Health is the key word that slowly changes the structure of the tea market

In the recent period the tea market strengthened above the level of inflation, in terms of value: consumers bought more from expensive tea varieties. Lilla Adorján, Unilever’s category operations assistant manager told Trade magazin that people are trying to live a healthier life and they are becoming more interested in natural ingredients and ‘beneficial’ products. In the meantime, the average price of tea has been rising constantly, says Krisztina Kuti, Maresi Foodbroker Kft.’s brand manager. Although private labels’ share in sales is growing, innovative manufacturer brands also have room for growth. In the past couple of years they added rooibos, white and red teas to their portfolio. At the moment rooibos covers 7 percent of the complete herbal tea market – we get to know from Katalin Vig, Sara Lee Hungary Zrt.’s tea brand group manager. She added that filter tea constitutes the bulk of sales and flavour was the most important factor in shoppers’ decisions. Lilla Adorján’s experience is that consumers are starting to open to more special flavours. Since last autumn Twinings green and herbal teas are available in dm stores, and this resulted in considerable extra sales – informs Krisztina Kuti. Katalin Vig told us that Sara Lee will introduce two special flavours in the Fruit Amour real fruit tea range: blood orange-pineapple-lime and green apple-red cranberry-vanilla. Among green teas they will come out with strawberry-lemon balm and mango-jasmine. Last year Lipton appeared with premium teas in pyramid-shaped filter on the market. This year they will add new flavours to this line. They will also offer three different types of tea packages, with pyramid and black tea packages included. Twinings will change the design of its products in several stages: they started with black teas, followed by fruit teas this autumn and green teas next year. From the autumn a real fruit tea will appear among Twinings products, in the flavours of red cranberry, pomegranate and strawberry. Before Christmas the company will come out with Earl Grey and Orange&Cinnamon filter tea in gift box packaging, with a small wooden box inside, which is capable of storing 30 filters. They set up the Twinings tearoom last November, where several interesting guests will be invited this year as well.