COMPETITIVE LANDSCAPE
Karoulias streamlines product offer
With Lipton, Pukka and PG Tips in its portfolio, Karoulias is the category leader in tea in Greece. However, there is set to be a decline in the company’s market share in 2025 due to the discontinuation of some SKUs across Pukka and Lipton, leading to the shrinking of its product portfolio.
Expanding product offer and deeper retail penetration driving performances of most dynamic players
Markos Bagatzounis & Sons SA, with the El Greco brand, Yogi Tea and Kontzoglou, importer of the Loyd brand, are the set to be amongst best performing companies in tea in 2025. El Greco entered the retail channel towards the end of the review period and has been investing in its retail outlet penetration.
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Overview:
Understand the latest market trends and future growth opportunities for the Tea industry in Greece 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 Greece, 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 Greece 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 Greece?
- To what extent are health considerations impacting consumption of Tea in Greece?
- What are the traditional preferences in Tea in Greece? 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 Greece?
- Which are the leading brands in Tea in Greece?
- How are products distributed in Tea in Greece?
- 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 Greece - Category analysis
KEY DATA FINDINGS
Fruit/herbal tea stands out
Volumes hit by high temperatures and challenging economic conditions
Fruit/herbal tea set to avoid volume decline
Greeks to continue to prefer coffee
Limited demand for delivery
Health and wellness trend to support demand for fruit/herbal tea
Karoulias streamlines product offer
Expanding product offer and deeper retail penetration driving performances of most dynamic players
Supermarkets dominates sales
Supermarket chains driving e-commerce growth
Hot Drinks in Greece - Industry Overview
Hot drinks hit by price increases
KEY DATA FINDINGS
Rising costs driving up prices
Weather plays a key role
Affordability will remain key
Health and wellness to exert a strong influence, albeit tempered by price increases
Adapting to hotter weather
Nestlé dominates hot drinks sales
Strong demand for private label products
Fragmentation of coffee distribution
Discounters expanding on back of increased consumer price consciousness
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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