The Germany tea market is traditionally dominated by two domestic players, Teekanne and Ostfriesische Tee Gesellschaft (OTG), which are almost equally strong. In 2012, Teekanne assumed leadership in tea from OTG. The company increased its value share by half a percentage point, reaching a 20% share. This was also the strongest increase seen in tea. The company had a successful year because of its extended offer of country teas and health and wellness teas, but also because of catchy brand names such as Natur pur and Landlust. Meanwhile, OTG maintained its share of just under 20%.
Green tea further increased in popularity in Germany in 2012. Media publicity surrounding the beneficial health properties of green tea continued to influence consumers. A new trend in green tea is Matcha, which is highly appreciated by lovers of green tea because of its smooth flavour and health properties. The premium character of Matcha also makes it suitable as a gift. Overall, green tea saw 3% growth in volume terms and 4% growth in current value terms in 2012.
Tea is anticipated a total volume CAGR of 1% over the forecast period, reaching 58,300 tonnes. Tea will benefit from its claimed effects on health and wellbeing more than coffee and cocoa drinks as the positive effects of many kinds of tea are more trusted than any positive effects from coffee or cocoa. The increasing popularity of tea shops in Germany will also boost sales. Both the on-trade and off-trade are expected to see positive growth.
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