PROSPECTS AND OPPORTUNITIES
Stable growth expected, with black tea bags leading the way
Tea has a strong presence in Indonesia, particularly due to the tradition of serving tea to guests - a custom that remains deeply ingrained in the local culture. This tradition ensures that demand for tea will remain stable over the long term.
Instant tea will struggle to gain traction
Instant tea is expected to remain a niche category in Indonesia, limited by a small range of options and consumer preferences for steeping tea using bags or loose leaves. Steeped tea is widely perceived as superior in quality, offering greater opportunities for customisation in terms of sweetness and flavour, which further diminishes the appeal of pre-mixed granulated tea.
Artisanal teas set to capture attention of younger audiences
Many local artisan tea brands in Indonesia are successfully rebranding to resonate with Millennials and Gen Z, who are known to be drawn to novel experiences. These players are adopting a modern, edgy image, positioning themselves as attractive alternatives to coffee, especially in cafes.
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Overview:
Understand the latest market trends and future growth opportunities for the Tea industry in Indonesia 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 Indonesia, 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 Indonesia 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 Indonesia?
- To what extent are health considerations impacting consumption of Tea in Indonesia?
- What are the traditional preferences in Tea in Indonesia? 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 Indonesia?
- Which are the leading brands in Tea in Indonesia?
- How are products distributed in Tea in Indonesia?
- 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 Indonesia - Category analysis
KEY DATA FINDINGS
Rising sugar prices have negative impact on black tea consumption
Green tea sees improved performance as consumers opt for perceived healthier alternatives
Brand loyalty and tradition drive Sariwangi and Sosro's dominance, although price is becoming a more important factor
Stable growth expected, with black tea bags leading the way
Instant tea will struggle to gain traction
Artisanal teas set to capture attention of younger audiences
Hot Drinks in Indonesia - Industry Overview
Hot drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for hot drinks?
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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