Tea is expected to maintain steady volume growth across both the off- and on-trade channel moving forward, with the product’s low prices and the widespread culture of tea drinking in the country set to provide a solid platform for further expansion in demand. However, the rate of growth will slow as the forecast period progresses, thanks to the approaching maturity of the category as well as rising competition from RTD options that are perceived as more convenient and are similarly ubiquitous in availability.
The only subcategory that is unlikely to register any positive off-trade volume growth is instant tea. This will be due largely to rising raw material and operational costs, which will render such products less attractive to manufacture.
Moving forward, tea players will continue to actively employ marketing activities to boost consumer-awareness of their products. One common strategy is the use of small ‘pop-up’ tents or kiosk in multi-venue roadshow in high traffic urban and suburban areas.
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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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