COMPETITIVE LANDSCAPE
Twinings remains leading brand in fairly fragmented competitive landscape
In the fairly fragmented competitive landscape of tea in Italy, Pompadour Té Srl, with its brands Pompadour and Sir Winston, maintained a slim lead over Star - Stabilimento Alimentare SpA (Star Tea, Sogni d'Oro), Bonomelli Srl, and Loacker AG SpA. Despite this, Loacker AG SpA's Twinings brand (globally owned by Associated British Foods Plc), continued to lead overall.
Yogi Tea enjoys dynamic performance with wide range of fruit/herbal tea options
Yogi Tea GmbH, with its premium brand Yogi Tea, emerged as the most dynamic performer in terms of value growth within tea during the year. The company is focused exclusively on fruit/herbal tea, which experienced the fastest growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Tea industry in Italy 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 Italy, 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 Italy 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 Italy?
- To what extent are health considerations impacting consumption of Tea in Italy?
- What are the traditional preferences in Tea in Italy? 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 Italy?
- Which are the leading brands in Tea in Italy?
- How are products distributed in Tea in Italy?
- 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 Italy - Category analysis
KEY DATA FINDINGS
Health and wellness drives tea’s positive performance in Italy
Rising prices and healthy perception drive tea’s value sales
Green tea continues to rebound in 2025
Fruit/herbal tea remains dynamic performer, driven by health and wellness positioning
Fruit/herbal tea set to continue driving category sales forward
Vending offers expansion for tea producers in different packaging formats
Wellness and functionality to remain crucial growth drivers for tea
Twinings remains leading brand in fairly fragmented competitive landscape
Yogi Tea enjoys dynamic performance with wide range of fruit/herbal tea options
Supermarkets remains dominant with mix of affordability and quality
E-commerce makes gains with convenience, wide variety and competitive pricing
Hot Drinks in Italy - Industry Overview
Hot drinks continues to experience price challenges but premiumisation is evident
KEY DATA FINDINGS
Mixed performance for hot drinks but perceived healthier options attract consumers
Innovation focuses on sustainability in coffee
Rising preference for bean and pod formats impacts standard fresh ground coffee
Strong emphasis on wellness and functionality within tea
Convenience and health trends to drive future demand for hot drinks
Further innovation in sustainable packaging and sophisticated drinks solutions
At-home consumption of hot drinks set to further decline
Major coffee players retain overall lead of competitive landscape
Yogi Tea leverages health trends to record further dynamic growth
Supermarkets remains leading distribution channel, offering competitive private label
E-commerce and vending most dynamic channels from 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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