Black tea losing ground

Tea sales have been growing for years. According to Nielsen data, the market expanded by 9 per cent in terms of value in the December 2006 – November 2007 period, reaching HUF 9,5 billion. In terms of quantity, fruit tea has been the most popular type for years. In terms of value, the market share of black tea has dropped to 26 per cent, the same as that of fruit tea. Green tea also improved its market position by 1 per cent last year. The average consumer prices of the most popular filter teas showed stagnation last year. A carton of flavoured black tea cost HUF 208 on average last October. The average price of black tea was up to HUF 230 last year from 218 a year earlier. Filter tea accounted for 78 per cent of total sales both in terms of value and quantity. The prices of traditional teas rose last year. For example, the price of black tea leaves was up by 24 per cent, while herbal teas cost 12 more than a year earlier. Both hyper markets and 401 – 2,500 square meter stores hold a 30 per cent market share respectively. The market share of private labels recently fell back to 13 per cent.