Note: This report includes forecasting data that is based on baseline historical data.
Executive summary
The European tea market saw slow growth at a compound annual growth rate (CAGR) of 3.4% between 2016 and 2021, recording total retail sales of US$10.9 billion in 2021. The growth trends for the European tea market are projected to be similar, at a CAGR of 4.5% during the forecast period (2021-2026). In contrast, the organic tea market grew much faster at a CAGR of 10.9% between 2016 and 2021, with total retail sales of US$837.5 million in 2021. The organic tea market is expected to expand at a CAGR of 8.4% between 2021 and 2026 and reach total retail sales of nearly US$1.3 billion by 2026.
The retail sales of organic tea are predominantly led by Western European countries. The top five organic tea markets in Europe included France, the United Kingdom (UK), Germany, the Netherlands and Italy, which collectively accounted for 75.4% of total organic tea retail value sales in Europe in 2021 and are expected to lead the growth during the forecast period.
According to Euromonitor (2019), this fast expansion of the organic tea industry, especially in Western European countries, could have been influenced by healthy and ethical living trends as well as highly fragmented market and competition, which led to more organic offerings for consumers.
Canada currently has preferential access to the major organic tea markets in Europe under the Canada - EU Comprehensive Economic and Trade Agreement (CETA) and the Canada - UK Trade Continuity Agreement (TCA). For organic certification, the EU - Canada Organic Equivalency Arrangement (EUCOEA) and the UK - Canada Organic Equivalence Arrangement (UKCOEA) allow for Canadian products to be exported to the European Union (EU) countries and the UK respectively as organic products, provided that the products meet organic food requirements and certified as organic in Canada.
Market overview
The European tea market saw slow growth at a compound annual growth rate (CAGR) of 3.4% between 2016 and 2021, recording total retail sales of US$10.9 billion in 2021. During the forecast period (2021-2026), this market is projected to expand by a CAGR of 4.5%, mainly supported by an increase in retail value sales by Turkey, Germany and the UK.
In 2021, the organic tea sector represented 7.7% of the total tea retail value sales in Europe. The organic tea market in Europe grew at a CAGR of 10.9% between 2016 and 2021 and was valued at US$837.5 million in 2021. The European organic tea market is expected to expand much faster than the total tea market between 2021 and 2026, at a CAGR of 8.4%, reaching nearly US$1.3 billion in total retail sales and accounting for 9.2% of the total European tea market by 2026.
The retail sales of organic tea are predominantly led by Western European countries. The top five organic tea markets in Europe included France, the UK, Germany, Netherlands and Italy, which collectively accounted for 75.4% of the total organic tea retail value sales in Europe in 2021. In particular, the organic tea market in France expanded by 164.1% (or an increase of US$113.9 million in absolute value terms) from 2016 to 2021, becoming the largest organic tea market in Europe. During this time, the UK organic tea market also expanded two-fold, maintaining its position as the second largest organic tea market in Europe.
Regarding the fast expansion of the organic tea industry, especially in Western European countries, Euromonitor (2019) identified that organic claims gained momentum across all hot drinks sectors, including the tea sector, especially, supported by growing consumer awareness of health concerns, their interest in purchasing natural beverages as well as their increasing care for social and environmental responsibilities. The healthy and ethical living trends will likely support continued growth of the organic tea sector. Euromonitor (2019) also noted that the highly fragmented and competitive organic tea market, with large global/ domestic companies and private labels expanding their organic offering, could have contributed to the expansion.
| Country | 2016 | 2021 | CAGR % 2016-2021 | 2022 | 2026 | CAGR % 2021-2026 |
|---|---|---|---|---|---|---|
| Europe total | 9,243.4 | 10,899.7 | 3.4 | 11,395.6 | 13,588.1 | 4.5 |
| Germany | 1,842.0 | 2,160.5 | 3.2 | 2,227.9 | 2,516.7 | 3.1 |
| Russia | 1,913.9 | 1,646.4 | −3.0 | 1,644.6 | 1,717.0 | 0.8 |
| United Kingdom | 1,141.3 | 1,239.4 | 1.7 | 1,280.5 | 1,499.3 | 3.9 |
| Turkey | 505.6 | 1,062.9 | 16.0 | 1,230.6 | 1,913.8 | 12.5 |
| France | 654.6 | 827.5 | 4.8 | 873.1 | 999.5 | 3.8 |
| Poland | 580.3 | 718.7 | 4.4 | 754.3 | 862.9 | 3.7 |
| Italy | 440.1 | 554.4 | 4.7 | 578.4 | 698.5 | 4.7 |
| Ukraine | 267.2 | 368.3 | 6.6 | 400.7 | 539.6 | 7.9 |
| Spain | 282.8 | 343.5 | 4.0 | 352.4 | 436.6 | 4.9 |
| Netherlands | 225.8 | 278.5 | 4.3 | 286.7 | 327.2 | 3.3 |
|
Source: Euromonitor International, 2022 *CAGR: Compound annual growth rate Historic data: 2016-2021 Forecast data: 2022-2026 |
||||||
| Country | 2016 | 2021 | CAGR % 2016-2021 | 2022 | 2026 | CAGR % 2021-2026 |
|---|---|---|---|---|---|---|
| Europe total | 499.5 | 837.5 | 10.9 | 905.6 | 1,256.4 | 8.4 |
| France | 69.4 | 183.3 | 21.4 | 215.5 | 385.6 | 16.0 |
| United Kingdom | 78.1 | 157.4 | 15.0 | 169.6 | 230.9 | 8.0 |
| Germany | 117.1 | 154.1 | 5.6 | 161.0 | 196.2 | 4.9 |
| Netherlands | 48.2 | 87.6 | 12.7 | 92.7 | 109.3 | 4.5 |
| Italy | 37.4 | 48.7 | 5.4 | 51.8 | 68.9 | 7.2 |
| Austria | 35.6 | 43.2 | 3.9 | 45.3 | 55.1 | 5.0 |
| Switzerland | 25.6 | 35.3 | 6.6 | 35.9 | 39.4 | 2.2 |
| Sweden | 14.1 | 25.3 | 12.4 | 26.3 | 31.1 | 4.2 |
| Spain | 14.3 | 19.5 | 6.4 | 19.3 | 24.4 | 4.6 |
| Denmark | 8.3 | 10.0 | 3.8 | 10.3 | 11.7 | 3.2 |
|
Source: Euromonitor International, 2022 *CAGR: Compound annual growth rate Historic data: 2016-2021 Forecast data: 2022-2026 |
||||||
France
Market overview
Organic hot drinks, including organic tea and coffee, are one of the well established health and wellness products in France (Euromonitor, 2022). France became the largest organic tea market in Europe, with total retail sales of US$183.3 million in 2021. This market grew fast at a CAGR of 21.4% between 2016 and 2021. While black tea was the fastest growing subsector, which expanded by a CAGR of 38.2% from 2016 to 2021, with total retail sales of US$10.6 million in 2021, fruit/ herbal tea was the largest subcategory (US$120.0 million) in terms of total retail value sales. This strong growth was supported by the increasing consumer demand for healthier, ethical and sustainably sourced product options, with which organic products are often associated (Euromonitor, 2022).
This growth trend will likely continue throughout the 2021-2026 period, but at a slower pace. The French organic tea market is forecast to grow at a CAGR of 16% and be valued at US$385.5 million by 2026. Euromonitor (2022) noted that the growth of the organic drinks sector will likely be driven by continued consumer demand for healthier, ethical and sustainably sourced beverage options and increasing investment by major brands and private labels in this sector.
| Category | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 |
|---|---|---|---|---|---|---|
| Organic tea total | 69.4 | 83.0 | 100.9 | 116.0 | 154.1 | 183.3 |
| Black Tea | 2.1 | 2.6 | 4.9 | 6.5 | 8.9 | 10.6 |
| Fruit/ Herbal Tea | 45.6 | 55.2 | 68.1 | 79.4 | 100.5 | 120.0 |
| Green Tea | 21.7 | 25.2 | 27.9 | 30.1 | 44.7 | 52.7 |
| Source: Euromonitor International, 2022 | ||||||
| Category | Annual growth % 2020-2021 | CAGR* % 2016-2021 | Total growth % 2016-2021 |
|---|---|---|---|
| Organic tea total | 18.9 | 21.4 | 164.1 |
| Black Tea | 19.1 | 38.2 | 404.8 |
| Fruit/ Herbal Tea | 19.4 | 21.4 | 163.2 |
| Green Tea | 17.9 | 19.4 | 142.9 |
|
Source: Euromonitor International, 2022 *CAGR: Compound annual growth rate |
|||
| Category | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|
| Organic tea total | 215.5 | 254.4 | 296.1 | 340.5 | 385.5 |
| Black Tea | 12.2 | 13.6 | 14.8 | 16.1 | 17.4 |
| Fruit/ Herbal Tea | 144.4 | 175.5 | 209.5 | 246.0 | 286.1 |
| Green Tea | 58.9 | 65.3 | 71.8 | 78.4 | 82.0 |
| Source: Euromonitor International, 2022 | |||||
| Category | Annual growth % 2021-2022 | CAGR* % 2021-2026 | Total growth % 2021-2026 |
|---|---|---|---|
| Organic tea total | 17.6 | 16.0 | 110.3 |
| Black Tea | 15.1 | 10.4 | 64.2 |
| Fruit/ Herbal Tea | 20.3 | 19.0 | 138.4 |
| Green Tea | 11.8 | 9.2 | 55.6 |
|
Source: Euromonitor International, 2022 *CAGR: Compound annual growth rate |
|||
| Company | Retail sales (US$ millions) | Market share (%) |
|---|---|---|
| Groupe Léa Nature | 34.4 | 18.8 |
| Unilever Group | 27.1 | 14.8 |
| Ecotone | 24.3 | 13.3 |
| East West Tea Co LLC | 17.4 | 9.5 |
| Laurens Spethmann Holding AG & Co | 11.0 | 6.0 |
| Private Label | 8.9 | 4.9 |
| Others | 60.2 | 32.8 |
| Source: Euromonitor International, 2022 | ||
New product launches
From 2017 to 2021, 611 organic tea products were introduced in France, with the highest number of new products launched in 2017. The most popular product claim was environmentally friendly package (362 products). Other popular claims were recycling (283 products) and sustainable habitat and resources (226 products). The companies with the highest number of New product launches was Unilever with 28 products, followed by Yogi Tea (26 products) and DestinatiOn (24 products). Average price was US$6.46 per product or US$15.28 per 100ml/g.
| Product attributes | Number of new product by year | Total | ||||
|---|---|---|---|---|---|---|
| 2017 | 2018 | 2019 | 2020 | 2021 | ||
| Yearly product launches | 152 | 103 | 114 | 98 | 144 | 611 |
| Top 5 claims | ||||||
| Environmentally Friendly Package | 75 | 66 | 66 | 53 | 102 | 362 |
| Recycling | 64 | 46 | 56 | 42 | 75 | 283 |
| Sustainable (Habitat/Resources) | 40 | 41 | 44 | 29 | 72 | 226 |
| Environmentally Friendly Product | 48 | 54 | 42 | 24 | 57 | 225 |
| Human | 33 | 35 | 34 | 21 | 47 | 170 |
| Top 5 companies | ||||||
| Unilever | 2 | 5 | 7 | 9 | 5 | 28 |
| Yogi Tea | 10 | 1 | 6 | 3 | 6 | 26 |
| DestinatiOn | 14 | 3 | 3 | 1 | 3 | 24 |
| Araquelle | 8 | 5 | 5 | 0 | 5 | 23 |
| Ulrich Walter | 0 | 18 | 0 | 0 | 1 | 19 |
| Top 5 flavours (including blend) | ||||||
| Unflavoured/Plain | 31 | 10 | 10 | 8 | 12 | 71 |
| Mint | 5 | 5 | 7 | 6 | 10 | 33 |
| Herbs/Herbal | 19 | 4 | 5 | 1 | 0 | 29 |
| Bergamot | 1 | 3 | 5 | 1 | 4 | 14 |
| Chai (Masala/Spice) | 2 | 3 | 2 | 3 | 3 | 13 |
| Top 5 ingredients | ||||||
| Ginger | 31 | 19 | 29 | 26 | 30 | 135 |
| Natural X Flavourings | 12 | 26 | 24 | 27 | 34 | 123 |
| Green Tea | 27 | 26 | 17 | 18 | 21 | 109 |
| Cinnamon | 25 | 10 | 23 | 22 | 22 | 102 |
| Licorice | 26 | 14 | 24 | 16 | 22 | 102 |
| Top 5 package types | ||||||
| Flexible sachet | 72 | 68 | 51 | 31 | 62 | 284 |
| Flexible | 43 | 10 | 29 | 32 | 39 | 153 |
| Carton | 13 | 5 | 10 | 5 | 11 | 44 |
| Rigid box | 4 | 8 | 11 | 12 | 8 | 43 |
| Flexible stand-up pouch | 11 | 1 | 6 | 7 | 16 | 41 |
| Launch types | ||||||
| New Variety/Range Extension | 65 | 48 | 63 | 48 | 82 | 306 |
| New Product | 43 | 25 | 23 | 25 | 36 | 152 |
| New Packaging | 34 | 20 | 20 | 21 | 20 | 115 |
| Relaunch | 7 | 10 | 7 | 4 | 5 | 33 |
| New Formulation | 3 | 0 | 1 | 0 | 1 | 5 |
| Source: Mintel GNPD, 2022 | ||||||
Examples of new products
Midnight in Provence Infusion
| Company | Le Parti du Thé |
|---|---|
| Brand | Le Parti du Thé |
| Date published | December 2021 |
| Launch type | New variety / range extension |
| Price in US dollars | 15.62 ($39.05 per 100 millilitres / grams) |
Le Parti du Thé Infusion Minuit en Provence (Midnight in Provence Infusion) is described as a soothing organic herbal tea blend with the freshness of lemon verbena accentuated by peppermint. It also contains chamomile, rose petals, licorice, lemon balm and apple. This product retails in a 40 gram pack, containing 20 individually wrapped units and bearing the AB and EU Organic logos.
Positioning claims: Not specified
Organic Citrus Herbal Tea
| Company | Arcadie |
|---|---|
| Brand | L'Herbier de France |
| Date published | October 2021 |
| Launch type | New variety / range extension |
| Price in US dollars | 5.28 ($23.47 per 100 millilitres / grams) |
L'Herbier de France Infusion Bio Agrumes (Organic Citrus Herbal Tea) retails in a recyclable 22.5 gram pack, containing 15 bags and bearing the EU Organic and AB Certified logos.
Positioning claims: Environmentally friendly package, environmentally friendly product, ethical (human), recycling, sustainable (habitat/ resources), free from added/ artificial flavourings, functional (stress and sleep), no additives/ preservatives
Organic Extra Mint Green Tea
| Company | La Malle à Thé |
|---|---|
| Brand | La Malle à Thé |
| Date published | August 2021 |
| Launch type | New variety / range extension |
| Price in US dollars | 8.83 ($8.83 per 100 millilitres / grams) |
La Malle à Thé Thé Vert Menthe Extra Bio (Organic Extra Mint Green Tea) is described as a high quality tea with exquisite natural flavours. It retails in a 100 gram pack bearing AB Agriculture Biologique (Organic Agriculture), EU Organic, Facebook, Instagram and Twitter logos.
Positioning claims: Social media
Organic Digestion Tea
| Company | Laboratoires Vitarmonyl |
|---|---|
| Brand | BiOrigine |
| Date published | June 2021 |
| Launch type | New variety / range extension |
| Price in US dollars | 3.83 ($10.82 per 100 millilitres / grams) |
BiOrigine Infusion Bio Transit Saveur Naturelle Fraise (Organic Digestion Tea) is made with organic plants cultivated in ways that respect the environment and natural balance. The tea bags are bleached without chlorine and free from staples. The product retails in a 35.4 gram partially recyclable pack, containing 20 units and bears the AB, PEFC, Ecocert and EU Organic logos.
Positioning claims: Convenient packaging, environmentally friendly package, environmentally friendly product, recycling, sustainable (habitat/ resources), toxins free, functional (digestive)
Organic Spicy Chai Tea
| Company | Hema |
|---|---|
| Brand | Hema |
| Date published | February 2021 |
| Launch type | New product |
| Price in US dollars | 2.41 ($6.69 per 100 millilitres / grams) |
Hema Thé Noir Aromatisé Bio Fairtrade aux Epices (Organic Spicy Chai Tea) is described as a classic Indian black tea with spicy chai flavour. The organic ingredients are certified by Fairtrade International. It retails in a 36 gram pack, containing 20 units and bears the EU Green Leaf and Fairtrade logos.
Positioning claims: Environmentally friendly product, ethical (human), toxins free
The United Kingdom
Market overview
Supported by the growing popularity of organic products and increasing consumer demand of healthy and ethical product choices, the United Kingdom (UK) organic tea market saw double digit growth at a CAGR of 15.0% during the 2016-2021 period, reaching total retail sales of US$157.4 million in 2021. The UK maintained its position as the second largest organic tea market in Europe during this period. Fruit/ herbal tea was the largest and fastest growing segment, which expanded by a CAGR of 16.9% from 2016 to 2021 and valued at US$70.9 million in 2021.
Organic tea, along with organic coffee, is set to drive the highest growth during the forecast period in the organic hot drinks sector (Euromonitor, 2022). The UK organic tea market is forecast to grow at a CAGR of 8.0% between 2021 and 2026, with total retail sales of US$230.9 million by 2026. Euromonitor (2022) noted that sustainability could be the key word for driving further growth in the organic hot drinks sector during the forecast period. In addition, British consumers are showing more interest in healthier lifestyles and sustainable practices, which could lead to buying products with organic and sustainability certification labels.
| Category | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 |
|---|---|---|---|---|---|---|
| Organic tea total | 78.2 | 90.3 | 101.4 | 115.8 | 142.3 | 157.4 |
| Black Tea | 26.2 | 27.4 | 29.3 | 32.4 | 42.0 | 48.6 |
| Fruit/ Herbal Tea | 32.5 | 37.9 | 42.7 | 49.6 | 63.7 | 70.9 |
| Green Tea | 19.5 | 25.0 | 29.4 | 33.8 | 36.6 | 37.9 |
| Source: Euromonitor International, 2022 | ||||||
| Category | Annual growth % 2020-2021 | CAGR* % 2016-2021 | Total growth % 2016-2021 |
|---|---|---|---|
| Organic tea total | 10.6 | 15.0 | 101.3 |
| Black Tea | 15.7 | 13.2 | 85.5 |
| Fruit/ Herbal Tea | 11.3 | 16.9 | 118.2 |
| Green Tea | 3.6 | 14.2 | 94.4 |
|
Source: Euromonitor International, 2022 *CAGR: Compound annual growth rate |
|||
| Category | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|
| Organic tea total | 169.6 | 183.1 | 197.4 | 212.8 | 230.9 |
| Black Tea | 53.0 | 58.5 | 64.2 | 70.2 | 78.2 |
| Fruit/ Herbal Tea | 76.1 | 80.9 | 86.7 | 93.8 | 101.8 |
| Green Tea | 40.5 | 43.7 | 46.5 | 48.8 | 50.9 |
| Source: Euromonitor International, 2022 | |||||
| Category | Annual growth % 2021-2022 | CAGR* % 2021-2026 | Total growth % 2021-2026 |
|---|---|---|---|
| Organic tea total | 7.8 | 8.0 | 46.7 |
| Black Tea | 9.1 | 10.0 | 60.9 |
| Fruit/ Herbal Tea | 7.3 | 7.5 | 43.6 |
| Green Tea | 6.9 | 6.1 | 34.3 |
|
Source: Euromonitor International, 2022 *CAGR: Compound annual growth rate |
|||
| Company | Retail sales (US$ millions) | Market share (%) |
|---|---|---|
| Unilever Group | 51.3 | 32.6 |
| Associated British Foods Plc | 20.6 | 13.1 |
| Ecotone | 17.0 | 10.8 |
| East West Tea Co LLC | 9.5 | 6.0 |
| Private Label | 4.9 | 3.1 |
| Others | 54.1 | 34.4 |
| Source: Euromonitor International, 2022 | ||
New product launches
From 2017 to 2021, 204 organic tea products were introduced in the UK, with the highest number of new products launched in 2018. The most popular product claim was environmentally friendly package (120 products). Other popular claims were sustainable habitat and resources (108 products) and environmentally friendly product (107 products). The companies with the highest number of New product launches was Pukka Herbs with 28 products, followed by Yogi Tea (16 products) and Heath & Heather (16 products). Average price was US$6.53 per product or US$19.80 per 100ml/g.
| Product attributes | Number of new product by year | Total | ||||
|---|---|---|---|---|---|---|
| 2017 | 2018 | 2019 | 2020 | 2021 | ||
| Yearly product launches | 31 | 51 | 50 | 45 | 27 | 204 |
| Top 5 claims | ||||||
| Environmentally Friendly Package | 21 | 25 | 33 | 22 | 19 | 120 |
| Sustainable (Habitat/Resources) | 13 | 21 | 35 | 23 | 16 | 108 |
| Environmentally Friendly Product | 16 | 28 | 27 | 19 | 17 | 107 |
| Recycling | 21 | 20 | 17 | 13 | 14 | 85 |
| Social Media | 15 | 23 | 16 | 13 | 5 | 72 |
| Top 5 companies | ||||||
| Pukka Herbs | 9 | 5 | 8 | 4 | 2 | 28 |
| Yogi Tea | 2 | 3 | 2 | 7 | 2 | 16 |
| Heath & Heather | 8 | 5 | 1 | 0 | 0 | 14 |
| Rituals Cosmetics | 0 | 0 | 10 | 2 | 1 | 13 |
| Clearspring | 0 | 1 | 2 | 2 | 3 | 8 |
| Top 5 flavours (including blend) | ||||||
| Unflavoured/Plain | 8 | 14 | 12 | 11 | 10 | 55 |
| Turmeric/Curcuma | 0 | 5 | 4 | 6 | 0 | 15 |
| Mint | 5 | 0 | 4 | 0 | 1 | 10 |
| Berry | 2 | 0 | 1 | 1 | 3 | 7 |
| Bergamot | 0 | 3 | 1 | 2 | 0 | 6 |
| Top 5 ingredients | ||||||
| Black Tea (Food) | 32 | 32 | 48 | 58 | 50 | 220 |
| Natural X Flavourings (Food) | 33 | 40 | 53 | 35 | 29 | 190 |
| Green Tea (Food) | 34 | 38 | 35 | 39 | 23 | 169 |
| Ginger (Food) | 25 | 42 | 39 | 27 | 18 | 151 |
| Licorice (Food) | 36 | 34 | 29 | 22 | 17 | 138 |
| Top 5 package types | ||||||
| Flexible sachet | 22 | 28 | 17 | 26 | 13 | 106 |
| Flexible | 7 | 15 | 13 | 11 | 10 | 56 |
| Carton | 1 | 1 | 5 | 2 | 1 | 10 |
| Flexible stand-up pouch | 0 | 2 | 4 | 2 | 1 | 9 |
| Composite | 0 | 0 | 7 | 1 | 0 | 8 |
| Launch types | ||||||
| New Variety/Range Extension | 13 | 28 | 17 | 19 | 12 | 89 |
| New Product | 5 | 14 | 19 | 12 | 6 | 56 |
| New Packaging | 13 | 9 | 10 | 11 | 7 | 50 |
| Relaunch | 0 | 0 | 4 | 3 | 2 | 9 |
| Source: Mintel GNPD, 2022 | ||||||
Examples of new products
Calm Collection Tea
| Company | Pukka Herbs |
|---|---|
| Brand | Pukka |
| Date published | December 2021 |
| Launch type | New variety / range extension |
| Price in US dollars | 13.50 ($27.44 per 100 millilitres / grams) |
Pukka Calm Collection Tea retails in a 49.2 gram recyclable pack, containing 30 tea sachets and features Soil Association, EU Organic, 1% for the Planet and Certified B Corporation logos.
Positioning claims: Caffeine free, charity, environmentally friendly package, environmentally friendly product, ethical (human), recycling, sustainable (habitat/ resources), functional (stress and sleep)
Energy Boost Organic Tisane
| Company | Newby Teas |
|---|---|
| Brand | Newby |
| Date published | October 2021 |
| Launch type | New variety / range extension |
| Price in US dollars | 9.56 ($25.49 per 100 millilitres / grams) |
Newby Energy Boost Organic Tisane with turmeric, green tea and ginger is described as a vibrant energy boost blend. This vegetarian product is made entirely from natural ingredients sourced from small, organic farms that using hand-picked, prime-season leaves and retails in a 37.5 gram pack, containing 25 biodegradable tea bags in foil sachets and featuring the EU Organic, Soil Association and Ethical Tea Partnership logos.
Positioning claims: Biodegradable, environmentally friendly product, ethical (human), sustainable (habitat/ resources), functional (energy)
Biodynamic Green Tea and Mint
| Company | The Hampstead Tea & Coffee, Hampstead |
|---|---|
| Brand | Organic |
| Date published | March 2021 |
| Launch type | New product |
| Price in US dollars | 3.45 ($8.63 per 100 millilitres / grams) |
Hampstead Organic Biodynamic Green Tea and Mint is said to be made with hand-picked biodynamic teas from India's renowned Makaibari Estate. It comprises blend of green tea, Egyptian peppermint and sweet liquorice and retails in a 40 gram pack, containing 20 unbleached and compostable tea bags. The package features FSC, USDA Organic and EU Green Leaf logos.
Positioning claims: Biodegradable, environmentally friendly package, environmentally friendly product, sustainable (habitat/ resources), toxins free
Organic English Breakfast Tea
| Company | Kallo Foods |
|---|---|
| Brand | Clipper |
| Date published | July 2021 |
| Launch type | New packaging |
| Price in US dollars | 12.57 ($16.76 per 100 millilitres / grams) |
Clipper Organic English Breakfast Tea has been repackaged in a 75 gram pack with 30 enveloped bags and featuring Soil Association and Fairtrade logos.
Positioning claims: All natural product, ethical (human)
Organic Red Clover Herbal Tea
| Company | Neuner's |
|---|---|
| Brand | Neuner's Classic Organic |
| Date published | January 2021 |
| Launch type | New product |
| Price in US dollars | 6.23 ($15.58 per 100 millilitres / grams) |
Neuner's Classic Organic Red Clover Herbal Tea retails in a 40 gram pack, containing 20 tea bags and features the EU Green Leaf and Facebook logos.
Positioning claims: All natural product, caffeine free, ease of use, free from added/ artificial colourings, free from added/ artificial flavourings, GMO free, no additives/ preservatives, social media, sugar free, vegan/ no animal ingredients
Germany
Market overview
According to Euromonitor (2022), organic products entered the mainstream in Germany, the Europe's third largest organic tea market, as German consumers are showing increasing interest in adopting healthier lifestyles, with part of this shifting consumer behaviors, including buying products with certification labels associated with ethical and sustainability value position. This trend also positively influenced continued increase in sales for the organic tea market during the 2016-2021 period. The retail sales of the German organic tea market increased by a CAGR of 5.7% during this period, recording total retail sales of US$154.2 million in 2021.
The retail sales of organic hot drinks in Germany will likely be driven by growing demand for premium coffee and tea over the forecast period (Euromonitor, 2022). However, the pace of the growth is expected to be much slower than that of France and the UK. Between 2021 and 2026, this market is projected to grow at a CAGR of 4.9% and to be valued at US$196.1 million by 2026.
| Category | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 |
|---|---|---|---|---|---|---|
| Organic tea total | 117.0 | 123.8 | 129.5 | 134.6 | 145.7 | 154.2 |
| Black Tea | 23.3 | 25.0 | 25.6 | 26.6 | 29.0 | 30.5 |
| Fruit/ Herbal Tea | 75.5 | 79.7 | 83.9 | 87.2 | 94.8 | 100.9 |
| Green Tea | 18.2 | 19.1 | 20.0 | 20.8 | 21.9 | 22.8 |
| Source: Euromonitor International, 2022 | ||||||
| Category | Annual growth % 2020-2021 | CAGR* % 2016-2021 | Total growth % 2016-2021 |
|---|---|---|---|
| Organic tea total | 5.8 | 5.7 | 31.8 |
| Black Tea | 5.2 | 5.5 | 30.9 |
| Fruit/ Herbal Tea | 6.4 | 6.0 | 33.6 |
| Green Tea | 4.1 | 4.6 | 25.3 |
|
Source: Euromonitor International, 2022 *CAGR: Compound annual growth rate |
|||
| Category | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|
| Organic tea total | 161.0 | 168.9 | 177.7 | 186.8 | 196.1 |
| Black Tea | 32.1 | 34.0 | 35.8 | 37.3 | 38.6 |
| Fruit/ Herbal Tea | 105.5 | 110.6 | 116.6 | 123.1 | 130.0 |
| Green Tea | 23.4 | 24.3 | 25.3 | 26.4 | 27.5 |
| Source: Euromonitor International, 2022 | |||||
| Category | Annual growth % 2021-2022 | CAGR* % 2021-2026 | Total growth % 2021-2026 |
|---|---|---|---|
| Organic tea total | 4.4 | 4.9 | 27.2 |
| Black Tea | 5.2 | 4.8 | 26.6 |
| Fruit/ Herbal Tea | 4.6 | 5.2 | 28.8 |
| Green Tea | 2.6 | 3.8 | 20.6 |
|
Source: Euromonitor International, 2022 *CAGR: Compound annual growth rate |
|||
| Company | Retail sales (US$ millions) | Market share (%) |
|---|---|---|
| East West Tea Co LLC | 39.4 | 25.6 |
| Alnatura Produktions- & Handels GmbH | 29.5 | 19.2 |
| Ecotone | 16.8 | 10.9 |
| Gepa Fair Handelshaus | 9.8 | 6.4 |
| dm-Drogerie Markt GmbH & Co KG | 4.3 | 2.8 |
| Private Label | 30.6 | 19.9 |
| Others | 23.6 | 15.3 |
| Source: Euromonitor International, 2022 | ||
New product launches
From 2017 to 2021, 943 organic tea products were introduced in Germany, with the highest number of new products launched in 2019. The most popular product claim was sustainable habitat and resources (513 products). Other popular claims were environmentally friendly package (485 products) and environmentally friendly product (386 products). The companies with the highest number of New product launches was Sonnentor with 55 products, followed by Ulrich Walter (43 products) and DM Drogerie Markt (36 products). Average price was US$5.65 per product or US$13.66 per 100ml/g.
| Product attributes | Number of new product by year | Total | ||||
|---|---|---|---|---|---|---|
| 2017 | 2018 | 2019 | 2020 | 2021 | ||
| Yearly product launches | 155 | 147 | 224 | 223 | 194 | 943 |
| Top 5 claims | ||||||
| Sustainable (Habitat/Resources) | 61 | 64 | 126 | 149 | 113 | 513 |
| Environmentally Friendly Package | 62 | 66 | 111 | 129 | 117 | 485 |
| Environmentally Friendly Product | 38 | 47 | 94 | 102 | 105 | 386 |
| Human | 44 | 29 | 59 | 74 | 79 | 285 |
| Biodegradable | 22 | 27 | 57 | 56 | 59 | 221 |
| Top 5 companies | ||||||
| Sonnentor | 8 | 7 | 7 | 18 | 15 | 55 |
| Ulrich Walter | 5 | 6 | 9 | 14 | 9 | 43 |
| DM Drogerie Markt | 5 | 6 | 2 | 15 | 8 | 36 |
| Yogi Tea | 5 | 3 | 9 | 5 | 6 | 28 |
| Teekanne | 2 | 3 | 8 | 11 | 3 | 27 |
| Top 5 flavours (including blend) | ||||||
| Unflavoured/Plain | 37 | 30 | 37 | 40 | 33 | 177 |
| Herbs/Herbal | 18 | 18 | 15 | 13 | 9 | 73 |
| Chamomile/Camomile | 1 | 4 | 11 | 4 | 7 | 27 |
| Chai (Masala/Spice) | 6 | 2 | 5 | 4 | 8 | 25 |
| Jasmine | 3 | 3 | 5 | 7 | 6 | 24 |
| Top 5 ingredients | ||||||
| Licorice | 40 | 35 | 57 | 61 | 59 | 252 |
| Ginger | 39 | 34 | 54 | 58 | 47 | 232 |
| Lemongrass | 32 | 28 | 55 | 58 | 51 | 224 |
| Apple | 25 | 25 | 48 | 37 | 41 | 176 |
| Fennel | 29 | 22 | 40 | 28 | 35 | 154 |
| Top 5 package types | ||||||
| Flexible sachet | 74 | 64 | 113 | 90 | 115 | 456 |
| Flexible | 33 | 35 | 51 | 54 | 34 | 207 |
| Not Specified | 7 | 20 | 10 | 26 | 0 | 63 |
| Carton | 16 | 5 | 8 | 16 | 8 | 53 |
| Flexible stand-up pouch | 5 | 1 | 22 | 12 | 7 | 47 |
| Launch types | ||||||
| New Variety/Range Extension | 106 | 83 | 134 | 113 | 127 | 563 |
| New Product | 33 | 40 | 52 | 71 | 32 | 228 |
| New Packaging | 12 | 17 | 28 | 37 | 30 | 124 |
| Relaunch | 4 | 5 | 10 | 1 | 4 | 24 |
| New Formulation | 0 | 2 | 0 | 1 | 1 | 4 |
| Source: Mintel GNPD, 2022 | ||||||
Examples of new products
Organic Pure Rooibos Tea
| Company | J. Bünting Teehandelshaus |
|---|---|
| Brand | Bünting Tee |
| Date published | December 2021 |
| Launch type | New variety / range extension |
| Price in US dollars | 2.79 ($7.89 per 100 millilitres / grams) |
Bünting Tee Bio Rooibos Pur (Organic Pure Rooibos Tea) is described as mild and aromatic. It retails in a 35 gram pack, containing 20 teabag, each teabag weighing 1.75 grams. The package features the FSC Mix, EU Organic and Bio logos.
Positioning claims: Caffeine free, environmentally friendly package, sustainable (habitat/ resources)
Naturally Cloudy Good Morning Tea Balls
| Company | Teaballs |
|---|---|
| Brand | Teaballs |
| Date published | September 2021 |
| Launch type | New variety / range extension |
| Price in US dollars | 9.43 ($78.58 per 100 millilitres / grams) |
Teaballs Guten Morgen Tee Naturtrüb (Naturally Cloudy Good Morning Tea Balls) includes herbal tea balls, made from premium quality extracts from organic agriculture and dissolves in boiling water. This product features drinkable sediment and retails in a 12 gram pack sufficient for preparing 30 to 75 cups. The package bears BIO and EU Organic logos, as well as the BWMK label, certifying that the product is packed by people with disabilities.
Positioning claims: Premium
Inner Warmth Ayurvedic Blend Tea
| Company | Teekanne |
|---|---|
| Brand | Teekanne Namas Tee |
| Date published | July 2021 |
| Launch type | New product |
| Price in US dollars | 3.29 ($12.19 per 100 millilitres / grams) |
Teekanne NamasTee Aryuvedische Mischung Innere Wärme (Inner Warmth Ayurvedic Blend Tea) comprises an organic herb tea mix with liquorice, fennel and thyme. It retails in a 27 gram pack, containing 15 individual wrapped units and bears the FSC Mix, EU Organic and Bio logos.
Positioning claims: All natural product, environmentally friendly package, sustainable (habitat/ resources)
Mum-to-Be Organic Herbal Tea
| Company | Sonnentor |
|---|---|
| Brand | Sonnentor Bio-Bengelchen |
| Date published | June 2021 |
| Launch type | New variety / range extension |
| Price in US dollars | 4.61 ($21.34 per 100 millilitres / grams) |
Sonnentor Bio-Bengelchen Bald Mami Tee Bio Kräutertee (Mum-to-Be Organic Herbal Tea) is an unsweetened, floral and lemony tea blend specially developed for pregnant women. It retails in a 21.6 gram compostable eco-pack, containing 18 x 1.2 gram individually wrapped tea bags without metal staples and bearing the EU Organic logo.
Positioning claims: Carbon neutral, biodegradable, environmentally friendly package, environmentally friendly product, ethical (human), sustainable (habitat/ resources), toxins free, female, free from added/ artificial flavourings, maternal, no added sugar, no additives/ preservatives, palm oil free, vegan/ no animal ingredients
Lovely Liquorice & Mint Infusion Organic Herbal Tea
| Company | Allos Hof-Manufaktur |
|---|---|
| Brand | Cupper |
| Date published | February 2021 |
| Launch type | New packaging |
| Price in US dollars | 3.62 ($12.07 per 100 millilitres / grams) |
Cupper Bio-Kräutertee mit Süßholz & Grüner Minze (Lovely Liquorice & Mint Infusion Organic Herbal Tea) is described as natural tea made from the highest quality ingredients. The product retails in a biodegradable and recyclable 30 gram pack, containing 20 x 1.5 gram metal clip-free tea bags and features the Certified B Corporation, BIO and EU Green Leaf logos.
Positioning claims: Biodegradable, environmentally friendly package, environmentally friendly product, ethical (human), recycling, sustainable (habitat/ resources)
Netherlands
Market overview
Organic products performed well in general in the Netherlands, during the 2016-2021 period, in part, supported by consumer trends focused on healthier lifestyle (Euromonitor, 2022). Organic tea is a major category within organic beverages in the Netherland, which was the fourth largest organic tea market in Europe in 2021. Between 2016 and 2021, the retail sales of organic tea increased by a CAGR of 12.7% and was valued at US$87.6 million in 2021. During this period, organic fruit/ herbal tea led the retail sales growth for this market.
According to Euromonitor (2022), tea consumers in the Netherlands are willing to pay a premium for organic tea, which is perceived as superior in quality and better for health. Continued market expansion will likely be supported by this consumer trend during the forecast period. However, overall sector growth between 2021 and 2026 is expected to be at a more moderate pace. The Dutch organic tea market is forecast to expand by a CAGR of 4.5%, with total retail sales of US$109.3 million by 2026.
| Category | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 |
|---|---|---|---|---|---|---|
| Organic tea total | 48.2 | 53.0 | 60.1 | 67.4 | 79.4 | 87.6 |
| Black Tea | 10.9 | 11.7 | 12.0 | 11.8 | 12.5 | 13.8 |
| Fruit/ Herbal Tea | 23.5 | 26.5 | 31.3 | 36.5 | 44.1 | 49.5 |
| Green Tea | 13.8 | 14.8 | 16.8 | 19.1 | 22.8 | 24.3 |
| Source: Euromonitor International, 2022 | ||||||
| Category | Annual growth % 2020-2021 | CAGR* % 2016-2021 | Total growth % 2016-2021 |
|---|---|---|---|
| Organic tea total | 10.3 | 12.7 | 81.7 |
| Black Tea | 10.4 | 4.8 | 26.6 |
| Fruit/ Herbal Tea | 12.2 | 16.1 | 110.6 |
| Green Tea | 6.6 | 12.0 | 76.1 |
|
Source: Euromonitor International, 2022 *CAGR: Compound annual growth rate |
|||
| Category | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|
| Organic tea total | 92.7 | 97.0 | 101.2 | 105.3 | 109.3 |
| Black Tea | 13.1 | 13.3 | 14.0 | 14.6 | 15.2 |
| Fruit/ Herbal Tea | 53.6 | 55.9 | 57.7 | 59.4 | 61.1 |
| Green Tea | 26.0 | 27.8 | 29.5 | 31.3 | 33.0 |
| Source: Euromonitor International, 2022 | |||||
| Category | Annual growth % 2021-2022 | CAGR* % 2021-2026 | Total growth % 2021-2026 |
|---|---|---|---|
| Organic tea total | 5.8 | 4.5 | 24.8 |
| Black Tea | −5.1 | 2.0 | 10.1 |
| Fruit/ Herbal Tea | 8.3 | 4.3 | 23.4 |
| Green Tea | 7.0 | 6.3 | 35.8 |
|
Source: Euromonitor International, 2022 *CAGR: Compound annual growth rate |
|||
| Company | Retail sales (US$ millions) | Market share (%) |
|---|---|---|
| Ecotone | 45.9 | 52.4 |
| East West Tea Co LLC | 14.5 | 16.6 |
| Unilever Group | 12.2 | 13.9 |
| Hain Celestial Group Inc, The | 1.8 | 2.1 |
| Simon Lévelt BV | 1.3 | 1.5 |
| Private Label | 5.0 | 5.7 |
| Others | 6.9 | 7.9 |
| Source: Euromonitor International, 2022 | ||
New product launches
From 2017 to 2021, 310 organic tea products were introduced in the Netherlands, with the highest number of new products launched in 2021. The most popular product claim was environmentally friendly package (216 products). Other popular claims were sustainable habitat and resources (209 products) and environmentally friendly product (131 products). The companies with the highest number of New product launches was Yogi Tea with 26 products, followed by Albert Heijn (24 products) and Wessanen (24 products). Average price was US$4.65 per product or US$11.39 per 100ml/g.
| Product attributes | Number of new product by year | Total | ||||
|---|---|---|---|---|---|---|
| 2017 | 2018 | 2019 | 2020 | 2021 | ||
| Yearly product launches | 58 | 63 | 66 | 54 | 69 | 310 |
| Top 5 claims | ||||||
| Environmentally Friendly Package | 23 | 41 | 41 | 49 | 62 | 216 |
| Sustainable (Habitat/Resources) | 21 | 34 | 47 | 49 | 58 | 209 |
| Environmentally Friendly Product | 11 | 17 | 27 | 32 | 44 | 131 |
| Human | 16 | 14 | 29 | 25 | 30 | 114 |
| Recycling | 13 | 12 | 15 | 27 | 21 | 88 |
| Top 5 companies | ||||||
| Yogi Tea | 1 | 4 | 8 | 7 | 6 | 26 |
| Albert Heijn | 0 | 1 | 8 | 0 | 15 | 24 |
| Wessanen | 0 | 10 | 3 | 6 | 5 | 24 |
| Pukka Herbs | 2 | 1 | 4 | 11 | 4 | 22 |
| De Smaakspecialist | 8 | 1 | 1 | 0 | 4 | 14 |
| Top 5 flavours (including blend) | ||||||
| Unflavoured/Plain | 11 | 5 | 13 | 8 | 2 | 39 |
| Herbs/Herbal | 4 | 6 | 7 | 3 | 2 | 22 |
| Mint | 2 | 3 | 1 | 4 | 1 | 11 |
| Chamomile/Camomile | 3 | 1 | 3 | 1 | 3 | 11 |
| Ginger & Lemon | 2 | 1 | 0 | 3 | 4 | 10 |
| Top 5 ingredients | ||||||
| Licorice (Food) | 11 | 21 | 27 | 34 | 26 | 119 |
| Ginger (Food) | 13 | 24 | 22 | 23 | 31 | 113 |
| Lemongrass (Food) | 7 | 14 | 27 | 19 | 22 | 89 |
| Cinnamon (Food) | 16 | 15 | 15 | 12 | 22 | 80 |
| Green Tea (Food) | 10 | 20 | 22 | 10 | 11 | 73 |
| Top 5 packaged types | ||||||
| Flexible sachet | 28 | 25 | 31 | 39 | 43 | 166 |
| Carton | 15 | 19 | 10 | 7 | 14 | 65 |
| Flexible | 7 | 15 | 20 | 6 | 9 | 57 |
| Flexible stand-up pouch | 5 | 2 | 1 | 1 | 0 | 9 |
| Rigid box | 2 | 1 | 1 | 0 | 1 | 5 |
| Launch types | ||||||
| New Variety/Range Extension | 35 | 37 | 41 | 41 | 41 | 195 |
| New Product | 17 | 16 | 21 | 7 | 14 | 75 |
| New Packaging | 3 | 10 | 3 | 4 | 14 | 34 |
| Relaunch | 3 | 0 | 1 | 1 | 0 | 5 |
| New Formulation | 0 | 0 | 0 | 1 | 0 | 1 |
| Source: Mintel GNPD, 2022 | ||||||
Examples of new products
05 Orange & Ginger Black Tea
| Company | Dille & Kamille |
|---|---|
| Brand | Dille & Kamille (Private Label) |
| Date published | December 2021 |
| Launch type | New product |
| Price in US dollars | 9.00 ($12.00 per 100 millilitres / grams) |
Dille & Kamille 05 Sinaasappel & Gember Zwarte Thee (05 Orange & Ginger Black Tea) is described as a flavoured organic black tea with orange and ginger. The product retails in a 75 gram pack and features the EU Organic logo.
Positioning claims: Not specified
Yerba Maté Tumeric Lemongrass Infusion
| Company | Albert Heijn |
|---|---|
| Brand | AH Bio (Private Label) |
| Date published | October 2021 |
| Launch type | New variety / range extension |
| Price in US dollars | 1.84 ($6.13 per 100 millilitres / grams) |
AH Bio Yerba Maté Kruideninfusie Kurkuma Citroengras (Yerba Maté Turmeric Lemongrass Infusion) retails in a 30 gram pack containing 20 tea bags, featuring the Rainforest Alliance, FSC Mix and EU Organic logos.
Positioning claims: Environmentally friendly package, environmentally friendly product, ethical (human), sustainable (habitat/ resources), gluten free, low/no/reduced allergen, low/no/reduced lactose, vegan/no animal ingredients
Chamomile Infusion with a Twist of Peach Tea
| Company | Wessanen |
|---|---|
| Brand | Clipper |
| Date published | June 2021 |
| Launch type | New variety / range extension |
| Price in US dollars | 3.47 ($11.57 per 100 millilitres / grams) |
Clipper Biologische Gearomatiseerde Kruideninfusie met Kamille en Perzikaroma (Chamomile Infusion with a Twist of Peach Tea) retails in a biodegradable and recyclable 30 gram pack, containing 20 unbleached, plastic-free units and features the EU Organic and Certified B Corporation logos
Positioning claims: Biodegradable, environmentally friendly package, environmentally friendly product, ethical (human), recycling, sustainable (habitat/ resources), toxins free
No. 306 Premium Organic Earl Green Tea
| Company | Simon Lévelt |
|---|---|
| Brand | Simon Lévelt |
| Date published | May 2021 |
| Launch type | New packaging |
| Price in US dollars | 2.84 ($8.11 per 100 millilitres / grams) |
Simon Lévelt Gearomatiseerde Groene Thee (No. 306 Premium Organic Earl Green Tea) is described as a refreshing green tea from India with notes of bergamot and retails in a recyclable 35 gram pack with 20 1.75 gram tea bags. The package features the EU Organic logo.
Positioning claims: Environmentally friendly package, environmentally friendly product, recycling, sustainable (habitat/ resources), Premium
Organic Good Morning Tea
| Company | Het Blauwe Huis |
|---|---|
| Brand | Het Blauwe Huis |
| Date published | February 2021 |
| Launch type | New variety / range extension |
| Price in US dollars | 5.14 ($9.35 per 100 millilitres / grams) |
Het Blauwe Huis Biologische Goedemorgen Thee (Organic Good Morning Tea) is a biodynamic product and retails in a 55 gram compostable pack. The package features the EU Green Leaf logo.
Positioning claims: Biodegradable, environmentally friendly package, environmentally eriendly product, sustainable (habitat/ resources), functional (energy)
Italy
Market overview
Italy was the fifth largest organic tea market in Europe in 2021. The Italian organic tea market grew at a CAGR of 5.4% during the 2016-2021 period, reaching total retail sales of US$48.7 million in 2021. Despite slight drop in retail sales in 2021, this market is expected to better perform during the forecast period at a CAGR of 7.2% and to be valued at US$68.9 million by 2026.
| Category | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 |
|---|---|---|---|---|---|---|
| Organic tea total | 37.4 | 39.6 | 41.6 | 43.9 | 48.8 | 48.7 |
| Black Tea | 16.4 | 17.0 | 18.0 | 19.4 | 21.1 | 21.1 |
| Fruit/ Herbal Tea | 19.6 | 21.2 | 22.1 | 23.0 | 26.1 | 26.0 |
| Green Tea | 1.4 | 1.4 | 1.5 | 1.5 | 1.6 | 1.6 |
| Source: Euromonitor International, 2022 | ||||||
| Category | Annual growth % 2020-2021 | CAGR* % 2016-2021 | Total growth % 2016-2021 |
|---|---|---|---|
| Organic tea total | −0.2 | 5.4 | 30.2 |
| Black Tea | 0.0 | 5.2 | 28.7 |
| Fruit/ Herbal Tea | −0.4 | 5.8 | 32.7 |
| Green Tea | 0.0 | 2.7 | 14.3 |
|
Source: Euromonitor International, 2022 *CAGR: Compound annual growth rate |
|||
| Category | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|
| Organic tea total | 51.8 | 55.6 | 59.7 | 64.2 | 68.9 |
| Black Tea | 22.8 | 24.7 | 26.5 | 28.3 | 30.1 |
| Fruit/ Herbal Tea | 27.4 | 29.2 | 31.5 | 34.1 | 37.0 |
| Green Tea | 1.6 | 1.7 | 1.7 | 1.8 | 1.8 |
| Source: Euromonitor International, 2022 | |||||
| Category | Annual growth % 2021-2022 | CAGR* % 2021-2026 | Total growth % 2021-2026 |
|---|---|---|---|
| Organic tea total | 6.4 | 7.2 | 41.5 |
| Black Tea | 8.1 | 7.4 | 42.7 |
| Fruit/ Herbal Tea | 5.4 | 7.3 | 42.3 |
| Green Tea | 0.0 | 2.4 | 12.5 |
|
Source: Euromonitor International, 2022 *CAGR: Compound annual growth rate |
|||
| Company | Retail sales (US$ millions) | Market share (%) |
|---|---|---|
| Ecor NaturaSì SpA | 10.2 | 20.9 |
| East West Tea Co LLC | 4.3 | 8.8 |
| Erba Vita SA | 4.1 | 8.4 |
| Consorzio Ctm Altromercato | 3.1 | 6.4 |
| Teekanne GmbH & Co KG | 0.8 | 1.6 |
| Private Label | 10.6 | 21.8 |
| Others | 15.6 | 32.0 |
| Source: Euromonitor International, 2022 | ||
New product launches
From 2017 to 2021, 239 organic tea products were introduced in Italy, with the highest number of new products launched in 2019. The most popular product claim was environmentally friendly product (117 products). Other popular claims were environmentally friendly package (110 products) and sustainable habitat and resources (107 products). The companies with the highest number of New product launches was Yogi Tea with 20 products, followed by Valverbe (16 products) and Pukka Herbs (9 products). Average price was US$4.58 per product or US$13.43 per 100ml/g.
| Product attributes | Number of new product by year | Total | ||||
|---|---|---|---|---|---|---|
| 2017 | 2018 | 2019 | 2020 | 2021 | ||
| Yearly product launches | 42 | 40 | 59 | 57 | 41 | 239 |
| Top 5 claims | ||||||
| Environmentally Friendly Product | 22 | 18 | 25 | 32 | 20 | 117 |
| Environmentally Friendly Package | 12 | 16 | 33 | 32 | 17 | 110 |
| Sustainable (Habitat/Resources) | 17 | 13 | 27 | 33 | 17 | 107 |
| Recycling | 9 | 13 | 18 | 22 | 9 | 71 |
| Ethical (Human) | 15 | 10 | 14 | 15 | 12 | 66 |
| Top 5 companies | ||||||
| Yogi Tea | 2 | 7 | 7 | 3 | 1 | 20 |
| Valverbe | 3 | 2 | 3 | 7 | 1 | 16 |
| Pukka Herbs | 0 | 2 | 1 | 2 | 4 | 9 |
| Sonnentor | 2 | 1 | 2 | 1 | 2 | 8 |
| Abafoods | 0 | 0 | 0 | 7 | 0 | 7 |
| Top 5 flavours (including blend) | ||||||
| Unflavoured/Plain | 15 | 7 | 10 | 14 | 11 | 57 |
| Herbs/Herbal | 3 | 2 | 0 | 2 | 2 | 9 |
| Ginger & Lemon | 2 | 1 | 3 | 1 | 1 | 8 |
| Fennel | 2 | 2 | 2 | 2 | 0 | 8 |
| Forest Fruits/Forest Berry/Wildberry/Wild Fruit | 0 | 1 | 4 | 1 | 1 | 7 |
| Top 5 ingredients | ||||||
| Licorice | 13 | 9 | 20 | 18 | 10 | 70 |
| Ginger | 11 | 7 | 17 | 12 | 4 | 51 |
| Hibiscus | 5 | 8 | 15 | 6 | 10 | 44 |
| Lemongrass | 5 | 5 | 10 | 10 | 5 | 35 |
| Peppermint | 6 | 5 | 9 | 8 | 4 | 32 |
| Top 5 package types | ||||||
| Flexible sachet | 33 | 31 | 49 | 44 | 23 | 180 |
| Flexible | 8 | 3 | 3 | 7 | 8 | 29 |
| Carton | 0 | 5 | 7 | 3 | 1 | 16 |
| Flexible stand-up pouch | 1 | 0 | 0 | 2 | 4 | 7 |
| Jar | 0 | 0 | 0 | 1 | 3 | 4 |
| Launch types | ||||||
| New Variety/Range Extension | 20 | 28 | 39 | 28 | 19 | 134 |
| New Product | 19 | 8 | 19 | 23 | 16 | 85 |
| New Packaging | 3 | 4 | 1 | 2 | 4 | 14 |
| Relaunch | 0 | 0 | 0 | 4 | 2 | 6 |
| Source: Mintel GNPD, 2022 | ||||||
Examples of new products
Organic Night Time Berry Tea
| Company | Pukka Herbs |
|---|---|
| Brand | Pukka |
| Date published | December 2021 |
| Launch type | New variety / range extension |
| Price in US dollars | 5.31 ($14.75 per 100 millilitres / grams) |
Pukka Organic Night Time Berry Tea features manilla hemp bags stitched with organic string and retails in a 36 gram recyclable pack, containing 20 1.8 gram tea bags. The package is printed with vegetable-based inks, made with renewable energy and bears the EU Organic, Soil Association, AB, Fair Wild, Fair for Life, Certified B Corporation, 1% for the Planet and FSC Mix logos.
Positioning claims: Caffeine free, charity, environmentally friendly package, environmentally friendly product, ethical (human), recycling, sustainable (habitat/ resources), toxins free, functional (stress and sleep), kosher
Dandelion Roots
| Company | Biojoy |
|---|---|
| Brand | Biojoy |
| Date published | October 2021 |
| Launch type | New product |
| Price in US dollars | 22.99 ($4.60 per 100 millilitres / grams) |
Biojoy Radice di Tarassaco (Dandelion Roots) are 100% wild crafted and can be used to prepare an infusion or to prepare coffee, bitter lemonade, honey and liqueur. The product retails in a 500 gram pack, featuring the BIO, EU Organic, Facebook, LinkedIn and SGS Organic logos.
Positioning claims: Social Media
Orange, Carrot, Lemon and Apple Tea
| Company | TAFLO |
|---|---|
| Brand | Aromy Fruttisana Bio |
| Date published | April 2021 |
| Launch type | New product |
| Price in US dollars | 5.97 ($18.66 per 100 millilitres / grams) |
Aromy Fruttisana Bio Arancia, Carota, Limone e Mela (Orange, Carrot, Lemon and Apple Tea) retails in a 32 gram plastic-free pack, containing eight 4 gram pyramid-shaped and plastic-free tea bags and featuring the EU Organic logo.
Positioning claims: All natural product, caffeine free, environmentally friendly package, environmentally friendly product, sustainable (habitat/ resources), free from added/ artificial additives, free from added/ artificial colourings, free from added/ artificial flavourings, free from added/ artificial preservatives, functional (energy), gluten free, low/ no/ reduced allergen, low/ no/ reduced lactose, no added sugar, no additives/ preservatives, vegan/ no animal ingredients
Organic Matcha Powder
| Company | Alma & Valor |
|---|---|
| Brand | Iswari |
| Date published | March 2021 |
| Launch type | New product |
| Price in US dollars | 18.47 ($26.39 per 100 millilitres / grams) |
Iswari Matcha in Polvere Certificato Biologico (Organic Matcha Powder) is made with green tea grown in the Uji region in Japan. This product is free from pesticides, heavy metals and other contaminants. It retails in a 70 gram recyclable pack, featuring the Vegan Society Approved Vegan Trademark, EU Green Leaf, Facebook, Instagram and YouTube logos and the Certiplanet certification.
Positioning claims: Ethical (animal), environmentally friendly package, environmentally friendly product, recycling, toxins free, functional (brain and nervous system), functional (energy), functional (stress and sleep), functional (weight and muscle gain), GMO free, gluten free, low/ no/ reduced allergen, social media, vegan/ no animal ingredients
Happy Fruit Tisane
| Company | Tra la Terra e Il Cielo |
|---|---|
| Brand | Natura in Tazza |
| Date published | February 2021 |
| Launch type | New product |
| Price in US dollars | 7.99 ($26.63 per 100 millilitres / grams) |
Natura in Tazza Tisana Allegria di Frutti (Happy Fruit Tisane) retails in a 30 gram pack sufficient for 12 cups and features the EU Green Leaf logo.
Positioning claims: Free from added/ artificial colourings, free from added/ artificial preservatives, functional (brain and nervous system), no additives/ preservatives
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Resources
- Canadian Food Inspection Agency
- Euromonitor International
- Organic Beverages in France (January 2022)
- Organic Beverages in Germany (June 2022)
- Organic Beverages in Italy (February 2022)
- Organic Beverages in the Netherlands (February 2022)
- Organic Beverages in the United Kingdom (December 2021)
- Organic Tea and Coffee in Western Europe: Insights on a Growing Industry (January 2019)
- Tea and Organic Tea Database (accessed on July 11, 2022)
- Mintel, New Product Database (accessed on July 11, 2022)
Health and Wellness Series – Organic tea trends in Europe – Focus on top five markets
Global Analysis Report
Prepared by: Mi Jin Babstock, Senior Market Analyst
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