While standard black tea is in decline, other varieties are seeing potential for growth
THE time for Scottish c-store retailers to embrace herbal teas has come, at least that’s what Tetley seems to think as the firm points to figures that show a market shifting away from traditional black tea.
There’s no doubt that black tea is still the big hitter for retailers, but Peter Dries, director of customer and shopper marketing for Tetley reckons the times are changing.
“The market for tea has been changing for some time now, with healthier sectors like decaf and green offering real opportunities for growth and teas with added functional benefits are a key trend and a good way to bring something new and exciting to your offering,” he said.
Dries has warned that despite growth in decaf, green tea and redbush, overall tea is in decline as black tea sales dip – which could hurt c-stores more than most.
“Compared to the wider market, convenience stores have greater reliance on everyday black teas and less presence in the growth areas of tea.
“In time these growth areas will exceed everyday black sales and convenience stores need to be in a better position to exploit the opportunities available here.”
Without question, there are a lot of styles, blends and brands of tea out there, but Dries seems to think the key for c-store retailers is to stock up on the big hitters among the alternative market.
“It’s about choosing products that tap into consumer trends and will sell best and deliver higher value returns,” he said.
“Decaf drinkers won’t choose anything else so if a decaf option is not available a sale won’t be made.
“The market for green teas continues to grow and Tetley green teas have attracted new shoppers to the category.”
Dries added that Tetley’s Redbush 40s SKU has been performing particularly well, up 74.7% in c-stores and the firm also reckons there’s money to be made by introducing functional teas.
“To offer shoppers something new and bang on trend, teas with added functional benefits like vitamins are worth considering.
“Tetley’s new award-winning ranges of Super Teas are the first functional teas in the UK with added vitamins and EFSA approved health claims.”
