Tea
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STANDARDS
Combined global certified area
minimum of 729,021 hectares, global share of 14.4%; assuming no double certification: maximum of 943,109 hectares, global share of 18.6%
Minimum certified area growth
2015-2019, +30.2;
2018-2019, +8.1%
Largest certified area
Rainforest Alliance, 613,582 hectares,
global share of 12.1%
Highest growth
2015-2019, organic, +106.1%; 2018-2019, +46%,
153,695 hectares total
High prices prevent consumption growth
The industry adapted quickly during 2020 and the market predicts an increase in certified production globally and demand from European consumers1. However, only 15% of hot beverages sold globally are certified sustainable2.
Price discrepancy is a key issue. In major markets such as Turkey, Russia and Indonesia, conventional teas can be 625% cheaper than the sustainable alternative3. A premium price tag is a barrier to growing the consumer base, particularly for price-sensitive markets in emerging economies and major producing countries.4
Crucial next steps to boost sustainable consumption include
Enhancing market transparency
Highlighting the importance of sustainability for rural development and wages in producing countries
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