Magazine: Fruitier tea market

After the continuous expansion of recent years 2013 brought the market to a halt (probably the unusually mild winter had something to do with this) and this negative trend continued in both value and volume sales in early 2014.

Alíz Sipőcz, brand manager with Douwe Egberts Hungary Zrt. told our magazine that in 2013 there was no change in the market share of various segments: real fruit teas are still responsible for the majority of sales. Sales of black teas and black tea-based fruit teas continued to decrease. On the contrary, green tea and herbal tea sales were increasing in both value and volume. The tea market is still promotion-dependent as the majority of sales are realised this way. Private label products’ share is relatively high. Regina Homoki, Unilever Hungary’s junior brand manager informed us that the latest sales data show that the negative trend of black tea sales has probably turned around. At the same time sales of fruit flavoured black teas has kept falling because many consumers opt for real fruit teas instead. Herbal teas flavoured with real fruit make up a dynamically growing new segment where Milford is present with five innovative teas. Csaba Juhász, Del Pierre Central Europe Kft.’s import manager told us that Milford Kühl&Lecker and Cool&Tasty tea bags can be used with cold water to make refreshing drinks. The tea bag format still dominates, among fruit teas forest fruit is the most popular in Hungary, from black teas people like bergamot orange (Earl Grey) and when it comes to drinking green tea consumers tend to pick lemon flavoured products. Both the Pickwick and the Sir Morton brands make great efforts to renew all the time. Last year the complete Pickwick fruit tea portfolio got a new packaging. In 2014 the Pickwick Children’s Tea range returned to shops with a new design – and these 100-percent natural teas were renewed, too. Pickwick will soon appear in stores with real fruit tea in the popular forest fruit flavour. Meanwhile Pickwick’s green tea portfolio is being expanded with Variations, the combination of lemon, cranberries, mango-jasmine and strawberry-lemon balm flavours. Klaudia Deregi, senior shopper marketeer of Douwe Egberts Hungary Zrt. reminded us that there is no Christmas without Pickwick gift packs. The company’s gift collection has been refurbished and received a stylish new design. Instant gifts never lose popularity either, therefore children can find a fridge magnet in every box of children’s tea. Brigitta Domán, trade marketing manager of Unilever Hungary revealed to Trade magazin that Saga fruit teas not only get a decorative new design but also become available in peach and strawberry flavours, in 20-tea bag boxes. In the black tea segment the company offers the characteristic Lipton English Breakfast and the harmonic Lipton Royal Ceylon to tea lovers. Their special products Lipton Strawberry Cupcake green tea and Lipton Blueberry Muffin black tea are unique in the Hungarian market. Milford takes a step in the direction of lifestyle teas by introducing three revolutionary products: Essence Life, Essence Work and Essence Balance. Work helps you to concentrate better, Life fills you with energy and Balance makes you calm.