Why is tea important?
With 165m cups of drunk every day and 90%* of households buying it, it’s no surprise that (after tap water) Tea is the most consumed drink in the UK. ‘Normal’ Black tea plays a big role in this category and shoppers tend to be loyal to brands so it’s important to reflect this by stocking the market leaders: PG Tips, Tetley, Yorkshire Tea. Tap water varies slightly by region which affect the taste of tea so you may find that additional brands are also popular in your store. Eg Scottish Blend, Nambarrie.
The tea category is experiencing a resurgence of popularity recently, with younger people attracted to the flavours and variety within Fruit, Herbal, Green and Speciality teas. These sectors are growing and are potential growth areas for convenience stores. Twinings is the market leading brand in Fruit, Herbal and Green Teas.
Why understanding affluence levels pays
The type of tea and brands purchased can differ slightly by affluence. In less affluent areas, cheaper brands such as Typhoo may be attractive to shoppers. Stores in more affluent areas may wish to provide ‘trade up’ opportunities by adding brands such as Yorkshire Gold or extending their Speciality range to include more unusual flavours. Fruit, Herbal and Green Teas have broad appeal across all affluences but a wider variety of range should be available in higher affluence stores.