the tea room market | Italy

1.1 Definition and scope of study

A tea room is an establishment where loose tea is sold, available for tasting on the spot, and often accompanied by sweet and savoury dishes. 

Tea in Italy has a relatively recent past, having been for a long time in the shadows of coffee. However, nowadays it is increasingly penetrating the national territory following the healthy trends of the population. Demand for tea in Italy is undoubtedly a variable to be considered in the perspective of birth and development of tea rooms. The recent popularity of the beverage in Italy has driven a value growth of +20% from 2016 to 2020. However, still about 80% of consumption is in the hands of large retailers, leaving a less substantial slice in the hands of other distribution channels.

Nonetheless, some large cities in the area have witnessed the creation of these innovative forms of establishments. Especially in Milan, where price levels differ depending on the location of establishment and the positioning provided by the brand. There are different types of tea rooms, from restaurants in palaces to tea rooms in bookstores, as well as barter rooms and coworking rooms.