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Tea in Italy

Publisher Euromonitor International
Published Nov 10, 2025
Length 25 Pages
SKU # EP20589579

Description

Tea remained a small category in Italy’s hot drinks market due to the strong coffee culture, yet retail value sales grew due to rising unit prices and wellness demand. Fruit/herbal tea led growth, valued for its health benefits, pleasant taste, and caffeine-free appeal. Green tea also performed well, boosted by marketing from Twinings and its perceived health advantages. Instant tea, especially functional chamomile, gained popularity for relaxation. In contrast, black tea declined, seen as less...

Euromonitor International's Tea in Italy report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, Other Tea.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Tea market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

25 Pages
Tea in Italy
Euromonitor International
November 2025
List Of Contents And Tables
TEA IN ITALY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Health and wellness drives tea’s positive performance in Italy
INDUSTRY PERFORMANCE
Rising prices and healthy perception drive tea’s value sales
Green tea continues to rebound in 2025
Fruit/herbal tea remains dynamic performer, driven by health and wellness positioning
WHAT’S NEXT?
Fruit/herbal tea set to continue driving category sales forward
Vending offers expansion for tea producers in different packaging formats
Wellness and functionality to remain crucial growth drivers for tea
COMPETITIVE LANDSCAPE
Twinings remains leading brand in fairly fragmented competitive landscape
Yogi Tea enjoys dynamic performance with wide range of fruit/herbal tea options
CHANNELS
Supermarkets remains dominant with mix of affordability and quality
E-commerce makes gains with convenience, wide variety and competitive pricing
CATEGORY DATA
Table 1 Retail Sales of Tea by Category: Volume 2020-2025
Table 2 Retail Sales of Tea by Category: Value 2020-2025
Table 3 Retail Sales of Tea by Category: % Volume Growth 2020-2025
Table 4 Retail Sales of Tea by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Tea: % Retail Value 2021-2025
Table 6 LBN Brand Shares of Tea: % Retail Value 2022-2025
Table 7 Forecast Retail Sales of Tea by Category: Volume 2025-2030
Table 8 Forecast Retail Sales of Tea by Category: Value 2025-2030
Table 9 Forecast Retail Sales of Tea by Category: % Volume Growth 2025-2030
Table 10 Forecast Retail Sales of Tea by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
HOT DRINKS IN ITALY
EXECUTIVE SUMMARY
Hot drinks continues to experience price challenges but premiumisation is evident
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
Mixed performance for hot drinks but perceived healthier options attract consumers
Innovation focuses on sustainability in coffee
Rising preference for bean and pod formats impacts standard fresh ground coffee
Strong emphasis on wellness and functionality within tea
WHAT’S NEXT?
Convenience and health trends to drive future demand for hot drinks
Further innovation in sustainable packaging and sophisticated drinks solutions
At-home consumption of hot drinks set to further decline
COMPETITIVE LANDSCAPE
Major coffee players retain overall lead of competitive landscape
Yogi Tea leverages health trends to record further dynamic growth
CHANNELS
Supermarkets remains leading distribution channel, offering competitive private label
E-commerce and vending most dynamic channels from low base
Foodservice vs retail split
MARKET DATA
Table 11 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2020-2025
Table 12 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2020-2025
Table 13 Retail Sales of Hot Drinks by Category: Volume 2020-2025
Table 14 Retail Sales of Hot Drinks by Category: Value 2020-2025
Table 15 Retail Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 16 Retail Sales of Hot Drinks by Category: % Value Growth 2020-2025
Table 17 Foodservice Sales of Hot Drinks by Category: Volume 2020-2025
Table 18 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 19 Total Sales of Hot Drinks by Category: Total Volume 2020-2025
Table 20 Total Sales of Hot Drinks by Category: % Total Volume Growth 2020-2025
Table 21 NBO Company Shares of Hot Drinks: % Retail Value 2021-2025
Table 22 LBN Brand Shares of Hot Drinks: % Retail Value 2022-2025
Table 23 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2020-2025
Table 24 Retail Distribution of Hot Drinks by Format: % Volume 2020-2025
Table 25 Retail Distribution of Hot Drinks by Format and Category: % Volume 2025
Table 26 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2025-2030
Table 27 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2025-2030
Table 28 Forecast Retail Sales of Hot Drinks by Category: Volume 2025-2030
Table 29 Forecast Retail Sales of Hot Drinks by Category: Value 2025-2030
Table 30 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 31 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2025-2030
Table 32 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2025-2030
Table 33 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 34 Forecast Total Sales of Hot Drinks by Category: Total Volume 2025-2030
Table 35 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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