COMPETITIVE LANDSCAPE
Unilever stays out in front
Unilever Fima Lda, distributor of the Lipton brand in Portugal, is set to remain the leading player in the tea market in 2025, although it is expected to continue to lose share, particularly due to the strong performance of private label products. Despite this, Lipton is managing to sustain the positive value growth trajectory initiated in 2024, following several years of decline.
Private label leads growth while premium and functional brands gain traction
Private label has continued to record strong growth in 2025, capturing additional market share and consolidating its position in the mass market segment. This performance has been driven not only by private label’s more affordable pricing compared with manufacturers brands but also by an increasingly broad and sophisticated product offering, which extends beyond basic formats to include a variety of flavours, pack sizes, and functional attributes.
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Overview:
Understand the latest market trends and future growth opportunities for the Tea industry in Portugal 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 Portugal, 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 Portugal 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 Portugal?
- To what extent are health considerations impacting consumption of Tea in Portugal?
- What are the traditional preferences in Tea in Portugal? 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 Portugal?
- Which are the leading brands in Tea in Portugal?
- How are products distributed in Tea in Portugal?
- 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 Portugal - Category analysis
KEY DATA FINDINGS
Health and wellness trend supporting growth of tea
Tea benefiting from the health and wellness trend
Infusions lead tea market growth in 2025
Growing consumer awareness and product innovation set to sustain market expansion
Technological advances anticipated to fuel efficiency and sustainability in tea industry
Sustainability and functional ingredients driving new product developments over the coming years
Unilever stays out in front
Private label leads growth while premium and functional brands gain traction
Supermarkets maintains leadership
E-commerce is the most dynamic channel
Hot Drinks in Portugal - Industry Overview
Hot drinks expansion supported by health and wellness trend
KEY DATA FINDINGS
Growth despite challenges
Health and sustainability
Health and wellness to remain a key driver
Innovation needs to remain affordable
Expansion of foodservice sales
Nestlé Portugal remains the largest player in hot drinks despite increasing competition
Strong performance from private label
Supermarkets dominates retail sales of hot drinks
E-commerce expands strongly, while vending shows potential
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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