COMPETITIVE LANDSCAPE
Ten Ren Tea excels with quality, innovation, and strong consumer connection
Ten Ren Tea Co Ltd was the leading tea company in Taiwan in retail value terms in 2025, bolstered by strong brand recognition, innovative product development, and a comprehensive retail network that solidified its leading position. The company has long prioritised quality and a natural image, emphasising the values of health, naturalness, and human touch, which resonate with Taiwanese consumers.
High and rising fragmentation in tea
Tea remained a highly fragmented category in Taiwan in 2025, with the players with the smallest shares, included under “others” accounting for nearly half of retail value sales. This share was on a rising trend in 2025, with “others” seeing a higher increase in sales than any individual player.
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Overview:
Understand the latest market trends and future growth opportunities for the Tea industry in Taiwan 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 Taiwan, 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 Taiwan 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 Taiwan?
- To what extent are health considerations impacting consumption of Tea in Taiwan?
- What are the traditional preferences in Tea in Taiwan? 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 Taiwan?
- Which are the leading brands in Tea in Taiwan?
- How are products distributed in Tea in Taiwan?
- 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 Taiwan - Category analysis
KEY DATA FINDINGS
Companies attract a younger, health-conscious consumer base, driving growth
Floral elements and health focus are reshaping tea consumption trends
Fruit/herbal tea sees dynamic growth thanks to flavour innovation
Products tailored for different demographics drive popularity of tea
Tea sales will thrive on wellness, innovation, and changing consumer preferences
Taiwanese tea brands will continue to blend design, flavour, and sustainability
A sustainability and community empowerment model
Ten Ren Tea excels with quality, innovation, and strong consumer connection
High and rising fragmentation in tea
Omnichannel strategies enhance consumer trust and accessibility in tea retail
Xin Bao Shun exemplifies the changing distribution landscape
Hot Drinks in Taiwan - Industry Overview
Consumers seek premium, healthy, convenient products
KEY DATA FINDINGS
Health and changing consumer preferences are factors driving growth for hot drinks
Greater evidence of sustainability across hot drinks
Premiumisation and convenience come to the fore
Growth expected as consumer preferences evolve and premiumisation is seen
Health and sustainability will be key to success
Intense competition drives innovation and responsiveness to consumer preferences
Dynamism for Mayushan Foods due to its local brand image and healthy products
Targeting younger generations with hot drinks which meet their needs
Supermarkets leads and sees the strongest growth due to a wide product range
Various trends impact the distribution landscape
Foodservice dominates, and impacts trends in retail
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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