Summary

The global herbal tea market experienced robust growth, valued at 3.29 billion USD in 2020, with a forecast to reach 4.88 billion USD by 2028, progressing at a CAGR of 4.89% from 2021 to 2028. This surge is propelled by growing consumer interest in health and well-being, which is also reflected in the French market, where organic infusions have seen significant traction. In France specifically, the herbal tea segment has seen a notable increase in market size, with the French infusions market worth 211.8 million euros in 2020, and an impressive 25% growth in value over the last decade. Demand is influenced by an expanding consumer base, particularly among 18-24 year-olds, and a shift towards organic and natural products, which accounted for over half of infusion sales in France. Growth is further fuelled by rising household consumption of non-alcoholic beverages, including infusions, which reached 14.759 billion euros in 2020, and by a new wave of young entrants offering "made in France" organic products on the market.

Demand trends in the French herbal tea and infusion market

The French market for herbal teas and infusions is booming, stimulated by changing consumer attitudes to health and well-being. In particular, by 2020, the market will reach between 205 and 215 million euros, with the Covid-19 pandemic further stimulating demand, as people seek to comfort themselves with hot beverages while spending more time at home.

Organic products have become a substantial growth driver in the herbal tea and infusions market, accounting for over half of sales, signalling a strong consumer preference for natural, environmentally-friendly options. The French market is showing strong interest in detox drinks, with infusions ranking third in this category. Consumer behavior also reflects this burgeoning demand, with the number of infusion consumers rising from 45 to 50 million.

These consumers are not only growing in number, they are also willing to spend more, with the average spend per purchase rising from 2.80 to 2.90 euros over the same period. Supermarkets dominate the distribution channels, accounting for 85% of infusion sales in France, underlining the product's transition to an everyday consumer product. In this segment, the dominant trend is towards premiumization, as evidenced by stronger growth in value than in volume in recent times. Young people, particularly those aged 18 to 25, are making a significant contribution to the rejuvenation and expansion of the market. These consumers have shown a predilection for "healthy" diets and natural products, propelling organic infusions to between 5 and 10 million euros in value.

The market is also witnessing an increase in artisanal and niche offerings responding to this new demand, with herbalists, despite an outdated regulatory framework, and boutique brands carving out a place for themselves in a market historically dominated by established players.

In summary, the French market for herbal teas and infusions is characterized by robust growth, a shift towards organic and premium products, an expanding consumer base and a distribution landscape largely dominated by supermarkets.

All these factors combine to create the image of a market that is highly sensitive to nature, health and well-being.

Key market players driving the infusions and herbal teas landscape

The infusions and herbal teas market is a dynamic and fast-growing sector, with several key players contributing to the industry's momentum. These companies range from long-established brands to innovative newcomers, each bringing its own flavors, traditions and approaches to the market.

  • Unilever - As a leading multinational company, Unilever used to dominate the infusions market with well-known brands such as Lipton and Elephant, offering a wide selection of teas and infusions enjoyed by consumers worldwide. However, Unilever has exited this market and sold its two brands.
  • Lipton - One of the best-known names in the tea industry, Lipton has carved out a significant market share thanks to its varied range of black and green teas and infusions, catering to the tastes and preferences of a global audience.
  • Twinings (Foods International SAS) - With a rich history dating back to 1706, Twinings maintains its reputation for high-quality teas and has a strong presence in the infusions market with a wide range of flavors and blends.
  • La Tisanière (Foods International SAS) - Part of the same group as Twinings, La Tisanière is known in the infusions market for its selection of herbal and fruit teas that promise well-being and relaxation to its consumers.
  • Elephant Teas - Known for its French roots and connection with nature, Elephant offers a variety of herbal teas and infusions, often with an emphasis on organic ingredients and sustainable practices.
  • Yogi Tea - Specializing in organic teas, Yogi Tea is inspired by Ayurvedic principles and focuses on the health and wellness aspects of infusions, bringing exotic flavors and beneficial herbs to the market.
  • Kusmi Tea - Founded in St. Petersburg and revitalized in Paris, Kusmi Tea stands out for its premium blends and unique infusions, including a range of wellness teas that combine tradition and modernity.
  • Mariage Frères - An iconic brand with a storied past, Mariage Frères has established itself as a purveyor of fine teas, making it a prestigious name in the world of high-end infusions.
  • Les 2 Marmottes - Representing a new generation on the market, Les 2 Marmottes has rapidly gained popularity for its selection of all-natural French herbal teas and innovative infusions.
  • Chic des Plantes! - A newcomer, Chic des Plantes! champions the organic movement with elegantly packaged products and innovative infusions.
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  • Number of pages : 30 pages
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  • Last update : 27/03/2024
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Summary and extracts

1 Market overview

1.1 Presentation

Infusion is first and foremost an extraction method involving the soaking of a plant in initially hot water, which is then left to cool, in order to extract its active ingredients or natural aromas. In this sense, it contrasts with maceration, in which the water is kept cold at all times, or decoction, in which the water is kept boiling.

Traditionally used for their medicinal virtues, infusions have been known since 2737 BC, when the Chinese emperor Chen Nung first soaked a tea leaf in hot water.

They were widely used by physicians in Antiquity and the Middle Ages as a remedy for all kinds of illnesses, before being gradually replaced by the advent of medicine during the Renaissance.herbal medicine and other natural remedies are known as phytotherapy.

There are many different types of herbal tea, including black, green and white teas, as well as chamomile, ginger, verbena and many others.

These plants can be purchased in bags or jars, in supermarkets or specialist stores. New products regularly enter the market, including cold infusions and encapsulated pods.

There is a growing craze for herbal drinks such as infusions. The French infusions market grew by 16.2% in 2020, driven in particular by the Covid-19 epidemic, which increased home consumption of hot drinks. If the trend is reversed in 2022, it will be based on solid levers such as the boom in the organic and eco-responsible segment, which since 2018 has accounted for more than half of all infusions sold in France.and the boom in CBD-based beverages, which will facilitate a return to growth in 2023, with sales of 220 million euros.

1.2 Accelerating global growth

The herbal tea market has been valued at US$*.** billion in **** and is expected to reach US$*.** billion by ****, growing at a CAGR of *.**% from **** to ****. [***]

It is therefore possible to estimate the evolution of sales from the herbal tea market, as shown in the graph below.

Global herbal tea market ...

1.3 In France, the herbal tea market is booming

Driven by new health and environmental concerns, the infusion market is booming in France: it has grown by +**% in value over the last ** years. [***]

In ****, the French infusion market stood at *** million euros, down *.*% in value on ****, marking a difficult comeback following the market downturn caused by the end of the ...

2 Demand analysis

2.1 Breakdown of supermarket sales

Breakdown of infusion sales by distribution channel France, ****, in Source: ****

In ****, the breakdown of infusion sales by distribution channel in France shows that supermarkets and hypermarkets (***), specialty stores, etc., represent a market share of **.*%.

Breakdown of supermarket sales France, ****, in % of volume Source: ****

In ****, infusions will account for over a third ...

2.2 Breakdown of organic store sales

Breakdown of infusion sales by format in organic stores France, ****, in Source: ****

Here, products are differentiated between single plants and blends, as well as between products packaged in small individual sachets (***) in the form of blends and packaged in sachets.

Sales of plants in single infusions sold in organic stores France, ...

2.3 Breakdown of pharmacy and parapharmacy sales

Breakdown of pharmacy sales

Plants present in herbal teas sold in pharmacies France, ****, in tons Source: ****

The main single plants sold in pharmacies, in terms of volume, are thyme,eucalyptus,linden sapwood, verbena and senna.

Plants present in simple infusions sold in pharmacies France, ****-****, in tons Source: ****

In terms of ...

2.4 Demand drivers and consumer behaviour

Infusion consumers

The infusion consumer base has expanded significantly in recent years, rising from **.* million in **** to over ** million in ****. At the same time, these growing numbers of consumers have also increased their average budget per act of purchase: this rose from €*.** in **** to €*.** in ****.

In ****, the French drank an average ...

2.5 France's favorite brands

Analysis of French infusion preferences reveals a clear preference for established brands such as Lipton, Elephant and Twinings, with high approval ratings of up to **.*%. By contrast, Les * Marmottes and Kusmi Tea seem less popular, garnering more modest approval percentages of **.*% and **.*% respectively. Negative responses are generally low for all brands. ...

2.6 Demand trends

The organic craze is not immune to trends in the PPAM market

The market for herbal teas and infusions is enjoying a rejuvenated and dynamic image. The proportion of **- to **-year-olds consuming these beverages has risen, boosting the image of these products. According to a report by Transparency Market Research, ...

3 Market structure

3.1 Value chain and infusion manufacturing

The infusion value chain, like that of tea, involves a number of stages involving different professionals, in order to obtain the most appropriate and subtle scents and tastes.

Source: ****

Before the drying stage, plants have a moisture content ranging from **% to **%. The aim of the drying process is to bring this ...

3.2 Production and dependence on the PPAM sector

The amounts given for production refer to the value of production marketed or intended for marketing, which is calculated on the basis of the selling price realized ex-factory or likely to be realized during the period covered by the survey.this is calculated on the basis of the factory-gate selling price, ...

3.3 Distribution dominated by supermarkets

Sales of infusions to supermarkets, hard-discount and convenience stores France, ****-****, in millions of €, in tons Source: ****

Sales of infusions in supermarkets, hard-discount stores and convenience stores in mainland France (***) reached €*** million in ****, with a volume of *,*** tonnes. This represents a drop of *% in value and *% in volume compared to ****.

Supermarkets ...

3.4 The infusions market in specialist stores is in trouble

Sales of infusions marketed in organic stores France, ****-****, in millions of €, in tons Source: ****

According to BIOANALYTICS®GOOD, the market for infusions and herbs in organic stores reached €**.* million and *** tonnes in **** . After growth between **** and ****, a significant decline was recorded in ****, followed by an even sharper reduction in ****. Sales ...

3.5 The rise of pharmacy/parapharmacy sales

FGHJKLM

Total sales in **** have been rising for the past three years, with a split between pharmacy and parapharmacy. Sales volumes will stabilize in ****, following growth between **** and ****. A noteworthy feature is the predominance of organic-labeled products, accounting for **% of sales by value and **% of volume produced in ****. This upward trend ...

4 Offer analysis

4.1 Trends and price ranges

Price indices

The consumer price index for teas and infusions in France has varied unevenly over the last ten years: after peaking in **** at ***.** (***) reached a low of **.** in ****, before rising again to ***.* in ****.

Consumer price index for teas and infusions France, ****-****, base *** in **** Source: ****

Overview of market prices

Price ...

4.2 A wide choice of products

The recent craze for natural products and self-medication remedies has prompted tea and infusion manufacturers to diversify their product range, both in terms of ingredients used and preparation methods.

In the case of tea, products are generally differentiated according to the color of the leaves. There are mainly three different colors ...

4.3 Organic and natural at the heart of our herbal tea offering

As mentioned above, organic/natural is a key segment of the infusions market, and one that is driving growth. By ****, organic infusions will account for **% of total infusion sales (***).

Share of organic infusions in total supermarket sales France, ****-****, in Source: ****

Change in organic herbal tea sales by value in pharmacies ...

4.4 Products still too contaminated?

In March ****, ** millions magazine published a study on the pesticides present in teas and infusions in France. It warns consumers about the quality of these much-loved beverages. While organic teas and infusions were spared, many other products tested in laboratories contained pesticide residues, some of which are banned in France and ...

5 Regulations

5.1 Legislative framework

In France, decree no. ****-*** of August **, **** relating to the sale to the public of medicinal plants listed in the Pharmacopoeia, governs the list of plants that may be sold by persons other than pharmacists. In all, *** plants or plant extracts are authorized for over-the-counter sale.

For organic products, jurisdiction is ...

List of charts

  • Size of the French herbal tea market
  • Breakdown of infusion sales by distribution channel
  • Breakdown of supermarket sales
  • Breakdown of infusion sales by format in organic stores
  • Sales of plants in single infusions sold in organic stores
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Latest news

Ecotone inaugurates its European coffee and tea production unit b - 21/10/2023
  • On October 19, 2023, the Ecotone group inaugurated its new European production facility for organic coffees and teas, in Cestas, Gironde.
  • 10 million euros have been invested in this new production unit
  • The first year's production is estimated at around 5.5 million packs of coffee (2,650 t) and 1 million whole-leaf tea bags (100 t).
  • The plant is designed to process up to 9,000 t of roasted coffee per year.
  • Nearly 50% of coffee volumes are packed in beans.
  • For organic teas, 30% of the volume is blended and flavored.
  • The plant's production capacity is designed to support the growth of the Destination, Bonneterre, Clipper, Alter Eco and Naturela brands.
Ecotone inaugurates its organic coffee and tea production facility - 21/10/2023
  • Écotone has invested 10 million euros in a new production site in Cestas.
  • Production capacity at the new site is 3,200 tonnes of coffee a year, with a medium-term perspective of 4,500 tonnes, and in the longer term, up to 6,000 tonnes.
  • Production is 100% organic for both coffee and tea, and the plant has a zero landfill waste policy (85% of waste is recycled or composted).
  • The site employs sixty people.
  • Ecotone's sales in 2022 are expected to total 690 million euros.
  • The company employs 1,600 people.
  • Currently, 60% of the coffee produced is fair trade
  • In addition to coffee, the plant produces 100 tonnes of organic tea.
Ecotone invests in Gironde to triple organic coffee production - 24/11/2023
  • The Ecotone group has achieved sales of 690 million euros in 2022.
  • The burn plant inaugurated by Ecotone and Destination Bio covers more than 9,000 square meters and employs 60 people.
  • Investment in the new Destination Bio site amounts to 10 million euros.
  • The plant's production capacity is 3,500 tonnes per year
  • Destination Bio's market share in the organic coffee sector is 46%.
  • Destination Bio's sales total 21 million euros, rising to 50 million euros if sales under other brands are included.
  • Organic coffee sales represent 5% of a French market worth over 3 billion euros.
  • Organic coffee sales increased by 13% in value in 2023. Sales of fair-trade coffee and tea account for 60% of Destination Bio's sales, with a target of 70% of sales over the next 2 years.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Lipton (Unilever)
Twinings Foods International
La Tisanière
Ecotone Groupe (Alter Eco, Bjorg, Bonneterre)
Thés Éléphant (Scoop TI)
Yogi Tea
Kusmi Tea ORIENTIS
Mariage Frères
Pages Infusions
Clipper Tea
Le Palais des Thés
Les jardins de Gaïa (MAKA)

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