COMPETITIVE LANDSCAPE
Lipton Teas & Infusions retains convincing leadership of tea
In 2025, Lipton Teas & Infusions firmly maintained its leadership of tea in the Philippines, gaining further value share. This commanding position is largely attributable to the Lipton brand's pervasive presence across a diverse array of categories, encompassing traditional black tea, green tea, various fruit/herbal infusions, and convenient instant tea formats.
A focus on the increasingly popular green tea drives dynamic growth for Kawsek
In contrast to established category leaders, Kawsek Inc emerged as the most dynamic competitor within the tea landscape in 2025, recording an impressive 16% value growth, albeit from a comparatively smaller base. This significant expansion was primarily propelled by its Susan Baker brand, driven by its increasing presence within green tea.
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Overview:
Understand the latest market trends and future growth opportunities for the Tea industry in Philippines 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 Philippines, 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 Philippines 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 Philippines?
- To what extent are health considerations impacting consumption of Tea in Philippines?
- What are the traditional preferences in Tea in Philippines? 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 Philippines?
- Which are the leading brands in Tea in Philippines?
- How are products distributed in Tea in Philippines?
- 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 the Philippines - Category analysis
KEY DATA FINDINGS
Tea thrives on wellness, digitalisation, and strategic promotions
Associated health benefits continue to drive demand for tea
Growth amidst inflation driven by promotions
Wellness, premiumisation, and matcha to drive future growth
Blending digital and experiential: The omnichannel approach to local tea marketing
Tea to face mounting competition from foodservice operators offering freshly prepared options
Lipton Teas & Infusions retains convincing leadership of tea
A focus on the increasingly popular green tea drives dynamic growth for Kawsek
Supermarkets continues to dominate tea distribution in the Philippines
Exclusive online promotions drive e-commerce growth
Hot Drinks in the Philippines - Industry Overview
Hot drinks in the Philippines: 2025 performance, key drivers, and future outlook
KEY DATA FINDINGS
A dynamic year for hot drinks: Instant coffee, malt-based hot drinks, and fresh ground coffee pods drive growth
Strategic pricing and value initiatives
Nespresso and Mayora help drive developments in fresh ground coffee
Digital innovation is shaping hot drinks marketing in the Philippines
Investment fuels optimistic outlook for hot drinks in the local market
Supply chain challenges and strategic pricing
Health trends to be persistent driver of development within hot drinks
Nestlé Philippines retains lead of consolidated competitive landscape
Dominance of small local grocers driven by proximity and affordability
Convenience and online exclusives drive growth via e-commerce
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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