Since the pandemic, there has been growing demand for tea with a healthier positioning and this demand will continue to be high over the forecast period. In response, the three main players, that is Tapal, Lipton and Vital have all recently launched teas with a healthier positioning, such as green tea, Rooibos tea, Turkish tea and varying herbal teas such as chamomile, as well as teas with local flavours, such as cardamom.
Significant volumes of tea are imported and the government is looking to increase local cultivation, where there is significant untapped potential, estimated at about 150,000 aces. The government is currently working with Chinese companies to cultivate tea along the Chinese border, in regions such as Mansehra, Swat and Malakand.
Younger generations are increasingly drinking tea and this generation in particular is cognisant of sustainability and protecting the environment. As a result, manufacturers may focus on innovations more in line with this growing consumer base.
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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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