Magazine: More expensive tea varieties at more accessible prices

Cheaper, especially private label products of higher-positioned tea varieties – real fruit and green teas – were able to improve sales in the last 12 months. Edina Kanics, refreshment COAM with Unilever Hungary says: – Value sales primarily improved because of the dynamic expansion in real fruit tea sales, which are increasingly popular in both the higher and lower price categories. Data by Nielsen indicate that hypermarkets still dominate among retail channels, producing one third of total sales. However, discount stores and drugstores managed to grow significantly. Krisztina Kuti, brand manager with Maresi Foodbroker Kft. spoke to us about the perennial popularity of green teas: – Many customers are looking for the loose-leaf version too. These teas are available in a higher price category. Currently prices are on the rise as manufacturers are forced to offset increased logistics and raw material costs. Recently introduced white, red and rooibos teas were received well by consumers but Csecserits Beáta, sales director with Biopont Kft. added that buyers only concentrate on novelties for a short period of time and they soon move on to trying the next new innovation. This year Unilever Hungary launches a new product line called Saga, offering a wide range of flavours in the real fruit tea segment, plus a black tea in 20-bag and 50-bag version. Consumers will have to pay HUF 279 for 20-bag fruit teas, HUF 199 for 20-bag and HUF 399 for 50-bag black teas. Unilever will also put a lemon version of Lipton Earl Grey on the market. Maresi focuses on Twinings Earl Grey, communicating to consumers the special characteristics of this Chinese black tea blend with bergamot aroma. In the spring of 2012 the company’s focus will shift to fruit and green teas. Biopont is the distributor of Mandala teas: these are made from spices and herbs that come from organic farming. They are caffeine-free and help to create a balance in the human body, at the same time energising it as well. Biopont does not plan to put seasonal products on the market.