COMPETITIVE LANDSCAPE
Cafés La Virginia’s leadership driven by diverse portfolio
In 2025, Cafés La Virginia maintained its leading position in the competitive landscape of tea in Argentina, leveraging its early mover advantage and a wide array of products and flavours under the La Virginia brand. The company's competitive pricing and extensive distribution network allows it to capitalise on local interest in tea, solidifying its position.
Former leader continues to lose ground to Cafés La Virginia
Former category leader Establecimiento Las Marías SACIFA continued to rank second in 2025, where its Taragüi lost further value share to La Virginia. Nevertheless, the company leverages the extensive distribution capabilities of its parent organisation to ensure broad availability across various retail channels, making its products easily accessible to consumers nationwide.
Twinings benefits from easing of import barriers
R & HL SA, the company responsible for importing Twinings for Associated British Foods Plc, benefited significantly from the reduced import barriers implemented by the libertarian government of Javier Milei. The appreciation of the peso against the US dollar further narrowed the price gap between imported and local brands, making Twinings more competitive in the local market.
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Overview:
Understand the latest market trends and future growth opportunities for the Tea industry in Argentina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Tea industry in Argentina, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Tea in Argentina report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Tea in Argentina?
- To what extent are health considerations impacting consumption of Tea in Argentina?
- What are the traditional preferences in Tea in Argentina? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Tea in Argentina?
- Which are the leading brands in Tea in Argentina?
- How are products distributed in Tea in Argentina?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Tea?
- Where is future growth expected to be most dynamic?
Tea in Argentina - Category analysis
KEY DATA FINDINGS
Improving performance with category benefiting from local production
Tea shows substantial rebound, driven by affordability and health awareness
Black tea rebounds due to affordability for budget-conscious consumers
Sales are set to increase, driven by both local and imported offerings
Specialists will enhance sales over the forecast period
Aligned with improving economic conditions, premium brands likely to gain ground
Cafés La Virginia’s leadership driven by diverse portfolio
Former leader continues to lose ground to Cafés La Virginia
Twinings benefits from easing of import barriers
Supermarkets and hypermarkets dominate tea distribution with extensive networks
The growing penetration of retail e-commerce helps expand visibility
Hot Drinks in Argentina - Industry Overview
Mixed performance for hot drinks in Argentina
KEY DATA FINDINGS
Improving economic outlook but many consumers remain cautious with spending
Further price rises hinder stronger volume performance by some hot drinks
National drink yerba mate drives demand for other hot drinks
Coffee thrives in foodservice while still struggling via retail
Positive outlook in line with Argentina’s improving economy
Rise in health-conscious attitudes and labelling laws to inform new product development
Further weather fluctuations likely to present several threats
Nestlé Argentina retains lead of fairly consolidated competitive landscape
Local player records dynamic growth through marketing investment and retail expansion
Wide network of supermarkets drives distribution but small local grocers still appeal
Convenience of e-commerce drives further share gain
Foodservice vs retail split
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Tea
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- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
Tea
This is the aggregation of Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, and Other Tea.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Tea research and analysis database.
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