The market of tea rooms - Germany

1.1 Scope of the study

Tea salons, or also called tea rooms, are often urban establishments where you can not only drink, but to a large extent also eat something. There is a wide selection of tea with the possibility of finding other drinks such as coffee or juices. Snacks can also be offered. These can be sweet, like pastries, but also savory, like sandwiches or cakes.

Tea is the most consumed beverage in the world, ahead of coffee, the main tea exporting countries in the world are China, Sri Lanka, Kenya, India and Indonesia. In 2020, according to the Tea Report from the Tea Association, 6 million tons of tea was produced for the first time. Production in China and India accounts for 68.1% of world production and thus increased by 1.1 percentage points compared to the previous year.

In Germany, approximately 68 liters of tea are consumed per person per year, of which 28 liters are black and green tea and 40 liters are herbal and fruit tea, although there are regional differences in consumption. Increasing popularity is reflected in the growing sales of tea. Consumption has increased in all areas and across all distribution channels. While most herbal and fruit teas are purchased in grocery and discount stores, black and green tea lovers seek personalized advice in specialty tea stores. Black and green teas are also mostly purchased in grocery and discount stores, with sales increasing by 1.9 percent[Tea Association].

The following study examines the trends in the tea industry, the market structure and who the market leaders are.