Australia Earl Grey Tea Market Outlook

The Australia Earl Grey tea market size reached a value of more than USD 267.77 million in 2024 and is projected to grow at a compound annual growth rate (CAGR) of 6.30% from 2025 to 2034. The market's growth is fueled by the increasing preference for premium and specialty teas, driven by rising health-consciousness among consumers, along with the growing demand for aromatic and unique tea blends. Earl Grey tea, renowned for its distinctive flavour infused with bergamot, has become increasingly popular across different age groups, including both traditional tea drinkers and younger consumers seeking unique flavour experiences.

Earl Grey tea has carved a niche in the Australian tea market, with its wide-ranging appeal in both hot and cold beverages. As consumers continue to seek healthier, lower-calorie alternatives to sugary drinks, the demand for Earl Grey tea—especially varieties with organic and natural ingredients—is expected to increase. This is further supported by an ongoing trend of adopting natural, plant-based products that align with modern health trends. The market is also driven by the growing demand for convenience, as busy consumers seek easy-to-prepare tea options.

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Australia Earl Grey Tea Market Trends

The Australia Earl Grey tea market is being shaped by several trends, including health-conscious consumption, the growing popularity of premium products, and a shift towards eco-friendly packaging.

• Health and Wellness Trend: With an increasing focus on health and wellness, Australian consumers are shifting from sugary soft drinks and coffee to healthier beverage options like tea. Earl Grey tea, in particular, is becoming a preferred choice due to its association with potential health benefits such as improved digestion, relaxation, and antioxidant properties. Additionally, the reduced caffeine content in many Earl Grey variants appeals to consumers seeking a more moderate caffeine intake.
• Organic and Natural Tea Preferences: There is a growing demand for organic Earl Grey tea, with consumers increasingly looking for natural, pesticide-free products. Organic Earl Grey tea, which is typically made from high-quality tea leaves and natural bergamot oil, is seen as a more sustainable and health-conscious choice. This trend is likely to drive the organic segment of the Earl Grey tea market in Australia, as people continue to embrace natural and sustainable products in all aspects of their lives.
• Premium and Specialty Tea Demand: As consumers continue to explore diverse tea flavours and blends, the demand for premium Earl Grey tea is on the rise. Brands are innovating by offering Earl Grey blends with various tea types such as black, green, and oolong, and infusing them with additional flavouring like lavender, jasmine, and other botanicals. This trend is appealing to younger, more adventurous tea drinkers who are eager to experiment with new taste profiles.
• Convenience and Ready-to-Drink Teas: The ready-to-drink (RTD) tea segment is growing as busy consumers look for convenient, on-the-go beverages. RTD Earl Grey tea, available in bottles or cans, offers the same aromatic experience as loose-leaf tea or tea bags but in a more accessible format. The convenience factor is appealing to younger generations, especially those who prefer ready-made beverages during their daily commutes or while at work.
• Sustainability and Eco-Friendly Packaging: With increasing consumer awareness about the environmental impact of packaging waste, there is a rising demand for eco-friendly packaging options. Many Earl Grey tea brands are responding to this by offering biodegradable or recyclable packaging for their tea bags and loose-leaf products. Brands are also focusing on sustainable sourcing of ingredients, ensuring that their tea is grown and harvested with minimal environmental impact.

Australia Earl Grey Tea Market Growth

The Australia Earl Grey tea market is expected to experience steady growth, with a CAGR of 6.30% from 2025 to 2034. Several factors contribute to this growth, including changes in consumer behaviour, an increase in disposable income, and a shift towards healthier beverages.

• Increase in Tea Consumption: The increasing consumption of tea, particularly specialty teas like Earl Grey, is a significant driver of market growth. Tea is becoming the preferred beverage for a wide demographic, especially as Australians move away from sugary beverages. Earl Grey tea, with its distinct and fragrant flavour, is particularly popular among tea enthusiasts looking for unique, aromatic experiences.
• Growing Awareness of Health Benefits: As more Australians become health-conscious and aware of the benefits of herbal and specialty teas, the demand for Earl Grey tea continues to rise. With fewer calories than soft drinks and caffeine levels lower than coffee, Earl Grey tea is positioned as a healthier alternative, particularly for people looking to reduce their caffeine intake.
• Premium Product Offerings: The rise of premium and artisanal Earl Grey tea options is driving growth in the market. Consumers are willing to pay a premium for high-quality tea made with natural ingredients and innovative blends. As tea connoisseurs seek more refined experiences, manufacturers are responding by offering high-end Earl Grey teas that feature unique flavour profiles, organic ingredients, and superior tea leaves.

Australia Earl Grey Tea Market Segmentation

The Australian Earl Grey tea market can be segmented based on origin, type, form, distribution channel, and region. These segments reflect diverse consumer preferences and the increasing demand for various types of Earl Grey tea products.

• Breakup by Origin
  • Organic: Organic Earl Grey tea is made from tea leaves that are grown without the use of synthetic pesticides or fertilizers. With increasing consumer demand for natural and chemical-free products, the organic segment is expected to see significant growth. Organic Earl Grey is seen as a healthier and more environmentally friendly option, which appeals to health-conscious and sustainability-focused consumers.
  • Conventional: Conventional Earl Grey tea is made from tea leaves grown using traditional farming methods. While the conventional segment still holds a significant share of the market, the growing preference for organic and natural products is leading to increased competition in this segment.
• Breakup by Type
  • Black: Black tea is the traditional base for Earl Grey tea and remains the most popular type. Known for its strong flavour and rich colour, black Earl Grey is consumed widely in Australia and globally. This segment will continue to dominate the market due to its deep flavour and versatility.
  • Green: Green tea-based Earl Grey offers a lighter, more delicate flavour compared to black tea. Green Earl Grey is gaining popularity due to its perceived health benefits, including antioxidants and lower caffeine content. This segment is expected to grow as consumers seek healthier alternatives to traditional black tea.
  • Oolong: Oolong Earl Grey tea offers a unique flavour profile that falls between green and black tea, making it appealing to adventurous tea drinkers. Although it holds a smaller share compared to black and green variants, its niche appeal is driving growth in the market.
  • Others: Other types of Earl Grey tea include herbal blends or floral-infused varieties, such as jasmine or lavender Earl Grey, which offer a fragrant twist on the traditional recipe. These variations are gaining popularity among consumers looking for unique, aromatic tea experiences.
• Breakup by Form
  • Loose: Loose-leaf Earl Grey tea is favored by tea enthusiasts who appreciate the full flavour profile of high-quality tea leaves. This form is ideal for those who prefer brewing their tea traditionally. The loose-leaf segment continues to be popular among consumers seeking premium and artisanal products.
  • Sachets/Bags: Tea bags and sachets are a more convenient option for busy consumers. The popularity of sachets and bags is growing due to their ease of use, especially in households, offices, and other fast-paced environments. This form appeals to consumers looking for a quick, no-mess solution.
  • Premixes: Premixed Earl Grey tea, which is typically available in ready-to-make packets, is gaining popularity as consumers seek convenience without compromising on taste. These products cater to busy individuals who want to enjoy the flavours of Earl Grey tea without brewing it from loose leaves or bags.
  • Ready-to-Drink: Ready-to-drink (RTD) Earl Grey tea is another growing segment, offering consumers a pre-brewed, bottled tea option that can be consumed on the go. RTD Earl Grey is particularly popular among younger consumers who are looking for convenient, refreshing beverage options.
• Breakup by Distribution Channels
  • Hypermarkets and Supermarkets: Hypermarkets and supermarkets remain the largest distribution channels for Earl Grey tea, offering a wide range of brands and products. These stores provide easy access to both mass-market and premium Earl Grey tea options.
  • Convenience Stores: Convenience stores are becoming an increasingly important distribution channel, particularly for ready-to-drink Earl Grey tea and tea bags. The convenience of these stores makes them a popular choice for consumers looking for quick and easy purchases.
  • Special Stores: Specialty tea shops and health food stores are gaining popularity as more consumers seek high-quality, premium Earl Grey tea. These stores often offer organic and artisanal varieties, catering to discerning tea lovers.
  • Online: E-commerce platforms are growing rapidly as consumers increasingly turn to online shopping for a wider selection of Earl Grey tea products. Online stores offer a convenient way to shop for both mainstream and niche brands, with the added benefit of home delivery.
  • Others: Other distribution channels include direct sales from producers and specialty retailers that cater to specific consumer preferences, such as eco-friendly or organic tea brands.

Australia Earl Grey Tea Market Key Players

Several key players dominate the Australian Earl Grey tea market, offering a range of products to meet the growing demand for high-quality and diverse tea options.

• Associated British Foods plc: A leading player in the global tea market, Associated British Foods offers a variety of Earl Grey tea products, catering to both mainstream and premium segments.
• Nerada Tea Pty Ltd.: Nerada Tea is a major Australian tea producer offering a range of Earl Grey tea varieties, including both traditional and organic options.
• Byron Bay Tea Company: Known for its premium and organic tea products, Byron Bay Tea Company offers high-quality Earl Grey blends that appeal to health-conscious consumers.
• Madura Tea Estates: Madura Tea Estates is a well-established Australian tea brand that offers a range of Earl Grey teas, focusing on high-quality, locally sourced ingredients.
• Bettys & Taylors of Harrogate Limited: A premium British tea brand, Bettys & Taylors offers high-quality Earl Grey tea products in Australia, known for their unique blends and exceptional quality.
• Vittoria Food & Beverage: As a leading supplier of tea and coffee in Australia, Vittoria Food & Beverage offers a range of Earl Grey tea products, including loose-leaf and tea bag varieties.
• Kintra Foods: Kintra Foods offers organic Earl Grey tea options, catering to the growing demand for natural and eco-friendly tea products in Australia.
• Others: Other notable players in the market include local and international tea brands that offer a range of Earl Grey tea products, targeting different consumer segments.