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MARKET OVERVIEW

1.1 Presentation and definition of the market

Tea, with 1.5 billion cups drunk every day is the second most consumed drink in the world after water. Established in China, introduced in Japan at the end of the 8th century and an integral part of British culture, tea also has a special place in Middle Eastern cultures. This global character of tea is reflected in the long list of countries in which tea is consumed.

Tea is a drink obtained from the leaves of the tea plant (about 200 species), infused in hot water. The types of teas are differentiated by their colours (black, green, Oolong, yellow, white and post-fermented) which differ according to the treatment of the harvested leaves. Rooibos or "red tea" is actually an infusion obtained from the leaves of Aspalathus linearis, which is only found in South Africa, and not from the tea plant.

Consumption habits differ from country to country. In France, tea is mainly consumed in sachet . Black tea is consumed twice as much as green tea, despite a lesser increase. The most popular tea segments are those evoking travel (Darjeeling, Ceylon).

In this study, we will look at the market for tea consumed at home as well as that consumed away from home. The tea market is growing rapidly worldwide and is experiencing significant growth in France . The tea market in France represented 0.4% of the world market in 2018.

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