Consumer and POS Insights – Tea Trends 2024

Tea is, alongside coffee, one of the most popular beverages among Germans: in 2022, German consumers drank around 69 liters of tea per capita – once again surpassing pre-pandemic levels.*

The growing trend toward balanced and mindful nutrition continues to drive tea consumption, with tea seen as a low-calorie thirst quencher and a pleasurable indulgence.

Tea also stands for flavor diversity and vibrancy: consumers are highly willing to try new things – presenting real opportunities for new products and successful innovations in the tea segment.

Who buys tea? How often is tea purchased, and how much is spent?
What are consumers’ preferences and expectations?
What product attributes define standard vs. premium from the tea buyer’s perspective?

The mafowerk Trend Evaluation “Consumer and POS Insights – Tea Trends 2024” highlights current developments and compares them with findings from 2019 and 2021. We explore opportunities for further growth areas – for continued successful tea marketing.

Nuremberg/Fürth, August 2024

* Source: Tee Report 2023, Deutscher Tee & Kräutertee Verband
Image: © shutterstock / fizkes

With the Consumer and POS Insights – Tea Trends 2024, mafowerk analyzes consumer attitudes regarding the purchase and consumption of tea.

Publication: 10/2024
Industry: Non-Alcoholic Beverages
Type: Consumer Insights
Region/Language: Germany/German
(This study is also available in English upon request.)

DOWNLOAD STUDY PREVIEW AS PDF (DE)

The results of the Consumer and POS Insights – Tea Trends 2024 can be ordered from mafowerk at any time.
The results are available and can be delivered within two working days after ordering.

The fee for the current Consumer Insights 2024 is: €4,200 (net plus VAT)

The fee for the Consumer and POS Insights 2024 including comparative data from 2019 and 2021 is: €4,900 (net plus VAT)

Request Consumer and POS Insights – Tea Trends 2024

Delivery of the complete study results in electronic pptx format in German, including comprehensive interpretations of the findings. Personal results presentation is optional (at an additional cost). The terms and conditions of mafowerk GmbH can be found at: www.mafowerk.de/agb

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