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PROSPECTS

High seasonality and low innovation dampen volume growth potential

The demand for tea continues to rebound slowly in 2019, with a further marginal rise in retail volume sales following decreases in the early-to-mid-review period. In general, tea is quite stagnant in terms of innovation and market focus.

Economic recovery boosts demand for tea in 2019

The growth potential of tea is influenced by the economic conditions in the country. During the review period, tea consumption closely followed the performance of the Slovenian economy.

Healthier variants benefit from consumption of tea for relief from common illnesses

Fruit/herbal tea continues to dominate retail volume and value sales in 2019. This suggests that tea is a perceived as a healthier and flavoursome option by consumers in Slovenia.

COMPETITIVE LANDSCAPE

Wide offer and promotions keep Žito Food Industry and Teekanne ahead of the field

Žito Food Industry remains the clear leading player in retail value share terms in 2019, followed by Teekanne and the private label retailer Mercator. The Teekanne brand competes directly with Žito Food Industry’s 1001 Cvet, with both brands benefiting from promotional activity, while Teekanne leverages global brand recognition.

New launches exploit seasonal demand to consolidate 1001 Cvet’s top-of-mind positioning

1001 Cvet benefits from a high level of consumer recognition due to its long-standing presence in the country, supported by extensive distribution through retail and foodservice channels. It also benefits from highly visible marketing campaigns across all advertising channels, refreshments to product packaging and improving shelf positioning in retail outlets.

Private label loses ground as economic recovery reduces importance of low prices

The private label retailer Mercator offers a wide and expanding range of private label teas, which appeal mainly to price-conscious consumers. Mercator competes against the leading tea brands primarily on price.

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