Tea - Europe | Statista Market Forecast

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Tea market amounts to US$13.35bn in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$13.12bn in 2024.
Revenue, combined amounts to US$26.47bn in 2024.
The revenue, at home is expected to grow annually by 7.23% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated China (US$49bn in 2024).
In relation to total population figures, the average revenue per capita, at home of US$15.82 are generated in 2024.
In the Tea market, volume, at home is expected to amount to 730.50m kg by 2024.
Volume, out-of-home is expected to amount to 44.76m kg in 2024.
Volume, combined is expected to amount to 775.30m kg in 2024.
The Tea market is expected to show a volume growth, at home of 1.6% in 2025.0.
The average volume per person, at home in the Tea market is expected to amount to 0.87kg in 2024.

Definition:

The Tea market consists of black tea, green tea and mate sold in tea bags or as loose-leaf tea. Not included are herbal tea, instant tea, iced tea or similar tea-derived Ready-to-Drink beverages. Ready-to-Drink variants are instead shown in the corresponding segment in the Non-Alcoholic Drinks market.

Additional information:

The market comprises revenue and average revenue per capita, volume and average volume per capita, price per kilogram , as well as sales channels. Per capita figures refer to a country’s or region’s whole population.

At-home market data covers retail sales via super- and hypermarkets, eCommerce, convenience stores, and similar sales channels. Out-of-home market data includes all sales in hotels and restaurants, sales by catering companies, as well as sales in cafés, bars, and similar hospitality service establishments. In the out-of-home market, the price always refers to the price per kilogram of the beverage consumed, regardless of other components in the finished beverage. Combined numbers encompass both the at-home market and the out-of-home market. All prices are valued at retail selling prices, including all sales and consumption taxes.

Key players include Unilever (Lipton), Associated British Foods (Twinings), and Tata Global Beverages (Tetley).

Tea bags
Loose Leaf Tea
Black Tea
Green Tea
Mate

Herbal Tea
Instant Tea
Ready-to-Drink Tea, such as Lipton Ice Tea

Tea has long been associated with various health benefits, and this connection continues to drive consumer preferences. Health-conscious individuals are turning to tea as a healthier alternative to sugary beverages, thanks to its antioxidant properties, potential weight management benefits, and calming effects. It is especially important in Asia and Eastern Europe as well as in the UK. In these regions, it serves the purpose of both caffeination and hydration.

Trends include sustainability and ethical sourcing, innovation in tea formats and blends, and the rise of premium tea experiences. With an expanding consumer base and evolving preferences, the tea market is expected to continue its growth trajectory in the coming years.

Data coverage:
The data encompasses B2C enterprises. Figures are based on private Household spendings on Hot Drinks. At-home market data covers retail sales via super- and hypermarkets, eCommerce, convenience stores, and similar sales channels. Out-of-home market data includes all sales in hotels and restaurants, sales by catering companies, as well as sales in cafés, bars, and similar hospitality service establishments.
In the out-of-home market, the price always refers to the price per kilogram of the beverage consumed, regardless of other components in the finished beverage.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as production data, region, and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Hot Drinks market with a projected steady growth.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.

This report presents a comprehensive analysis and additional information on the Consumer market, in a PDF format.

Tea consumption has been around since as early as 1500 BC, originating as a medicinal beverage in the Yunnan province of China, also known as the birthplace of tea. Tea is produced using the leaves of the Camellia sinensis plant and the harvesting process has a significant impact on the resulting product. There are thousands of varieties of tea, the four main types being black, green, white, and oolong, all of which are produced from the same plant. China has, by far, the largest tea market worldwide, valued at over 91 billion U.S. dollars. India and Japan rank in distant second and third places.