The West Africa tea market size was valued at $1.6 billion in 2019, and is projected to reach $2.6 billion by 2027, registering a CAGR of 8.5% from 2021 to 2027. Tea is an aromatic beverage derived from Camellia sinensis plant. It is one of the most consumed beverages across the world. Black tea and green tea are the most popular teas, while herbal tea is gaining significant traction in the market. Tea is considered a healthy beverage owing to the presence of a number of potent antioxidants and minerals such as potassium, manganese, magnesium, & calcium. Regular consumption of tea helps to reduce cell damage caused due to free radicals as well as lowers cholesterol levels and facilitates healthy weight loss.
Tea has been popular in emerging markets, owing to the prevalence of tea culture. Furthermore, increase in health awareness and surge in the disposable income have driven the West Africa tea market growth. Moreover, introduction of additional healthy ingredients in tea by different market players contribute toward the growth of the market. However, increase in trend of coffee consumption and fluctuating prices of raw materials caused by unpredictable climatic conditions act as the major restraints of this market. On the contrary, rise in demand for herbal tea and introduction of new flavors & varieties of tea are anticipated to provide growth opportunities for the tea market.
The retail industry is the economy sector in various emerging economies in the West African region such as Nigeria that includes companies and individuals involved in selling of finished products and goods to end users. Wide range of tea and related products are vended through various retail channels such as independent grocery stores, food service outlets, and online stores. Independent grocery stores, discounters, and online stores are the fastest growing retailers in West Africa tea industry. These stores act as the key marketing tool, which assists in building an impressive premium image and increase brand exposure of wide variety of tea products. Hence, retail market expansion is a significant factor driving the growth of the tea market.
Tea is a popular beverage consumed by a large number of people all around the world, due to its superior taste and associated health benefits. It falls in the category of products that is consumed daily. Hence, the demand for such product remains consistent among consumers. However, the outbreak of the novel coronavirus has significantly affected the growth of the tea market.
This decline in growth in the tea market can be attributed to disruption in the supply chain. Moreover, halt in the production of tea and its processing due to lockdown and social distancing being practiced all around the world have adversely affected the growth of this industry. The tea market on the other hand has not experienced a steep down trend, in terms of demand, as it remains somewhat similar prior to the virus outbreak, being a daily consumable item. This disparity in the availability of product and its demand is expected foster quick recovery of the tea market once the pandemic ends.
The West Africa tea market is segmented into type, distribution channel, and country. On the basis of type, the market is classified into green tea, black tea, and others. Depending on distribution channel, it is fragmented into independent grocery stores, and others. Country wise, it is analyzed across Benin, Burkina Faso, Cape Verde, Gambia, Ghana, Guinea, Guinea-Bissau, Ivory Coast, Liberia, Mali, Mauritania, Niger, Nigeria, Senegal, Sierra Leone, and Togo.
By Type
The Others segment would witness the fastest growth, registering a CAGR of 11% during the forecast period.
According to the West Africa tea market analysis on the basis of type, the green tea segment accounted for the maximum share in the 2019. This can be attributed to rise in awareness about health and fitness and increase in preference of workforce toward tea to remain fresh. Moreover, surge in the frequency of direct to customer advertisement and celebrity endorsements boosts the sale of tea.
By Distribution Channel
Specialty Stores segment would witness the fastest growth, registering a CAGR of 9.3% during the forecast period.
By distribution channel, the other segment dominated the market, which accounted for 45.7% West Africa tea market share in 2019, and is expected to continue this trend throughout the West Africa tea market forecast period. This is attributed to increase in online stores and food service outlets. Online distribution is one of the emerging sales channels in the West Africa tea market. This is attributed to the fact that consumers prefer online platforms due to ease of accessibility and convenience. This platform further offers a number of discounts on online purchase of tea to attract a large customer base. However, the discount stores are gaining major traction in the market, as these channels offer a wide range of products at a competitive price to customers and are usually located at easily accessible areas, which add to overall attractiveness of this segment.
By Country
Mauritania would witness the largest segment registering a major share of 22.74% during the forecast period.
Country wise, Mauritania held the major share of 22.75% in the market in 2019, owing to positive economic trends, rise in import, and increase in consumption of green tea. Furthermore, rise in café culture, surge in disposable income, change in tastes, and introduction of additional healthy ingredients in tea by different market players are some other factors that augment the growth of the market.
Key Benefits For Stakeholders
- The report provides a quantitative analysis of the current West Africa tea market trends, estimations, and dynamics of the market size from 2019 to 2027 to identify the prevailing opportunities.
- Porter’s five forces analysis highlights the potency of buyers and suppliers to enable stakeholders to make profit-oriented business decisions and strengthen their supplier–buyer network.
- In-depth analysis and the market size and segmentation assist to determine the prevailing West Africa tea market opportunities.
- Drivers and restraints are analyzed depending on type in the West Africa tea market.
West Africa Tea Market Report Highlights
| Aspects | Details |
 By Product Type |
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 By Distribution Channel |
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 By Country |
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 Key Market Players | ROOIBOS LIMITED, ZAFFICO TEA COMPANY LIMITED, AVI LIMITED, UNILEVER PLC, KETEPA LTD., MOKATE SA, RIFT VALLEY CORPORATION, PROMASIDOR IP LTD, YSWARA, KAKUZI PLC |
Analyst Review
Various CXOs from leading companies perceive that health, fitness, and habit are three important factors that determine the growth of the West Africa tea market. Presently, consumers’ interest is shifting toward green tea with different flavors such as herbal and ginger, owing to the presence of diverse nutrients and numerous health benefits offered by it. Various nutrients present in tea vitamins, amino acids, flavonoids, and trace minerals leading to stronger immunity, improved metabolism, lower cholesterol, and cancer prevention.
The CXOs further added that new launches of specialty tea products such as herbal/fruit tea, different types of green tea, and the ones consisting of the black & green leaves combination offer potential growth opportunities for the market during the forecast period.
The West Africa Tea Market Size From 2021 to 2027 is $1,033.77 million.
The CAGR of West Africa Tea Market is 8.5% which is from 2021 to 2027.
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Volatility in raw material prices and surge in coffee consumption are the effecting factors for the West Africa tea market.
Product type and distribution channel are the segments studied in the market report.
The forecast period in the market report is from 2021 to 2027.
Avi Limited, Kakuzi Plc, Ketepa Ltd, Mokate Sa, Promasidor Ip Ltd, Rift Valley Corporation, Rooibos Limited, Unilever Plc, Yswara, And Zaffico Tea Company Limited are the active players in the West Africa Tea Market.
Health benefits associated with tea and rising popularity of organic tea are the major currents trends will be shape the market in the future.
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