"Tea in Greece" Published

Despite the lack of a tea drinking culture in Greece, tea performed better than expected in 2013 and 2014, although it witnessed a decline in both value and volume terms in both these years. Large investment in the category by Unilever Hellas SA was successful in stimulating consumer interest and generating sales for the category as a whole, practically preventing sales from declining at a high rate. Nevertheless, off-trade volume sales declined by 1% as a result of loose black standard tea products being delisted and in view of tea as a whole not having yet established a strong consumer base in Greece. Loose black standard tea product accounted for a fraction of sales and faced fierce competition from loose black speciality tea, as well as black standard tea bags, which has the competitive advantage of convenience.

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Competitive Landscape

Unilever Hellas SA remained the leader in tea with a value share of 42% deriving from its Lipton brand. The company is heavily investing in tea with above-and-below-the-line activities and new launches on an annual basis. However, in 2014 its value share within tea declined in line with the growth in the value share of the private label.

Industry Prospects

Growth in tea will remain strongly dependent upon investment in the category and innovations that can stimulate consumer demand. Unilever Hellas SA, the leading player, considers tea a category with good growth potential in Greece, in the context of the low penetration rates. The company will continue to heavily invest in new launches and marketing activities to boost sales of its Lipton brand, and simultaneously aiming to attract new consumers to the category.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Tea industry in Greece with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Tea industry in Greece, our research will save you time and money while empowering you to make informed, profitable decisions.

The Tea in Greece market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions suchas:

* What is the market size of Tea in Greece?
* What are the major brands in Greece?

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