Tea has a strong presence in Indonesia, particularly due to the tradition of serving tea to guests - a custom that remains deeply ingrained in the local culture. This tradition ensures that demand for tea will remain stable over the long term.
Instant tea is expected to remain a niche category in Indonesia, limited by a small range of options and consumer preferences for steeping tea using bags or loose leaves. Steeped tea is widely perceived as superior in quality, offering greater opportunities for customisation in terms of sweetness and flavour, which further diminishes the appeal of pre-mixed granulated tea.
Many local artisan tea brands in Indonesia are successfully rebranding to resonate with Millennials and Gen Z, who are known to be drawn to novel experiences. These players are adopting a modern, edgy image, positioning themselves as attractive alternatives to coffee, especially in cafes.
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Understand the latest market trends and future growth opportunities for the Tea industry in Indonesia 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.
If you're in the Tea industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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