Is the herbal tea market "cool"?

In recent years, new consumer brands of various beverages have been seeking breakthroughs in the "Red Sea", so that a single herbal tea category has not taken advantage of the wind, but has entered a stage of stagnant growth

In the past two or three years, the status of herbal tea has become more and more embarrassing.

Although the market share of the herbal tea industry is declining, companies are still introducing new products

The herbal tea market as a whole is declining

Since November 2005, "Healthy Workshop" has become a member of Coca-Cola's beverage family.

At present, the "Healthy Workshop" Prunella herbal tea botanical beverage has been sold for the first time in the flagship store of Coca-Cola Tmall

In this regard, Coca-Cola China's strategic communication department said that the target group of "Healthy Workshop" is mainly "urban office workers who are busy with daily life and want to pay attention to active life.

It is understood that "Healthy Workshop" has currently launched a variety of traditional plant beverages in Hong Kong, China, including bamboo cane and choke root sea coconut beverage, lemon barley water, rock sugar Sydney and so on

Regarding the herbal tea business launched by Coca-Cola, Shen Meng said that Coca-Cola has a mature brand marketing strategy and a sound market sales system.

In response to the development plan in the herbal tea industry, Coca-Cola said that this product is an exploration in the sub-categories of tea beverages under the company's full-category beverage strategy, and it is still in the preliminary exploration stage

In recent years, some major herbal tea brands have significantly stepped up their innovation efforts

Is there still a chance for new entrant Coca-Cola?

In this regard, Zhu Danpeng, an analyst of China's food industry, said, "The overall market share of herbal tea is not small at present, but looking at the market structure of herbal tea in China, the current top brand is only Wanglaoji, ranking second, third and fourth.

However, Zhu Danpeng believes that Coca-Cola relies on the company's supply chain and its brand tonality, diversified layout, and its position in the hearts of the new generation of consumers.

(Source: Securities Daily Network)

"China Food News" (Version 07, June 13, 2022)

(Editor in charge: Luo Chen)