Sales of Fine Teas Resilient Despite Economy
Sales of Fine Teas Resilient Despite Economy
Tea Report Reveals Fascinating Insights into Tea Trends
I had an opportunity to peruse a summary of recent report compiled by the prestigious market research company, Packaged Facts, on how the ongoing downturn in the economy has impacted the sales of tea. (The report is the culmination of Packaged Facts' February 2009 online poll of 2,600 U.S. adults, which was conducted to measure purchasing patterns, attitudes and demographics specific to the consumption of tea. The marketing research study is an exhaustive analysis of the tea industry as a whole and can be purchased for US$3,300 directly from the company). There were several aspects of the gourmet tea industry that were examined in detail, including:
* an overview of the exotic "super-fruit" flavors now becoming more common
* a review of the "hybrid tea products" that are designed to compete with other beverage categories (this includes bottled waters, energy drinks and sodas)
* a discussion of the new RTD (Ready-to-Drink) green teas that are fast-becoming a permanent and growing tea category
* a summary of the emerging segments including yerba mate and Kombucha
* a critique of the increased awareness and increased popularity of fair trade tea and other "ethical" appeals
* a review of the relatively amazing social marketing done by both producers and distributors via nontraditional media such as Facebook and Twitter
* and, finally, a brief review of the increasingly coordinated and focused marketing thrust that is seeing tea's distribution expanded in both traditional and non-traditional retail and foodservice channels.
Tea Sales Remain Strong in Slow Economy
There can be no doubt that the ongoing worldwide economic recession has clearly affected the domestic tea market. (For example, the double-digit sales growth in the high-end RTD segment has slowed quite significantly, whereas in the more affordable tea bags / loose tea sector, sales have actually increased slightly. This is seen by researchers as a testimonial to tea's appeal as an "affordable luxury" and its compelling image as a healthy product. What is also interesting is the fact that during the period of 2005 to 2009, overall tea sales have done comparatively well, vis-a-vis many other beverage categories. Overall, the report indicates a relatively promising economic outlook for the tea industry as a whole, particularly as the economy rebounds in the years ahead.
Tea Sales Trends at Epicurean Foods Mirror Those of the Tea Industry
I found the report's contents to be exceedingly interesting if for other reason that they mirror the sales trends that we are experiencing at Epicurean Foods. While there is no doubt that overall sales have been affected by the ongoing economic downturn, tea sales and tea accessory sales have not only held steady, but in many cases, actually increased. This is due to a number of factors we believe. The positive media coverage that tea has received as being a healthy beverage and the increased awareness generally of "Fair Trade" coffee and tea have been a boon to sales.
The Metropolitan Tea Company is a Superb "Fair Trade" Tea Supplier to Epicurean Foods
There is little doubt in our minds at Epicurean Foods that a significant part of the reason for our increased tea sales is due to the fact that in late 2007, we began to offer many of The Metropolitan Tea Company's products on our website, [http://www.epicureanfoods.com]. While I intend to write considerably more about this company in upcoming blog entries, I cannot say enough good things about their products and how they operate their company. They are passionately committed to product quality and to dealing ethically and fairly with their suppliers. While the company has grown to be an enormous success story, it is still privately held. The owners and a very small group of senior mangers still travel to the tea gardens of India, Nepal, China, Taiwan and Sri Lanka to personally select their teas. We are very pleased and proud to be distribution partners with them.
The Tea Market is "Heating Up!"
While you must forgive my admittedly somewhat pedestrian pun, (sorry - I couldn't resist), our own experience in offering gourmet teas to our own discerning customers continues to be an ever-growing success story. In 2010, we plan to continue to add exciting new products to our rapidly growing portfolio of gourmet specialties. Fine teas and tea accessories from the world's finest growing regions and the world's best producers will certainly be among them.
Greg Sprout, Co-Founder,
www.epicureanfoods.com
Tea Report Reveals Fascinating Insights into Tea Trends
I had an opportunity to peruse a summary of recent report compiled by the prestigious market research company, Packaged Facts, on how the ongoing downturn in the economy has impacted the sales of tea. (The report is the culmination of Packaged Facts' February 2009 online poll of 2,600 U.S. adults, which was conducted to measure purchasing patterns, attitudes and demographics specific to the consumption of tea. The marketing research study is an exhaustive analysis of the tea industry as a whole and can be purchased for US$3,300 directly from the company). There were several aspects of the gourmet tea industry that were examined in detail, including:
* an overview of the exotic "super-fruit" flavors now becoming more common
* a review of the "hybrid tea products" that are designed to compete with other beverage categories (this includes bottled waters, energy drinks and sodas)
* a discussion of the new RTD (Ready-to-Drink) green teas that are fast-becoming a permanent and growing tea category
* a summary of the emerging segments including yerba mate and Kombucha
* a critique of the increased awareness and increased popularity of fair trade tea and other "ethical" appeals
* a review of the relatively amazing social marketing done by both producers and distributors via nontraditional media such as Facebook and Twitter
* and, finally, a brief review of the increasingly coordinated and focused marketing thrust that is seeing tea's distribution expanded in both traditional and non-traditional retail and foodservice channels.
Tea Sales Remain Strong in Slow Economy
There can be no doubt that the ongoing worldwide economic recession has clearly affected the domestic tea market. (For example, the double-digit sales growth in the high-end RTD segment has slowed quite significantly, whereas in the more affordable tea bags / loose tea sector, sales have actually increased slightly. This is seen by researchers as a testimonial to tea's appeal as an "affordable luxury" and its compelling image as a healthy product. What is also interesting is the fact that during the period of 2005 to 2009, overall tea sales have done comparatively well, vis-a-vis many other beverage categories. Overall, the report indicates a relatively promising economic outlook for the tea industry as a whole, particularly as the economy rebounds in the years ahead.
Tea Sales Trends at Epicurean Foods Mirror Those of the Tea Industry
I found the report's contents to be exceedingly interesting if for other reason that they mirror the sales trends that we are experiencing at Epicurean Foods. While there is no doubt that overall sales have been affected by the ongoing economic downturn, tea sales and tea accessory sales have not only held steady, but in many cases, actually increased. This is due to a number of factors we believe. The positive media coverage that tea has received as being a healthy beverage and the increased awareness generally of "Fair Trade" coffee and tea have been a boon to sales.
The Metropolitan Tea Company is a Superb "Fair Trade" Tea Supplier to Epicurean Foods
There is little doubt in our minds at Epicurean Foods that a significant part of the reason for our increased tea sales is due to the fact that in late 2007, we began to offer many of The Metropolitan Tea Company's products on our website, [http://www.epicureanfoods.com]. While I intend to write considerably more about this company in upcoming blog entries, I cannot say enough good things about their products and how they operate their company. They are passionately committed to product quality and to dealing ethically and fairly with their suppliers. While the company has grown to be an enormous success story, it is still privately held. The owners and a very small group of senior mangers still travel to the tea gardens of India, Nepal, China, Taiwan and Sri Lanka to personally select their teas. We are very pleased and proud to be distribution partners with them.
The Tea Market is "Heating Up!"
While you must forgive my admittedly somewhat pedestrian pun, (sorry - I couldn't resist), our own experience in offering gourmet teas to our own discerning customers continues to be an ever-growing success story. In 2010, we plan to continue to add exciting new products to our rapidly growing portfolio of gourmet specialties. Fine teas and tea accessories from the world's finest growing regions and the world's best producers will certainly be among them.
Greg Sprout, Co-Founder,
www.epicureanfoods.com