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Market Insights
Europe is highly dependent on imports from producing countries, Poland and Germany being the top importers of tea. Based on the consumers’ obsession with health, the trend in Europe is moving away from black tea. Health-conscious consumers are often drawn to tea since tea is naturally laden with antioxidants, catechins, and epigallocatechin gallate (EGCG), all of which are positively linked with health benefits and disease prevention. Availability of substitutes, such as coffee and juices, etc. is likely to hinder the market growth in the years to come. Consumer preferences for tea-based beverages have been one of the key factors driving the growth of the market in Europe. The rise in the demand for healthier alternative beverages has been influencing the growth of the market. Well-established distribution channels offering a wide variety of new and innovative tea is expected to drive the demand for tea market in the years to come. Kenya, India, and China are some of the top suppliers of tea in Europe.
The European tea market is likely to register a CAGR of 2.6%, during the forecast period, 2019 - 2024. Over the years, the preference has been shifting from standard black tea to healthier options, like fruit and herbal tea, and green tea.
Market Segmentation
The vast tea industry in Europe is segmented on the basis of form, product type, distribution channel, and geography. Furthermore, tea is also segmented based on the production and processing into leaf tea, CTC, and others. Green tea accounted for a considerable market share due to the awareness about, and preference for, the health benefits associated with them. The herbal and flavored tea segment is expected to register maximum growth during the forecast period, 2019 - 2024.
Regional Analysis
Europe accounted for a considerable market share of the tea market, owing to the interest of specialty teas with special flavors and higher quality. North and Western Europe held for the majority of the tea market in Europe. In the United Kingdom itself, the fruit/herbal tea market witnessed an increasing growth at the cost of black tea. Germany, the United Kingdom, France, Poland, Netherlands, and Ireland are the major consuming countries in Europe. Consumers are looking for unique and high-quality tea experiences, which is expected to fuel the expansion of the market in this region. Green tea is the most consumed tea in Denmark, Belgium, and France.
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Key Developments
- September 2017 – Unilever acquired Pukka Herbs, which is one of the rapidly growing tea company, which is expanding across Europe and the United States.
Competitive Landscape
Product innovations and considerable investment in research and development have been the key strategies for the development of the tea market in Europe. Innovations in tea type and flavors due to changing consumer preferences have intensified the competition among the global players. Various global players are considering the taste and preferences of the consumers in order to influence the demand of regional consumers. The leading players in the European tea market are - Starbucks Corporation, Twinings, Tata Global Beverages, Unilever PLC among others.
Reasons to Purchase this Report
- Analyzing the outlook of the market with the recent trends and Porter’s five forces analysis
- Market dynamics, which essentially consider the factors, which are impelling the present market scenario, along with growth opportunities of the market in the years to come
- Market segmentation analysis, including qualitative and quantitative research, incorporating the impact of economic and non-economic aspects
- Regional and country-level analysis integrating the demand and supply forces that are influencing the growth of the market
- Competitive landscape involving the market share of major players, along with the key strategies adopted for development in the past five years
- Comprehensive company profiles covering the product offerings, key financial information, recent developments, SWOT analysis, and strategies employed by the major market players
- 3-month analyst support, along with the Market Estimate sheet (in excel)
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1. Introduction
1.1 Key Deliverables of the study
1.2 Study Assumptions
1.3 Market Definition
2. Research Approach and Methodology
2.1 Introduction
2.2 Research Designs
2.3 Study Timelines
2.4 Study Phases
2.4.1 Secondary Research
2.4.2 Discussion Guide
2.4.3 Market Engineering and Econometric Modeling
2.4.4 Expert Validation
3. Market Dynamics
3.1 Drivers
3.2 Restraints
3.3 Opportunities
3.4 Porter's Five Forces Analyses
3.4.1 Bargaining Power of Suppliers
3.4.2 Bargaining Power of Buyers
3.4.3 Threat of New Entrants
3.4.4 Threat of Substitute Products and Services
3.4.5 Degree of Competition
4. Market Segmentation
4.1 By Form
4.1.1 Leaf Tea
4.1.2 CTC Tea
4.1.3 Other Forms
4.2 By Product Type
4.2.1 Black Tea
4.2.2 Green Tea
4.2.3 Fermented Tea
4.2.4 Herbal Tea
4.2.5 Other Product Types
4.3 By Distribution Channel
4.3.1 Hypermarket/Supermarket
4.3.2 Specialist Retailers
4.3.3 Convenience Stores
4.3.4 Foodservice Channels
4.3.5 Other Distribution Channels
4.4 By Geography
4.4.1 Germany
4.4.2 United Kingdom
4.4.3 France
4.4.4 Spain
4.4.5 Italy
4.4.6 Russia
4.4.7 Rest of Europe
5. Competitive Landscape
5.1 Most Adopted Strategies
5.2 Most Active Companies
5.3 Market Share Analysis
6. Company Profiles
6.1 Unilever PLC
6.2 Dilmah
6.3 Hain Celestial Group Inc.
6.4 Tata Global Beverages
6.5 Twinings
6.6 The Republic of Tea
6.7 Starbucks Corporation
6.8 Mcleod Russel
6.9 James Finlay
6.10 Associated British Foods PLC
