Teabags strive to be the "ration tea" for young people

With the upgrading of residents' consumption and the change of tea drinking habits, tea bags are popular among young people because of their convenient carrying and simple steps to make tea

Some people in the industry said that although the tea bag market is hot, the current consumer market's understanding of tea is still dominated by the morphological awareness of traditional tea.

Convenient and quick to win the preference of young people

As new tea beverages are enthusiastically sought after by young consumers, the consumer market and capital market have also paid more attention to tea.

The emerging tea bag has become a new favorite in the market due to its growing market size and the proportion of tea consumption that is far from saturated

The leading new tea brands, HEYTEA and Naixue’s tea, also aimed at the opportunity, launched tea bags to seize the market, and developed the concept of “one tea a day”

Find the future in innovation

With the improvement of tea quality and taste, the sales share of the tea bag market has a huge potential to increase, and the tea bags with exquisite packaging, diverse functions, and scene segmentation will usher in a broad blue ocean market

According to industry insiders, the subdivision of consumption scenarios of FMCG can meet people's diversified consumption needs on the one hand, and on the other hand, it is also conducive to cultivating consumers' tea drinking habit and improving user stickiness

In terms of taste, tea has always been regarded as a healthy product, but the pure bitter tea is not very attractive to young people

The blending process can greatly enrich the taste of tea leaves

Taking peach oolong tea as an example, Fujian oolong tea leaves, dried peaches, dried apples and other raw materials are added to the product, which combines the rich oolong glycol with the fragrance and sweetness of peaches

High-value packaging is also a key factor in attracting young consumers

In addition, the tea bag has also been innovated in the packaging shape.

Domestic tea bags are in urgent need of branding

The teabag market has long been occupied by foreign brands

　　"At present, the teabag market is mixed, and consumers tend to think that the tea bags in teabags are of low grade and poor quality.

　　In addition, there are still factors restricting the development of tea bags in the Chinese market

　　With the upgrading of consumption, consumers are gradually less sensitive to the price of tea bags and pay more attention to product quality

　　Consumers buy tea bags for convenience and instant access.
Offline supermarkets and convenience stores can undoubtedly better meet such needs
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Layout offline, transforming from pure online channels to opening up online and offline channels will inevitably become a major development plan for the teabag brand in the future
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According to industry insiders, brands should gain insight into consumers, combine new scenarios, improve the supply chain, follow the trend of scenario-based consumption, product health and marketing diversification in the beverage market, and launch more memorable products in order to capture the minds of consumers.

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(Comprehensive arrangement by Wang Han)

　　"China Food News" (May 10, 2021 Edition 04)

(Editor-in-charge: Wang Han)