CONVENIENCE retailers could be missing out on a valuable and growing segment of the tea category.
Parminder Walia, category development manager at Tata Consumer Products, the firm behind Tetley, has highlighted non-black tea sales figures which show a growing opportunity, currently being led by the supermarkets.
“Tetley anticipates that non-black tea sales such as decaf, green, fruit and herbal and rooibos will edge closer to everyday black sales, so it makes sense to pave the way for the future and capitalise on current and future trends.
“The grocery multiples best illustrate the opportunities for sales of non-black teas, here non-black everyday teas account for close to a quarter of all tea sales (24.4%), across Scotland they account for 21.8%; but this falls significantly in convenience to 16.3% and to just 8.8% in impulse, which indicates room for growth in this area,” she said.
Walia added that retailers looking to tap into non-black tea growth should consider Tetley’s fruit and herbal range, which she said is “helping stores to explore the opportunities in fruit and herbal.”