Tea in Russia - New Market Research Report

Russia remains among the leading countries for tea consumption globally, ranking fourth behind India, China and Turkey. Due to existing high saturation, retail volume sales growth for the category is quite limited, with some 94% of Russians already established tea consumers. However, the country’s strongly ingrained tradition of tea consumption means that the category is relatively resistant to the impact of crisis events. Thus, despite facing significantly worsened financial conditions and a substantial increase in prices in 2015, Russian citizens proved unwilling to reduce their consumption of tea, with retail volume sales stagnating at 180,521 tonnes. However, a substantial weakening of the Russian rouble resulted in considerable unit price growth, which saw the category record dynamic current value sales growth of 21% to reach RUB168.4 billion in 2015.

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Competitive Landscape

Orimi Trade OOO is the leading player in tea in Russia, with a retail value sales share of 31% in 2015. Moreover, declining consumer purchasing power and high price-sensitivity saw the company increase its retail value sales share over the last two years of the review period, driven by increasing demand for its economy segment brands. Remaining the leading domestic tea producer, the company’s portfolio includes a significant number of the most popular tea brands in the country, which confidently occupy appropriate niches. Its brand assortment can be divided into two groups, with the Greenfield and Tess brands in the premium segment, and the Princess Gita, Princess Java, Princess Kandi and Princess Noori brands present in the economy segment. The company’s strong presence in the low-priced segment positively influenced its performance in 2015, with the company seeing strong retail value sales growth of 22% in tea, to record a further marginal increase in retail value sales share. Furthermore, Orimi Trade OOO stands out for providing the most extensive advertising and promotional support for its products of any player in the category. In addition, the company constantly introduces new product developments, in order to retain consumer interest. In 2015, its popular Tess brand was relaunched in a new packaging format and saw a replenishment of its assortment with the introduction of a few delicate black tea varieties.

Industry Prospects

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