Lipton Teas & Infusions in Hot Drinks

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This report comes in PPT.

Key Findings

Lipton is number one brand in tea in the world in value terms

For Lipton Teas & Infusions, Lipton is its flagship brand, driving most sales globally, with its core sales coming from black tea. Lipton ranks number one brand in tea globally, which puts the company in the top three hot drinks companies in the world.

Middle East and Africa, and Western Europe are the largest markets

The two regions together deliver around a half of the company’s sales, predominantly driven by Lipton. Turkey and Pakistan, thanks to large market size and above-average per capita consumption, are expected to be the largest contributors to the company’s forecast growth.

Lipton Teas & Infusions looks to drive growth in black tea

Black tea is the core area for the company, accounting for some 70% of annual sales. With a strong focus on black tea, approaching market maturity could create limitations. In 2023, Lipton Teas & Infusions launched a new marketing campaign for Lipton and invested in its popular British brand PG Tips, trying to refresh the conservative image of black tea and put value back into black tea by entering the premium segment.

Moving into higher growth areas with fruit/herbal teas

Realising the limitations that come with the maturity of black tea, Lipton Teas & Infusions is looking to diversify into areas of higher growth. The company has expanded into fruit/herbal teas with Lipton and smaller local brands, such as Pukka, Elephant, Saga, Tazo and others.

Shift in business model

In 2024, the company sold its tea estates in Kenya, Tanzania and Rwanda, and committed to concentrate on value-adding activities, such as brand management and global supply of consumer-ready products.

This report examines:

• Company share by region and sector
• Brand portfolio
• New product developments
• Marketing and distribution strategies

A detailed SWPT analysis of Lipton Teas & Infusions provides strategic intelligence on:

• Strengths and weaknesses
• Category and country opportunities for growth
• Challenges and threats from current competition and future prospects
• Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Hot Drinks research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.