TEA IN INDIA

Euromonitor International
July 2013

T E A I N I NDI A P a s s p o r t I
E u r o mo n i t o r I n t e r n a t i o n a l
LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 2
Prospects ..................................................................................................................................... 3
Category Data .............................................................................................................................. 4
Table 1 Retail Sales of Tea by Category: Volume 2007-2012................................... 4
Table 2 Retail Sales of Tea by Category: Value 2007-2012 ..................................... 5
Table 3 Retail Sales of Tea by Category: % Volume Growth 2007-2012 .................. 5
Table 4 Retail Sales of Tea by Category: % Value Growth 2007-2012 ..................... 6
Table 5 Tea: Standard Vs Pods % Value Analysis 2007-2012.................................. 6
Table 6 Tea Company Shares by Retail Value 2008-2012 ....................................... 6
Table 7 Tea Brand Shares by Retail Value 2009-2012 ............................................. 7
Table 8 Forecast Retail Sales of Tea by Category: Volume 2012-2017 .................... 7
Table 9 Forecast Retail Sales of Tea by Category: Value 2012-2017 ....................... 8
Table 10 Forecast Retail Sales of Tea by Category: % Volume Growth 2012-
2017 ............................................................................................................. 8
Table 11 Forecast Retail Sales of Tea by Category: % Value Growth 2012-
2017 ............................................................................................................. 8
Table 12 Tea: Forecast Standard Vs Pods % Value Analysis 2012-2017 ................... 9


T E A I N I NDI A P a s s p o r t 1
E u r o mo n i t o r I n t e r n a t i o n a l
TEA IN INDIA


HEADLINES
Tea registers strong retail value growth of 20% in 2012 to reach Rs92 billion
New product launches drive value growth
Black speciality tea bags is the fastest growth category with 23% retail value growth in 2012
Average unit prices increase by 15% in 2012
Unilever retains its leading position with a 29% retail value share in 2012
Over the forecast period tea is expected to grow at constant value CAGR of 8% to reach
Rs133 billion in 2017


TRENDS
The economic growth over the review period led to a change in consumer habits, mainly
among the urban population. These urban consumers with increased disposable incomes are
willing to spend more and are looking for convenience, as well as indulgence options in tea.
They are substituting their standard teas (such as loose black standard tea and loose black
speciality tea) for premium variants. As a result, the contribution of tea bags black standard
and tea bags black speciality to total tea sales was on the rise in 2012 and helped drive value
growth of tea.
Tea posted a retail value growth of 20% to reach Rs92 billion in 2012, marginally higher than
the growth recorded in 2011. Demand for tea continued to be high over the review period and
strong demand for speciality tea and green tea, along with significant increases in prices,
aided value growth in 2012.
Black speciality tea bags and black standard tea bags, with retail value growth rates of 23%
and 22%, respectively, registered the highest growth within tea in 2012. Unilevers Brooke
Bond Taj Mahal and Twinings Twinings brand introduced a number of new flavours in black
speciality tea bags, driving growth. Brooke Bond, Lipton Yellow Label and Tata Global
Beverages Tetley also introduced a number of new flavours within black standard tea bags,
helping to drive growth.
A drop in production of tea in 2012 led to tea unit prices registering a rise of 15%. Unit prices
also increased as a result of inflationary pressures and rising input costs, as well as a growing
demand for tea.
Demand for green tea was also on the rise over the review period as consumers showed
greater interest in health and wellness products. Green tea was promoted as having a number
of health benefits, such as weight loss, helping to fight diabetes and cancer, healthier skin,
stronger immune systems and assisting in hair growth. These claimed benefits of green tea
were highlighted by all major players in the category, through various promotional campaigns
and in-store activities over the review period, which helped drive the demand for green tea.
Some of the prominent green tea brands available in the market included Girnar Green Tea,
Golden Tips and Twinings Green Tea.
Off-trade tea volumes registered 4% growth while on-trade volumes grew by 3% in 2012.The
strong retail growth was driven by new product development, consumers shifting from
unpackaged to packaged tea, as well as increased penetration of branded tea offerings in
rural areas. On-trade volume growth was aided by increased awareness of tea due to the
introduction of tea lounges, such as the Wagh Bakri Tea Lounges.
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Independent small grocers continued to be the major channel for tea as it alone accounted for
72% of retail volumes in 2012. The contribution of hypermarkets and supermarkets to sales of
tea continued to be strong in 2012, as they together accounted for 22% of tea volumes in the
same year. Some retailers introduced private label, such as Bharti Retails Easy Day Market
and Future Value Retails Big Bazaar, priced competitively, which helped tea sales over the
review period.
Tea vending machines in India are negligible and are mainly limited to offices, government
institutes and other institutional complexes. This is mainly due to the easy availability of tea
almost everywhere.
Green tea registered a retail volume growth of 12% and value growth of 21% in 2012. This
growth was supported by strong new product development launches in various flavours by the
top players in 2012, as more consumers shifted to green tea. There was an increasing
presence of green tea in different fruit flavours over the review period due to demand from
consumers, with leading brands showing a strong presence in green tea. Prominent green tea
flavours included GAIA Green Tea and Lemon, Golden Tips Of Darjeeling Jasmine, Lipton
Clear Green Tea Mint, Teekanne Green Tea Lemon, Tetley Green Tea Lemon and Honey
and Twinings Green Tea and Mint.
Unpackaged tea is still available in Indian markets. Unpackaged tea accounts for over 45% of
value sales of total tea sold in India according to ASSOCHAM (The Associated Chambers of
Commerce and Industry of India). Unpackaged tea is generally cheaper and is largely sold in
rural India. However, packaged tea sales are gaining ground as consumers have begun
favouring it over unpackaged ones. Packaged tea is available widely across modern retail
chains, as well as in smaller independent grocers. Manufacturers, such as Tata Global
Beverages and Unilever, took steps to increase their presence and distribution in rural regions
over the review period.


COMPETITIVE LANDSCAPE
Unilever, with a strong retail value growth of 19%, remained leader of the tea category in
2012. The company accounted for 29% of retail value sales of tea in the country. The
companys Brooke Bond brand was the top selling brand in India with a retail value share of
20% in 2012. The company launched 11 new flavours in tea bags black standard, tea bags
black speciality and green tea for its two prominent brands; Taj Mahal and Lipton. The
success of these new launches aided the company to post strong retail value growth of 19%
in 2012, as compared to the 13% achieved in 2011.
Tata Global Beverages, with a retail value share of 25% retained second place in 2012. The
companys tea range includes four national and three regional brands, such as Tata Tea
Premium, Tata Tea Gold, Tata Tea Agni Dust and Tata Tea Chakra Gold, and its leading
brand, Tata Tea, had a retail value share of 19% in 2012. The company launched new
variants and flavours for its Tetley brand, such as tulsi, elaichi, ginger and aloe vera within tea
bags black standard, tea bags black speciality and green tea. The new launches helped the
company to post strong retail value growth of 20% in 2012 as compared to the 13% attained
in 2011.
Tata Global Beverages has been running a successful campaign known as Jaagore
(meaning Awaken/Arise) since 2010. The campaign took up various issues related to
elections, corruption and the contribution of common citizens to the country and has been
hugely popular among netizens (people active on the internet). The company also integrated
its brand campaigns into the Jaagore campaign and ran television commercials for Kannan
T E A I N I NDI A P a s s p o r t 3
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Devan and Tata Tea Premium brands based on this concept. It also published a book entitled
"India Awakened and listed 25 change agents for society in 2012.
Wagh Bakri, the third-ranked player in tea, registered retail value growth of 24% in 2012. The
company was one of the significant players in Gujarat and Western India. It mainly caters to
the taste of its regional consumers and its tea is competitively priced. Wagh Bakris good
performance was not just limited to the West India region and states where it has a presence.
Hence it was able to maintain its third position between 2002 and 2012. The company is also
increasing its distribution in Rajasthan, Madhya Pradesh, Maharashtra and Delhi.
Domestic manufacturers continued to play a significant part within tea in India. Duncans
Industries continued to lead the category in the East and Northeast India region. Other
regional players, such as Sapat International, AVT Tea, Amar Tea and Dhunseri Tea,
continued to provide stiff competition to the national players. Unilever was the only prominent
multinational player present in the Indian tea category and continued to be the leader in terms
of retail value sales.
Apart from launches by the top brands Taj Mahal, Lipton and Tetley, a number of new
introductions were undertaken by Twinings for its Twinings brand in 2012. These included
green tea variants, such as Green Tea and Mint, Green Tea and Lemon, Elaichi and Green
Tea Jasmine. A. J. Tea House also launched a number of new products for its GAIA brand
including flavours, such as Green Tea and Ginger and Green Tea and Lemon. Most of these
launches were aimed at the growing base of urban consumers willing to spend and indulge in
different flavours.
Some of the packaging innovations in the tea category included folding carton boxes for Tea
bags, PET jars for premium tea products, such as Lipton and Taj Mahal brands. Some
companies, such as Wagh Bakri, Tata Global Beverages and Unilever, also provided exotic
tea in gift packaging. Although internet retailing of tea is negligible in India, some online tea
stores, such as buytea.com, teaemporium.net, Darjeeling Tea Xpress and Infinitea also
provided the option of gift packing for exotic teas.
Some of the major retailers in the country introduced private label in tea. The leading private
label ranges included the Great Value brand from Bharti Retails Easy Day Market and
Future Value Retails Big Bazaar private label offering. Private label is making a mark in the
tea category, although it still had a small presence at 3% of retail value sales in 2012.
Economy brands, which are priced competitively, form the bulk of tea sales in India. The
major tea players, Unilever and Tata Global Beverages, have a number of mass products in
their portfolios, which include Tata Tea Agni, Brooke Bond 3 Roses, Kanan Devan, Tata
Chakra Gold and Brooke Bond Taaza. The prominent premium brands, such as Tetley, Taj
Mahal, Brook Bond Red Label Special, Twinings and Honest Tea, cater to a niche market in
India and do not depend on mass marketing for attracting consumers. Green tea, which is
priced at a premium, is targeted at urban consumers who are willing to spend and are also on
the lookout for indulgence products.


PROSPECTS
Over the forecast period, retail value sales of tea are expected to witness a CAGR of 8% in
constant value terms to reach Rs133 billion in 2017. Premiumisation witnessed over the
review period in the black speciality tea and green tea categories is expected to continue over
the forecast period as manufacturers continue to launch products in these categories. A
number of new flavours and fruit variants were launched in the review period to target
consumers looking for indulgence products. This trend is also expected to continue over the
T E A I N I NDI A P a s s p o r t 4
E u r o mo n i t o r I n t e r n a t i o n a l
forecast period as companies try to differentiate their products from competitors in order to
attract new consumers to their brands.
Tea is projected to grow at a CAGR of 3% in total volume terms over the forecast period. The
forecast growth is in line with the growth witnessed over the review period. Growth is
expected to come from higher demand for tea due to the increased awareness of its health
benefits. More players are also expected to enter tea in India or increase their presence in
different regions. Consumers will also continue to shift from unpackaged loose tea to branded
tea offerings.
Indian consumers traditionally prefer hot drinks over cola carbonates. Per capita consumption
of tea in India, which stands at 0.32kg per person, is higher than consumption of cola
carbonates, which has a per capita consumption of 1.2 litres per person. The popularity of tea
is increasing as more players enter the market. Growth is expected to be driven by the
expansion of modern retail channels and availability of branded tea products in rural areas.
Over the forecast period, tea is likely to face competition from other hot and soft drinks in
India. There was an increase in demand for health and wellness products over the review
period. Consumers are more health conscious than ever before and are opting for healthy
fruit/vegetable juice, RTD drinks and flavoured soya milk. Demand for coffee also increased in
the same period, driven by increasing awareness of coffee due to various cafs opening up in
different regions of India.
Green tea and black standard tea bags are expected to be the fastest-growing categories
over the forecast period with retail volume CAGRs of 13% and 11% respectively. Increasing
demand for convenience, as well as new product launches by tea manufacturers, is expected
to drive this growth.
Unit prices of tea are expected to continue to grow over the forecast period due to production
issues, inflationary pressures, growing demand, increasing exports and rising input costs.
Price hikes will be more evident in premium tea categories, such as green tea, tea bags black
speciality and tea bags black standard. Price discounting is expected to be minimal as
manufacturers struggle to keep prices under control due to the various price pressures they
will face.
New launches in 2012, which focused on new flavours, such as tulsi, lemon, elaichi, ginger,
aloe vera, cinnamon and citrus variants by Unilevers Taj Mahal and Lipton brands and Tata
Global Beverages Tetley brand, are expected to perform well over the forecast period. These
launches are targeted at urban youth willing to spend on indulgences and health and wellness
products and hence are expected to do well.
In line with the new product launches in 2012, manufacturers are expected to continue
launching products in new interesting flavours in green tea over the forecast period.
Tata Global Beverages Jaagore campaign, which has been running since 2010, is expected
to be taken forward over the forecast period. The campaign takes up various themes,
depending on the mood of the nation, and taps into the underlying sentiments of the country.


CATEGORY DATA

Table 1 Retail Sales of Tea by Category: Volume 2007-2012

Tonnes
2007 2008 2009 2010 2011 2012

Black Tea 222,723.6 230,962.5 239,592.1 247,236.3 255,860.1 265,672.1
- Black Standard Tea 191,667.9 198,765.5 206,299.5 212,337.3 219,080.8 226,686.9
T E A I N I NDI A P a s s p o r t 5
E u r o mo n i t o r I n t e r n a t i o n a l
-- Loose Black Standard 190,242.4 197,286.3 204,743.5 210,685.8 217,293.8 224,738.5
Tea
-- Tea Bags Black 1,425.5 1,479.2 1,556.0 1,651.4 1,787.0 1,948.3
Standard
- Black Speciality Tea 31,055.7 32,197.0 33,292.6 34,899.0 36,779.4 38,985.2
-- Loose Black 30,851.7 31,984.2 33,071.2 34,666.6 36,534.5 38,724.9
Speciality Tea
-- Tea Bags Black 203.9 212.8 221.4 232.4 244.8 260.3
Speciality
Fruit/Herbal Tea - - - - - -
Green Tea 3,321.3 3,544.9 3,814.3 4,176.9 4,647.0 5,201.1
Instant Tea - - - - - -
Other Tea - - - - - -
Tea 226,045.0 234,507.4 243,406.4 251,413.2 260,507.2 270,873.2
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 2 Retail Sales of Tea by Category: Value 2007-2012

Rs million
2007 2008 2009 2010 2011 2012

Black Tea 39,947.1 46,324.2 52,738.0 60,853.1 72,194.5 86,308.6
- Black Standard Tea 32,492.8 38,128.0 43,107.8 49,792.0 58,938.4 70,285.5
-- Loose Black Standard 31,872.2 37,465.3 42,374.8 48,950.2 57,924.2 69,047.3
Tea
-- Tea Bags Black 620.6 662.7 732.9 841.8 1,014.1 1,238.2
Standard
- Black Speciality Tea 7,454.4 8,196.2 9,630.2 11,061.0 13,256.1 16,023.1
-- Loose Black 7,291.4 8,023.3 9,443.3 10,855.8 13,007.0 15,716.7
Speciality Tea
-- Tea Bags Black 162.9 172.9 186.9 205.3 249.1 306.4
Speciality
Fruit/Herbal Tea - - - - - -
Green Tea 2,965.3 3,163.9 3,403.5 3,777.7 4,509.8 5,459.4
Instant Tea - - - - - -
Other Tea - - - - - -
Tea 42,912.4 49,488.1 56,141.5 64,630.7 76,704.3 91,768.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 3 Retail Sales of Tea by Category: % Volume Growth 2007-2012

% volume growth
2011/12 2007-12 CAGR 2007/12 Total

Black Tea 3.8 3.6 19.3
- Black Standard Tea 3.5 3.4 18.3
-- Loose Black Standard Tea 3.4 3.4 18.1
-- Tea Bags Black Standard 9.0 6.4 36.7
- Black Speciality Tea 6.0 4.7 25.5
-- Loose Black Speciality Tea 6.0 4.7 25.5
-- Tea Bags Black Speciality 6.3 5.0 27.7
Fruit/Herbal Tea - - -
Green Tea 11.9 9.4 56.6
Instant Tea - - -
Other Tea - - -
T E A I N I NDI A P a s s p o r t 6
E u r o mo n i t o r I n t e r n a t i o n a l
Tea 4.0 3.7 19.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 4 Retail Sales of Tea by Category: % Value Growth 2007-2012

% current value growth
2011/12 2007-12 CAGR 2007/12 Total

Black Tea 19.6 16.7 116.1
- Black Standard Tea 19.3 16.7 116.3
-- Loose Black Standard Tea 19.2 16.7 116.6
-- Tea Bags Black Standard 22.1 14.8 99.5
- Black Speciality Tea 20.9 16.5 114.9
-- Loose Black Speciality Tea 20.8 16.6 115.6
-- Tea Bags Black Speciality 23.0 13.5 88.0
Fruit/Herbal Tea - - -
Green Tea 21.1 13.0 84.1
Instant Tea - - -
Other Tea - - -
Tea 19.6 16.4 113.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 5 Tea: Standard Vs Pods % Value Analysis 2007-2012

% retail value rsp
2007 2008 2009 2010 2011 2012

Pods 0.0 0.0 0.0 0.0 0.0 0.0
Standard 100.0 100.0 100.0 100.0 100.0 100.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 6 Tea Company Shares by Retail Value 2008-2012

% retail value rsp
Company 2008 2009 2010 2011 2012

Hindustan Unilever Ltd 31.2 30.9 30.6 29.3 29.0
Tata Global Beverages Ltd - - 26.2 25.0 25.0
Wagh Bakri Ltd 4.5 4.6 4.9 5.4 5.6
Duncans Industries Ltd 3.0 3.2 3.4 3.3 3.1
Girnar Food & Beverages 1.9 1.8 1.8 1.8 1.8
Pvt Ltd
Amar Tea Pvt Ltd 1.3 1.4 1.4 1.5 1.5
Goodricke Group Ltd 1.4 1.4 1.5 1.4 1.4
Twinings Pvt Ltd 1.1 1.1 1.2 1.3 1.3
Golden Tips Tea Co Pvt 1.3 1.2 1.1 1.1 1.1
Ltd
Madhu Jayanti 0.8 0.7 0.7 0.7 0.7
International Ltd
Kho-Cha Darjeeling Tea 0.2 0.2 0.2 0.2 0.2
Bureau
T E A I N I NDI A P a s s p o r t 7
E u r o mo n i t o r I n t e r n a t i o n a l
Tata Tea Ltd 24.7 25.4 - - -
Hindustan Lever Ltd - - - - -
Private Label 2.3 2.5 2.6 2.6 2.6
Others 26.4 25.6 24.4 26.7 26.6
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 7 Tea Brand Shares by Retail Value 2009-2012

% retail value rsp
Brand Company 2009 2010 2011 2012

Brooke Bond Hindustan Unilever Ltd 20.5 20.4 19.8 19.9
Tata Tea Tata Global Beverages Ltd - 20.5 19.4 19.4
Lipton Hindustan Unilever Ltd 6.3 6.2 5.8 5.8
Wagh Bakri Wagh Bakri Ltd 4.6 4.9 5.4 5.6
Kanan Devan Tata Global Beverages Ltd - 3.3 3.3 3.4
Duncans Duncans Industries Ltd 3.2 3.4 3.3 3.1
Girnar Girnar Food & Beverages 1.8 1.8 1.8 1.8
Pvt Ltd
Society tea Amar Tea Pvt Ltd 1.4 1.4 1.5 1.5
Goodricke Goodricke Group Ltd 1.4 1.5 1.4 1.4
Twinings Twinings Pvt Ltd 1.1 1.2 1.3 1.3
Golden Tips Golden Tips Tea Co Pvt Ltd 1.2 1.1 1.1 1.1
Jay Green Tea Madhu Jayanti 0.7 0.7 0.7 0.7
International Ltd
Tetley Tata Global Beverages Ltd - 0.5 0.5 0.5
Kho-Cha Kho-Cha Darjeeling Tea 0.2 0.2 0.2 0.2
Bureau
Tata Tea Tata Tea Ltd 19.6 - - -
Kanan Devan Tata Tea Ltd 3.4 - - -
Tetley Tata Tea Ltd 0.5 - - -
Agni Dust Tata Tea Ltd - - - -
Brooke Bond Hindustan Lever Ltd - - - -
Lipton Hindustan Lever Ltd - - - -
Private label Private Label 2.5 2.6 2.6 2.6
Others 31.5 30.3 32.2 31.6
Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 8 Forecast Retail Sales of Tea by Category: Volume 2012-2017

Tonnes
2012 2013 2014 2015 2016 2017

Black Tea 265,672.1 275,531.2 285,485.8 295,498.7 305,564.1 315,619.0
- Black Standard Tea 226,686.9 234,315.3 242,019.6 249,766.0 257,586.8 265,394.9
-- Loose Black Standard 224,738.5 232,180.9 239,670.1 247,167.5 254,699.1 262,170.8
Tea
-- Tea Bags Black 1,948.3 2,134.4 2,349.5 2,598.6 2,887.7 3,224.1
Standard
- Black Speciality Tea 38,985.2 41,215.8 43,466.2 45,732.7 47,977.3 50,224.1
-- Loose Black 38,724.9 40,938.6 43,170.6 45,417.1 47,640.2 49,863.6
Speciality Tea
-- Tea Bags Black 260.3 277.3 295.6 315.5 337.1 360.5
T E A I N I NDI A P a s s p o r t 8
E u r o mo n i t o r I n t e r n a t i o n a l
Speciality
Fruit/Herbal Tea - - - - - -
Green Tea 5,201.1 5,831.8 6,550.7 7,371.6 8,310.2 9,385.2
Instant Tea - - - - - -
Other Tea - - - - - -
Tea 270,873.2 281,362.9 292,036.5 302,870.3 313,874.3 325,004.2
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources


Table 9 Forecast Retail Sales of Tea by Category: Value 2012-2017

Rs million
2012 2013 2014 2015 2016 2017

Black Tea 86,308.6 93,010.3 99,994.1 107,222.0 114,467.5 121,681.8
- Black Standard Tea 70,285.5 75,565.8 81,136.7 87,037.2 93,109.4 99,260.4
-- Loose Black Standard 69,047.3 74,148.4 79,474.2 85,065.1 90,734.3 96,379.8
Tea
-- Tea Bags Black 1,238.2 1,417.4 1,662.5 1,972.1 2,375.2 2,880.6
Standard
- Black Speciality Tea 16,023.1 17,444.5 18,857.4 20,184.8 21,358.0 22,421.4
-- Loose Black 15,716.7 17,092.6 18,445.3 19,699.2 20,779.9 21,731.5
Speciality Tea
-- Tea Bags Black 306.4 351.9 412.1 485.6 578.1 689.9
Speciality
Fruit/Herbal Tea - - - - - -
Green Tea 5,459.4 6,176.8 7,134.1 8,305.2 9,782.6 11,562.8
Instant Tea - - - - - -
Other Tea - - - - - -
Tea 91,768.0 99,187.2 107,128.2 115,527.2 124,250.0 133,244.6
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources


Table 10 Forecast Retail Sales of Tea by Category: % Volume Growth 2012-2017

% volume growth
2016/17 2012-17 CAGR 2012/17 Total

Black Tea 3.3 3.5 18.8
- Black Standard Tea 3.0 3.2 17.1
-- Loose Black Standard Tea 2.9 3.1 16.7
-- Tea Bags Black Standard 11.7 10.6 65.5
- Black Speciality Tea 4.7 5.2 28.8
-- Loose Black Speciality Tea 4.7 5.2 28.8
-- Tea Bags Black Speciality 7.0 6.7 38.5
Fruit/Herbal Tea - - -
Green Tea 12.9 12.5 80.4
Instant Tea - - -
Other Tea - - -
Tea 3.5 3.7 20.0
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources


Table 11 Forecast Retail Sales of Tea by Category: % Value Growth 2012-2017

T E A I N I NDI A P a s s p o r t 9
E u r o mo n i t o r I n t e r n a t i o n a l
% constant value growth
2012-17 CAGR 2012/17 TOTAL

Black Tea 7.1 41.0
- Black Standard Tea 7.1 41.2
-- Loose Black Standard Tea 6.9 39.6
-- Tea Bags Black Standard 18.4 132.6
- Black Speciality Tea 7.0 39.9
-- Loose Black Speciality Tea 6.7 38.3
-- Tea Bags Black Speciality 17.6 125.2
Fruit/Herbal Tea - -
Green Tea 16.2 111.8
Instant Tea - -
Other Tea - -
Tea 7.7 45.2
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources


Table 12 Tea: Forecast Standard Vs Pods % Value Analysis 2012-2017

% retail value rsp
2012 2013 2014 2015 2016 2017

Pods 0.0 0.0 0.0 0.0 0.0 0.0
Standard 100.0 100.0 100.0 100.0 100.0 100.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources