Tea is expected to maintain fairly stable total volume sales in China in the forecast period, with growth in foodservice volumes, and slight decline in retail volumes. The marginal retail volume decline is set to be driven by notable falls in sales for green tea and instant tea, which are falling out of favour, with sales migrating to black tea, fruit/herbal tea, and other tea, all of which are projected to maintain dynamic growth rates moving forward.
Black tea is anticipated to maintain solid growth rates in both retail volume and current value terms in the forecast period. In terms of premium, more expensive teas, black tea is seeing increasing consumer interest in terroirs, flavours, origins, and sustainability.
Maintaining the trend seen in 2023, food/drink/tobacco specialists is expected to remain the key distribution channel for retail sales of tea in the forecast period, as tea is highly fragmented across different regions of China. Tea specialists are also regarded as experience centres or places for socialising and tasting different teas.
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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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