COMPETITIVE LANDSCAPE
Twinings remains the best-known tea brand, thanks to frequent new product launches to appeal to evolving trends
Haugen-Gruppen Oy is the leading company in tea in Finland, thanks to its extensive market presence and strategic partnerships, as it offers the well-known Twinings tea brand which also holds the overall top brand place. Twinings sees regular product developments and new launches to respond to ongoing trends, ensuring the brand remains relevant and front-of-mind for consumers.
Yorkshire Tea ensures strong growth for Sergejeff Oy Ab
Sergejeff Oy Ab is seeing the strongest company growth in 2025, despite only holding a marginal overall share. This player offers the Yorkshire Tea brand, which is a well-known traditional black tea offering a strong, balanced blend of 10-20 black teas from Africa and India, designed to taste good in all water types, including hard water.
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Overview:
Understand the latest market trends and future growth opportunities for the Tea industry in Finland 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 Finland, 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 Finland 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 Finland?
- To what extent are health considerations impacting consumption of Tea in Finland?
- What are the traditional preferences in Tea in Finland? 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 Finland?
- Which are the leading brands in Tea in Finland?
- How are products distributed in Tea in Finland?
- 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 Finland - Category analysis
KEY DATA FINDINGS
Sluggish sales of tea supported by niche premiumisation and consumer interest in health-focussed options
Local origins and seasonal varieties attract attention in tea
Fruit and herbal teas benefit from heathy image
Positive value sales ongoing, while volume will remain sluggish
Tea subscription services cited as a development of note
Local origin of ingredients and production will remain appealing to consumers
Twinings remains the best-known tea brand, thanks to frequent new product launches to appeal to evolving trends
Yorkshire Tea ensures strong growth for Sergejeff Oy Ab
Hypermarkets remain the most popular stores for convenience, variety, and special offers
Retail e-commerce continues its strong growth from a low base
Hot Drinks in Finland - Industry Overview
Robust value sales due to high prices, while volume growth falls into a negative decline
KEY DATA FINDINGS
Health and wellness trends strongly evident in tea
Sustainable credentials attract eco-aware consumers
Made in Finland Key Flag remains a key draw for consumers
Sales of hot drinks expected to normalise to flat-positive growth and value and volume rebalance
Sustainability trends and ethical credentials will remain important considerations
Health and wellness trends will drive new product developments
Gustav Paulig Oy Ab maintains lead of hot drinks thanks to robust portfolio in coffee
Little’s benefits from niche positioning in flavoured coffee
Hypermarkets and supermarkets benefit from wide assortments and frequent special offers
Retail e-commerce continues its strong growth from a low base
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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