Marketer News http://www.marketingmag.ca/english/news/marketer/article.jsp?content=20060925_70346_70346 More Canadians are choosing to drink specialty teas
September 25, 2006 | By EVE LAZARUS
If tea is the new coffee, then green is the new black. Or at least that's what the tea leaves are showing as more consumers are sipping specialty teas-a designation that includes everything from green tea to decaf crème caramel tea.
That increase is partly attributed to widely reported health benefits of some specialty teas-everything from reducing the risk of cancer and cardiovascular disease to fighting bad breath and preventing sunburns. "New young consumers are trending more to specialty," says Dave Mann, senior vice-president marketing and sales for AC Nielsen in Toronto. "This is particularly true as we move from east to west across Canada."
Louise Roberge, president of the Tea Association of Canada adds: "Out west they are drinking a lot more specialty teas, whereas in the east, Maritimers still drink black tea, although specialty tea is increasing."
The rise of specialty teas comes at a time when sales of regular teas are cooling off. According to the AC Nielsen MarketTrack Grocery Banner, sales of herbal tea dropped 4%, and black tea dropped 5% for the year ending July 8, 2006. But, green tea is up 13%, red 27% and the relatively new white entrant up 48%. Loose tea is showing a 9% increase year over year.
Not coincidentally, tea brands are brewing up new marketing campaigns to take advantage of the trend. Hain Celestial Canada is kicking off a national print campaign in November with the tag line "Make Every Moment Celestial." Kristie Kimmett, the Delta, B.C.-based company's brand manager, says 18% of consumers say they are purchasing more tea than a year ago.
A study from the Toronto-based Research Management Group, commissioned by Hain Celestial, shows that tea is the fourth most popular beverage in the country, behind coffee, milk and tap water. RMG also found that Maritimers drink the most tea in Canada, that women over 35 are the most likely tea drinkers, and that 60% of Canadians have tried specialty tea.
Ron Sadler, managing director for Twinings says the main tea consumer is still a woman over 40, but consumption among the 18 to 34 demographic (both men and women) is growing. To help those younger tea quaffers along, Twinings' packaging now provides descriptions of its different teas, such as Darjeeling and Oolong and graphics showing their origins. In May it also released a package with five tea leaves which Sadler calls a "strength meter." One coloured leaf indicates a very mild tea while five is very strong.
Sadler says research shows that consumers find specialty tea confusing. "Nobody was really out there saying how do we help them understand? How do we segment? How do we educate the consumer?" So far, Twinings' marketing has seen encouraging results. A recent promotion that sent door hangers and samples to selected customers in Ontario, along with information panels in certain retailers, resulted in a sales increase of 38% during the month the promo ran, and a 20% carry- over lift the following month.
Meanwhile, Tetley, which says green tea sales have risen 68% in the last three years, began an ad campaign in September around the launch of four new green tea products: pomegranate green tea, mint green tea, camomile green tea, and an antioxidant-rich white tea, which is made from the white-tipped buds of the green tea plant.
Green tea is also showing up in all sorts of other products, including beer, moisturizers and even pop. Steaz Green Tea Soda was the first carbonated tea drink to hit the market four years ago, and Eric Schnell, co-founder of the Pennsylvania-based company, says sales in Canada will reach $1 million this year. "Over the past four or five years a lot of people aged 20 up to 60 have left regular soft drinks and regular sodas to try more healthy things like juices, iced tea and sparkly water," says Schnell. "People love soft drinks...they just want it to be a bit healthier."
Even Coca-Cola is hopping on the tea bandwagon. In September it announced the opening of a Far Coast store in Toronto selling espressos and chai teas with a line that will also sell to restaurants. Coke also introduced Chaqwa, a line of chai tea and coffees for the convenience store market.
Originally published in Marketing Magazine, September 2006
TEA ASSoCIATION OF CANADA http://www.tea.ca/Page.asp?PageID=1226&SiteNodeID=126 General Health The scientific evidence continues to mount about the numerous health benefits of drinking tea. Hundreds of recent scientific research studies have found many potential health attributes associated with tea.
Over the past 15 years, research has found that drinking black, green or oolong tea may offer some protection from cardiovascular disease and cancer, lead to reduced risk of kidney stones, and strengthen bones, teeth and the immune system.
“There is unequivocal evidence that tea as a lifestyle factor can impact health,” said Dr. Carol Greenwood, Professor of Nutritional Sciences at the University of Toronto. “Drinking tea should be considered part of a healthy lifestyle.”
Tea was identified as one of the most healthy beverage choices in recently published guidelines for healthy beverage consumption. Developed by a panel of American nutrition experts and published in the March 2006 issue of the Journal of American Clinical Nutrition, the guidelines determined that tea is second only to water as the healthiest beverage choice. The guidelines, created to help consumers make smart beverage consumption decisions, was based on a detailed analysis of the health and nutritional benefits and the risks of various types of beverages.
In this web site, we can know more about tea products, like green tea berverages that Starbucks is promoting in summer now, this is a new product and it's a new technic.
You could found 39 tea company in Canada on this web. Most of them a in Ontario. http://www.canadianbusinessdirectory.ca/category.php?cat=64006 Also, there are 11more company from Novascotia on this web http://www.nova-scotia.servpro.ca/listcompht/31303/Tea-Rooms.html
I got a very interesting idea about the tea promotion. Kongfu Panda is quite popular in US and Canada, if we wanna start our tea business in US or canada, we can use a propaganda slogan like "Why characters in Kongfu Panda play Kongfu very well? Beacause they all drink TEA!"
Hot Drinks in Canada http://www.euromonitor.com/Tea_in_Canada
Euromonitor International's Hot Drinks in Canada market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Get immediate access to strategic market analysis when you buy reports online
EXECUTIVE SUMMARYTABLE OF CONTENTSPrint this page • E-mail a friend Tables: 55 | Publication date: Jul 2007 Cost: USD1300.00 Back to > Previous page > Hot Drinks homepage > Canada homepage Why buy this report Get insight into trends in market performance Pinpoint growth sectors and identify factors driving change Identify market and brand leaders and understand the competitive environment Product coverage Coffee; Other hot drinks; Tea
Executive summary On-trade outlets help maintain hot drinks growth
Although the off-trade remains sluggish for hot drinks, total volume growth in 2006 was good, due to the rapid expansion of on-trade coffee outlets, such as Tim Hortons and Starbucks. By offering premium coffee – or, in the case of Tim Hortons, fresh coffee – and by creating a "third place" that consumers find welcoming between home and work, on-trade outlets managed to get consumers to shift their consumption out of home or away from their office. Tea and other hot drinks, in contrast, suffered flat growth in both the on-trade and off-trade channels.
Green tea begins to replace black tea as Canada's favourite tea type
Tea drinking is beginning to shift in Canada. Canada traditionally favoured standard black tea, due to the high number of immigrants from the British Isles. However, as this demographic ages, standard black tea consumption declines. In its place, younger consumers are being drawn to new varieties of tea. This is particularly true of green tea, which grew spectacularly over the review period, but even formerly fringe varieties of tea – such as white, rooibos and oolong – are being marketed by major brands like Tetley and Twinings. Green tea consumption is also increasing in older consumer segments, due to the tea's perceived health benefits and antioxidant properties.
Organic and fair-trade trends in foodservice spread to off-trade
On-trade outlets not only diverted sales away from the off-trade, they began to influence and boost sales in the off-trade as well. This was primarily through premium coffee: before Starbucks and similar speciality cafés, most coffee sold in Canada was ground and whole bean sales were marginal. By the end of the review period, most standard groceries feature whole bean "silos" and sales of whole beans are the fastest growing within coffee. Organic and fair-trade coffee, which first made an appearance in the on-trade, also began to spread to the off-trade, with organic off-trade coffee witnessing amazing growth during the review period. Speciality teashops, although limited, began to have an effect as well.
The mid-priced segment erodes as consumers trade-up or economise
Like many commodities, coffee and tea are seeing a stratification of their unit prices: sales are increasingly being divided between economy-priced products and premium products. For instance, in tea, sales 227g boxes of Orange Pekoe remain strong while small packets of rooibos tea also do well. In coffee, Maxwell House and private label hold the majority of sales, but Starbucks and high-end Van Houtte Inc whole bean coffee saw robust sales. The result is an erosion of the mid-priced segment.
The reason for this trend is the fact that consumers are beginning to feel the pinch of trading up. Although the strong economy encourages consumers to forsake value in exchange for convenience and an indulgent experience, many people from this group are also trying to save money on their everyday expenses. On-trade coffee outlets encourage consumption of high-end organic and fair trade coffees, but they also encourage consumers to buy private label for drinking at home in order to be able to afford the on-trade coffee.
Other hot drinks continues to be unimpressive
Other hot drinks remains small and marginal. Unlike other countries, Canada never warmed to malt-based drinks, and consumption is relatively restricted to consumers that emigrated from countries where this product is popular. Chocolate-flavoured hot drinks, in contrast, has a more broad-based appeal, but it is viewed almost exclusively as a wintertime indulgence. This makes it relatively immune to many trends – consumers are still willing to buy high-fat and high-calorie chocolate-flavoured hot drinks, despite growing health concerns – but it also means that there is not sufficient interest to spur future growth.
Tea is not just for drinking, there are many product from tea, for example, BATH, BODY & MASSAGE OILS，ESSENTIAL OILS,SOAPS and so on. http://www.silkroadtea.com/aromatherapy_index.htm
WuYi tea is very famous in the world, actually its name should be DaHongPao in China. WuYi is a name of mountain. DaHongPao is growth on WuYi mountain. Also, some expensive WuYi tea is Growth on the cliff of mountain. Here is the picture: you can c that wuyi tree is growth on the cliff of mountain http://www.wys.gov.cn/Images/Articles/20070620/20070620093138906.jpg
This is what i found about the tea marketing research in US, and it's also a very useful information.
"Tea has been a very popular beverage all over the world, particularly in Asia and Europe. Early Buddhist monks seem to have discovered the tea plant whose leaves helped them to remain awake. Buds and new leaves of the plant are collected and then processed to create various grades of tea. The processing includes oxidation as a major step. Oxidation is followed by heating and drying as steps of the process. Sometimes herbs, flowers, spices and fruits are also added for unique flavoring.
Market Structure Major tea producing regions of China are indicated in the following table. Most of the tea business is state-controlled in China.
Canada's Tea Council on course for consumer awareness.
Canada's Tea Council on course for consumer awareness
The primary purpose of the Tea Council of Canada has always been to promote tea consumption through effective communication and that's exactly what what we've been doing in the past 12 months. The Tea Council's long-term program addresses
19 comments:
Marketer News
http://www.marketingmag.ca/english/news/marketer/article.jsp?content=20060925_70346_70346
More Canadians are choosing to drink specialty teas
September 25, 2006 | By EVE LAZARUS
If tea is the new coffee, then green is the new black. Or at least that's what the tea leaves are showing as more consumers are sipping specialty teas-a designation that includes everything from green tea to decaf crème caramel tea.
That increase is partly attributed to widely reported health benefits of some specialty teas-everything from reducing the risk of cancer and cardiovascular disease to fighting bad breath and preventing sunburns. "New young consumers are trending more to specialty," says Dave Mann, senior vice-president marketing and sales for AC Nielsen in Toronto. "This is particularly true as we move from east to west across Canada."
Louise Roberge, president of the Tea Association of Canada adds: "Out west they are drinking a lot more specialty teas, whereas in the east, Maritimers still drink black tea, although specialty tea is increasing."
The rise of specialty teas comes at a time when sales of regular teas are cooling off. According to the AC Nielsen MarketTrack Grocery Banner, sales of herbal tea dropped 4%, and black tea dropped 5% for the year ending July 8, 2006. But, green tea is up 13%, red 27% and the relatively new white entrant up 48%. Loose tea is showing a 9% increase year over year.
Not coincidentally, tea brands are brewing up new marketing campaigns to take advantage of the trend. Hain Celestial Canada is kicking off a national print campaign in November with the tag line "Make Every Moment Celestial." Kristie Kimmett, the Delta, B.C.-based company's brand manager, says 18% of consumers say they are purchasing more tea than a year ago.
A study from the Toronto-based Research Management Group, commissioned by Hain Celestial, shows that tea is the fourth most popular beverage in the country, behind coffee, milk and tap water. RMG also found that Maritimers drink the most tea in Canada, that women over 35 are the most likely tea drinkers, and that 60% of Canadians have tried specialty tea.
Ron Sadler, managing director for Twinings says the main tea consumer is still a woman over 40, but consumption among the 18 to 34 demographic (both men and women) is growing. To help those younger tea quaffers along, Twinings' packaging now provides descriptions of its different teas, such as Darjeeling and Oolong and graphics showing their origins. In May it also released a package with five tea leaves which Sadler calls a "strength meter." One coloured leaf indicates a very mild tea while five is very strong.
Sadler says research shows that consumers find specialty tea confusing. "Nobody was really out there saying how do we help them understand? How do we segment? How do we educate the consumer?" So far, Twinings' marketing has seen encouraging results. A recent promotion that sent door hangers and samples to selected customers in Ontario, along with information panels in certain retailers, resulted in a sales increase of 38% during the month the promo ran, and a 20% carry- over lift the following month.
Meanwhile, Tetley, which says green tea sales have risen 68% in the last three years, began an ad campaign in September around the launch of four new green tea products: pomegranate green tea, mint green tea, camomile green tea, and an antioxidant-rich white tea, which is made from the white-tipped buds of the green tea plant.
Green tea is also showing up in all sorts of other products, including beer, moisturizers and even pop. Steaz Green Tea Soda was the first carbonated tea drink to hit the market four years ago, and Eric Schnell, co-founder of the Pennsylvania-based company, says sales in Canada will reach $1 million this year. "Over the past four or five years a lot of people aged 20 up to 60 have left regular soft drinks and regular sodas to try more healthy things like juices, iced tea and sparkly water," says Schnell. "People love soft drinks...they just want it to be a bit healthier."
Even Coca-Cola is hopping on the tea bandwagon. In September it announced the opening of a Far Coast store in Toronto selling espressos and chai teas with a line that will also sell to restaurants. Coke also introduced Chaqwa, a line of chai tea and coffees for the convenience store market.
Originally published in Marketing Magazine, September 2006
TEA ASSoCIATION OF CANADA
http://www.tea.ca/Page.asp?PageID=1226&SiteNodeID=126
General Health
The scientific evidence continues to mount about the numerous health benefits of drinking tea. Hundreds of recent scientific research studies have found many potential health attributes associated with tea.
Over the past 15 years, research has found that drinking black, green or oolong tea may offer some protection from cardiovascular disease and cancer, lead to reduced risk of kidney stones, and strengthen bones, teeth and the immune system.
“There is unequivocal evidence that tea as a lifestyle factor can impact health,” said Dr. Carol Greenwood, Professor of Nutritional Sciences at the University of Toronto. “Drinking tea should be considered part of a healthy lifestyle.”
Tea was identified as one of the most healthy beverage choices in recently published guidelines for healthy beverage consumption. Developed by a panel of American nutrition experts and published in the March 2006 issue of the Journal of American Clinical Nutrition, the guidelines determined that tea is second only to water as the healthiest beverage choice. The guidelines, created to help consumers make smart beverage consumption decisions, was based on a detailed analysis of the health and nutritional benefits and the risks of various types of beverages.
Most woman above 40 like drinking tea
http://www.teatrends.com/article.html?category=Products
In this web site, we can know more about tea products, like green tea berverages that Starbucks is promoting in summer now, this is a new product and it's a new technic.
And also some of the relative links:
http://www.silkroadtea.com/shaped_teas.htm
http://www.teavana.com/c=recipe_green_tea_ice_cream/shop.axd/Static
https://www.theteahaus.com/index.php?symbol=menu.htm&idkat=88
http://www12.statcan.ca/english/census06/data/profiles/community/Details/Page.cfm?B1=All&Code1=5915&Code2=59&Custom=&Data=Count&Geo1=CD&Geo2=PR&Lang=E&SearchPR=01&SearchText=Greate+Vancouver&SearchType=Begins
You could found 39 tea company in Canada on this web. Most of them a in Ontario. http://www.canadianbusinessdirectory.ca/category.php?cat=64006
Also, there are 11more company from Novascotia on this web
http://www.nova-scotia.servpro.ca/listcompht/31303/Tea-Rooms.html
fujinyaosaid:
http://www.canadianbusinessdirectory.ca/category.php?cat=64006
here is the website of tea companies in Canada.
here is the website of tea companies in Canada.
http://www.canadianbusinessdirectory.ca/category.php?cat=64006
I got a very interesting idea about the tea promotion. Kongfu Panda is quite popular in US and Canada, if we wanna start our tea business in US or canada, we can use a propaganda slogan like "Why characters in Kongfu Panda play Kongfu very well? Beacause they all drink TEA!"
Quite interesting, right?
(from: Yang Fan)
Hot Drinks in Canada
http://www.euromonitor.com/Tea_in_Canada
Euromonitor International's Hot Drinks in Canada market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Get immediate access to strategic market analysis when you buy reports online
EXECUTIVE SUMMARYTABLE OF CONTENTSPrint this page • E-mail a friend Tables: 55 | Publication date: Jul 2007 Cost: USD1300.00
Back to > Previous page > Hot Drinks homepage > Canada homepage
Why buy this report
Get insight into trends in market performance
Pinpoint growth sectors and identify factors driving change
Identify market and brand leaders and understand the competitive environment
Product coverage
Coffee; Other hot drinks; Tea
Executive summary
On-trade outlets help maintain hot drinks growth
Although the off-trade remains sluggish for hot drinks, total volume growth in 2006 was good, due to the rapid expansion of on-trade coffee outlets, such as Tim Hortons and Starbucks. By offering premium coffee – or, in the case of Tim Hortons, fresh coffee – and by creating a "third place" that consumers find welcoming between home and work, on-trade outlets managed to get consumers to shift their consumption out of home or away from their office. Tea and other hot drinks, in contrast, suffered flat growth in both the on-trade and off-trade channels.
Green tea begins to replace black tea as Canada's favourite tea type
Tea drinking is beginning to shift in Canada. Canada traditionally favoured standard black tea, due to the high number of immigrants from the British Isles. However, as this demographic ages, standard black tea consumption declines. In its place, younger consumers are being drawn to new varieties of tea. This is particularly true of green tea, which grew spectacularly over the review period, but even formerly fringe varieties of tea – such as white, rooibos and oolong – are being marketed by major brands like Tetley and Twinings. Green tea consumption is also increasing in older consumer segments, due to the tea's perceived health benefits and antioxidant properties.
Organic and fair-trade trends in foodservice spread to off-trade
On-trade outlets not only diverted sales away from the off-trade, they began to influence and boost sales in the off-trade as well. This was primarily through premium coffee: before Starbucks and similar speciality cafés, most coffee sold in Canada was ground and whole bean sales were marginal. By the end of the review period, most standard groceries feature whole bean "silos" and sales of whole beans are the fastest growing within coffee. Organic and fair-trade coffee, which first made an appearance in the on-trade, also began to spread to the off-trade, with organic off-trade coffee witnessing amazing growth during the review period. Speciality teashops, although limited, began to have an effect as well.
The mid-priced segment erodes as consumers trade-up or economise
Like many commodities, coffee and tea are seeing a stratification of their unit prices: sales are increasingly being divided between economy-priced products and premium products. For instance, in tea, sales 227g boxes of Orange Pekoe remain strong while small packets of rooibos tea also do well. In coffee, Maxwell House and private label hold the majority of sales, but Starbucks and high-end Van Houtte Inc whole bean coffee saw robust sales. The result is an erosion of the mid-priced segment.
The reason for this trend is the fact that consumers are beginning to feel the pinch of trading up. Although the strong economy encourages consumers to forsake value in exchange for convenience and an indulgent experience, many people from this group are also trying to save money on their everyday expenses. On-trade coffee outlets encourage consumption of high-end organic and fair trade coffees, but they also encourage consumers to buy private label for drinking at home in order to be able to afford the on-trade coffee.
Other hot drinks continues to be unimpressive
Other hot drinks remains small and marginal. Unlike other countries, Canada never warmed to malt-based drinks, and consumption is relatively restricted to consumers that emigrated from countries where this product is popular. Chocolate-flavoured hot drinks, in contrast, has a more broad-based appeal, but it is viewed almost exclusively as a wintertime indulgence. This makes it relatively immune to many trends – consumers are still willing to buy high-fat and high-calorie chocolate-flavoured hot drinks, despite growing health concerns – but it also means that there is not sufficient interest to spur future growth.
http://chinesefood.about.com/library/weekly/aa011400a.htm
Tea is not just for drinking, there are many product from tea, for example, BATH, BODY & MASSAGE OILS，ESSENTIAL OILS,SOAPS and so on.
http://www.silkroadtea.com/aromatherapy_index.htm
WuYi tea is very famous in the world, actually its name should be DaHongPao in China. WuYi is a name of mountain. DaHongPao is growth on WuYi mountain. Also, some expensive WuYi tea is Growth on the cliff of mountain.
Here is the picture: you can c that wuyi tree is growth on the cliff of mountain http://www.wys.gov.cn/Images/Articles/20070620/20070620093138906.jpg
This is what i found about the tea marketing research in US, and it's also a very useful information.
"Tea has been a very popular beverage all over the world, particularly in Asia and Europe. Early Buddhist monks seem to have discovered the tea plant whose leaves helped them to remain awake. Buds and new leaves of the plant are collected and then processed to create various grades of tea. The processing includes oxidation as a major step. Oxidation is followed by heating and drying as steps of the process. Sometimes herbs, flowers, spices and fruits are also added for unique flavoring.
Market Structure
Major tea producing regions of China are indicated in the following table. Most of the tea business is state-controlled in China.
1 Fujian 110,000 Tons 17%
2 Zhejiang 102,000 Tons 17%
3 Yunnan 71,000 Tons 12%
4 Hunan 55,000 Tons 9%
5 Hubei 48,000 Tons 8%
6 Others 225,000 Tons 37%"
know more about tea marketing research plz visit this website:
http://www.researchwikis.com/Tea_Market_Research
Yang Fan
http://www.ktdateas.com/
that is a link showing about kenyan tea. just check it out.
Here is another web on commercial about tea in kenya. Watch out it is really hilarious! you gonna love it.
http://video.google.ca/videoplay?docid=-8618158097634973186&q=kenyan+tea+advertisement&ei=3dZ2SNTgM5T44gLgyeybCw&hl=en
http://www.allbusiness.com/manufacturing/food-manufacturing-food-coffee-tea/112117-1.html
Canada's Tea Council on course for consumer awareness.
Canada's Tea Council on course for consumer awareness
The primary purpose of the Tea Council of Canada has always been to promote tea consumption through effective communication and that's exactly what what we've been doing in the past 12 months. The Tea Council's long-term program addresses
Green tea extract may counter fatigue for workaholics
http://www.beveragedaily.com/news/ng.asp?id=85042
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