COMPETITIVE LANDSCAPE
Domestic specialists lead tea through heritage, pricing and deep expertise in fruit and herbal blends
Domestic companies occupied the top positions in the tea hierarchy in 2025, benefiting from effective pricing strategies, a dominant presence in the key fruit/herbal segment and superior understanding of traditional Romanian tastes and preferences. Laboratoarele Fares Biovital SRL maintained its leading position throughout the review period thanks to its commanding leadership in fruit/herbal tea, the largest category within tea.
Kalpo accelerates growth via capacity investment, segmented branding and digital expansion
Kalpo SRL was the most dynamic tea company in 2025, capitalising on its long tradition in tea production, local operations and recent investments in technology and manufacturing capacity. By upgrading its production facilities, the company has been able to improve efficiency, maintain consistent quality and support a broader and more differentiated product portfolio.
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Overview:
Understand the latest market trends and future growth opportunities for the Tea industry in Romania 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 Romania, 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 Romania 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 Romania?
- To what extent are health considerations impacting consumption of Tea in Romania?
- What are the traditional preferences in Tea in Romania? 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 Romania?
- Which are the leading brands in Tea in Romania?
- How are products distributed in Tea in Romania?
- 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 Romania - Category analysis
KEY DATA FINDINGS
Tea demand softens as coffee regains its social role and health positioning alone proves insufficient
Tea volume declines as it fails to become a mass everyday drink in a coffee-centric culture
Health-positioned green and herbal teas remain dynamic as wellbeing claims drive trading up
Tea expected to grow as consumption shifts from sickness relief to daily wellbeing rituals
Fruit and herbal teas will anchor innovation as domestic producers extend reach and platforms
Home-made and unpackaged herbal teas challenge packaged brands through price and perceived naturalness
Domestic specialists lead tea through heritage, pricing and deep expertise in fruit and herbal blends
Kalpo accelerates growth via capacity investment, segmented branding and digital expansion
Modern retailing dominates tea distribution as private label and wide assortments support affordability
E-commerce emerges as the most dynamic channel as producers and retailers build strong online ecosystems
Hot Drinks in Romania - Industry Overview
Hot drinks growth is constrained by cost-of-living pressures but supported by coffee’s entrenched role in daily life
KEY DATA FINDINGS
At-home café culture supports fresh beans while traditional ground coffee loses relevance
Health and wellbeing trends enhance the functional perception of coffee and sustain demand for fruit/herbal tea
Easing inflation and improving purchasing power are expected to support steady value and volume growth
Café culture and busier urban lifestyles will sustain on-trade hot drinks consumption
International players are set to retain leadership while premium tea specialists enrich the competitive landscape
Jacobs Douwe Egberts RO remains the leading hot drinks company in 2025
Cafea Fortuna emerges as the most dynamic top-five player thanks to local roots and wider distribution
Private label gains share as shoppers trade down and manufacturers increase promotional support
Modern grocery retailers consolidate their leadership as consumers seek low prices and promotions
E-commerce is the most dynamic channel as rapid-delivery partnerships scale up
Small local grocers retain relevance through proximity and personal relationships
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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