COMPETITIVE LANDSCAPE
Lipton maintains its lead as tea consumers in Singapore seek value with purpose
Lipton Teas & Infusions remained the leading company in tea in Singapore in retail value terms in 2025. Amid the climate of cautious spending, Lipton has emerged as a stabilising force in the category, offering affordability without sacrificing variety or trust.
Rising popularity of matcha drives growth for ITO EN
In 2025, ITO EN Singapore Pte Ltd saw the most dynamic growth in tea in Singapore, driven by its strategic capitalisation on the growing demand for matcha, and its ability to align its product offerings with the shifting priorities of urban consumers. While affordability remained a crucial factor, ITO EN differentiated itself by focusing on delivering value through wellness, rather than solely competing on price.
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Overview:
Understand the latest market trends and future growth opportunities for the Tea industry in Singapore 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 Singapore, 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 Singapore 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 Singapore?
- To what extent are health considerations impacting consumption of Tea in Singapore?
- What are the traditional preferences in Tea in Singapore? 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 Singapore?
- Which are the leading brands in Tea in Singapore?
- How are products distributed in Tea in Singapore?
- 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 Singapore - Category analysis
KEY DATA FINDINGS
Tea remains resilient as a move to wellness options is seen
In a price-stable category, tea brands continue to capitalise on wellness
Increasing demand for wellness-oriented products drives growth for fruit/herbal tea
Rising cost sensitivity and demand for personalised wellness to redefine how Singaporeans discover and buy tea
Technology will continue to transform tea into a personalised wellness journey
Sustainability and wellness are expected to reshape tea in Singapore
Lipton maintains its lead as tea consumers in Singapore seek value with purpose
Rising popularity of matcha drives growth for ITO EN
Supermarkets maintains its dominance and holds most of its ground
The rise of digital channels drives growth for retail e-commerce in tea
Hot Drinks in Singapore - Industry Overview
Premiumisation, price rises, and health all impact retail value sales
KEY DATA FINDINGS
Value growth driven by price rises and rising demand for healthy variants
Coffee sees value dynamism due to premiumisation
Cost-effective foodservice outlets offering convenience and personalisation succeed
Sustainability must be affordable, and an integral part of the offering
Wellness is a mainstream trend, and products need to align with health objectives
Continued retail value growth, driven by premiumisation and functional variants
Innovation will be important, but must come alongside affordability
Distribution expected to continue to move towards retail e-commerce
Nestlé extends its dominance, driven by innovation and quality
ITO EN sees dynamic growth thanks to its focus on matcha products
Experiential consumption is important in Singapore
Consumers still prefer supermarkets, as a trusted distribution channel
Retail e-commerce sees dynamism – particularly favoured by health-conscious consumers
Foodservice volume share rises as consumers look for personalisation and experiences
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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