‘I don’t expect a decline in the market, but rather a significant change in its structure. People will choose teas more carefully, making more informed decisions about quality, function and the origin of the raw materials. Consumers are increasingly treating tea not only as a drink, but also as part of a daily ritual that supports health, balance and well-being,’ says Dr Sylwia Mokrysz, proxy at Mokate SA.

Szymon Krawiec, “Wprost”: We are the fourth country in Europe with the highest level of tea consumption. On average, a Pole brews 1 kg of tea leaves per year. We drink more tea than the Chinese and Japanese. At least, that was the case according to Nielsen’s data for 2019. But how much truth is there in this?

Dr Sylwia Mokrysz, Mokate: If we look at consumption per capita, there is a lot of truth in this. According to market data from sources such as Nielsen and Euromonitor, the average Pole drinks around 0.9-1 kg of tea per year, placing us among the European leaders, just behind the United Kingdom and Ireland.

By comparison, the average per capita consumption in China and Japan is significantly lower, often estimated at a few hundred grams per person per year, even though total sales volumes are obviously much higher there due to the size of their populations.

However, it should be remembered that these are completely different consumption models. In Poland, tea is an everyday drink. In Asia, tea often has a more ceremonial and qualitative character – less is drunk, but in a different cultural context.

So, what do Poles like to drink most? I’m talking about tea, of course.

Black tea remains the most popular option, accounting for around half of the market. However, fruit and herbal teas are growing in popularity very dynamically, particularly among younger consumers and families. We are also seeing a marked increase in the popularity of green teas and functional blends, such as those designed to boost immunity, aid digestion or promote relaxation.

 But where does this attachment to tea actually come from? Only the British and the Irish drink more tea than we do in Europe.

It’s a combination of history, climate and daily habits. Tea has always been readily available, inexpensive, and traditionally has been enjoyed ‘communally’ – brewed for guests, drunk during conversations and at work. Over time, it has become an integral part of everyday life as a drink accompanying relationships and the rhythms of the day. It’s a constant element of everyday culture.

Are there any tea-drinking trends among Poles, or does it still just involve pouring boiling water over a teabag in a mug?

Yes, but in an evolutionary rather than revolutionary way. Teabags and mugs still dominate, but there is a growing curiosity about the flavours, functions and composition of tea. Consumers read the ingredients on the packaging and ask about naturalness, flavour reduction and where the raw materials come from. This is a significant change compared to 10-15 years ago.

 How weather-dependent is this business? Ice cream and beer producers rejoice at every Centigrade more in summer, but what about tea producers? Is it better for you the colder it is in winter?

The weather significantly impacts seasonal consumption patterns – autumn and winter are naturally the periods of highest tea consumption. Nevertheless, tea remains a year-round beverage; only its form and function change.

Black and warming teas dominate in winter, while interest in iced teas, fruit teas and cold brews grows in summer. However, from a producer’s perspective, the lasting changes in consumers’ lifestyles are more important than the temperature itself, as they determine which products consumers reach for and in which situations.

Mokate operates in 65 foreign markets. Is there a market that has surprised you in terms of tea consumption and sales?

I am always surprised by Central and Eastern Europe, particularly countries such as the Czech Republic and Slovakia, where fruit tea is a staple drink for all the family. Our teas can also be found in distant and unexpected markets such as Chile where, despite the different climate and drinking culture, they have become part of consumers’ daily habits thanks to a suitably tailored range. The Middle East is interesting too, as tea remains an important element of hospitality there, albeit with a completely different flavour profile to that in Europe.

And what is the competition like in the tea business? After all, there are major global brands that have been producing tea for centuries. Is there a tendency to discredit a Polish company so that its products don’t end up too prominently on the shop shelf?

Competition is very demanding and today it is primarily based on the quality and relevance of the offer. A brand’s origin is no longer important in itself; its market position is determined by a consistent portfolio, repeatable quality and a real understanding of local markets.

Our advantage lies in our flexibility and speed in responding to changes in consumer habits. This is evident in the development of brands such as LOYD, for example, where classic black and green teas are complemented by fruit and herbal blends, functional lines and products inspired by flavours from around the world. There are also formats for hot and cold brewing, which correspond to seasonality. Such changes usually take much longer for large global players.

Recently, a 120-year-old tea producer went bankrupt in the United Kingdom. The British are moving away from drinking tea. In the 1970s, they bought 30 tea bags per person per week. Now they buy only a third of that amount. Why is this happening?

It is the result of a change in lifestyle. In the past, tea was part of a domestic ritual, but today people are more mobile, work outside the home more often, and have more alternative beverages to choose from. This does not mark the “end of tea”, but rather the end of one way of drinking it. The market is changing, not disappearing.

In the British Isles, at least, tea is beginning to lose out to instant coffee. But what about elsewhere in the world? Have people started to prefer coffee to tea?

We are seeing coexistence rather than displacement. Coffee dominates in ‘task-oriented’ situations, while tea is favoured for relaxation and health-consciousness. In many countries, particularly in Asia and Europe, tea is even regaining significance thanks to wellness and naturalness trends.

How will the market change over the next decade? Will we drink less and less tea?

I don’t expect a decline in the market, but rather a significant change in its structure. People will choose teas more carefully, making more informed decisions about quality, function and the origin of the raw materials. Consumers are increasingly treating tea not only as a drink, but also as part of a daily ritual that supports health, balance and well-being.

At Mokate, we are already preparing for this trend by developing a segment of functional teas, such as those that aid digestion, concentration or stress reduction, and by consistently expanding our range of blends based on natural plant ingredients. At the same time, we are working on formats that suit different lifestyles and times of day, including cold brewing solutions and products designed for consumption outside the home.

Tea will remain an everyday beverage, but it will be increasingly tailored to consumers’ individual needs in terms of function, taste and preparation. In the long term, authenticity, meaningful choice and real value for consumers will determine the strength of the brands in the tea market.