In 2025, Tunisia’s tea industry benefited from stabilised supply, reducing shortages and enabling private-sector participation. Rising consumer interest in herbal, fruit, and specialist teas increased demand, while small local grocers remained the main distribution channel. Health and wellness trends, awareness if product sourcing, and innovative offerings by players such as Phytokad Lab and returning brand Kamy are shaping consumption patterns across urban and rural areas.

Retail sales of tea in Slovenia grew strongly in current value terms in 2025, driven by health-conscious consumers and rising demand for functional and fruit/herbal teas. Žito doo maintained market leadership with its 1001 Cvet brand, while small players collectively showed the greatest dynamism by offering teas with added health benefits. Hypermarkets led volume sales due to the importance of planned household purchases, while retail e-commerce was the fastest-growing channel. Moving forward, i

Retail value sales of tea maintained healthy value sales in Uzbekistan in 2025, albeit at a lower rate of growth compared to the recent review period. Meanwhile, volume growth remained low and stable. Overall, tea benefits from traditional popularity in Uzbekistan, which supports robust baseline demand.

Value sales of tea maintained low positive growth in Serbia in 2025, albeit at a lower rate of growth than seen the previous year. Meanwhile, volume sales, while still in a negative performance, have improved slightly. This performance is due to price-sensitive consumers seeking discounts and promotions, as well as trading down, thus, to maintain consumption with lower-priced products.

In 2025, tea in Poland was impacted by rising prices, ongoing premiumisation, and strong health and wellness trends. Consumers increasingly sought functional, additive-free, and organic teas, with green, fruit-infused, and herbal varieties gaining popularity over traditional black tea. Discounters remained the main distribution channel, while health and beauty specialists and e-commerce supported access to niche, health-focused, and convenience-driven products. During the forecast period, Matcha

Although retail volume sales declined in 2025, current value sales increased, mainly due to rising retail prices across subcategories. On the one hand, tea remained a staple in most German households and continued to benefit from its healthy positioning, especially during colder seasons, as many local consumers use herbal teas to treat a cold. On the other hand, many cut back on their spending in order to save money.

Tea in the Philippines experienced increased retail value sales during 2025, driven by consistent consumer demand and tea's strong association with health benefits. Traditional black tea bags maintained their leading share, yet dynamic growth was observed in fruit/herbal tea and green tea, especially matcha, fuelled by wellness trends. Widespread promotional activity, including discounts and bundle offers in the dominant retail channel of supermarkets, and across rapidly expanding e-commerce pla

Improving economic conditions, including easing inflation and rising consumer confidence, are supporting growth in tea in Pakistan. As affordability improves, consumers are increasingly upgrading from loose, unbranded tea to packaged and branded options, particularly in urban areas, where factors such as hygiene, consistency, and health benefits are increasingly valued. Health-focused variants and expanding digital and modern retail channels are also creating new opportunities for growth.

Retail value sales of tea in Romania increased notably in 2025, but this value growth masks a continuation of volume decline as the high cost of living and post-pandemic lifestyle normalisation weighed on everyday tea consumption. On the one hand, rising energy, food and general living costs left many households more cautious about discretionary purchases and more inclined to prioritise beverages that deliver stronger perceived emotional or social returns, such as coffee. On the other hand, the

Tea sales grow in current value terms in 2025 but decline in retail volume terms. This polarised performance reflects the increase in prices seen in the market, with price sensitive shoppers under pressure to look for savings. While demand for healthier options such as fruit/herbal tea continued to grow in 2025 the category remains under the shadow of coffee, which is a significantly more popular category in Sweden. Moving forward players are expected to increase their focus on offering healthy

Tea in Slovakia performed positively in 2025 as several structural and short-term factors converged to support demand, even in an environment of elevated consumer frustration with rising prices. Cooler weather patterns across the main consumption months encouraged more frequent hot drink occasions at home, which benefitted tea as a relatively affordable, comforting option. At the same time, the introduction of the sugar tax on soft drinks and RTD teas made many ready-to-drink alternatives relati

Tea is seeing strong growth supported by its alignment with the prominent health and wellness trend. With the rise in consumer health consciousness playing such a key role in the category’s expansion, fruit/herbal tea and medicinal products are seeing particularly notable increases in demand.

Sales of tea rebound back into low positive growth in both value and volume terms in Ecuador in 2025, supported by the fact that tea is not facing the same inflationary pressures as coffee and cocoa.

Demand for tea in Guatemala is growing, driven by rising consumer interest in health and wellbeing. Green and herbal teas, particularly antioxidant-rich or medicinal varieties like camomile and ginger, are key drivers of this trend. Local brands are expanding functional and organic offerings, while companies like Supremo and Lipton innovate with indulgent flavours to broaden consumption occasions. Supermarket chains dominate distribution, supported by outlet expansion and promotions, though trad

Tea continues to be Kazakhstan’s most popular hot drink, but its maturity, especially in terms of black tea, dampens volume sales. Fruit/herbal tea registers the highest value and volume growth and this will continue into the forecast period. Consumers also remain price sensitive.

In 2025, growth of tea in Kenya was driven by rising consumer awareness of its health benefits, attractive prices, and product diversification. Black tea continued to dominate in terms of value and volume sales; however, there is growing demand for other types of teas, including green and herbal tea.

Growth in tea current value sales in Israel in 2025 was up moderately on 2024. This was primarily due to continued price hikes, though retail volume sales tipped back into positive territory after having declined consistently earlier in the review period. Like with coffee, overall demand was lifted by improvements in consumer confidence as inflationary pressures began to recede. Rising health-consciousness also supported the return to growth in volume terms, as tea in general has a comparatively

While coffee continues to be North Macedonia’s most popular hot drink, tea also registers some growth in 2025. Fruit/herbal tea continues to dominate. Over the forecast period, there will be stricter regulations and more awareness of environmental factors in terms of tea importing and labelling etc.

Tea is seeing a shift from black tea towards lighter products such as fruit/herbal tea, as well as an ongoing move towards making individual cups rather than large pots. Both these factors are serving to dampen volume sales. However, rising consumer health awareness and trends towards products such as matcha are boosting value sales in the category.

Tea in New Zealand experienced steady value growth in 2025, supported by elevated retail prices and by consumers’ ongoing preference for high-quality, ethically sourced blends. New Zealand’s full reliance on imported tea leaves meant domestic prices remained closely tied to fluctuations in global auctions, currency movement and freight costs, all of which remained volatile through the year. Even as broader food inflation began to ease, the cost structure for tea stayed elevated because of higher

Tea in Indonesia experienced retail value growth in 2025, largely driven by price increases due to rising costs and the prevalence of smaller, more affordable pack sizes, rather than volume expansion, due to saturation. Black tea saw significant success by engaging younger consumers through social media and offering innovative, health-focused, yet affordable options. Future growth anticipates a continued focus on smaller formats and youth engagement, alongside the boom in iced tea boosting sales

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