Boston, MA -- (ReleaseWire) -- 06/12/2014 -- Singapore does not have a strong tea culture as the consumption level of tea is lower than that of coffee consumption in Singapore. Hence, the tea category still has room for growth, in general. The increasing health and wellness trend drives the growth of tea consumption as green tea and fruit/herbal tea are popular among health-conscious consumers. Tea is also perceived as a lifestyle trend among young consumers, and manufacturers have therefore introduced many tea variants such as fruit tea, and black tea with various flavours, which provide wider choices of tea to consumers. As such, tea saw stable 2% volume growth in 2013.
Unilever Singapore Pte Ltd retained the top position in 2013 with a 35% off-trade value share. This was mainly due to the strong presence of its Lipton brand. Lipton holds the top shares under various tea categories such as black tea, fruit/herbal tea and instant tea. Lipton is widely available in most retail distribution channels in Singapore. The company also opened the world's first high tea bar under the Lipton brand in Singapore in 2013. Through such marketing activity, Lipton continues to appeal to consumers and enhance its image.
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Tea is likely to see stable demand among local consumers in the forecast period. Due to the increasing health and wellness trend, tea is popular among health-conscious consumers. Since Singaporeans have busy lifestyles, tea is perceived as a therapy drink to release stress levels and improve mental health. Such a trend is likely to continue over the forecast period.
Discover the latest market trends and uncover sources of future market growth for the Tea industry in Singapore with research from Euromonitor's team of in-country analysts.
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If you're in the Tea industry in Singapore, our research will save you time and money while empowering you to make informed, profitable decisions.
The Tea in Singapore 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 Singapore?
- What are the major brands in Singapore?
- Is loose leaf tea available in Singapore?
- Is there a shift from unpackaged to packaged tea in Singapore?
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