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Our reporter Yuan Guofengwen / photo
In the hot summer, cold-brewed tea that is "brewed as you like" and "must-have to relieve the heat" is popular among young people.
Consumers are buying cold brewed tea
As one of the sub-categories of tea bags, cold brewed tea is favored by more and more young people due to its advantages of being easy to carry and easy to brew.
Find a balance between traditional tea and ready-to-drink tea
On International Tea Day last year, the first specific product standard for the new-style tea beverage industry, "Tea Beverage Series Group Standard", subdivided the new-style tea beverage product categories, including freshly made milk tea, freshly made milk tea, freshly made fruit tea, and freshly made tea.
The raw-leaf tea used in traditional hot-brewed tea not only has a high unit price, but also has strict requirements on water quality, temperature and time during the brewing process.
Nowadays, many traditional tea companies, milk tea brands or teabag companies have begun to launch cold-brewed tea series products to satisfy young people's taste demands
Another major advantage of cold brewed tea is that it is low in sugar and healthy.
In addition, cold-brewed tea is also more environmentally friendly and novel in packaging, which has attracted the attention of many young people
Chen Fuqiao, an associate researcher at the Tea Research Institute of the Chinese Academy of Agricultural Sciences, said that cold-brewed tea makes traditional tea more fashionable, convenient and youthful
Cold-brewed tea has become the "key" for various tea companies to connect with young people
According to iiMedia Research, in 2021, among Chinese online tea consumers, 19-30-year-olds will account for 46.
At present, a large number of enterprises have entered the cold brewing tea track, mainly including three categories: one is traditional tea companies such as Zhang Yiyuan and Tongrentang; the other is bag tea companies such as Lipton and CHALI Tea; the third category is It is a new type of tea brand such as Nai Xue's tea and Tea Yanyuese
For traditional tea companies, trendy new products are the "key" to the young market
Different from traditional tea companies, new-style tea drinks are obviously more experienced in launching new products
According to data from iiMedia Research, the market size of China's youth quality tea drinks continued to grow from 2015 to 2021, with a compound growth rate of 19.
Half of the online tea drinking track is dominated by teabag brands, and cold-brewed tea that belongs to the same industry shows its potential for development
Peng Xin, the founder of Nai Xue’s tea, once said, “In the beginning, we could only sell a few cups of cold-brewed tea a day, but we still insist on selling tea retail gift boxes and cold-brewed tea in our stores.
Chen Fuqiao said that traditional tea can be changed from large packaging to small packaging, from classical to national trendy culture, and attracts the attention of young consumers through novelty and fashion
Chen Fuqiao also said that the current consumption of young people is inseparable from the scene, and the scene-based marketing of tea brands should be highly valued
.
In terms of tea product design, it is necessary to make consumers more immersive through innovation
.
At the same time, traditional tea products have overwhelmed the "fashion" of tea, making it difficult for young consumers to be interested
.
Chen Fuqiao pointed out that studies have shown that 70% of young groups have shown a willingness to consume tea, indicating that the tea market for young groups has a broad prospect
.
In the future, as tea brands continue to polish their products and enrich publicity channels, the tea market for young groups will achieve rapid development
.
"China Food News" (July 28, 2022 Edition 07)
(Editor-in-charge: Yuan Guofeng)