COMPETITIVE LANDSCAPE
Flavour innovation and aggressive marketing drive Unilever's leadership in tea
Unilever Indonesia Tbk PT maintained its position as the leading company in tea in Indonesia in 2025 in retail value terms. This position was underpinned by a robust portfolio featuring prominent brands such as Sariwangi and Lipton, which are strong contenders in black tea bags, with Lipton also extending its reach into fruit/herbal tea and Sariwangi into green tea.
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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
Tea is saturated yet growing – players adapt with smaller packs and online reach
Price hikes drive value growth for tea amidst volume saturation
Affordability and youth engagement fuel success of black tea in Indonesia
Tea expected to see smaller packs and younger consumers in the forecast period
The evolving landscape of Indonesian tea consumption
Iced tea boom to fuel sales of loose black tea in Indonesia
Flavour innovation and aggressive marketing drive Unilever's leadership in tea
Small local grocers is dominant in tea distribution due to accessibility and credit
Product range and promotions fuel growth for retail e-commerce in tea
Hot Drinks in Indonesia - Industry Overview
Price hikes and innovation drive value growth in hot drinks amidst channel shifts
KEY DATA FINDINGS
Price rises and innovation drive value growth in hot drinks
Price hikes drive coffee value sales, while tea finds volume growth in health and convenience
Growing matcha consumption impacts hot drinks, led by younger demographics
Value growth to be driven by price hikes and innovation amidst maturity
Hot drinks brands to blend promotions and education for enhanced loyalty
Electric motorcycle charging at convenience stores to fuel growth in hot drinks
Leaders in hot drinks navigate intensifying competition
Innovation and distribution important for the top performers in hot drinks
Sachet sales and local access drive growth for small local grocers in hot drinks
Value and variety drive the rise of retail e-commerce in hot drinks
Café culture and affordable options drive dynamic shifts in coffee in foodservice
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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