COMPETITIVE LANDSCAPE
Leão continues to dominate shelf space and off-trade value sales in tea
Leão Júnior (GBO The Coca-Cola Co) is projected to slightly increase its off-trade value share over 2025, to consolidate its dominance of tea in Brazil. The player offers the Leão brand, which leads across tea categories and accounts for approaching two thirds of off-trade value sales of tea overall.
Smaller players focus on smaller retailers
The owners of smaller brands have been mainly targeting specific retailers, such as small local grocers selling organic and “green” products. Customers in such premises tend to show a greater willingness to try out different tea products.
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Overview:
Understand the latest market trends and future growth opportunities for the Tea industry in Brazil 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 Brazil, 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 Brazil 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 Brazil?
- To what extent are health considerations impacting consumption of Tea in Brazil?
- What are the traditional preferences in Tea in Brazil? 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 Brazil?
- Which are the leading brands in Tea in Brazil?
- How are products distributed in Tea in Brazil?
- 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 Brazil - Category analysis
KEY DATA FINDINGS
Tea remains an underdeveloped category in Brazil
Healthier perception and innovation maintain an upward growth trajectory
More premium, functional variants drive retail value sales growth
Fruit/herbal tea to drive innovation and growth
New consumption occasions to be explored in tea
Local production to expand in Brazil
Leão continues to dominate shelf space and off-trade value sales in tea
Smaller players focus on smaller retailers
Large modern grocery retailers ensure a wide choice for consumers
Small local grocers remain important but face operating issues
Hot Drinks in Brazil - Industry Overview
Coffee continues to shape hot drinks in Brazil
KEY DATA FINDINGS
Inelastic consumption maintains positive retail volume growth trajectory for coffee despite rising prices
Convenience spurs fresh ground coffee pods while fresh coffee beans rides the quality wave
Health benefits spike interest in tea while there remains a habit of drinking chocolate milk
Positive outlook as coffee price rises slow
Premiumisation as a way to add dynamism to coffee
New consumption occasions to foster coffee demand
New product developments in the pod and instant formats in coffee
More consolidated competitive landscapes in tea and other hot drinks
Daily consumption favours physical retailers
Foodservice developments push higher on-trade volume sales growth in 2025
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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