Industry Overview
Global tea market size was valued at $22,450 million in 2024, is projected to grow to $43,080 million at a CAGR of 6.2% during the forecast period (2025–2035). The demand for tea increased due to factors surrounding health consciousness, cultural significance of tea drinking markets, and innovation which are all contributing factors to the growth of the tea market. Tea increases antioxidants, diminishes stress, and can assist in weight management, all appealing benefits that align with global trends and the movement toward wellness. Moreover, Urbanization, increasing disposable income, and premiumization are further drivers of tea demand.
According to the Food and Agriculture Organization of the United Nations (FAO), tea production grew from around 4.3 million tonnes (Mt) in 2008 to 6.3 Mt in 2020 from cultivating 5 million hectares. Tea production has remained more or less steady over the last decade: its CAGR of 3.32% from 2008 to 2020 dropped slightly to 2.31% from 2014 to 2020. A large portion of tea produced is exported, providing an important source of foreign exchange revenue for exporting countries (Foreign Agricultural Service, 2021). Since 2016, Kenya, China, and India have consistently been the largest producing countries and exporters, exporting approximately 557 Mt, 369 Mt, and 282 Mt, respectively, in 2021, while the European Union, the United States, and Japan have consistently been the biggest importers, importing around 225 Mt, 115 Mt, and 108 Mt in 2021, respectively (United Nations, 2022).
Increasing Health and Wellness Revolution
Tea has proven that it is able to be a facilitator for de-stressing, as well as generative a feeling of "centeredness," especially for Gen Zs and Millennials. Not only did they consume more tea, but subsequent research following COVID showed that approximately 70 percent would continue this higher consumption by drinking tea at a higher rate. Good news and usefulness of monitoring the behaviors of demographic behavior as a marketing strategy and to provide insight for product development, brand, and product messaging, and optimizing communication channels together with their marketing campaigns. Further, consumers are looking for specific health and wellness benefits from their food and beverages, placing that above sustainability, according to Taste Wise’s 2023 trend report. While health and wellness and international flavors have been trending in food and drink for years, this report shows preferences are evolving and consumers are zeroing in on specific niches that interest them.
Increasing Partnerships, Collaborations, and Social Media Marketing
Social media has become a necessary part of most people's lives. These platforms enable companies to create a relationship with the customer and thus increase product sales, brand awareness, and customer engagement. Expanding brand partnerships, partnerships, and relationships with social media influencers to further promote market growth and raise brand awareness. Now influencers are being asked to share a broader range of fun events that focus on the growing market of events that showcase products, companies, uniqueness, features, and more. Influencers post these events on their social media outlets. Therefore, social media marketing, partnerships, and collaborations will enhance the continued growth of the market to be projected from 2023 to 2027.
Top Tea Producing Countries – 2023
The Trump administration’s trade policy included a 25% tariff on about $300 billion in Chinese goods. The agricultural tariff was raised to 30%. Tea, an agricultural product, saw its average tariff climb from 5% to 30%. Premium teas such as Pu'er and oolong tea also had several additional duties up to 35%. The new tariff was to be retroactive, which meant that the tariff rate would be on orders signed as of December 31, 2024, but had not been cleared by US Customs for importation yet. This meant that Chinese exporters could now be losing an additional $1.2 per kilogram in tariffs, creating inventory issues and cash flow problems in some tea companies.
According to China Customs, exports from China of tea to the US from January to April 2025 totaled 12,000 metric tons, a decrease of 12.3% year-on-year. The value of exports decreased 18.6% to $68 million. The decline was even more pronounced in green tea (-15.8%) compared to black tea which only declined by -9.4% due to increased production domestically within the US.
India and Sri Lanka took advantage of the tariff-induced gap, increasing U.S. tea exports by 8% and 6%, respectively. Within the U.S., tea cultivation began to expand—new tea plantations in Texas and California increased low- to mid-tier tea bag volume by 23%. Retail prices of Chinese tea in the U.S. increased by 25-30%, with premium (e.g., Mingqian Longjing, Jin Junmei) (Jie's and oolong) loose leaf prices increasing by 40%. A survey conducted by the Tea Association of the USA concluded that 34% of U.S. tea importers either reduced or ceased their purchases of Chinese tea.
Chinese firms began moving into markets such as direct-to-consumer e-commerce (eg, Amazon, TikTok Shop). For example, Zhejiang Tea Group reported a 45% increase in cross-border e-commerce sales for its products. The share of small-pack products (less than 50g) increased to 68%, thus allowing for higher orders to reduce per-unit costs of tariffs.
The US Tea Wholesalers Association states that Chinese tea exports will fall 5–8% a year until the end of 2025, although premium styles may recover due to incredible quality. It is estimated that China will again represent 28% of the premium tea market in the United States by 2026, down from 35% in 2024. The Regional Comprehensive Economic Partnership (RCEP) member countries could reduce tariff barriers implemented by origin accumulation regulations through processing sites in Malaysia and Indonesia, for example (companies in Fujian are trying to develop 500 tons/year Pu'er fermenting sites in Malaysia.
U.S. Trade Representative Jamieson Greer stated on May 12th, 2025, that the U.S. rate on Chinese goods would be reduced by 115% from 145% to 30%. China agreed to reduce the current rate from 125% to 10%, commencing June 1, 2023, slope of 115%. Trump's recent finding was reducing the duties on low-value shipments coming from China and Hong Kong, from 120% to 54%. Duties are assessed on a shipment's declared value. If the declared value is below $100 the duty is based on a flat fee of $100. That said, trade officials said that the flat fee would not be increased to $200 starting on June 1st as was previously stated.
China has the largest tea sector in the world, with a market valued at USD 10 billion (Bolton, 2022).
The global tea is further divided by region, including North America (the US and Canada), Europe (the UK, Germany, France, Italy, Spain, Russia, and the Rest of Europe), Asia-Pacific (India, China, Japan, South Korea, Australia and New Zealand, ASEAN Countries, and the Rest of Asia-Pacific), and the Rest of the World (the Middle East & Africa, and Latin America).
North America is expected to significantly contribute to the growth of the Tea Market
There is growth in North American markets driven by the adoption of specialty tea, increased health consciousness, and premiumization trends. The markets are willing to pay premium prices for organic/specialty/ethically sourced tea products. E-commerce adoption in developed markets is accelerating access to a wide variety of tea and specialty/artisanal brands. For Instance, in the U.S. tea is the most widely consumed beverage in the world next to the water, and can be found in almost 80% of all U.S. households. It is the only beverage commonly served hot or iced, anytime, anywhere, for any occasion. On any given day, over 159 million Americans are drinking tea. In 2021, Americans consumed almost 85 billion servings of tea, or more than 3.9 billion gallons. About 84% of all tea consumed was black tea, 15% was green tea, and the small remaining amount was oolong, white, and dark tea.
Asia-Pacific Hold Market Leadership in Tea Production
Asia-Pacific has the largest market share due to strong production and domestic consumption - China and India produce and consume large volumes. Growth in the region is supported by more exports and rural employment. The area drinks millions of pounds of tea every day, which indicates deeply cultivated cultural integration and established consumption patterns. China's market leadership is based on high-level production, historical tea roles, and a volume of native varieties.
India’s Country-Wise Revenue Share from Tea Exports
The major companies operating in the global tea market include Apeejay Surrendra Group, Associated British Foods PLC (R. Twining and Company Limited), RC Bigelow, Tata Consumer Products Limited, and Unilever (Hindustan Unilever Limited), among others. In the UK tea market, PG Tips, Tetley, Typhoo, Twinings, and Yorkshire Tea are leading brands. In the US, Lipton, Arizona, Pure Leaf, and Gold Peak are prominent ready-to-drink (RTD) tea brands. Globally, Unilever (Lipton), Tata Consumer Products, and Associated British Foods (Twinings) are major players. Market players are leveraging partnerships, collaborations, mergers, and acquisition strategies for business expansion and innovative product development to maintain their market positioning.
The Report Covers
1. Report Summary
• Current Industry Analysis and Growth Potential Outlook
• Global Tea Market Sales Analysis – Tea Type | Packaging | Distribution Channel | Tea Grade ($ Million)
• Tea Market Sales Performance of Top Countries
1.1. Research Methodology
• Primary Research Approach
• Secondary Research Approach
1.2. Market Snapshot
2. Market Overview and Insights
2.1. Scope of the Study
2.2. Analyst Insight & Current Market Trends
2.2.1. Key Tea Trends
2.2.2. Market Recommendations
3. Market Determinants
3.1. Market Drivers
3.1.1. Drivers For Global Tea Market: Impact Analysis
3.2. Market Pain Points and Challenges
3.2.1. Restraints For Global Tea Market: Impact Analysis
3.3. Market Opportunities
4. Competitive Landscape
4.1. Competitive Dashboard – Tea Market Revenue and Share by Manufacturers
• Tea Product Comparison Analysis
• Top Market Player Ranking Matrix
4.2. Key Company Analysis
4.2.1. Associated British Foods PLC (R. Twining and Company Limited)
4.2.1.1. Overview
4.2.1.2. Product Portfolio
4.2.1.3. Financial Analysis (Subject to Data Availability)
4.2.1.4. SWOT Analysis
4.2.1.5. Business Strategy
4.2.2. Tata Consumer Products Limited
4.2.2.1. Overview
4.2.2.2. Product Portfolio
4.2.2.3. Financial Analysis (Subject to Data Availability)
4.2.2.4. SWOT Analysis
4.2.2.5. Business Strategy
4.2.3. Unilever (Hindustan Unilever Limited)
4.2.3.1. Overview
4.2.3.2. Product Portfolio
4.2.3.3. Financial Analysis (Subject to Data Availability)
4.2.3.4. SWOT Analysis
4.2.3.5. Business Strategy
4.2.4. Apeejay Surrendra Group
4.2.4.1. Overview
4.2.4.2. Product Portfolio
4.2.4.3. Financial Analysis (Subject to Data Availability)
4.2.4.4. SWOT Analysis
4.2.4.5. Business Strategy
4.2.5. RC Bigelow
4.2.5.1. Overview
4.2.5.2. Product Portfolio
4.2.5.3. Financial Analysis (Subject to Data Availability)
4.2.5.4. SWOT Analysis
4.2.5.5. Business Strategy
4.3. Top Winning Strategies by Market Players
4.3.1. Merger and Acquisition
4.3.2. Product Launch
4.3.3. Partnership And Collaboration
5. Global Tea Market Sales Analysis By Tea Type ($ Million)
5.1. Black Tea
5.2. Green Tea
5.3. Oolong Tea
5.4. Other
6. Global Tea Market Sales Analysis By Packaging ($ Million)
6.1. Loose
6.2. Teabags
7. Global Tea Market Sales Analysis By Distribution Channel ($ Million)
7.1. Retail
7.2. Online
7.3. HoReCa
8. Global Tea Market Sales Analysis By Tea Grade ($ Million)
8.1. BP1
8.2. PF1
8.3. PD
8.4. Other
9. Regional Analysis
9.1. North American Tea Market Sales Analysis – Tea Type | Packaging | Distribution Channel | Tea Grade ($ Million)
• Macroeconomic Factors for North America
9.1.1. United States
9.1.2. Canada
9.2. European Tea Market Sales Analysis – Tea Type | Packaging | Distribution Channel | Tea Grade ($ Million)
• Macroeconomic Factors for Europe
9.2.1. UK
9.2.2. Germany
9.2.3. Italy
9.2.4. Spain
9.2.5. France
9.2.6. Russia
9.2.7. Rest of Europe
9.3. Asia-Pacific Tea Market Sales Analysis – Tea Type | Packaging | Distribution Channel | Tea Grade ($ Million)
• Macroeconomic Factors for Asia-Pacific
9.3.1. China
9.3.2. Japan
9.3.3. South Korea
9.3.4. India
9.3.5. Australia & New Zealand
9.3.6. ASEAN Countries (Thailand, Indonesia, Vietnam, Singapore, And Other)
9.3.7. Rest of Asia-Pacific
9.4. Rest of the World Tea Market Sales Analysis – Tea Type | Packaging | Distribution Channel | Tea Grade ($ Million)
• Macroeconomic Factors for the Rest of the World
9.4.1. Latin America
9.4.2. Middle East and Africa
10. Company Profiles
10.1. Apeejay Surrendra Group (Typhoo)
10.1.1. Quick Facts
10.1.2. Company Overview
10.1.3. Product Portfolio
10.1.4. Business Strategies
10.2. Associated British Foods PLC (R. Twining and Company Limited)
10.2.1. Quick Facts
10.2.2. Company Overview
10.2.3. Product Portfolio
10.2.4. Business Strategies
10.3. Barry's Tea
10.3.1. Quick Facts
10.3.2. Company Overview
10.3.3. Product Portfolio
10.3.4. Business Strategies
10.4. Baghmaritea Industries Ltd.
10.4.1. Quick Facts
10.4.2. Company Overview
10.4.3. Product Portfolio
10.4.4. Business Strategies
10.5. Bettys & Taylors Group
10.5.1. Quick Facts
10.5.2. Company Overview
10.5.3. Product Portfolio
10.5.4. Business Strategies
10.6. Bigelow Tea
10.6.1. Quick Facts
10.6.2. Company Overview
10.6.3. Product Portfolio
10.6.4. Business Strategies
10.7. Clipper Tea
10.7.1. Quick Facts
10.7.2. Company Overview
10.7.3. Product Portfolio
10.7.4. Business Strategies
10.8. Dhunseri TEA & INDUSTRIES LIMITED
10.8.1. Quick Facts
10.8.2. Company Overview
10.8.3. Product Portfolio
10.8.4. Business Strategies
10.9. Dilmah Ceylon Tea Company PLC.
10.9.1. Quick Facts
10.9.2. Company Overview
10.9.3. Product Portfolio
10.9.4. Business Strategies
10.10. Dabur India Ltd
10.10.1. Quick Facts
10.10.2. Company Overview
10.10.3. Product Portfolio
10.10.4. Business Strategies
10.11. Ekaterra
10.11.1. Quick Facts
10.11.2. Company Overview
10.11.3. Product Portfolio
10.11.4. Business Strategies
10.12. Fortnum & Mason Plc
10.12.1. Quick Facts
10.12.2. Company Overview
10.12.3. Product Portfolio
10.12.4. Business Strategies
10.13. Goodricke Tea Limited
10.13.1. Quick Facts
10.13.2. Company Overview
10.13.3. Product Portfolio
10.13.4. Business Strategies
10.14. Hain Celestial Group
10.14.1. Quick Facts
10.14.2. Company Overview
10.14.3. Product Portfolio
10.14.4. Business Strategies
10.15. Harney & Sons Fine Teas.
10.15.1. Quick Facts
10.15.2. Company Overview
10.15.3. Product Portfolio
10.15.4. Business Strategies
10.16. ITO EN(North America) INC.
10.16.1. Quick Facts
10.16.2. Company Overview
10.16.3. Product Portfolio
10.16.4. Business Strategies
10.17. Jayshree Tea & Industries Ltd.
10.17.1. Quick Facts
10.17.2. Company Overview
10.17.3. Product Portfolio
10.17.4. Business Strategies
10.18. JING Tea Ltd
10.18.1. Quick Facts
10.18.2. Company Overview
10.18.3. Product Portfolio
10.18.4. Business Strategies
10.19. Lipton Teas and Infusions
10.19.1. Quick Facts
10.19.2. Company Overview
10.19.3. Product Portfolio
10.19.4. Business Strategies
10.20. Mighty Leaf Tea
10.20.1. Quick Facts
10.20.2. Company Overview
10.20.3. Product Portfolio
10.20.4. Business Strategies
10.21. Numi, Inc. P.B.C.
10.21.1. Quick Facts
10.21.2. Company Overview
10.21.3. Product Portfolio
10.21.4. Business Strategies
10.22. Organic India Pvt. Ltd.
10.22.1. Quick Facts
10.22.2. Company Overview
10.22.3. Product Portfolio
10.22.4. Business Strategies
10.23. RC Bigelow
10.23.1. Quick Facts
10.23.2. Company Overview
10.23.3. Product Portfolio
10.23.4. Business Strategies
10.24. Stash Tea Company
10.24.1. Quick Facts
10.24.2. Company Overview
10.24.3. Product Portfolio
10.24.4. Business Strategies
10.25. The Grob Tea
10.25.1. Quick Facts
10.25.2. Company Overview
10.25.3. Product Portfolio
10.25.4. Business Strategies
10.26. Taiwan Tea Corporation
10.26.1. Quick Facts
10.26.2. Company Overview
10.26.3. Product Portfolio
10.26.4. Business Strategies
10.27. Tata Consumer Products Limited
10.27.1. Quick Facts
10.27.2. Company Overview
10.27.3. Product Portfolio
10.27.4. Business Strategies
10.28. Unilever (Hindustan Unilever Limited)
10.28.1. Quick Facts
10.28.2. Company Overview
10.28.3. Product Portfolio
10.28.4. Business Strategies
10.29. Williamson Tea. (Williamson Fine Teas Ltd)
10.29.1. Quick Facts
10.29.2. Company Overview
10.29.3. Product Portfolio
10.29.4. Business Strategies
10.30. Yogi Tea (East West Tea Company, LLC)
10.30.1. Quick Facts
10.30.2. Company Overview
10.30.3. Product Portfolio
10.30.4. Business Strategies
1. Global Tea Market Research And Analysis By Tea Type, 2024-2035 ($ Million)
2. Global Black Tea Market Research And Analysis By Region, 2024-2035 ($ Million)
3. Global Green Tea Market Research And Analysis By Region, 2024-2035 ($ Million)
4. Global Oolong Tea Market Research And Analysis By Region, 2024-2035 ($ Million)
5. Global Other Market Research And Analysis By Region, 2024-2035 ($ Million)
6. Global Tea Market Research And Analysis By Packaging, 2024-2035 ($ Million)
7. Global Loose Packaging Tea Market Research And Analysis By Region, 2024-2035 ($ Million)
8. Global Teabags Market Research And Analysis By Region, 2024-2035 ($ Million)
9. Global Tea Market Research And Analysis By Distribution Channel, 2024-2035 ($ Million)
10. Global Retail Tea Market Research And Analysis By Region, 2024-2035 ($ Million)
11. Global Online Tea Market Research And Analysis By Region, 2024-2035 ($ Million)
12. Global HoReCa Tea Market Research And Analysis By Region, 2024-2035 ($ Million)
13. Global Tea Market Research And Analysis By Tea Grade, 2024-2035 ($ Million)
14. Global BP1 Grade Tea Market Research And Analysis By Region, 2024-2035 ($ Million)
15. Global PF1 Grade Tea Market Research And Analysis By Region, 2024-2035 ($ Million)
16. Global PD Grade Market Research And Analysis By Region, 2024-2035 ($ Million)
17. Global Other Grade Tea Market Research And Analysis By Region, 2024-2035 ($ Million)
18. Global Tea Market Research And Analysis By Region, 2024-2035 ($ Million)
19. North American Tea Market Research And Analysis By Country, 2024-2035 ($ Million)
20. North American Tea Market Research And Analysis By Tea Type, 2024-2035 ($ Million)
21. North American Tea Market Research And Analysis By Packaging, 2024-2035 ($ Million)
22. North American Tea Market Research And Analysis By Distribution Channel, 2024-2035 ($ Million)
23. North American Tea Market Research And Analysis By Tea Grade, 2024-2035 ($ Million)
24. European Tea Market Research And Analysis By Country, 2024-2035 ($ Million)
25. European Tea Market Research And Analysis By Tea Type, 2024-2035 ($ Million)
26. European Tea Market Research And Analysis By Packaging, 2024-2035 ($ Million)
27. European Tea Market Research And Analysis By Distribution Channel, 2024-2035 ($ Million)
28. European Tea Market Research And Analysis By Tea Grade, 2024-2035 ($ Million)
29. Asia-Pacific Tea Market Research And Analysis By Country, 2024-2035 ($ Million)
30. Asia-Pacific Tea Market Research And Analysis By Tea Type, 2024-2035 ($ Million)
31. Asia-Pacific Tea Market Research And Analysis By Packaging, 2024-2035 ($ Million)
32. Asia-Pacific Tea Market Research And Analysis By Distribution Channel, 2024-2035 ($ Million)
33. Asia-Pacific Tea Market Research And Analysis By Tea Grade, 2024-2035 ($ Million)
34. Rest of the World Tea Market Research And Analysis By Country, 2024-2035 ($ Million)
35. Rest of the World Tea Market Research And Analysis By Tea Type, 2024-2035 ($ Million)
36. Rest of the World Tea Market Research And Analysis By Packaging, 2024-2035 ($ Million)
37. Rest of the World Tea Market Research And Analysis By Distribution Channel, 2024-2035 ($ Million)
38. Rest of the World Tea Market Research And Analysis By Tea Grade, 2024-2035 ($ Million)
1. Global Tea Market Research And Analysis By Tea Type, 2024 Vs 2035 (%)
2. Global Black Tea Market Research And Analysis By Region, 2024 Vs 2035 (%)
3. Global Green Tea Market Research And Analysis By Region, 2024 Vs 2035 (%)
4. Global Oolong Tea Market Research And Analysis By Region, 2024 Vs 2035 (%)
5. Global Other Market Research And Analysis By Region, 2024 Vs 2035 (%)
6. Global Tea Market Research And Analysis By Packaging, 2024 Vs 2035 (%)
7. Global Loose Packaging Tea Market Research And Analysis By Region, 2024 Vs 2035 (%)
8. Global Teabags Market Research And Analysis By Region, 2024 Vs 2035 (%)
9. Global Tea Market Research And Analysis By Distribution Channel, 2024 Vs 2035 (%)
10. Global Retail Tea Market Research And Analysis By Region, 2024 Vs 2035 (%)
11. Global Online Tea Market Research And Analysis By Region, 2024 Vs 2035 (%)
12. Global HoReCa Tea Market Research And Analysis By Region, 2024 Vs 2035 (%)
13. Global Tea Market Research And Analysis By Tea Grade, 2024 Vs 2035 (%)
14. Global BP1 Grade Tea Market Research And Analysis By Region, 2024 Vs 2035 (%)
15. Global PF1 Grade Tea Market Research And Analysis By Region, 2024 Vs 2035 (%)
16. Global PD Grade Market Research And Analysis By Region, 2024 Vs 2035 (%)
17. Global Other Grade Tea Market Research And Analysis By Region, 2024 Vs 2035 (%)
18. Global Tea Market Share By Country, 2024 Vs 2035 (%)
19. US Tea Market Size, 2024-2035 ($ Million)
20. Canada Tea Market Size, 2024-2035 ($ Million)
21. UK Tea Market Size, 2024-2035 ($ Million)
22. France Tea Market Size, 2024-2035 ($ Million)
23. Germany Tea Market Size, 2024-2035 ($ Million)
24. Italy Tea Market Size, 2024-2035 ($ Million)
25. Spain Tea Market Size, 2024-2035 ($ Million)
26. Rest Of Europe Tea Market Size, 2024-2035 ($ Million)
27. India Tea Market Size, 2024-2035 ($ Million)
28. China Tea Market Size, 2024-2035 ($ Million)
29. Japan Tea Market Size, 2024-2035 ($ Million)
30. Australia And New Zealand Tea Market Size, 2024-2035 ($ Million)
31. ASEAN Economies Tea Market Size, 2024-2035 ($ Million)
32. South Korea Tea Market Size, 2024-2035 ($ Million)
33. Rest Of Asia-Pacific Tea Market Size, 2024-2035 ($ Million)
34. Latin America Tea Market Size, 2024-2035 ($ Million)
35. Middle East And Africa Tea Product Market Size, 2024-2035 ($ Million)
The size of the Tea market in 2024 is estimated to be around $22,450 million.
Asia-Pacific holds the largest share in the Tea market.
Leading players in the Tea market include Apeejay Surrendra Group, Associated British Foods PLC (R. Twining and Company Limited), RC Bigelow, Tata Consumer Products Limited, and Unilever (Hindustan Unilever Limited), among others.
Tea market is expected to grow at a CAGR of 6.2% from 2025 to 2035.
Growing health awareness and increasing demand for specialty and ready-to-drink teas are driving Tea Market growth.