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The global scented tea market is anticipated to grow considerably due to the consumers developing an interest in innovative tea with unique and refreshing flavors. Scented tea is traditionally made from different types of finished tea leaves such as white tea or green tea. The tea is then gradually scented using various fresh flowers such as jasmine, rose, lavender, and others. The scented consumption is driven by the robust demand from the developing as well as matured economies. The consumers are growing health-conscious and, hence are switching to functional beverages which is driving the scented tea market. The availability of numerous scented tea blends such as chamomile rose tea and hibiscus peppermint tea in the market is also propelling its growth.
The presence of various antioxidants and minerals in the scented tea along with its calming and relaxing properties has propelled its market growth. The changing preferences of consumers towards herbal drinks has nudged them to shift towards tea variants infused with flowery scent and flavors. The popularity of scented tea is growing across the globe as they are sometimes incorporated in aromatherapy. The increase in demand for innovative and healthy ready-to-formulate beverages has positively impacted the growth of the scented tea market.
The changing lifestyles and the trend of consuming healthy beverages have boosted the popularity of scented tea. The demand for bold flavors and fragrant beverages especially, from the younger cohort have increased in recent years which has spurred the consumption rate of scented tea. The ready-to-drink (RTD) teas have witnessed significant growth in recent years, it has been considered as a healthy alternative to carbonated beverages owing to its health benefits. These factors have cumulatively aided in the growth of the scented tea market.
Key Market Driver -
Increment in Demand of Bold Flavours and Fragrant Beverages
Key Market Restraint -
High Prices of Exotic Tea
The scented tea with exotic flavors, scent, and taste are expensive compared to conventional tea. The fluctuations in the availability of seasonal flowers coupled with the long and high-cost of the manufacturing process to obtain the desired quality increase the overall price of the tea. Tie Guanyin Tea and Da-Hong Pao Tea, for instance, are among the most expensive scented tea which are affordable by only few consumers. Thus, these factors are hampering the global scented tea market.
The key companies operating in the global scented tea market are, Ritual Tea Company, Harney & Sons Fine Tea, Numi,Inc., Ahmad Tea, The Republic of Tea, Twinings, Vicony Tea Company, Guangzhou Runming Tea, Oliver Pluff & Company, Bristol Tea Company, and JING Tea Ltd.
The jasmine tea is leading among the other types of scents followed by rose, lavender, and lily. The jasmine tea is widely consumed due to its properties such as its unique scent, presence of antioxidants, aiding in weight management coupled with its soothing and calming properties.
The tea bags segment is leading and is anticipated to witness prominent growth in the upcoming years, due to the ease of formulation. The tea bags are convenient to store and carry and can be utilized for brewing more than once.
The specialty stores are the leading distribution channel as it offers a wide variety of scented tea in different price range and brands at a single platform. The convenient way of shopping with a diverse product portfolio are attracting consumers to purchase from specialty stores. Most consumers prefer to buy scented tea under the guidance of tea brewing experts that are present in specialized stores. The online retail is also experiencing traction from the consumers as it provides a digital platform for purchasing coupled with attractive discounts on prices offered by them.
North America scented tea market is expected to witness substantial growth due to the rise in trend for convenience food and beverage in the regions. The demand for scented tea is primarily driven by consumers evolving preferences towards bold flavors and unique retail positioning of functional beverages. The health benefits associated with scented tea has also aided in propelling its regional market growth.
Europe is anticipated to witness significant growth in the upcoming years, owing to the consumers opting for high-value specialty teas. The consumers increasing demand for unique and premiumized quality tea has aided in driving the scented tea market. The millennials are increasingly opting for innovative and healthy teas, which has led to the wide consumption of new flavourful blends and ready-to-drink scented tea.
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Asia Pacific is one of the leading scented tea markets, owing to the presence of leading tea producing and exporting countries such as China, Japan and India. In the year 2019, China and India were amongst the major producers of tea. The raw material abundance and the favorable climatic conditions for manufacturing scented tea in the region plays a crucial role in boosting its regional sales performance.
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