INDIAN TEA MARKET
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INDIAN TEA MARKET
- 1. Indian Tea Market a snapshot presentation
- 2. Setting the context… • The presentation aims at exploring the Indian Tea Market • Category size, growth • Key brands and their share
- 4. India – second largest tea producer in the world… Tea Produc+on worlidwide -‐ 2009 Others, 14% China, 31% Vietnam, 4% Indonesia, 4% Turkey, 4% SriLanka, 8% Kenya, 9% India, 26% Source: World Tea Production – Tea Board of India
- 5. The Indian Tea Market… Packaged tea market is 213 million kg in volumes, and valued at Rs. 60 bn* ~231 thousand tons of tea sold in retail in 2008* Urban: Rural split of tea consumption - 56:44# *Euromonitor report April 2009, Figures in Rs.bn # Market Monitor Data 2008
- 6. The industry growing at a CAGR of ~54% 80 Market Value (Retail Sales) 61 60 50 40 43 40 20 0 2006 2007 2008 2009 Source :*Euromonitor report March 2010
- 7. Traditional Black tea dominates the market with 93% share Tea Black Tea Green Tea Fruit/herbal Instant tea tea Retail Sales Value Rs. 57 bn 3 bn Nascent category. Negligible size 2003-08 CAGR (%) 3.2 6.4 Green tea has a higher growth rate of 6.5% compared to black tea
- 8. A highly clu8ered market with na+onal and local players
- 9. KEY BRANDS
- 10. A fragmented market apart from players like HUL and Tata Tea… Tea Company Shares (2009) 40% 34% 35% 30% 30% 25% 25% 20% 15% 10% 8% 5% 3% 0% Hindustan Tata Tea Duncan Wagh bakri Others Unilever Industries Source: Euromonitor International, March 2010
- 11. Tea Brand Shares – Packaged Tea (By Value) Market Share (%) Brand Company 2009 Brooke Bond Hindustan Unilever Ltd 18.6 Tata Tea Tata Tea Ltd 17.9 Lipton Hindustan Unilever Ltd 6.2 Duncans Duncans Industries Ltd 6.2 Kanan Devan Tata Tea Ltd 3.5 Wagh Bakri Wagh Bakri Ltd 3.1 Goodricke Goodricke Group Ltd 1.3 Golden Tips Golden Tips Tea Co Pvt Ltd 1.1 Girnar Girnar Food & Beverages 1 Twinings Twinings Pvt Ltd 0.9 Jay Green Tea Jay Shree tea and Industries Ltd 0.7 Infinitea Gopaldhara Tea Co Pvt Ltd 0.5 Tetley Tata Tea Ltd 0.4 Others ~ 38.6 Source: Euromonitor International, March 2010
- 12. Packaged tea has more retail outlets in rural areas and the North Retailer Split by Town Class & Rural Retailer Split By Zone 1600000 4500000 4000000 1400000 3500000 1200000 3000000 1000000 2500000 800000 2000000 600000 1500000 400000 1000000 200000 500000 0 0 North Zone East Zone West Zone South Zone Class I Others Urban-‐Rural Urban Rural Metros Class I Source: Market Monitor, March 08
- 13. Indian Packaged Tea Market – Structure Leaf 65% Dust 35% Rs. 60 Premium Rs. 50-‐55 10% Mid Market Rs. 40 -‐ 50 45% Rs. 38-‐45 Economy Rs. 30-‐40 48% Rs. 30-‐35 Price per 250 gm