Tea in Greece - New Market Report

Although tea does not yet have an established consumer base in Greece, at least in comparison to other hot drinks, the category did not decline in current value terms in 2015. This was despite the political and economic developments that have resulted in instability within Greece and changes to consumer habits. A key reason that prevented sales from falling is that tea is not yet a mature category in Greece and it has also benefitted from a move away from RTD tea and towards making iced tea at home with tea bags. Lipton Sun Tea series (tea bags black speciality in different fruit flavours) was launched during the review period and is positioned as being suitable for use with hot and cold water and this helped secure year-round sales for the brand and to a large extent also helped support growth within tea.

Competitive Landscape

Unilever Hellas led tea with a value share of 43% in 2015. The company, which markets the Lipton brand, saw an increase in its share of one percentage point. This was the result of its large investment in tea, which included new launches, and point of sale promotional activities.

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Industry Prospects

The trend of using tea bags for making iced tea at home will help prevent tea from posting a decline in retail volume terms over the review period. Along with this is the expected positive performance of green tea in line with the health and wellness trend. However, given that tea is not an established hot drinks type in Greece, its growth will likely be rather volatile and largely dependent upon socioeconomic factors.

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?
* Is loose leaf tea available in Greece?
* Is there a shift from unpackaged to packaged tea in Greece?
* Is there a market for tea pods in Greece?

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