As estimated by Euromonitor International, the Russian market of hot drinks, including coffee and tea, in 2011 was 226.121 billion roubles. Coffee sales accounted for 116,935 million roubles and tea for 106,855 million roubles. The market forecast for 2012 envisions the expansion of the market to 252.399 billion roubles. According to Euromonitor, major market players in 2011 were Orimi Trade (14.5 percent of the market with tea brands Princess Noori, Princess Gita, and coffee brand Jockey), Nestle (14.2 percent of the market with Nescafe), Kraft Foods (9.7 percent with coffee Jacobs Monarch, Carte Noire), and May (5.7 percent of the market with teas May, Lisma, Curtis).

To date, about 70 percent of the Russian market for tea and coffee by value is controlled by foreign corporations, including Unilever, Ahmad, Nestle, Tata GB, Kraft Foods, Strauss Coffee. A long distance away are major Russian players, such as May and Orimi Trade, that do not have more than 25 percent of this market. The remainder is divided into smaller companies.

Experts say that large Russian tea houses in the near future may lose their independence, as it happened with JV SuntyCo Holding (Trading House Grand that has five percent of the market). Tata GB, which owns a 51 percent stake in the joint venture, purchased 49 percent of shares and consolidated the business with its other operations.