydration. Herbal teas, such as chamomile, peppermint, and ginger, have gained popularity due to their perceived wellness properties, including stress relief, digestive support, and immune system support. Furthermore, teas marketed as functional, including those enriched with vitamins, antioxidants, or adaptogens, appea

Demand for loose black tea in South Africa continues to decline in 2024, as increasing numbers of consumers shift to other formats or categories based on convenience. Traditionally, loose black tea was popular in the country, in part due to older demographics, who enjoyed the process of brewing one’s own tea. Growth was also supported by the value proposition of loose tea, which was comparatively cheaper compared to tea bags.

Tea is a staple beverage in Indonesia, with black tea, sweetened with sugar, being a popular choice among consumers. However, in 2024, the market for black tea, especially the loose variety, is expected to grow more modestly compared to 2023 due to significant price hikes. A sharp increase in sugar prices, driven by supply chain disruptions and adverse weather conditions affecting global sugar production, has made the beverage less affordable for many consumers.

In 2024, local tea producers in Georgia have consolidated their efforts to prioritise the production of organic tea. This initiative follows discussions that began in 2023 and has been facilitated by the German company Naturland, which oversees organic certification processes. The Association of Local Tea Producers has partnered with Naturland to promote the development of organic tea and advocate for fair trade practices. These collaborative efforts have set the foundation for an industry-wide

Tea sales in Estonia have continued their downward trajectory in 2024, reflecting the country’s strong cultural preference for coffee. This trend has been particularly pronounced over the review period, as tea consumption remains largely confined to an ageing demographic. With older generations forming the primary consumer base for tea, the natural attrition of this group has resulted in a diminishing market size. While volume sales have consistently declined, the impact has been somewhat mitiga