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SOUTH AFRICAN TEA INDUSTRY LANDSCAPE REPORT
PUBLISHED: APRIL 2020
COMPANY OVERVIEW
We offer B2B market research solutions to help you to
successfully improve or expand your business, enter new
markets, launch new products or better understand your
internal and external environment.
We believe in the advantage market research gives business leaders to fully understand their industry,
facilitate business strategy, improve company performance, and drive company growth.
Insight Survey is a boutique South African market
research agency with over 10 years of experience,
specialising in Business-to-Business (B2B) and Industry
research to ensure smarter, more-profitable business
decisions are made with reduced investment risk.
COMPANY OVERVIEW
2020 | 2
Our bespoke Industry and Market Intelligence can help give the edge in a global marketplace, empowering your
business to overcome industry challenges quickly and effectively, and enabling you to realise your potential
and achieve your vision. From strategic overviews of your business’s competitive environment through to
specific competitor profiles, our customised Intelligence is designed to meet your unique needs.
QUESTIONS WE HELP ANSWER
o What is the current and future market size?
o What are the latest global and local trends impacting
on the market?
o Who are your key competitors and what is their
offering in terms of products, services, pricing and
branding?
OUR RESEARCH SOLUTIONS
Competitor pricing research
Store visits and store checks
Competitor interviews
Customer interviews
Company website analysis
Governmental held records
INDUSTRY & COMPETITOR INTELLIGENCE
2020 | 3
2020 | 4
We are a proudly South
African company that have
provided market research
solutions and Intelligence
reports to local and global
brands. We have worked with
some of the greatest
companies and brands in
their industries.
FOOD AND BEVERAGES INDUSTRY REPORT CLIENTS
SOME KEY QUESTIONS THE REPORT WILL HELP YOU TO ANSWER:
For the Global Tea Industry Section:
o What are the current market dynamics (trade, market size, production, and consumption) of the Global Tea Industry?
o What are the key markets within the global Tea Industry?
o What are the global Tea Industry trends, innovations and technologies, drivers, and challenges?
For the South African Tea Industry Section:
o What are the current market dynamics (market size, market value, market volumes): 2014-2019 Actual, 2020-2024 Forecasts?
o What are the latest South African Tea Industry trends, innovations and technologies, drivers and challenges?
For the South African Tea Manufacturer & Distributor Section:
o Who are the key manufacturing and distribution players in the South African Tea Industry?
o Which Tea brands and products do the respective companies manufacture/distribute?
For the South African Tea Retail and Pricing Analysis Section:
o Who are the key retail players (franchise and independent Tea shops, and supermarkets) in the South African Tea Industry?
o What are the prices of popular Tea brands (Black Tea, Rooibos Tea, Fruit/herbal Tea, Capsules and pods) across South African retail outlets?
The South African Tea Industry Landscape Report (141 pages) provides a dynamic synthesis of industry research, examining the local and
global Tea Industry from a uniquely holistic perspective, with detailed insights into the entire value chain – from manufacturing to retailing,
market size trends, industry trends, innovation and technology, drivers and challenges, and pricing analysis.
2020 | 5
REPORT OVERVIEW
141-page report filled with detailed charts, graphs, and insights
2020 | 6
SCREENSHOTS FROM REPORT
The total value of global Tea exports (HS0902**) between
2015 and 2019* is illustrated by the graph below.
Interestingly, there has been a decline in Tea exports
between 2017 and 2019*, reaching a value of approximately
US$6.4 billion in 2019*.
The graph below illustrates the Top 5 estimated global
exporting countries of the Tea category (HS0902**) in 2019*.
o China remained the top global Tea exporter in 2019*, with an estimated
total of US$2.0 billion. India and Sri Lanka were the second and third
largest exporters of Tea products, with an estimated US$803 million and
US$721 million in 2019*, respectively, as illustrated in the graph below.
2020 | 7Source: TradeMap; FlatIcon
7,311 7,463
8,105 7,852
6,377
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
2015 2016 2017 2018 2019*
VALUE OF GLOBAL HS0902** EXPORTS: 2014-2019* (IN US$ MILLION)
2,026
803721
361255
0
500
1,000
1,500
2,000
2,500
China India Sri Lanka Kenya Poland
TOP 5 HS0902* EXPORTING COUNTRIES: 2019* (IN US$ MILLION)
* Estimate
** HS 0902 category is defined as Tea, whether or not flavoured
SAMPLE FROM REPORTGLOBAL INDUSTRY OVERVIEW: TEA EXPORTS
o As CBD-infused products continue to remain popular among South
African consumers, CBD Teas offer an excellent way to incorporate CBD
into their everyday lives, with these products therefore likely to gain in
popularity in 2020.
CBD-Infused Tea Products
o Cannabidiol (CBD)-infused products, across a wide range of product
categories, is a popular trend among South African consumers. This
popularity has reached the South African Tea market, with a variety of
CBD-infused Tea products becoming available.
o The CBD contained in these products has no psychoactive effects, as it
does not contain the psychoactive compound Tetrahydrocannabinol
(THC). Furthermore, CBD has been linked with several positive health
effects, including alleviating nausea, dealing with anxiety, alleviating
headaches, aiding in sleep, as well as relief from chronic pain.
o An example of a CBD-infused Tea products is that of Rethink’s CBD Tea
range. Rethink provides a wide range of high-quality CBD products across
different ranges and formats, including infused Tea, oils, capsules, and,
booster shots. Their CBD Tea range is available in seven variants
including CBD Digest Tea, CBD Dream Tea, CBD Relax Tea, CBD Relieve
Tea, CBD Rooibos Tea, CBD Uplift Tea, and CBD Boost Tea.
o Another local example is that of Buddha Tea’s CBD range. This range is
created using organic Tea infused with water-soluble CBD. The
company’s CBD range includes CBD Chamomile Blend Tea, CBD Matcha
Green Tea, CBD Mint Tea, and CBD Turmeric and Ginger Tea.
o A further example is that of Annique Tea’s Rooibos and Herbs Herbal
Infusion range, which includes both a Rooibos and hemp variant. This Tea
is made using indigenous Rooibos as well as hemp, which is a strain of
cannabis.
2020 | 8Source: BenefitsCBDTea; RethinkCBD; BuddahTea; Anniques
SAMPLE FROM REPORT SA INDUSTRY TRENDS
SAMPLE FROM REPORT SA INDUSTRY INNOVATION AND TECHNOLOGY
Setsong Indigenous Tea Enters SA Market
o Setsong Tea Crafters is a South African Tea company, that makes use of
indigenous knowledge and ingredients, to create innovative and unique
artisanal, handcrafted Teas from wild African flora.
o The company’s Tea blends are crafted using two main ingredients,
including tepane leaf and diya root, with the resulting Teas designed to
emulate the herbs and herbal remedies used by South Africans for
centuries. The products are available in loose-leaf tins and refill packs.
o Tepane Tea is a black bush Tea that is rich in vitamins A, C and E, and
zinc, providing a boost to the immune system as well as preventing
degenerative diseases. These blends are available in several variants
including energizing, flu fighter, immune boost and rejuvenation.
o Diya Tea is a red-root Tea containing beta carotene, fibre and zinc. It is
rich in anti-oxidants and claims to boost and balance the immune system,
improve digestion, lower cholesterol, and aid in weight loss. The
company’s Diya Blends are available in several variants including calming
orange, ginger and turmeric, detox lemon ginger and berry, detox original,
and restful sleep strawberry and fennel.
Royaltea Cheese Tea Reaches South Africa
o Two South African entrepreneurs have brought Royaltea, a globally
successful Tea bar present in major cities around the world, to South
Africa, along with the brand’s signature Tea beverage, cheese Tea.
o The company’s cheese Tea is created using an oolong Tea base, topped
with cream cheese foam and sprinkled with matcha green Tea powder.
This type of Tea offers a unique combination of flavour and textures and is
described as drinking a slice of cheesecake.
o These cheese Teas are available in a variety of flavours including the
royal green, cherry blossom, sweet osmanthus, just peachy, lycheese, as
well as rose and shine flavour variants and formats.
o Additionally, in February 2020, Royaltea South Africa announced they will
also now offer a Rooibos cheese Tea, with the company indicating that it
would be the sole suppliers of the drink in the country.
2020 | 9Source: CapeTownMagazine; RoyalteaSA; RooibosCheese; SowetanLive; FoodforMzansi; SetsongOurTeas; Shop1; Shop2; Image1; Image2; Image3
2020 | 10Source: TwiningsTea; TwiningsTea2; TwiningsTea3; Twinings4; Classic; FruitsHerbs; GreenTea; Infuso; Rooibos
SAMPLE FROM REPORT STAFFORD BROS & DRAEGER (PTY) LTD: TEA BRANDS/PRODUCTS
BRAND/PRODUCT IMAGE DESCRIPTION
Twinings Classic
Collection
A Tea range derived from Black Tea, with added extracts depending on the specific product. The product range
flavours include Lady Grey, Earl Grey, English breakfast, Prince of Whales and pure Darjeeling. The product is
available in pack sizes of 20 teabags.
Twinings Fruits and
Herbal Collection
A Tea range designed to be consumed hot or cold without milk and contains no caffeine, while only accounting for
only four calories per cup. The product flavours include blackcurrent, ginseng and vanilla, strawberry and mango,
raspberry and echinacea, peach and passion fruit, along with lemon twist. The product is available in pack sizes
of 20 teabags.
Twinings Green TeaA Green Tea range which contains caffeine and antioxidants. The product flavours include pure Green Tea, Green
Tea and lemon as well as Green Tea and mint, and is available in pack sizes of 20 teabags.
Twinings Infuso Range
A Tea range which is a combination of herbs, fruits, and spices, sourced from numerous global regions. The
flavours include pure camomile, honey and vanilla, raspberry and pomegranate, lemon ginger, Rooibos,
strawberry and vanilla, as well as lemon, rosehip and hibiscus. The product is available in pack sizes of 20
teabags.
Twinings Pure Rooibos
A Tea range made from Rooibos, indigenous to the Cederberg region in South Africa. The product is limited to
pure Rooibos in South Africa, but other variants are available to international markets. The product is available in
pack sizes of 25 teabags.
BRAND AND SIZE
Five Roses
26s R19.99 N/A R17.99 R21.25 R19.99 R25.99 R16.99 R17.99
52s R52.99 N/A N/A N/A R34.99 N/A R25.99 N/A
102s R42.99 R42.99 R49.99 R41.95 R43.99 R42.99R34.99
(Special)R49.99
200s R84.99 N/A R79.99 R69.95 R96.99 N/A N/A R79.99
Glen
26s R11.99 N/A N/A N/A R11.99 R11.99 R11.99 N/A
100s R25.99 R19.99 R26.99 R22.95 R24.99 N/A R27.49 R26.99
200s R49.99 N/A R39.99 R39.45 R48.99 R49.99 R46.99 R39.99
House Brand
Black Tea
100s R18.99 N/A N/A N/A R36.99 R15.99 R21.99 N/A
200s R38.99 N/A N/A N/A R96.99 R38.99 N/A N/A
Joko
60s R31.99 N/A N/A N/A R30.99 R31.99 R30.25 N/A
100sR29.99
(Special)R39.99
R29.99
(Special)R37.45
R29.99
(Special)R42.99 R39.99
R29.99
(Special)
200s R79.99 N/A R76.99 N/A R82.99 R79.99 R79.99 R76.99
2020 | 11This pricing analysis was conducted at retail stores and supermarkets during w/c 30 March 2020.
SAMPLE FROM REPORTTEA PRICING ANALYSIS: BLACK TEA
2020 | 12
TABLE OF CONTENTS
EXECUTIVE SUMMARY (3 Pages)
Global Industry Snapshot
SA Industry Snapshot
SA Industry Drivers and Challenges
1. GLOBAL TEA INDUSTRY (19 Pages)
1.1 Global Industry Overview: TOTAL GLOBAL TEA MARKET IN RETAIL VALUE RSP: 2019 & 2024* (IN US$ BILLION) (Graph)
1.2 Global Market Environment
1.3 Global Industry Consumption: GLOBAL PER CAPITA CONSUMPTION OF TEA: 2020 & 2025* (IN KG) (Graph)
1.4 Global Industry Production: TOP 3 TEA PRODUCING COUNTRIES: 2018 (IN THOUSAND TONNES) (Graph)
1.5 Global Industry Imports: VALUE OF GLOBAL HS0902** IMPORTS: 2014-2019* (IN US$ MILLION); TOP 5 HS0902* IMPORTING COUNTRIES: 2019* (IN US$ MILLION) (Graphs)
1.6 Global Industry Exports: VALUE OF GLOBAL HS0902** EXPORTS: 2014-2019* (IN US$ MILLION); TOP 5 HS0902* EXPORTING COUNTRIES: 2019* (IN US$ MILLION) (Graphs)
1.7 Global Key Markets: Regional Overview: GLOBAL TEA RETAIL SALES, BY REGION: 2019 (IN US$ MILLION) (Graph)
1.8 Global Industry Trends
1.9 Global Industry Innovation and Technology
1.10 Global Industry Drivers
1.11 Global Industry Challenges
TABLE OF CONTENTS
2. SOUTH AFRICAN TEA INDUSTRY (38 Pages)
2.1 South African Tea Industry Overview (35 pages)
2.1.1 South African Industry Overview: Tea
2.1.2 South African Industry Overview: Black Tea
2.1.3 South African Industry Overview: Green Tea and Fruit/Herbal Tea
2.1.4 South African Industry Overview: Rooibos Tea
2.1.5 South African Production: Tea
2.1.6 South African Tea Imports: VALUE OF SOUTH AFRICAN HS0902** IMPORTS: 2014-2019* (IN ZAR MILLION) (Graph); SA TEA IMPORTS BY CATEGORY (IN ZAR THOUSAND)
(Table)
2.1.7 South African Tea Exports: VALUE OF SOUTH AFRICAN HS0902** EXPORTS: 2014-2019* (IN ZAR MILLION) (Graph); SA TEA EXPORTS BY CATEGORY (IN ZAR THOUSAND)
(Table)
2.1.10 South African Industry Market: South African Tea Market Definitions
2.1.11 South African Industry Market: South African Tea Distribution Channel Definitions
2.1.12 South African Industry Market Size: Off-Trade Tea Market (2014-2019): VALUE OF SA TEA MARKET: 2014-2019 (IN ZAR MILLION) (Graph); SA TEA MARKET CAGR AND
TOTAL GROWTH (IN PERCENTAGE) (Table)
2.1.13 South African Industry Market Size: Off-Trade Tea Market (2014-2019: By Category): VALUE OF SA TEA MARKET BY CATEGORY: 2014-2019 (IN ZAR MILLION) (Graph)
2.1.14 South African Industry Market Size: Off-Trade Black Tea Market (2014-2019: By Category): VALUE OF SA BLACK TEA MARKET BY CATEGORY: 2014-2019 (IN ZAR
MILLION) (Graph)
2.1.15 South African Industry Market Size Forecast: Off-Trade Tea Market (2020*-2024*): VALUE OF SA TEA MARKET: 2019 & 2024* (IN ZAR MILLION) (Graph); SA TEA
MARKET VALUE FORECAST BY CATEGORY (IN ZAR MILLION) (Table)
2.1.16 South African Industry Market Volumes: Retail Tea Market Volumes (2014-2024*): RETAIL VOLUME OF SA TEA MARKET: IN TONNES (2014-2024*)(Table)
2020 | 13
TABLE OF CONTENTS
2 SOUTH AFRICAN TEA INDUSTRY (CONTINUED) (38 Pages)
2.1 South African Tea Industry Overview (Continued) (35 Pages)
2.1.17 South African Industry Market Volumes: Foodservice Tea Market Volumes (2014-2024*): FOODSERVICE VOLUME OF TEA: 2014-2024* (IN TONNES) (Graph)
2.1.18 South African Industry Market Volumes: Retail Cups Tea Market Volumes (2014-2024*): RETAIL CUPS VOLUME OF SA TEA MARKET: IN MILLION CUPS (2014-2024*)
(Table)
2.1.19 South African Industry Market Volumes: Foodservice Cups Tea Market Volumes (2014-2024*): FOODSERVICE CUPS VOLUME OF TEA: 2014-2024* (IN MILLION CUPS)
(Graph)
2.1.20 South African Industry Market Volumes: Retail Brewed Tea Market Volumes (2014-2024*): RETAIL BREWED VOLUME OF SA TEA MARKET: IN MILLION LITRES (2014-
2024*) (Table)
2.1.21 South African Industry Market Volumes: Foodservice Brewed Tea Market Volumes (2014-2024*): FOODSERVICE BREWED VOLUME OF TEA: 2014-2024* (IN MILLION
LITRES) (Graph)
2.1.22 South African Industry Market Distribution: Off-Trade Tea Market: CHANNEL DISTRIBUTION FOR TEA PRODUCTS: 2019 (IN PERCENTAGE) (Graph); CHANNEL
DISTRIBUTION (2014 AND 2019) BY OUTLET TYPE (Table)
2.1.23 South African Industry Trends
2.1.24 South African Industry Innovation and Technology
2.1.25 South African Industry Drivers
2.1.26 South African Industry Challenges
2.2 South African Tea Industry Sustainability (3 Pages)
2.2.1 Ethical Tea Partnership
2.2.2 Fairtrade International
2.2.3 Rainforest Alliance
2020 | 14
2020 | 15
TABLE OF CONTENTS
3. SOUTH AFRICAN TEA MANUFACTURER AND DISTRIBUTOR OVERVIEW (21 Pages)
3.1 AVI: Overview
3.2 AVI: Tea Brands/Products
3.3 Carmién: Overview
3.4 Carmién: Tea Brands/Products
3.5 Dilmah: Overview
3.6 Dilmah: Tea Brands/Products
3.7 Joekels Tea Packers: Overview
3.8 Joekels Tea Packers: Tea Brands/Products
3.9 Stafford Bros & Draeger (Pty) Ltd: Overview
3.10 Stafford Bros & Draeger (Pty) Ltd: Tea Brands/Products
3.11 Unilever SA Foods (Pty) Ltd: Overview
3.12 Unilever SA Foods (Pty) Ltd: Tea Brands/Products
3.13 South African Tea Manufacturers & Distributors: Other
2020 | 16
TABLE OF CONTENTS
4. SOUTH AFRICAN TEA RETAIL AND PRICING ANALYSIS (37 Pages)
4.1 South African Tea Retail Analysis (23 Pages)
4.1.1 South African Franchise and Independent Tea Shops (15 Pages)
4.1.1.1 Dulcé Café: Overview
4.1.1.2 Famous Brands: Fego Caffé: Overview
4.1.1.3 Famous Brands: Mugg & Bean: Overview
4.1.1.4 Famous Brands: Wimpy: Overview
4.1.1.5 Krispy Kreme: Overview
4.1.1.6 McCafé: Overview
4.1.1.7 Peacock Coffee & Tea Traders: Overview
4.1.1.8 Seattle Coffee Company: Overview
4.1.1.9 Starbucks: Overview
4.1.1.10 The Daily Coffee Group: Overview
4.1.1.11 Vida e Caffè: Overview
4.1.1.12 South African Independent and Franchise Retailers: Other
4.1.1.13 South African Speciality Retailers
2020 | 17
TABLE OF CONTENTS
4. SOUTH AFRICAN TEA RETAIL AND PRICING ANALYSIS (CONTINUED) (37 Pages)
4.1 South African Tea Retail Analysis (Continued) (23 Pages)
4.1.2 South African Tea Supermarket Overview (8 Pages)
4.1.2.1 South African Retail Overview
4.1.2.2 Checkers: Overview
4.1.2.3 Food Lover’s Market: Overview
4.1.2.4 Massmart: Overview
4.1.2.5 Pick n Pay: Overview
4.1.2.6 Shoprite: Overview
4.1.2.7 Spar: Overview
4.1.2.8 Woolworths: Overview
2020 | 18
TABLE OF CONTENTS
4. SOUTH AFRICAN TEA RETAIL AND PRICING ANALYSIS (CONTINUED) (37 Pages)
4.2 South African Tea Pricing Analysis (14 Pages)
4.2.1 Franchise and Independent Tea Shops Pricing Analysis: Bootlegger, Dulcé Café, Europa, Fego Caffé, Krispy Kreme, McCafé, Mugg & Bean,
Peacock Coffee & Tea Traders, Seattle Coffee Company, Starbucks, The Daily Coffee Group, Vida e Caffè, Vovo Telo, Wiesenhof, Wild Bean Café,
Wimpy, Woolworths Café- Comparing pricing of Black Tea, Green Tea, Rooibos Tea, Herbal/Flavoured Tea, and Red Cappuccino
4.2.2 Black Tea Pricing Analysis: Five Roses, Glen, House Brand Black Tea, Joko, Lipton Earl Grey Tea, Lipton Yellow Label Tea, Teeco, Tetley,
Trinco, Twinings Earl Grey Tea, Twinings English Breakfast Tea- Comparative pricing at Checkers, Food Lover’s Market, Game, Makro, Pick n Pay, Shoprite,
Spar and Woolworths
4.2.3 Rooibos Tea Pricing Analysis: BOS Organic Rooibos, Carmién Organic Rooibos, Eleven O’ Clock, Five Roses, Freshpak, Glen, House Brand Rooibos Tea,
Laager, Lipton, My T Chai, Trinco, Southall’s Rooibos- Comparative pricing at Checkers, Food Lover’s Market, Game, Makro, Pick n Pay, Shoprite, Spar and
Woolworths
4.2.4 Green Tea Pricing Analysis: Carmién Green Tea, Five Roses, Freshpak, House Brand Green Tea, My T Chai Green Rooibos Chai, Lipton
Clear Green Tea, Tetley Pure Green Tea, Trinco, Twinings Green Tea- Comparative pricing at Checkers, Food Lover’s Market, Game, Makro, Pick n Pay,
Shoprite, Spar and Woolworths
4.2.5 Fruit/Herbal Tea Pricing Analysis: Carmién Pure Herbal Infusion Range, Freshpak Rooibos with Enchinacea, Five Roses Apple Vanilla and Cinnamon,
Herbex Detox Herbal Tea, House Brand Fruit/Herbal Tea, Lipton Flavoured Teas, My T Chai Yogi Chai Spiced Tea, Twinings Fruit and Herb Collection-
Comparative pricing at Checkers, Food Lover’s Market, Game, Makro, Pick n Pay, Shoprite, Spar and Woolworths
4.2.6 Tea Capsules and Pods Pricing Analysis: Carmién (Natural, Chai, Caramel, Vanilla Espresso Capsules); Espresto (Rooibos Espresso, Rooibos
Cappuccino); Khoisan Gourmet (Plain, Caramel, Vanilla Organic Rooibos Capsules); Nescafé Dolce Gusto (Chai Tea Latte); Pure Cup (Rooibos, Green
Tea with Mint); Red Espresso (Rooibos Espresso, The Tea Collection Mixed Case); Tea Merchant (Rooibos Espresso, Earl Grey Rooibos Espresso)
2020 | 19
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2020 | 20
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