1 / 6

Are the British going off Tea?

Are the British going off Tea?. Study finds English Tea struggling Presented by: Shannon Ross. British Tea Drinking. “Britons’ long love affair with tea appears to be on the wane as they switch to other drinks” The British Tea Market has fallen 12% in the past five years

tarak
Download Presentation

Are the British going off Tea?

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Are the British going off Tea? Study finds English Tea struggling Presented by: Shannon Ross

  2. British Tea Drinking • “Britons’ long love affair with tea appears to be on the wane as they switch to other drinks” • The British Tea Market has fallen 12% in the past five years • Traditional tea types are being replaced by coffee, soda, and other herbal drinks 1999 2004

  3. Britain's Tea Drinkers • 80% of Britons drink tea • 85% for the those aged over 65. • 72% of young people drink tea. • Only 38% of young people drink tea twice a day compared with 70% for the over 65s.

  4. What can the tea industry do? • Traditional tea’s need to become more fashionable • Need to be more creative • Prevent younger tea drinkers from switching.

  5. An Example: Tata Tea • Tata Tea reorganized their marketing strategy to focus on midrange teas, in a high quality market. • a new advertising campaign promoted youth, fashion and spontaneity. • They are also using upbeat television commercials and a new slogan. • Recorded 25% growth within months of releasing “Tata Tea Gold”

  6. Sources • http://www.tatatea.com/comp_news_gold.htm • http://www.tata.com/tata_tea/media/20030914.htm • http://www.msnbc.msn.com/id/7897183/

More Related