COMPETITIVE LANDSCAPE
Lipton remains leader, but competition from organic and private labels intensifies
Unilever Belgium, through its iconic Lipton brand, remain the leading player in tea in Belgium in 2025. Lipton has a strong presence across all major retailers and offers a wide range of traditional teas, including black and green teas, as well as flavoured options.
Private label benefits from amid high inflation
Private label plays a significant role in the category, and enjoyed notable dynamism by offering competitively priced teas and infusions. Many of these products are organic and feature modern packaging, allowing retailers to appeal to value-conscious consumers without compromising on quality or trend relevance.
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Overview:
Understand the latest market trends and future growth opportunities for the Tea industry in Belgium 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 Belgium, 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 Belgium 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 Belgium?
- To what extent are health considerations impacting consumption of Tea in Belgium?
- What are the traditional preferences in Tea in Belgium? 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 Belgium?
- Which are the leading brands in Tea in Belgium?
- How are products distributed in Tea in Belgium?
- 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 Belgium - Category analysis
KEY DATA FINDINGS
Tea sees modest growth as consumer preferences shift
Modest growth for tea in Belgium 2025
Fruit/herbal tea benefits from healthy profile and functionality
Stability predicted, but ongoing shift toward infusions likely
Functionality will remain the key driver of tea innovation
Iced tea and cold infusions offer scope for growth
Lipton remains leader, but competition from organic and private labels intensifies
Private label benefits from amid high inflation
Supermarkets and discounters remain the core distribution channels for tea in Belgium
Experienced-driven approach benefits small local grocers
Hot Drinks in Belgium - Industry Overview
Value growth reflects premiumisation and price rises
KEY DATA FINDINGS
Volume sales remain stable but stagnant, while current value sales register robust increase
Local consumers continue to enjoy hot drinks in their daily lives, despite price rises
Premiumisation trend continues apace in 2025
Value growth expected to remain steady and robust in the years ahead
Focus on personalisation and added value, likely as players vie for share
Landscape is one of incremental evolution, rather than transformation
Nestlé continues to lead overall sales thanks to widespread popularity of its key brands
Private label benefits from price consciousness in an inflationary environment
Modern grocery retailers remain the biggest distribution channels in 2025
Discounters enjoys notable dynamism thanks to quality of private label lines
Foodservice vs retail split
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Tea
-
- 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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