Can the sector regain ground and attract a younger generation by learning lessons from the coffee sector and focusing on tea’s versatility?
Although tea is the second biggest sector in the hot drink category after coffee, Kantar Worldpanel research shows there’s been a 2.8% decline in volume sales over the past year. This decline is being driven mainly by falling sales of black tea.
According to market intelligence firm, Mintel, about half of over 55s in the UK, drink standard black tea more than once a day, compared to only 20% of 16-34 year-olds. However, Peter Dries, director of customer and shopper marketing for Tetley, points to the fact that, if you excluded black tea, all core sectors of tea are actually showing growth.
This is creating exciting opportunities for Scottish food and drink companies looking to innovate and make the most out of the tea market.