COMPETITIVE LANDSCAPE
Osulloc addresses its declining share with a focus on matcha
Osulloc Co Ltd (AmorePacific Corp), which owns the Osulloc brand, was the leading company in tea in South Korea in retail value terms in 2025. Despite its leadership, Osulloc experienced a sales and share decline, bucking the positive trend in the overall category due to the competition from other players, particularly those included under “others”, which saw the strongest rise.
Dongsuh Foods adapts to consumer trends with clarity and convenience
Dongsuh Foods Co Ltd is also responding swiftly to evolving consumer trends in tea. Known for its iconic barley tea, the company has expanded its offerings beyond traditional 2-litre corn tea products by launching single-serve barley tea bags designed for convenience and optimal brewing in cold water.
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Overview:
Understand the latest market trends and future growth opportunities for the Tea industry in South Korea 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 South Korea, 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 South Korea 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 South Korea?
- To what extent are health considerations impacting consumption of Tea in South Korea?
- What are the traditional preferences in Tea in South Korea? 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 South Korea?
- Which are the leading brands in Tea in South Korea?
- How are products distributed in Tea in South Korea?
- 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 South Korea - Category analysis
KEY DATA FINDINGS
Exceptional growth is driven by green tea, with its dynamism set to be maintained
Interest in health and wellness drives dynamism for tea, especially in retail
Green tea sees exceptional growth thanks to its image, health benefits and versatility
As tea is increasingly becoming a lifestyle trend, dynamism is expected to continue
Functional tea could be a growth opportunity
More companies are expected to move towards sustainable practices
Osulloc addresses its declining share with a focus on matcha
Dongsuh Foods adapts to consumer trends with clarity and convenience
Retail e-commerce sees the most dynamic sales increase and becomes dominant
Warehouse clubs sees share growth due to competitive prices
Hot Drinks in South Korea - Industry Overview
Tea outperforms, as consumers look for small indulgences and healthy options
KEY DATA FINDINGS
Retail value growth, but volumes decline, and performances vary widely
The search for wellness in a chaotic world
Companies increasingly aim to offer affordable sustainability in hot drinks
Players use different strategies to address high prices and frustrated consumers
Convenient, healthy and sustainable products expected to drive growth
Companies expected to innovate to meet changing consumer demands
Moving forward, digital engagement will be critical for growth
Dongsuh’s wide portfolio and brand loyalty contribute to its continued lead
Nestlé performs well, especially in fresh ground coffee pods, but changes are ahead
Offline retail maintains its distribution dominance, although its share falls
Retail e-commerce sees a rising share, and even overtakes offline retail in tea
The rising share of foodservice volume sales continues
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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