Retail volume demand for black tea is anticipated to continue to decline in Australia over the forecast period, although the category is expected to maintain its dominant share of volume sales of tea. The anticipated decline reflects evolving consumer preferences in tea, signalling that brands need to find novel avenues to bring new consumers into the category.
As the consumption of black tea is decreasing, a surge in the desire for distinctive tea experiences is expected, particularly amongst younger Australians. The emergence of this trend is encouraging players to introduce high-end and exotic flavours.
Similar to the trend in coffee, the demand for sustainability in tea production is continuing to gain momentum amongst Australian consumers. Both small and large tea companies are increasingly prioritising sustainability by adopting organic practices (free from pesticides), obtaining certifications such as Fairtrade, Rainforest Alliance, or B Corp, and eliminating the use of plastics.
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Understand the latest market trends and future growth opportunities for the Tea industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Tea
This is the aggregation of Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, and Other Tea.
See All of Our DefinitionsThis report originates from Passport, our Tea research and analysis database.
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