The European green tea market was valued at US$ 1,650.8 million in 2018 and is projected to reach US$ 2,810.8 million by 2027; it is expected to grow at a CAGR of 6.1% during 2019–2027.
Camellia sinensis present in some plants are used to prepare green tea. The leaf buds and dried leaves of Camellia sinensis are used in the preparation of the green tea. It is prepared by pan-frying and steaming of these leaves followed by drying. Green tea is known to be beneficial against various health issues including depression and various types of cancers, such as lung, liver, colon, gastric cancers. Some of the scientific studies have proven that the consumption of green tea can enhance the thinking ability and helps lowering cholesterol and triglycerides contents in the human body. Green tea is made from leaves and buds of Camellia sinensis, and it does not involve the process of withering and oxidation. Moreover, the consumption of green tea is known to prevent liver cirrhosis, obesity, blood pressure, and many other chronic diseases. The combination of green tea and lemon offers numerous health benefits as it has several anti-inflammatory and anti-microbial properties. The demand for unique flavored, rich aroma, and taste in green tea products is driving the growth of the green tea market. As the green tea is made by selective collection of the new buds and leaves of tea plant, it is quite expensive compared to normal tea. Green tea leaves are not fermented and therefore do not undergo the process of oxidation as in the case of black tea. As the options for flavor and aroma increase, the consumers may adopt green tea products as their daily health diet. At present, the RTD green tea beverage consumption is increasing with the rise in disposable income and increasing buying power of consumers.
Based on type, the European green tea market is segmented into green tea bags, green tea instant mixes, iced green tea, loose leaf, and others. Owing to the multiple health benefits of green tea, the green tea bag segment dominated the European green tea market. A tea bag is a thin porous bag, filled with tea leaves, was discovered in 1904. The green tea bags can be wide opened thus allowing the full-leaf tea to be filled by the tea brewer or the consumers. The green tea bags are generally made of filter paper, food-grade plastic, or silk cotton. The instant tea was invented in the late 1930s but not sold until the late 1950s. The instant green tea became popular with the introduction of innovative products in the market. Once the tea is brewed and liquefied, it is then concentrated and dried into powder form. The amount of nutrients present in the instant mix is same as the brewed green tea. An instant green tea mix dissolves quickly in the liquid medium and does not leave any residue. Iced green tea offers cool refreshment during summer, along with certain health benefits. Unflavored iced green tea contains zero calories; however, sweetened version usually has fewer calories compared to soft drinks or juices. Once the leaf tea is soaked in liquid medium, the tea leaves have room to absorb ample water and expand as they infuse it. This allows the liquid to flow through the leaves and extract a wide range of vitamins, minerals, flavors, and aromas. Capsules or the dietary supplement present in the green tea offers various health benefits to the consumers.
Based on country, the European green tea market is segmented into Germany, Turkey, the UK, Russia, and rest of Europe. Turkey led the European green tea market amongst all the countries. The demand for green tea has increased considerably in the last few years in Germany. Consumers are looking for various food products in the market to reduce weight, which further propels the demand for green tea in Germany. The consumer base in Turkey is expanding rapidly, owing to the widespread awareness regarding the importance of green tea and its antioxidant properties. Green tea is mainly imported in the UK from China and India. Green tea is a natural source of caffeine, with about 35mg of caffeine found in every cup of green tea. Although black tea is largely consumed in Russia, green tea has emerged as a healthy alternative for black tea. Increasing efforts by leading green tea producers in Russia to raise awareness among the consumers about the health benefits offered by green tea is projected to propel the green tea market during the forecast period. . The rising awareness about the health benefits of green tea and ever-growing branding and marketing is driving the green tea market in rest of Europe. Further, the introduction of new flavored green tea products such as lemon, aloe vera, cinnamon, vanilla, and basil is anticipated to fuel the growth of the green tea market in these countries.
Kirin Holdings Company, AriZona Beverage Co., Associated British Foods plc., Nestle, Dilmah Ceylon Tea Company PLC., Tata Global Beverages, and Unilever are among the key players present in the European green tea market.
The overall size of the European green tea market has been derived using primary and secondary sources. The research process begins with extensive secondary research using internal and external sources to obtain qualitative and quantitative information related to the European green tea market. Also, multiple primary interviews were conducted with industry participants and commentators in order to validate and analyze the data. The participants who take part in such a process include industry expert such as VPs, business development managers, market intelligence managers, and national sales managers, and external consultants such as valuation experts, research analysts, and key opinion leaders specialized in the European green tea market.