Boston, MA -- (ReleaseWire) -- 07/08/2014 -- Retail volume sales of tea showed an improvement with 4% growth in 2013. This improvement was partly due to growing consumer appreciation for the potential health benefits of different tea varieties. Notably, whereas tea was once mainly perceived as a drink for elderly people, rising health awareness in Thailand ensured that it continued to gain popularity among younger consumers in 2013, especially among young urban adults. Growth in tea consumption was further strengthened by new launches, improvements in distribution, price promotions and other marketing activities.
New Concept Product Co remained the overall leader in tea in 2013 with a retail value share of 22%. This was mainly due to the commanding lead held by its Fitne brand in fruit/herbal tea. Positioned as a slimming tea, Fitne is very popular among figure conscious female consumers, particularly younger women. This positioning is reinforced by the use of popular Thai celebrities like Araya A Hargett and Yaya Urassaya Sperbund as brand ambassadors.
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The outlook for tea remains bright. Growth in retail volume sales for the entire category over the forecast period is expected to surpass that witnessed during the review period. A similar improvement is projected with regard to growth in retail value sales at constant 2013 prices. Rising health awareness in Thailand will remain the key driver of growth in tea consumption, especially among young adults. Rising disposable incomes and urbanisation will also help to sustain the positive development of the category, as will new launches, improvements in distribution, price promotions and other marketing activities.
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The Tea in Thailand 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 such as
- What is the market size of Tea in Thailand
- What are the major brands in Thailand
- Is loose leaf tea available in Thailand
- Is there a shift from unpackaged to packaged tea in Thailand
- Is there a market for tea pods in Thailand
- What is the market size for different tea flavors (green tea, black tea, herbal tea, etc.) in Thailand
- How are market trends changing in flavours/types for fruit/herbal and other tea
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- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
- Market sizes (historic and forecasts)
- Company shares
- brand shares
- distribution data
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