COMPETITIVE LANDSCAPE
Fructus maintains lead as the strongest brand across black, fruit/herbal, and green tea
Fructus doo maintained its leading place in tea in 2025, being the only company holding a double-digit overall share. Its namesake Fructus brand leads tea overall, black tea, and fruit/herbal tea, while its Fructus Zeleni brand leads green tea.
Krüger enjoys dynamic growth to take first brand place in instant tea
Krüger GmbH & Co KG showed dynamic triple-digit value growth in 2025, with this trajectory rising from fast emergence of its namesake Krüger brand in instant tea. Indeed, in 2025, Krüger took over leadership from the previously dominant Fructus Instant Caj from Fructus doo in instant tea.
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Overview:
Understand the latest market trends and future growth opportunities for the Tea industry in Serbia 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 Serbia, 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 Serbia 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 Serbia?
- To what extent are health considerations impacting consumption of Tea in Serbia?
- What are the traditional preferences in Tea in Serbia? 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 Serbia?
- Which are the leading brands in Tea in Serbia?
- How are products distributed in Tea in Serbia?
- 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 Serbia - Category analysis
KEY DATA FINDINGS
Value sales of tea maintain low positive growth, while volume sales remain in a slump
Sales of tea continue to be challenged by seasonal demand, while more emergent categories support growth
Strong cultural tradition and health trends support the growth of herbal teas
Stronger sales of tea will continue to be challenged over the forecast period
Innovation expected in functional teas, with global trends likely to gradually influence further developments
Brand competition will remain price-focussed over the forecast period
Fructus maintains lead as the strongest brand across black, fruit/herbal, and green tea
Krüger enjoys dynamic growth to take first brand place in instant tea
Small local grocers continue to benefit from consumer demand for quick and frequent shopping trips
Retail e-commerce continues to emerge from a low base
Hot Drinks in Serbia - Industry Overview
Price-sensitive consumers seek discounts and promotions midst high prices for coffee and cocoa
KEY DATA FINDINGS
Market polarisation seen, with elements of premiumisation continuing
Sustainability continues to rise as a key trend, affecting packaging formats
Convenience and demand for on-the-go consumption boost interest in hot drinks pods
Retail volume sales of hot drinks expected to return to sub-decimal growth, although competition from foodservice may rise
Price sensitivity will continue to affect consumer behaviour, benefitting budget brands and private label
Health and wellness trends, premiumisation, and personalisation will inspire new product developments
Atlantic Grupa (GBO) benefits from popular selection of coffee brands with strong distribution across the country
Krüger enjoys dynamic growth to take first brand place in instant tea
Supermarkets maintains place as the leading distribution channel, thanks to offering the widest ranges of products and brands
Discounters benefit from a growing number of stores, while e-commerce continues to emerge
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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