In 2025, tea in Peru moved in a narrow band between resilience and stagnation. Overall demand was constrained by weak purchasing power and accumulated price increases from recent years, which continued to weigh on household budgets. Consumers remained very price-sensitive and reacted strongly to unit price rises, favouring cheaper brands and larger, more economical pack sizes. At the same time, inflationary pressure on raw materials, packaging and logistics meant manufacturers had limited room t

Tea in Switzerland posted steady growth in retail volume and value terms over 2025. Whilst consumption of black tea is steadily decreasing, consumers are shifting toward fruit and herbal teas, with speciality and premium tea offerings gaining appeal. These healthier tea options are being consumed as part of self-care rituals and to support wellbeing.

Sales of tea are achieving low positive value growth and a sub-decimal decline in volume in Finland in 2025. This performance is due to rising unit prices and an element of premiumisation, meaning many consumers are exhibiting caution in their purchases. Regarding premiumisation, this can be seen with a movement towards health-positioned and functional options in tea. Indeed, health and wellness trends are most notable in tea when considering hot drinks overall, with local consumers shifting fro

In 2025, tea consumption in Norway remained relatively modest; however, retail value sales increased due to rising health and wellness trends. Consumers increasingly sought natural, functional, and organic options, particularly in fruit/herbal teas. This demand was bolstered by flavour innovations and new product launches from leading brands, including Twinings. Additionally, a rising interest in premium and indulgent teas contributed to sales growth, as some consumers preferred higher-quality i

Tea in Nigeria strengthened its performance in 2025 as stabilising inflation and moderated price increases created a more favourable consumption environment compared with the volatility of the previous year. Although rising production costs and currency depreciation continued to pressure unit prices, tea benefited from its entrenched role as an everyday beverage, widely consumed at breakfast, in offices, and during breaks throughout the day. Its positioning as an energising, refreshing, and rela

Over 2025, tea in Denmark is projected to see a moderate decline in retail volume sales and only a slight increase in retail current value sales. The rise in retail current value sales stems mainly from a moderately higher average unit price of tea. This is informed by price adjustments driven by global tea price rises, but also from consumers opting for better quality products while cutting back on consumption. Health-driven choices, the launch of new flavours and clean high-quality ingredients

Tea is seeing value sales rise, but volumes fall. Fruit/herbal tea is an exception, as it is seeing demand bolstered by the health and wellness trend. As a result, this category is seeing notable investment and the product offer is expanding.

Tea consumption has plateaued amid rising prices and supply issues in 2025. As a core staple hot beverage, tea drinking habits remains strong as it presents a comforting treat amid daily stresses. Preferences are evolving with warmer temperatures inspiring consumption of chilled teas and a growing interest in novelty lines and flavours. Instant tea shows strong growth potential aided by the rise of modern wellness-oriented innovations.

Tea continued to show strong momentum in 2025 as it remained deeply embedded in Egyptian daily life and social culture. Household consumption remained steady despite economic pressures, as tea is widely viewed as an affordable, essential beverage consumed at all times of the day. The category also benefited from consistent availability across both traditional and modern retail, with strong brand visibility reinforcing consumers’ trust in familiar labels. While inflation influenced purchasing beh

Tea faces stagnant demand in Lithuania with coffee continuing to dominate consumer preferences. Mass-market black teas from Dilmah and Lipton lead sales, while fruit/herbal tea shows greater resilience, particularly functional varieties used for immunity, digestion, and relaxation. Innovation is limited, although local manufacturers are expanding into specialised functional teas. Supermarkets remains the primary distribution channel, while pharmacies play a key role for functional herbal teas, r

In 2025, tea in Bulgaria saw several notable trends. Local consumers became increasingly frustrated by rising prices, and this discontent was compounded by ongoing pressure on the costs of essential inputs, particularly commodities. Players in the category had to strike a difficult balance between profitability and customer satisfaction. Opportunities for premiumisation narrowed, as higher input costs made it harder to persuade consumers to pay more for premium products, despite their continued

In 2025, tea sales in the Dominican Republic experienced positive growth, primarily fuelled by consumer interest in the health benefits of tea. Demand for herbal and fruit infusions is increasing as Dominicans become more aware of their functional properties, and this trend toward teas with targeted wellness benefits is expected to continue over the forecast period.

The main trends shaping tea in Ireland in 2025 reflected a challenging landscape for both consumers and industry players. Persistent high prices have led to consumer frustration, while rising commodity costs continue to squeeze margins, making the balancing act between affordability and profitability increasingly difficult. The scope for premiumisation is narrowing as further price hikes make it harder to encourage additional spending, despite ongoing consumer enthusiasm for wellness, indulgence

Latvia’s tea industry is shaped by an ageing consumer base and strong competition from coffee, which appeals to a broader demographic. Black tea remains dominant but is experiencing saturation and limited opportunities for innovation. Fruit and herbal teas benefit from health and wellness trends, particularly functional products linked to relaxation, immunity, and seasonal cold remedies. Supermarkets remains the central distribution channel, while discounters and e-commerce are gaining traction.

Tea recorded another year of positive development in 2025, supported by the continued expansion of health-conscious consumption and a growing appreciation for functional beverages. The broader wellness movement that intensified during the pandemic sustained its influence, with Uruguayan consumers increasingly choosing teas that promise digestive support, relaxation, immune benefits or natural remedies for everyday ailments. While tea has long been part of the Uruguayan household, 2025 saw a deep

There continues to be little thirst for tea in Costa Rica, with only minimal volume growth, and players frequently offering promotions to support volume sales. However green tea performs well, as consumers perceive it as being healthier. Over the forecast period, teas with functional benefits will perform better.

Tea remains a niche category in Estonia, constrained by a strong cultural preference for coffee and a gradually declining consumer base of older consumers. Fruit/ herbal teas remain especially popular, supported by seasonal demand and self-medication traditions, while premium teas appeal to a small, discerning audience. Convenience-driven products like black tea bags are gaining traction, alongside private label offerings such as Lidl’s Lord Nelson. Herbal and medicinal teas sold through pharmac

Tea in Hungary remained under pressure in 2025, even as inflation began to ease and retail pricing became more predictable compared with previous years. Tea culture in the country is relatively fragile, and many consumers still regard tea as an occasional remedy rather than a core element of daily hydration. This means that when prices rise or budgets tighten, tea is one of the first hot drinks categories to be reduced or replaced by alternatives such as coffee or flavoured water. Although unit

Although the tea market in Croatia remains mature and volume growth is modest, tea continues to perform well in value terms thanks to its strong health positioning and its role as an affordable indulgence amid economic uncertainty. The combination of sustained wellness trends, moderate premiumisation, and higher unit prices ensured that the category achieved another year of value growth in 2025.

Tea in Colombia continued to gain visibility in 2025, supported by a broadening consumer shift toward wellness, natural ingredients and functional benefits. Retail value sales increased, although at a slightly slower pace than the previous year, while volume sales strengthened as tea became more associated with everyday wellbeing. The category benefitted from rising consumer awareness of the health advantages attributed to tea infusions, particularly detoxification, relaxation, digestive support

Retail value sales of tea continued to grow in Turkey in 2025, rising sharply amid price increases. Volume growth was supported by the country’s cultural attachment to tea and robust domestic supply. Black tea remained the leading category, while the tea bag format drove growth, benefiting from convenience for home, work, or on-the-go consumption. Product diversification, innovative flavours, and new packaging formats drove growth in green and fruit/herbal teas. Key players drove dynamic growth

Tea continues to grow steadily in Bosnia and Herzegovina in 2025, supported by the health and wellness trend and rising consumer demand. Black tea remains the most popular and best performing category, while green teas and herbal/fruit teas benefit from their perceived health advantages. Going forward, overall market growth will remain limited due to negative demographic trends.

There is a sharp decline in retail volume sales in tea, though volume sales increase slight through foodservice channels. Continuing falling output from local tea estates, due to the ongoing Anglophone security crisis, continue to dampen supplies of black tea. Fruit/herbal tea fares better, registering overall volume growth, though this is from a low base. Fruit/herbal is also likely to perform best over the forecast period, as consumers appreciate its functional benefits.

Tea in South Africa is seeing rising retail value sales in 2025, underpinned by the everyday role of black tea and the strong cultural and health appeal of indigenous rooibos and honeybush. Fruit/herbal and green tea are driving growth, as brands and private label expand functional blends with botanicals such as ginger, moringa and CBD to meet growing demand for wellness-oriented beverages. Over the forecast period, both value and volume sales of tea are expected to increase, supported by cross-