Ken Research has recently announced its latest publication “Hot Tea Consumption Volume and Growth Forecast to 2021-East Europe”, which aims at providing detailed analysis of hot tea market of East Europe. It provides an overview and thorough vision of the business environment for the Hot Tea market in East Europe. It aims at providing knowledge of market to new players that are considering entering the market. It provides information about market scenario of forecast period by analyzing situation of current period.
Overview of hot tea industry of Eastern Europe
Regions of eastern zone of Europe included in this report includes 18 countries like Belarus, Bosnia, Bulgaria, Croatia, Czech Republic, Estonia, Hungary, Latvia, Lithuania, Macedonia, Poland, Romania, Russia, Serbia, Slovak Republic, Slovenia, Turkey, and Ukraine. Though Europe is facing serious economic turbulences due to oil crisis, but eastern European region emerged stronger even in such economic situation with stable economic growth and development.
Tea was introduced in eastern part of Europe by Dutch community which was considered immensely expensive and extravagant at that time. Soon this hot beverage gained popularity in entire Europe and was considered as an indispensable beverage of evening parties and get together. Hot Tea is a ready to drink beverage from infusion of dried tea leaves or herbal and/or fruit ingredients in hot water or from instant, freeze-dried tea in granular or powdered form. Asian flavors influenced tea tastes of Eastern Europe since large part of import was done through countries like India, China and Sri Lanka. Russian tea chifir and Turkish rize tea became most admired beverages in Eastern Europe.
In last few decades, this craze for tea intensified even more. Turkey became leading consumer of tea in the world. It further became leading producer and exporter of tea. Demand for Turkish tea reached sky high levels. Russia was second largest consumer of tea in Europe. Though pessimism was observed in production sector of tea in Russia but no deterioration of consumption of tea was observed despite of economic instability in Russia. Other regions of east zone of Europe also saw hike in demand for tea.
Key drivers in hot tea market in Eastern Europe
Thus demand for tea is elevating substantially in Eastern Europe. Demand for European varieties like peppermint tea, alpine berry herbal, red raspberry, etc. is not only rising in Europe but also globally. Various factors that led to increase in demand are:
- Tea an integral part of culture of Europe
Ever since tea was introduced in Europe it gained a special importance in Europe’s culture and traditions. It became extremely desirable in gallant tea parties of Europe. People used expensive tea and ingredients as way of boasting about their luxurious lifestyles.
- Health campaigns
Since people are becoming more aware about health benefits of green tea, demand for green tea is rising of only in Eastern Europe but throughout the world. Further, people are raising their consumption of herbal tea, detox tea, decaf tea, slimming tea, etc. which have enormous health benefits.
- Introduction to new variety of exotic flavors
Many tea brands have introduced appealing flavors of tea like Jasmine, vanilla, hazelnut, fruity, saffron, etc. which are new attractions of tea cafes and breweries in Eastern Europe. Further, after globalization people were introduced to new varieties and tastes which soon became popular. Latest fad of European tea industry are Indian masala chai and Chinese bubble tea.
Future of hot tea industry
Substantial optimism is associated with European tea industry which is expected to expand even more in future. Stable consumption of tea is expected in Ukraine and Russia while other nations are witnessing growth in tea consumption and production. Further, demand for Turkish tea is expected to rise even more in future. Aggressive advertisement campaigns, strengthening of economic position and introduction of better channels of sales would boost demand even more in future.
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Ankur Gupta, Head Marketing & Communications