Tea time

These changes are also having an effect in the HoReCa sector. As András Pálinszki, sales director of Dallmayr, has told us, 8 billion cups of tea are consumed every day in the world and over three thousand types of tea exist. In recent years, a lot of successful tea houses have been opened in Hungary. In the opinion of Mark Wrathall, managing director of CHAR Kft., this means that demand for quality has always existed in Hungary and this demand is now being satisfied. As a result of currently prevailing health trends, a shift is taking place from black teas and flavoured black teas towards so called “lifestyle teas”, (fruit teas) and green or white tea. According to Nikolett Gellén, a trade marketing specialist from Sara Lee Hungary Zrt., these “well-being” teas are gradually taking over the market lead from black teas. However, consumer trends only reach the HOReCa market with some delay. Zsuzsanna Bercsényi-Bíró, managing director of B & B Marketing Bt. thinks that demand for traditional tea specialities is growing in the HoReCa sector. Sales of natural teas have expanded in the green, black and rooibos segments as well. Last year, Dallmayr responded to increased demand for green tea by the introduction of 7 different green tea mixes. For Mark Wrathall, it was quite surprising to hear a remark by an employee of a five star hotel that guests cannot tell the difference between a higher quality tea and a cheaper product. As the importer of 50 different teas supplied by Taylors of Harrogate, he knows that consumers are still rather cautious with specialities, but demand exists even for bio-teas. Zsuzsanna Bercsényi-Bíró believes that unknown teas can be made popular within weeks. The product called Pickwick HoReCa Variation ’100 has been developed specifically for use in the HoReCa sector, with 100 filters representing 10 different flavours. Tea houses are where traditional teas are served are increasingly popular among young age groups. Pickwick Leafs teas are intended for such units. Unfortunately, no courses on the testing and serving of tea are available in Hungary. This is probably why the tea assortments offered by HoReCa units are changed only very rarely. Distributors should remind clients of current trends and the need to keep up with these. It is also unfortunate that only a very limited selection of accessories is available, although demand for high quality sets is also growing. Price is only one of the factors influencing competition. HoReCa units also expect support from distributors in the form of information and promotional tools. Pickwick has developed a new tea menu, and modernised its tea cups, but continues to use branded wooden displays and tea boxes. Apart from the usual accessories, Dallmayr also provides a tea kettle of unique design with its KEO wellness product line. B & B Marketing Bt. offers free support for clients in the preparation of the menu card, in purchasing accessories and in training staff. CHAR offers a full service for HoReCa clients, based on the support it receives from its English partner.