On one hand, the conflict surrounding the Strait of Hormuz, and on the other, oversupply are putting significant pressure on African tea producers. In 2025 alone, Middle Eastern countries imported African tea worth approximately US$321.2 million. Now, producers across the continent are being forced to seek new export markets.
According to data cited by the Africa Sustainability Matters platform, global tea exports generated average annual revenues of approximately US$8.1 billion between 2021 and 2025. African countries accounted for nearly 20% of that total, underlining the continent’s significant role in the global tea industry.
According to the East Africa Tea Trade Association (EATTA), cumulative losses linked to the conflict in the Middle East have reached almost US$8 million per week since March. As demand declines in the Gulf states and Iran, exporters are increasingly redirecting tea shipments to alternative markets in North Africa, Europe, and Central Asia, often at lower prices. This means competing in already saturated markets such as Europe, lowering prices to remain competitive, and facing significantly higher logistics costs.
“At the very time Africa is searching for new markets for its products, the production and sales of Chinese tea continue to grow steadily, including in Europe,” says Dr. Sylwia Mokrysz, President of the Coffee and Tea Market Research Institute. “This is not limited to black or green tea. China is also seeking to challenge Japan’s dominance in the matcha market by taking advantage of the difficulties Japanese producers face in meeting rapidly growing global demand.”
“I am convinced that we are on the verge of a tea revolution that will redefine the market. Over time, black tea will gradually lose its dominant position, making way for flavour and colour variations that are still considered niche products today. Consumers are becoming increasingly curious and more critical about quality and origin, while chefs are discovering new ways to incorporate tea leaves into their culinary creations. In my opinion, African tea growers cannot afford to remain passive—they must actively compete for new markets, including Poland.”
