Green tea sales continued to see steady growth in 2018 and are expected to continue to develop at a similar pace in the forecast period. Green tea is a preferred hot drink amongst people looking for a healthier alternative to black tea or even coffee as it contains anti-oxidants.
Medicinal and slimming teas are gaining popularity amongst consumers looking for convenient and natural ways to get specific health benefits. Local players have invested into new packaging and expanded their assortments, targeting more ailments and often focusing on detoxifying and relaxing options for busy urban dwellers.
Albeit from a low base, other teas like oolong, pu-erh or rooibos are expected to see the fastest growth amongst other tea varieties. Milder flavour and some health-aiding properties are some of the factors that are attracting consumers.
In early autumn of 2018, Lipton introduced an additional Wellness tea range with green tea as the base ingredient. Four tea recipes are created to boost immunity, fitness, beauty or fatigue.
With more consumers preferring infusions, Gelsva, national brand owner of Dilmah tea, has introduced a flavoured infusion line that combines herbal teas and Ayurvedic ingredients targeting several consumer groups: flavoured tea, herbal tea and Ayurvedic diet lovers. Although Dilmah tea is well established in Lithuania it is mostly associated with black and flavoured tea ranges, thus a significant investment in promotion will be needed to raise awareness and enable Dilmah to compete successfully with local herbal infusion brands.
Svencioniu Vaistazoles (SVF) has long been known for its herbal and medicinal teas under Etno and SVF brands but the company is increasingly investing in product novelties. It has expanded its successful children’s line Etno Kake Make by adding an infusion with apples and carrots, whilst it increased its main line Etno by introducing matcha- and rooibos-based teas.
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