Boston, MA -- (ReleaseWire) -- 06/19/2014 -- Tea in Germany continues to grow in popularity and has firmly established itself as a lifestyle drink. In the increasingly fast-paced German society, tea and tea consumption is especially associated with time to relax, which is growing in importance among working people. In this regard, the German tea consumer is increasingly focusing on indulgence and quality. Furthermore, tea is also no longer only seen as a drink for when one has a cold. The traditional tea drinker is still female but men are also increasingly discovering the beneficial effects of a cup of tea. Likewise, younger generations are also increasingly drinking tea, thus contributing to the continuing growth in tea sales in Germany.
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Ostfriesische Tee Gesellschaft (OTG) performed well in 2013 and continued to lead the category, ahead of Teekanne GmbH & Co KG. OTG's main driver of growth was its brand Messmer, which grew by 12% in retail value terms. Furthermore, in 2013, Messmer was particularly successful in the on-trade. Messmer's new elderflower-lime and ginger-honey flavoured teas were particularly popular. Additionally, OTG's other well- known brand Milford recorded positive value sales growth after stagnating in 2012. In particular, Milford's new product launch, "kuhl & lecker", a tea which can be brewed with cold water, generated strong sales over the summer period. This product comes in four different tastes and is growing in popularity as German consumers increasingly like to drink cold tea rather than iced tea. OTG is planning to further invest in its Milford brand in an effort to drive its sales.
Over the forecast period tea in Germany is expected to grow in both retail value and volume terms. The trend towards a healthier lifestyle as well as the wide range of taste varieties in tea are both expected to further push its popularity in Germany over the next five years. Furthermore, tea is expected to increasingly challenge coffee in the future, aided by coffee-like tea products such as "Assam-Shot", an alternative to espresso, or "Matcha-Latte", an alternative to a latte macchiato.
Discover the latest market trends and uncover sources of future market growth for the Tea industry in Germany with research from Euromonitor's team of in-country analysts.
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The Tea in Germany market research report includes:
- Analysis of key supply-side and demand trends
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