Wellness teas are driving botanical beverage growth
Savvy product differentiation and strong consumer demand are driving growth in specialist tea sales, but botanical drinks such as tree waters have yet to find favour, according to retailers and analysts.
Fruit and herbal teas are having a strong showing across Europe, according to Euromonitor, with sales of €1.6bn in western Europe and €591m in eastern Europe in 2016.
“Stronger consumer demand for healthy drinks as well as the expansion of tea specialists has boosted sales of fruit/herbal teas in many developed markets,” said Virginia Lee, senior analyst for beverages at Euromonitor, in an analysis published late last year.
“Fruit/herbal tea sales have also grown strongly in multiple emerging markets as tea producers increasingly emphasise the functionality of their products,” she added.
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