Tea in Finland - New Report Available

After a few years of stagnation, tea in Finland had 2% current value growth in 2014. Tea is gaining popularity as a healthy, trendy and sophisticated hot drink and particularly women and the younger generation aged 17-30 is switching from coffee to tea due to the latter’s numerous health benefits. One third of Finns increased their tea consumption during 2014. The prolonged financial difficulties and weak purchasing power steered consumers to the cheaper brands: the majority of Finns prioritise price and convenience however there is a marginal but growing group of Finns who can be described as "tea freaks" ie people who know about different tea qualities, their preparation and impact on health. The growing number of small teahouses and shops confirm the interest in speciality and premium teas imported from China, Japan, South Korea and Vietnam. Many of the small shops also offer tasting events that became crowded and popular.

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Competitive Landscape

R Twining & Co Ltd is the longstanding leading operator in tea in Finland and in 2014, the company continued to lead with 31% retail value share. R Twining & Co Ltd’s tea brand Twinings is popular among Finns who appreciate trusted and well-known tea brands. The company ensured excellent distribution and shelf positioning for its products. Furthermore, the company was active in renewing its product selection and launching interesting and innovative products on a regular basis. Unilever Finland Oy was second with a 28% share in 2014. Similarly, Unilever Finland Oy was able to build a trusted and distinguished reputation for its Lipton brand among Finnish consumers.

Industry Prospects

Although Finland is known for its coffee enthusiasts and high per capita coffee consumption, tea is predicted to be one of the key trends in beverages in the forecast period. It is expected to continue a positive volume CAGR of 1% in the forecast period which is stronger than the 0% CAGR in the review period. This is mainly due to the booming health trend that is one of the key driving forces behind the growing popularity of tea.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Tea industry in Finland 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 Finland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Tea in Finland market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products

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