COMPETITIVE LANDSCAPE
Lipton Teas & Infusions Plant Based Ltd was the leading company in 2025 in tea due to strong brand equity and national distribution
Lipton Teas & Infusions Plant Based Ltd retained leadership in the tea category thanks to the widespread popularity of Lipton Yellow Label, a household staple with deep brand recognition across Nigeria. Its broad distribution network ensures visibility in both traditional and modern retail channels, supporting consistent household penetration.
Richmond and Top Tea were the most dynamic companies overall in 2025 due to affordability and flavour-driven differentiation
FMCG Distribution Ltd’s Richmond brand achieved strong momentum in 2025 as its competitively priced, mid-range offering expanded distribution, particularly through modern retailers. Richmond’s appeal lies in its flavour variety and novel presentation, including both round and square tea bag formats, which provide a sense of modernity and novelty.
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Overview:
Understand the latest market trends and future growth opportunities for the Tea industry in Nigeria 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 Nigeria, 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 Nigeria 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 Nigeria?
- To what extent are health considerations impacting consumption of Tea in Nigeria?
- What are the traditional preferences in Tea in Nigeria? 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 Nigeria?
- Which are the leading brands in Tea in Nigeria?
- How are products distributed in Tea in Nigeria?
- 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 Nigeria - Category analysis
KEY DATA FINDINGS
Tea gains momentum as affordability, wellness appeal, and entrenched consumption habits support demand
Retail value sales of tea increased in 2025 as moderated inflation supported improved affordability
Black tea bags was the most dynamic category in 2025 due to its essential role and affordability
Retail value sales of tea are expected to rise over the forecast period as population growth and improved spending power lift demand
Innovation in flavours, formats, and instant tea will expand consumer engagement
Health-focused and natural formulations will strengthen appeal in a market shaped by wellness trends
Lipton Teas & Infusions Plant Based Ltd was the leading company in 2025 in tea due to strong brand equity and national distribution
Richmond and Top Tea were the most dynamic companies overall in 2025 due to affordability and flavour-driven differentiation
Small local grocers was the leading distribution channel within tea in 2025 due to sachet popularity and neighbourhood convenience
Supermarkets was the most dynamic distribution channel in 2025 as expansion and assortment depth enhanced appeal
Hot Drinks in Nigeria - Industry Overview
Hot drinks navigate affordability pressures while essentiality and adaptability sustain demand
KEY DATA FINDINGS
Manufacturers prioritise affordability through smaller pack sizes and cost-saving mixes
Weak interest in premium wellness limits innovation and favours functional, affordable nutrition
Currency pressure constrains import-heavy categories while local tea and coffee players gain traction
Hot drinks set to benefit from population growth, economic improvement, and rising workplace consumption
Innovation and brand rejuvenation to accelerate as economic stability improves
Distribution expansion, digitalisation, and modern grocery growth will reshape market reach
Nestlé Nigeria strengthens its leadership through brand equity, distribution depth, and accessible innovation
Promasidor Nigeria emerges as the most dynamic player through aggressive affordability and flavour variety
Local players gain visibility as imported niche segments stagnate and consumers explore domestic alternatives
Small local grocers remain the leading distribution channel due to proximity and strong demand for small pack sizes
Supermarkets record the strongest dynamism as assortments expand and proximity improves
E-commerce experiences gradual adoption as consumers value convenience but still prefer physical shopping
Foodservice remains a small but steadily evolving channel as café culture expands and premium experiences gain relevance
On-trade outperforms off-trade in 2025 as affluent consumers sustain demand amid economic pressures
Retail remains the dominant channel as affordability, convenience, and daily consumption habits steer purchasing behaviour
COUNTRY REPORTS 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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