"Tea in Portugal" Published

From: Fast Market Research, Inc.
Published: Thu Jun 12 2014

Boosted by the off-trade channel, the tea category presented a positive performance in 2013. Reflecting the ongoing shift among Portuguese consumers towards the consumption of hot drinks at home, the tea category registered a 5% rise in both off-trade volume and value terms in 2013, while foodservice volume fell by 5%.

Competitive Landscape

Unilever Jeronimo Martins Lda retained its leading position in tea in Portugal in 2013, despite a two percentage point drop in off-trade value share to 32%. Its Lipton brand retained some consumer loyalty, posting an off-trade value share of 31%; however, this represented a one percentage point decline on 2012. Unilever's leading brand has come under increasing pressure from lower cost private label but also from second ranked brand Tetley. The success of the Lipton Ice Tea brand in Portugal has however has contributed to the positive development of the Lipton brand in the tea category, widening consumer awareness. The brand has also been supported by widespread marketing campaigns.

Full Report Details at
- http://www.fastmr.com/prod/830729_tea_in_portugal.aspx?afid=303

Industry Prospects

Regardless of economic improvements promised by the Portuguese Government, austerity measures will remain in place over 2014 and the possibility of a new financial bailout may yet be necessary. This economic instability and adverse financial climate is likely to contribute to the ongoing trend towards at-home consumption and away from the foodservice channel. This scenario has the potential to impact the performance of the tea category over the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Tea industry in Portugal with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Tea industry in Portugal, our research will save you time and money while empowering you to make informed, profitable decisions.

The Tea in Portugal market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions suchas:

* What is the market size of Tea in Portugal?
* What are the major brands in Portugal?
* Is loose leaf tea available in Portugal?
* Is there a shift from unpackaged to packaged tea in Portugal?
* Is there a market for tea pods in Portugal?

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