The Argentinian tea and coffee markets are steadily growing this year thanks to generally improving economic situation in the region and stable domestic demand.

Argentina has rich traditions of tea and coffee drinking. While the Covid-19 pandemic and serious financial problems of the country had resulted in a serious drop of consumption of both drinks, the market has almost completely recovered, although the rise of coffee prices by almost 150 percent in the last year put a serious pressure on the market.

For many global coffee majors, the expansion into Argentina along with Brazil, is a priority due to the potential, which is associated with the Latin American region and the exodus of business from the markets of Russia and Ukraine — once the most important emerging markets for them.

With the population of more than 47 million people and a status of the second largest country in the Latin American region, Argentina has always been under the radar of some major tea and coffee producers.

Emanuele Uccellini, the Caribbean and Latin America BU Director for Lavazza Group BU Americas told T&CTJ in an exclusive interview, that Lavazza has been present in the Argentina for many years, and that the market represents a top priority within the Latin America region for two main reasons:

1. The growing interest of consumers in high-quality coffee brands. The demand for specialty coffees has been increasing significantly, especially during the pandemic, and we’ve seen the trend keep growing, mostly among younger consumers.
2. The relevant presence of people with Italian roots: they always feel at home when they sip a good Lavazza cup of coffee.

The Argentinian coffee market has always been of interest to other global majors as well.

One of them is JDE Peet’s, which in recent years has significantly strengthened its positions in the local market. A spokesperson for JDE Peet’s, said, “JDE Peet’s does sell a range of products across our brand portfolio in Argentina including NCC capsules. We anticipate that the demand for coffee and tea will only continue to grow globally. We recently signed an agreement to acquire Marata’s coffee and tea business in Brazil, and South America in general is an area in which demand for coffee and tea is increasing.”

The Argentinian market also attracts the interest of global coffee chains, many of which are considering accelerating expansion in the local market in years to come, which is primarily done through the expansion of the existing portfolio. One example is Starbucks, which considers the local market as a priority for its growth.

A Starbucks’ spokesperson told T&CTJ, “Starbucks entered Argentina in 2008 with our first store in Buenos Aires. Today, the brand operates over 130 stores in the market, providing employment opportunities to over 1,700 green apron partners,” noting that earlier this year, Starbucks celebrated its 15^th anniversary in Argentina, together with its licensed business operator, Alsea.

In April 2023, the spokesperson said that Argentina took a significant step toward a more sustainable future by certifying its first two Starbucks Greener Stores. “This is part of Starbucks global vision to have 3,500 Greener Store-certified locations worldwide, aiming to cut our climate, water, and waste footprints in half by 2030. Starbucks Argentina also continues to expand its plant-based menu offerings in an effort to deliver increased options for our customers.”

Furthermore, in collaboration with Alsea, Starbucks announced plans to operate 2,000 Starbucks stores in the 12 markets where Alsea operates the brand globally by the end of 2025.

Starbucks and other leading Western coffee chains operating in the country have faced strong competition with local players. An example of this is Café Martinez chain, a local chain that has almost doubled the number of its outlets within Argentina the last few years and which plans to continue its active expansion in years to come.

Coffee consumption is growing

A senior researcher at Euromonitor International said that in 2022, the total volume sale of coffee in Argentina is set to post a third consecutive year of growth, following a decline during the outbreak of Covid-19. “For the current year and beyond even though consumers have returned to pre-pandemic habits, total volume consumption is forecast to grow much slower. This is due to the long-term unstable economy, increased poverty, and high inflation, which is diminishing the purchasing power of middle and low-income consumers.”

However, coffee is set to post the highest total volume and current retail value growth in hot drinks, driven by the widening use of instant coffee, which began seeing consumption growth in 2021 and 2022. Instant coffee benefits from being affordable, while offering a widening variety of coffee mixes. New coffee consumers tend to start with lighter options, with less coffee flavour and with more milk content, with the inclusion of chocolate and other ingredients.

The coffee industry has suffered a major world price hike due to drought conditions in Brazil, which led to considerably lower production and higher freight costs. Coffee pod consumption rocketed as consumers prioritised high-quality coffee with a desire to replicate foodservice experiences at home. The coffee pod category was also stimulated by a continuous entry of new brands, including La Morenita, La Virginia, Jacobs, L’Or, Viaggio, and Nestlé Argentina’s latest novelty with Starbucks. Sales of coffee pods were fueled by the growth of ecommerce, the fastest-growing channel in the hots drinks industry in 2022.

According to Euromonitor’s spokesman, retail value sales of coffee in Argentina increased by 67 percent in current terms in 2022 to ARS 80.3 billion The instant coffee mix category was the best performing one in 2022, with retail value sales rising by 75 percent in current terms to ARS 5.4 billion. Retail sales in 2022 had a CAGR of 59 percent, hitting ARS 811 billion (CAGR of 15 percent over the forecast period 2022-2027).

Coffee does grow in Argentina; however, it is produced in only a single plantation in the Yungas — a bioregion of a narrow band of forest along the eastern slope of the Andes Mountains from Peru and Bolivia. It emerged in the early 1970s under the name of Café Baritú when authorities in the province launched an ambitious plan to make Northern Argentina a coffee-producing area.

Graciela Ortiz, the owner of Café Baritú in an interview with the Argentinian iProfesional business paper said that the coffee produced on the Salta farm is Arabica. “It is actually a mixture of two Arabicas, one Colombian and the other Brazilian,” he specifies. “It has a very subtle flavour, with fruity, perfumed notes.”

As for coffee, although Argentina is still far from countries like Norway, Finland or the United States in terms of coffee consumption – being stagnant for years at a per capita consumption of only one kilo per year – the sector has shown sustained growth recently, which is mainly due to the rise of popularity of coffee among local customers.

According to a study conducted by the Argentine Coffee Chamber in collaboration with the firm The Brand Bean, today, coffee in Argentina represents 45 percent of the beverages chosen compared to all other beverages and is consumed mostly by people between 25 and 44 years old.

Most local citizens prefer milder coffees instead of stronger roasts as in many European countries. According to some media reports, an average of one kilo of coffee per capita is consumed annually (208 cups) in the country, with the instant variety being the most consumed. Nine out of 10 Argentines prepare it at home and approximately 50 percent of consumers add milk.

Regarding the most chosen varieties, young people seek to customise it and choose to consume cold and instant coffees. On the other hand, those over 35 years of age choose the capsule format.

According to experts of La Nacion, local consumers are increasingly interested in knowing everything about the product: who makes it, what differential attributes it has, what extraction method enhances it, what the differences are between varietals and what the different types of filtering are like. In addition to choosing coffees from more exotic origins, such as Kenya, the Dominican Republic, Honduras or Haiti, they also turn to cold brew when the temperature rises.

Tea-growing & consuming are strong

In the case of tea, retail value sales grew by 62 percent in current terms in 2022 to ARS 21.3 billion. Green tea was the best performing category in 2022, with retail value sales rising by 73 percent in current terms to ARS131 million.

Retail tea sales had a CAGR of 41 percent in 2022, reaching ARS 118 billion (constant value CAGR of 2% over the forecast period).

Tea sales saw growth in total retail volume terms in 2022; resulting from the increasingly positive perception of tea as a healthy option. Argentinian consumers have always been very health conscious, but the outbreak of Covid-19 increased this, with consumers discussing and looking for ways to boost their immune systems. Greater interest has been given to specific functional benefits offered by different tea varieties, particularly those claiming to strengthen the immune system or provide a calming effect. Thus, green tea and herbal/fruit tea have seen strong growth, driven by their functional fortified options.

Argentina has a more robust tea production than that of coffee. According to Argentinian Mitre Y Elcampo business paper, tea production is in the southernmost part of Argentina, located between 26° and 28° South latitude, there are about 6,800 producers with an area of 40,500 hectares. About 94 percent of them are located in the province of Misiones, and the remaining 6 percent are in Corrientes. A characteristic of Argentine tea is its high concentration of polyphenols.

Approximately 90 percent of Argentine tea production is destined for foreign markets and its volume represents almost 2 percent of world consumption. The main destination is the United States, with 70 percent of the production. Currently, Argentina is the main exporter of tea to the United States of America. Other important destinations are Chile, Poland, Russia, Germany; followed by the United Kingdom, India, Malaysia and 30 other countries

The annual volume of tea exports from Argentina are varied in range of 70,000-75,000 tonnes mostly black tea for about USD $75 – $83 million in value terms. Nearly 64 percent of the cultivated area is certified with the RAS Standard (Sustainable Agriculture Network, triple impact).

Tea consumption in Argentina has been steadily growing with the biggest demand being observed in case of gourmet tea. This has even stimulated the development of tea tourism in the region, with the province of Misiones, which is located in the northeastern corner of the country in the Mesopotamia region, at forefront of this.

• Eugene Gerden is an international freelance writer, who specialises in covering the global coffee, tea and agricultural industries. He worked for several industry titles and may be reached at gerden.eug@gmail.com.

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Tea has been enjoying its fair share of popularity since the last several decades – centuries, even – so much so that there are people whose day does not start in the true sense without taking a sip of hot tea. Plus, tea is known as a good antioxidant. 

With regard to flavoured tea, the very concept springs from the fact that ‘variety is the spice of life.’ Breaking the monotonous rut is what humankind cares the most about. Tea has come a long way over the last few years in terms of flavours and the way they are being devised and marketed. Starting with fruits, the flavours have made a beeline to flowers, alcohols, and several chemical compounds. For instance, amyl acetate, which gives banana flavour, is distilled from real bananas. The mixture of amyl alcohol and vinegar also gives banana flavour, but then it won’t be termed as ‘natural. Likewise, strawberry flavour could be devised naturally as well as artificially. 

The best part about tea leaves is that most are receptive to flavours. It has been found that green and black tea leaves go well with almost every type of flavour. Dry flavours do well with loose teas, whereas liquid ones work for the teabags.  

There are several variants regarding tea flavours as follows:  

• Natural Extracts: These flavours come from extracts of the essential oils of the blossoms, fruits, leaves, roots, and likewise. The basic function of these extracts is that of contributing to fragrance of teas.  
• Natural Granules: These granules, as the name suggests, come from natural essence that is spread on tea leaves all through. The mixing happens till blending with leaves happens. Most flavours come from granules comprising blossom, herb, and fruit extracts. Also, herbal infusions come as inclusions, which are solid particles of fruits, herbs, spices, and blossoms mixed with tea leaves on direct basis — when steeped, the right taste is obtained. 

• Nature-Close Flavours: These are the flavours extracted through chemical processes. There is not much difference between natural and nature-close flavours except for the extraction process. Preserving turns out to be simpler as compared to natural processes and cost-effective. It needs to be noted that here the extraction is artificial, not the flavour. 
• Artificial Flavours: The name is self-explanatory. The flavours are created artificially to make stronger and better blends. 

Another variety is that of scented tea. It is obtained from flowers like jasmine. Also, smoked tea is popular, which is processed around cypress or pine wood fires.  

Medical benefits of flavoured tea 

Tea has many healthy attributes such as being ‘chock full’ of antioxidants, polyphenols, and catechins, but there are also many medical benefits associated with various teas. 

Earl Grey tea, for example, is a popular flavour that is formed by blending bergamot oil and tea leaves. The medical benefits include improvement in dental health, reduction of anxiety, helping in digestion, increasing energy levels, and body detox. Elderflower tea, a flavoured tea that is especially popular in Europe, is derived from a cream-coloured flower (elderflower) of the elderberry plant. This tea is a rich source of vitamin A, C and several essential nutrients. Apart from Europe, North America is the other major consumer of elderflower tea. In terms of medical benefits, elderflower tea relieves from fever, cough, headache, and cold. The respiratory disorders like tonsillitis, asthma, laryngitis, and others could also be relieved by drinking elderflower tea. 

Though its origins could be traced to China, green tea’s popularity is unmatched across now. Japanese green teas are inclusive of hojicha, genmaicha, tencha, matcha, kabusecha, gyokuro, and sencha. Green tea is available in the form of iced green tea, green tea instant mixes, and green tea bags. The flavours include jasmine, wild berry, cinnamon, vanilla, lemon, and aloe vera. It helps in prevention of loads of ailments like tooth decay, diabetes, cancer, heart disorders by ascertain maintenance of proper blood level and cholesterol all over the body. 

The least processed leaves on the part of Camellia sinensis produce white tea. It comprises juvenile buds. The floral-fruity flavour finds its applications in various industries like pharmaceuticals and cosmetics. It does possess anti-microbial properties and acts as an excellent antioxidant. 

Those vying for clean label products will sync with detox tea, which is conventional as well as organic. Detox tea, as the name suggests, helps in intestinal detox, liver detox, cardiac detox, and likewise. 

Delving into flavoured tea 

By type, bubble tea could be categorised as chocolate, fruits and berries, mixed/blend flavours, and honey. It is popular in the Asia Pacific, India, in particular. The latest offerings include fresh ingredients like fresh fruit, organic cream, green tea, and soy milk. 

Amongst the instant tea mixes, encapsulated tea is trending in certain regions at the moment. Encapsulation is a technique to protect or entrap fragrance and flavours within a coating material. Encapsulated tea reduces the preparation time for the drink. The flavours available include cranberry, raspberry, mango, and lemonade. These flavours are captured by entrapping them within the tea leaves. 

As far as alcoholic tea is concerned, it comes in a wide range of flavours including coconut, mint, peach, cucumber, lime, sweet apricot, mango, and berries.  

In a nutshell, flavoured tea will continue to evolve as the taste buds of consumers will ask for more variations and there would be no stoppage to research being conducted therein. 

• Divakar Kolhe is a tech blogger, is a seasoned digital marketing professional, having worked for numerous online firms in his distinguished career. He believes in continuous learning, considering that the digital marketing sector’s rapidly evolving nature. His forte is analysing the commercial viability of a new breakthrough. 

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As the global tea market continually becomes more sophisticated, tea-packaging tech is following the same path. Helping tea manufacturers meet the demand for more sustainable, environmental-friendly packaging is one of the critical challenges in the present time, and yet there are several other vital goals that must be chased.

The global automatic tea bag packaging market is expected to see a 4.9 percent average growth through 2026, owing to surging tea production and consumption in the coming years, primarily in the emerging economies of India and China, forecasted Mordor Intelligence (MI), an Indian think tank.

Packaging has a significant role to play in the expanding tea market as it not only protects and preserves the product within but also enables brand communication. It is perceived to be almost as crucial as the selection of the tea product itself and is a driving factor for the increasing versatility of tea packaging, with luxury aesthetics and smart carton design at the forefront of consumer attraction, MI analysts stated.

“Consequently, the packaging equipment manufacturer must explore long-term investment opportunities in versatile and adaptable packaging equipment to increase output, reduce labour costs, and maintain a foothold in the market,” per MI.

Among the key vendors in the tea packaging market, the MI study lists Teepack Spezialmaschinen GmbH & Company KG, Selo Group, Xiamen Sengong Packing Equipment Co Ltd, Liaoyang Conoval Machinery Co Ltd, ACMA SpA, FUSO International, IMA Group and Sammi Packing Machine Co Ltd.

All tech suppliers tend to shape up their offer in their own way, but there are some common trends everyone in the industry clings to.

Individually tailored solutions

Teepack recently presented a new model of the Constanta machine family – a highly popular tea-bagging line. Mario Kuhn, Teepack’s sales and marketing manager, disclosed that the company kept the characteristics of the old Constanta by being a rugged, reliable machine that does what it is supposed to do: producing good tea bags around the clock.

In addition, Teepack added flexibility by implementing a platform approach using standardised modules and connecting points. “If the machine is delivered in a certain configuration, it is easily upgradable and amendable in the field. For example, the version with a speed of 180 bags per minute (BPM) can be rebuilt in the field into the 250 BPM version,” Kuhn said.

“The same goes for envelopes: if your machine is equipped to produce heat-sealed envelopes, the machine can be upgraded in the field to produce also crimped paper enveloped bags. This benefits a customer in that the machine can grow with their requirements and allows them to react flexibly to new market developments, without having to buy completely new machinery,” he explained.

This approach also allows Teepack customers to use a multitude of consumables. The customer can decide which modules fit into the slots for consumables, so that they can produce with their current supply. The customer can choose from a total of 1320 possible configurations: two bag sizes, two types of envelopes plus naked bags, two speed versions and three types of removal options are just a few of the options available.

“We are especially proud of our newly developed pre-grouping system for the Constanta. The ejection chute is formed in a way, that an empty box can be put in front of the opening and the pusher pushes the stack into the box. With that innovation, the speed of 250 bags per minute can be operationally used without having to acquire additional staff. For the mature markets, a box erector with filler and lid closer is available, further automating the process if so desired,” Kuhn said.

With Industry 4.0 pushing network-centric connectivity, Teepack is currently looking into how to best apply these new and exciting opportunities for the benefit of its customers. Integrating the machines into a network and presenting the machine’s data in an easy-to-understand way helps to further improve reliability and profitability. Virtual reality is also a field in which there is a lot of potential. This technology enables customers to train personnel while being able to continuously produce with their machines, Kuhn explained.

Sustainability seems paramount

The desire to be more sustainable has become a primary concern in the tea bag packaging industry, the MI study has shown. Packaging equipment manufacturers are increasingly adopting automation in their production lines and adhering to sustainable trade initiatives throughout the world.

Nandini Roy Choudhury, client partner of Future Market Insights (FMI), an Indian consulting agency that recently conducted a comprehensive study of the global pyramid tea-bagging market said that the switch towards pyramid-shaped tea bags itself is one of the key consumer trends tech vendors need to address. The growth in this segment in the coming years is expected to outpace the rise in demand in the global tea market.

“Pyramid tea bags have gained popularity as premium tea products for several reasons. First, pyramid tea bags offer a higher quality tea experience compared to traditional flat tea bags. The pyramid shape allows for more space for the tea leaves to expand and infuse, resulting in a better flavour and aroma,” Choudhury said, agreeing that sustainability plays a particularly important role in the tea bagging industry now.

“Consumers are becoming more environmentally conscious and are looking for products that are packaged in a way that minimises their impact on the environment,” Choudhury explained, adding that customers globally are becoming increasingly aware of the impact of packaging waste on the environment. A particularly important factor is that consumers are willing to pay more for products that are packaged sustainably. “Pyramid tea bags that are packaged using sustainable materials and practices are becoming more popular as consumers look for ways to reduce their environmental footprint.”

When it comes to the growing popularity of sustainable solutions, there are several factors in play. Many governments around the world are introducing regulations to reduce packaging waste and promote sustainable packaging practices. This means that tea bag brands that adopt sustainable packaging practices can avoid regulatory penalties and maintain their market share, Choudhury said.

“Sustainable packaging practices can also create opportunities for innovation and differentiation. Brands that use innovative sustainable materials and packaging designs can differentiate themselves in a crowded market and appeal to consumers looking for new and sustainable packaging solutions,” she added.

Different tastes

The MI study disclosed that when choosing tea-bagging equipment not all tea manufacturers seek the same features. For instance, larger manufacturers in developing nations are anticipated to increase their use of tea packaging materials and adopt new packaging technologies to address issues such as contamination, extend the shelf lives of their products, and make them more aesthetically appealing.

Smaller firms in these countries are expected to mechanise tea-packaging processes to expand output and increase efficiency, further boosting tea bag-packaging machinery demand.

Laura Maria, sales area manager with Italy-based IMA Maisa said that the company primarily focuses on providing customers with easy-to-use solutions. “Our machines are very simple to operate with high performance, extreme simplicity, and mechanical sturdiness which are the most outstanding advantages we offer,” she said, adding that customers are also looking for better automation of their packaging lines.

The FMI study further disclosed that sealing is an important field in which a growing number of companies see room for improvement. “Traditionally, heat-sealing has been the most common method for sealing tea bags, but there is growing interest in alternative methods such as ultrasonic sealing, which can offer faster production speeds and reduce the need for adhesives,” Choudhury shared.

MI also said that the demand not just for an individual tea bag but also overwrapping for a tea bag is gaining popularity to preserve freshness, and for those consumers wanting hygienic and premium design. “Thus, packaging manufacturers are [developing] machinery that not only forms the bag but will also wrap the product,” MI analysts disclosed.

Streamlining operations

Manufacturers are designing solutions to make tea-bagging lines more effective. New Jersey-based Munson Machinery does not manufacture tea-bagging equipment, but its mixers are typically positioned upstream of tea bagging and packaging lines, which as explained by Susan Schaaf, office manager of Munson, require totally uniform blends to maintain consistent flavour.

“Because Rotary Batch Mixers continue to rotate during discharge, they prevent stratification and segregation of the batch regardless of disparities in the size, shape or bulk density of ingredients. This is especially critical when filling individual tea bags, since variations in blend ratios are likely to increase as the size of a given sample decreases,” Schaaf said.

While Munson Machinery offers eight types of mixers and blenders, the company’s Rotary Batch mixer design remains the clear preference among tea processors worldwide remains due to its tea-specific performance advantages including: rapid, gentle blending, fast cleaning, and equal efficiency, Schaaf added.

New form, new meaning

Sustainability has truly taken center stage across all sectors, and tea bagging is not an exception, said Viju Vasishta, sustainable materials expert at PA Consulting, which has recently rolled out an innovative product — tea sheets, designed to be an alternative to conventional tea bags. Vasishta said that the product is currently in the prototyping phase, though the company has already demonstrated the proof of principle in terms of performance compared to standard tea bags.

Brand owners will have to make their packaging sustainable, especially for end-of-life purposes such as recyclable and plastic-free, due to both consumer and regulatory pressures, Vasishta claimed. “Currently, some branded tea bags are packaged in foil wrap and other flexible plastic packaging, and the sector needs to be innovative to either fully eliminate the wrap or use alternative sustainable materials which can be recycled,” he explained, adding that paper and pulp are emerging as key substrates across many food and FMCG packaging and a similar movement regarding these materials is seen for the tea sector.

Generally speaking, the tea-bagging sector lacked groundbreaking innovations in the past few decades, Vasishta shared. “Consuming tea should be a moment of joy for the consumer, and we haven’t seen much innovation in the tea-bag market over the last few decades. We see the same format of tea bags with slightly varying shapes, and the consumer experience feels pretty flat,” Vasishta admitted.

“The [coffee sector], for example, has made the concept of coffee into a premium product. The tea sector has not yet reached that level of innovation. There is an appetite for the tea sector to transform itself, but brand owners are risk averse, and therefore, we are seeing low levels of innovation,” he said.

Digitalisation on the horizon

Automation and robotics are already being used in tea-bagging production to some extent, but the industry may see further advancements in this area, particularly in terms of the use of artificial intelligence and machine learning to optimise production processes.

Choudhury assumes that integration with technologies is not limited to automation. “There is already some integration between tea bagging and technology, such as the use of smart labels or QR codes to provide consumers with more information about the tea they are consuming. We may see further integration in the future, such as the use of augmented reality or virtual reality to enhance the tea-drinking experience.”

“Overall, as consumer preferences and technological capabilities evolve, the tea-bagging industry will likely continue to see innovation and advancements in production processes,” Choudhury added.

• Vladislav Vorotnikov is a Batumi, Georgia-based multimedia B2B freelance journalist writing about the tea and coffee industry since 2012.

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