Europe Tea Market Outlook, 2028

Tea was introduced to Europe in the 17th century, primarily through trade with countries like China and later India. The Portuguese and the Dutch were among the first to import tea to Europe, and it quickly gained popularity among the elite due to its exotic nature and perceived health benefits. Tea's popularity surged during the 18th century, especially in countries like England, France, and Russia. Tea became a fashionable beverage, particularly among the upper classes. Tea drinking was associated with refinement, social gatherings, and elegant tea ceremonies. Tea became an integral part of social customs, influencing daily rituals and creating new social spaces. The tradition of afternoon tea, popularized by Anna, the Duchess of Bedford in the early 19th century, became a significant social event. It included tea served with delicate pastries, sandwiches, and scones, providing an opportunity for socializing and networking. Tea houses and parlors emerged across Europe, offering spaces for people to socialize over tea. These places were not only for enjoying tea but also for discussions, entertainment, and cultural exchange. Tea became a symbol of sophistication and leisure. European tastes for tea diversified over time. Black tea became the primary choice, but herbal infusions, green tea, and blends with various flavors also gained popularity. There is a growing demand for teas that offer specific health benefits, such as teas promoting relaxation, aiding sleep, boosting immunity, aiding digestion, or providing energy. Functional teas that incorporate additional herbs, spices, or adaptogens to address specific health needs have gained popularity. Younger consumers, particularly Millennials and Generation Z, are increasingly interested in exploring new and diverse flavors and experiences. They are often drawn to the specialty and artisanal tea market, seeking authenticity and uniqueness in their beverage choices.

According to the research report "Europe Tea Market Outlook, 2028," published by Bonafide Research, the Europe Tea market is anticipated to add USD 6 Billion from 2023 to 2028. There's a growing emphasis on sustainability and ethical sourcing within the tea industry. Consumers are more conscious of the environmental impact of their purchases, favoring teas that are sustainably and ethically sourced. This includes organic, fair trade, and environmentally friendly production methods. Innovative tea blends and flavored teas continue to attract consumers. Blends that incorporate various herbs, spices, fruits, and floral notes offer unique and diverse taste experiences. Fruit-infused teas, floral blends, and unique flavor combinations are gaining traction. Convenience is a driving factor in the tea market. Ready-to-drink tea options, including bottled or canned teas, are increasingly popular. These convenient formats cater to busy lifestyles and offer on-the-go consumption options. Innovative brewing equipment and teaware are becoming a trend. Consumers are interested in unique teapots, infusers, and tea-serving accessories that enhance the tea-drinking experience. Tea's beneficial properties are being incorporated into beauty and wellness products. Skincare, haircare, and other wellness items often contain tea extracts due to their antioxidant and anti-inflammatory properties. Teas infused with ingredients like green tea, ginseng, or guarana, aimed at providing an energy boost and enhancing focus, are becoming popular choices among consumers seeking natural alternatives to caffeinated beverages.

According to the report, the countries covered in this report Germany, United Kingdom, France, Italy, Spain and Russia. The Russia is the largest market in Europe. Russia ranks among the top five countries with the highest global tea consumption per capita. Tea is consumed throughout the day, with a preference for strong black teas. This high consumption volume contributes significantly to Russia's leading position in the European market. The Russian market favours black teas, particularly robust and strong varieties. The affinity for black tea, often brewed to be strong and robust, has a significant influence on the country's tea preferences. Tea holds cultural significance in Russian society. It's not just a beverage but a part of social gatherings, family moments, and hospitality customs. The concept of "Russian tea-drinking" goes beyond the beverage itself to encompass the rituals and traditions associated with tea consumption. In Russia, tea is not limited to specific occasions but is consumed throughout the day. It's common to have tea in social settings, at home, at work, and during leisure times, contributing to high and consistent consumption. Russia shares borders with major tea-producing countries like China, India, and Sri Lanka. This proximity facilitates trade routes and supply chains, allowing for relatively easy access to a wide range of tea varieties and ensuring a consistent supply of tea to the Russian market.

Based on the Tea Type, which includes Green Tea, Black Tea, Oolong Tea, Herbal Tea and White Tea. Among them, Black Tea is leading the market. Black tea has a deep-rooted historical presence in European cultures. It was the earliest and most widely adopted type of tea in the region, establishing a strong traditional preference for black tea. Black tea is readily available in a multitude of varieties, brands, and flavors across Europe. Its availability in both loose-leaf and teabag formats, as well as different blends, appeals to a broad consumer base. Black tea is associated with specific customs and cultural rituals in European countries. For instance, in countries like England and Ireland, the daily practice of tea consumption is integral to social and cultural norms. Though not as extensively promoted for health benefits as green or herbal teas, black tea is still associated with certain health properties due to its antioxidants and potential cardiovascular benefits. European countries have a long-standing culture of tea consumption, with tea being an essential part of social gatherings, afternoon tea ceremonies, and daily routines, further solidifying the prominence of black tea. Black tea is often considered a thoughtful and versatile gift, leading to its higher sales during festive seasons, contributing to its market dominance. Black tea, particularly specific blends and brands, sometimes receives endorsements from celebrities, influencing its popularity among certain consumer segments.

Europe tea market based on application the market is segmented into residential and commercial. The commercial segment encompasses a wide range of establishments including hotels, restaurants, and catering services. These industries consistently serve tea to customers, and the rising demand in the hospitality sector contributes significantly to the growth of the commercial tea market. Many workplaces offer tea as a beverage choice, reflecting a growing emphasis on wellness. Employers are increasingly providing tea options to cater to employee preferences for healthier beverages during work hours. The commercial segment is influenced by the inclusion of tea in events, catering services, conferences, and social gatherings, contributing to increased tea consumption in such settings. Many retail outlets, including supermarkets, convenience stores, and chain stores, play a vital role in driving tea consumption, offering a wide array of tea varieties, leading to the growth of the commercial segment. The growth of innovative tea-infused products and beverages, such as tea cocktails, mocktails, and culinary recipes, in the food and beverage industry contributes to the expansion of the commercial tea segment. Tea-related events and festivals that highlight different tea cultures, varieties, and experiences attract both businesses and consumers, fostering the growth of the commercial segment.

Supermarkets and hypermarkets have an extensive presence across Europe, offering a wide array of tea varieties, brands, and blends. They are easily accessible to a large consumer base, making them a popular choice for tea purchases. Supermarkets and hypermarkets have the advantage of bulk purchasing, which often allows them to offer competitive pricing and discounts, making them a cost-effective option for consumers. Supermarkets often promote and highlight different tea brands, utilizing shelf space to showcase a variety of options, making it easier for consumers to explore and compare various tea products. Supermarkets regularly run promotional offers, discounts, and sales events, attracting price-sensitive consumers and encouraging bulk tea purchases. Supermarkets and hypermarkets often tailor their tea assortments to match regional preferences and diverse consumer tastes, ensuring they cater to a wide range of customers. Supermarkets provide information and educational resources about tea, including its origins, brewing methods, health benefits, and flavor profiles, aiding consumers in making informed choices. Supermarkets provide information and educational resources about tea, including its origins, brewing methods, health benefits, and flavor profiles, aiding consumers in making informed choices. In Europe, several hypermarkets and supermarkets are popular for their tea selections due to their widespread presence, diverse offerings, and consumer popularity. Here are a few of the well-known ones Carrefour, Auchan, Tesco, Aldi, Sainsbury and many more.

Based on packaging market is bifurcated into paper boards, plastic, loose tea, aluminium tin and tea bags. Among them paper boards packaging type is predicted to lead the Europe tea market during the forecast period. Europe places a great emphasis on environmental conservation and sustainability. Paperboard packaging is frequently perceived as a more environmentally friendly option than plastic or other materials. It is biodegradable, recyclable, and manufactured primarily from renewable resources. This corresponds to the attitudes and tastes of European customers, who are becoming more concerned about their environmental impact. The demand for organic and natural products, including tea, has increased in the European market. This trend is complemented by paperboard packaging, which is viewed as a more natural and chemical-free solution. The packaging's eco-friendliness boosts the attraction of organic and natural teas. Paperboard packaging is frequently associated with a higher-quality and more natural product among European consumers. This notion can have a favourable impact on purchasing decisions and generate a sense of security in the product.

Companies Covered in this report:
Tata Consumer Products, Associated British Foods plc , The Hain Celestial Group, Inc., Starbucks Corporation, McLeod Russel India Ltd, Dilmah Ceylon Tea Company PLC, Lipton Teas and Infusions, Barry's Tea, Tim Hortons Inc., Harney & Sons , R.C. Bigelow, Inc.

Considered in this report:

• Geography: Europe
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report:

• Europe Tea market with its value and forecast along with its segments
• Country-wise Tea market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Country Covered in this report:

• Germany
• United Kingdom
• France
• Italy
• Spain
• Russia

By Tea Type

• Green Tea
• Black Tea
• Oolong Tea
• Herbal Tea
• White Tea

By application

• Residential
• Commercial

By Distribution Channel

• Supermarkets /Hyper markets
• Speciality stores
• Convenience stores
• Online

By Packaging Type:

• Paper Boards
• Plastic
• Loose Tea
• Aluminium Tin
• Tea Bags

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, and annual reports of companies, analyzing the government-generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers into regional aspects, tier aspects, age groups, and gender. Once we have primary data with us we started verifying the details obtained from secondary sources.

Intended audience:

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the Tea industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.

Make this report your own

Have queries/questions regarding a report

Take advantage of intelligence tailored to your business objective

Ask an Expert

Manmayi Raval

Research Consultant

Don’t pay for what you don’t need. Save 30%

Customise your report by selecting specific countries or regions

Specify Scope Now