The tea beverage market will now have a strong momentum

Our reporter Yang Xiaojing

While expanding the tea industry space and extending the industry chain, tea beverages also meet the needs of consumers for diversification, convenience and even functionalization

Tea market has a lot of room for growth

According to Mintel's latest data report, affected by the epidemic, the overall growth rate of the ready-to-drink tea beverages and tea bags market in 2020 is 0.

The data shows that in the herbal tea segment, the offline sales of enterprises suffered losses, but the situation was reversed through e-commerce and digital marketing, maintaining a growth rate of 6.

In the tea bag segment, the report shows that it achieved a compound annual growth rate of up to 28.

In terms of consumer demand for the efficacy of tea beverages, the top priority is "stress relief", followed by beauty, beauty and detoxification

In this regard, Mintel Food and Beverage Category Director Li Hongjia analyzed that, "Due to the increase in time at home, people's demand for tea has increased, and they want to get the opportunity to relieve stress and relax, so more products with differentiated efficacy are produced and manufactured.

Diversified innovation attracts different consumer groups

Fruit-flavored teas that meet consumers' taste needs are also increasingly favored by consumers, which has a positive impact on the market segment

In fact, due to the influence of tea shops, consumers show a stronger preference for fruit-flavored packaged tea beverages, such as adding citrus (such as orange, lemon, grapefruit) juice/fruit granules to black tea in RTD tea beverages (51%), adding white peach juice/fruit (39%) to white tea,

Novel tastes are a necessary condition to stimulate consumers to try new products, and local specialties such as fruits also attract half of consumers.

Li Hongjia believes, "The various fruit-flavored beverages that consumers have actively launched through the tea shop market have cultivated new drinking habits and may stimulate the ready-to-drink tea beverage market to become a new growth point

Consumers have mixed views on sugar substitutes in tea

The survey also shows that consumers' understanding of the meaning of the word "sugar-free" in tea beverages and the difference between it and sucrose or sugar substitutes are not very clear

　　At the same time, driven by technology, innovations in tea beverages are emerging one after another

"China Food News" (July 19, 2021 07 edition)

　　(Editor in charge: Luo Chen)