Retail price of food products is a complex interplay between multiple factors. Overall product quality has got one of the most serious impacts on the price in many situations. In the present study, an artificial sensory system (potentiometric electronic tongue) was employed for the analysis of black tea samples purchased in the retail stores in Spain and Russia. It was possible to relate the response of a potentiometric sensor system with retail prices of various black tea samples by means of partial least squares (PLS) regression. PLS regression models are allowed for the prediction of retail price with mean relative errors of about 15 and 25 % for Spain's tea bags and for loosepacked tea from Russia, respectively. The suggested approach shows a promise for the development of an instrumental analytical technique for regulatory authorities to fight with counterfeits and for commercial purposes to evaluate market space