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Hot Drinks - Tea - Ireland - July 2014

“With an ageing population meaning that adults are extending their working life, opportunities exist for tea brands to develop products to appeal to this market eg blends with energy boosting and invigorating properties.”
– Sophie Dorbie, Research Analyst

This report answers the following questions:

  • How can usage of herbal tea be widened amongst Irish consumers?
  • How can the Irish tea market respond to changing demographics?
  • How can Irish tea brands counter the threat of own-label?

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Table of contents

  1. Introduction

      • Key themes of the report
        • Definition
          • Consumer research
            • Data sources
              • Abbreviations
              • Executive Summary

                  • The market
                    • Figure 1: Estimated value of total tea market (retail), by segment, IoI, 2013
                  • Forecast
                    • Increased prices helping to drive future growth
                      • Figure 2: Indexed estimated value of total tea market (retail), NI and RoI, 2009-19
                    • Market factors
                      • Ireland – a nation of tea lovers
                        • Fluctuating food prices
                          • Companies, brands and innovations
                            • The consumer
                              • Nine in 10 drink tea
                                • Figure 3: Consumption of tea, by frequency, RoI, April 2014
                                • Figure 4: Consumption of tea, by frequency, NI, April 2014
                              • Herbal tea benefitting from healthy associations
                                • Figure 5: Characteristics associated with tea, NI and RoI, April 2014
                              • Tea drinking considered part of Irish heritage
                                • Figure 6: Agreement with statements relating to tea, RoI, April 2014
                                • Figure 7: Agreement with statements relating to tea, NI, April 2014
                              • What we think
                              • Issues and Insights

                                  • Widening the usage of herbal tea amongst Irish consumers
                                    • The facts
                                      • The implications
                                        • How can the Irish tea market respond to changing demographics?
                                          • The facts
                                            • The implications
                                              • Irish tea brands countering the threat of own-label
                                                • The facts
                                                  • The implications
                                                  • Trend Application

                                                      • Trend: Extend My Brand
                                                        • Trend: Moral Brands
                                                          • Mintel Futures Trend: Old Gold
                                                          • Market Overview

                                                            • Key points
                                                              • Fluctuating food prices affecting tea market
                                                                • Figure 8: Percentage change over one month for consumer price index, food and non-alcoholic beverages and tea, May 2009-May 2014
                                                              • Ireland second largest tea consumers in the world
                                                                • Figure 9: Average annual tea consumption, in weight, by top five countries, 2014
                                                              • Ageing population should benefit Irish tea companies
                                                                • Figure 10: Population, by age, NI and RoI, 2012 and 2024/26
                                                                • Figure 11: Consumers who drink standard tea three times a day or more by age, NI and RoI, April 2014
                                                              • Herbal teas benefitting from increased interest in health and well-being
                                                                • Figure 12: New tea launches carrying herbs and spices flavours, UK and Ireland, 2009-14
                                                              • Changeable weather affecting tea and coffee sales
                                                              • Competitive Context

                                                                • Key points
                                                                  • Instant coffee most popular type of coffee
                                                                    • Figure 13: Types of coffee consumed at home in the last six months, NI and RoI, November 2013
                                                                  • Coffee market more valuable
                                                                    • Figure 14: Estimated value of total tea market (retail) versus estimated value of total coffee market (retail), IoI, 2009-14
                                                                    • Figure 15: Cafés and coffee shop sales, IoI, 2011 and 2013
                                                                  • Low level of competition from other hot drinks
                                                                    • Figure 16: Estimated value of total hot drinks market (retail), IoI, 2013
                                                                • Market Size and Segmentation

                                                                  • Key points
                                                                    • Tea market value increase
                                                                      • Figure 17: Estimated value of total tea market (retail), IoI, NI and RoI, 2009-19
                                                                    • Increased prices helping to drive future growth
                                                                      • Figure 18: Indexed estimated value of total tea market (retail), NI and RoI, 2009-19
                                                                      • Figure 19: Estimated indexed value changes in cost of living and discretionary income, NI, 2008-18
                                                                    • Standard tea bags dominate the market
                                                                      • Figure 20: Estimated value of total tea market (retail), by segment, NI, 2009-13
                                                                      • Figure 21: Estimated value of total tea market (retail), by segment, RoI, 2009-13
                                                                    • Usage of specialist, fruit and herbal teas increase strongly
                                                                      • Figure 22: Estimated value of total tea market (retail), by segment, IoI, 2013
                                                                  • Strengths and Weaknesses

                                                                    • Strengths
                                                                      • Weaknesses
                                                                      • Who’s Innovating?

                                                                        • Key points
                                                                          • Environmentally friendly claims widespread on new products
                                                                            • Figure 23: Top 10 positioning claims of UK and Ireland tea launches, 2012-13
                                                                          • Caffeine-free teas on the increase
                                                                            • Private-label increasing tea NPD activity in 2013
                                                                              • Figure 24: Branded and private label tea launches, UK and Ireland, 2009-14
                                                                            • Tea bags continue to be the format of choice for consumers
                                                                              • Figure 25: Tea product launches, by format type, UK and Ireland, 2009-14
                                                                            • Loose tea NPD launches showing strong growth in 2014
                                                                            • Companies and Brands

                                                                              • Barry's
                                                                                • Key facts
                                                                                  • Product range
                                                                                    • Brand NPD
                                                                                      • Recent developments
                                                                                        • Bewleys
                                                                                          • Key facts
                                                                                            • Product range
                                                                                              • Recent developments
                                                                                                • Clipper
                                                                                                  • Key facts
                                                                                                    • Product range
                                                                                                      • Brand NPD
                                                                                                        • Recent developments
                                                                                                          • Unilever
                                                                                                            • Key facts
                                                                                                              • Product range
                                                                                                                • Brand NPD
                                                                                                                  • Recent developments
                                                                                                                    • Associated British Foods
                                                                                                                      • Key facts
                                                                                                                        • Product range
                                                                                                                          • Brand NPD
                                                                                                                            • Recent developments
                                                                                                                              • Pukka Herbs
                                                                                                                                • Key facts
                                                                                                                                  • Product range
                                                                                                                                    • Brand NPD
                                                                                                                                      • Recent developments
                                                                                                                                        • Punjana
                                                                                                                                          • Key facts
                                                                                                                                            • Product range
                                                                                                                                              • Recent developments
                                                                                                                                                • Robert Roberts
                                                                                                                                                  • Key facts
                                                                                                                                                    • Product range
                                                                                                                                                      • Brand NPD
                                                                                                                                                        • Recent developments
                                                                                                                                                          • Solaris Botanicals
                                                                                                                                                            • Key facts
                                                                                                                                                              • Product range
                                                                                                                                                                • Recent developments
                                                                                                                                                                  • Suki Tea
                                                                                                                                                                    • Key facts
                                                                                                                                                                      • Product range
                                                                                                                                                                        • Recent developments
                                                                                                                                                                          • Tetley
                                                                                                                                                                            • Key facts
                                                                                                                                                                              • Product range
                                                                                                                                                                                • Brand NPD
                                                                                                                                                                                  • Recent developments
                                                                                                                                                                                  • The Consumer – Frequency of Tea Drinking

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Nine in 10 Irish consumers drink tea
                                                                                                                                                                                        • Figure 26: Consumption of tea, RoI, April 2014
                                                                                                                                                                                        • Figure 27: Consumption of tea, NI, April 2014
                                                                                                                                                                                      • Six in 10 Irish consumers drink tea once a day
                                                                                                                                                                                        • Figure 28: Consumption of tea, by frequency, NI and RoI, April 2014
                                                                                                                                                                                      • Over-45’s most frequent consumers of standard tea
                                                                                                                                                                                        • Figure 29: Consumers who drink standard tea three or more times a day, by demographics, NI and RoI, April 2014
                                                                                                                                                                                    • The Consumer – Characteristics Associated with Tea

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Herbal tea strongly associated with being healthy
                                                                                                                                                                                          • Figure 30: Top three characteristics associated with herbal tea, NI and RoI, April 2014
                                                                                                                                                                                        • Speciality tea seen as indulgent and premium
                                                                                                                                                                                          • Figure 31: Top three characteristics associated with speciality tea (eg Earl Grey, Darjeeling), NI and RoI, April 2014
                                                                                                                                                                                        • Standard black tea seen as most traditional, but bland
                                                                                                                                                                                          • Figure 32: Top three characteristics associated with standard tea bags, NI and RoI, April 2014
                                                                                                                                                                                        • Standard tea bags viewed highly as convenient
                                                                                                                                                                                          • Figure 33: Types of tea associated with being convenient, NI and RoI, April 2014
                                                                                                                                                                                        • Few characteristics strongly associated with loose leaf tea
                                                                                                                                                                                            • Figure 34: Top three characteristics associated with loose leaf tea, NI and RoI, April 2014
                                                                                                                                                                                        • The Consumer – Attitudes towards Tea

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Tea drinking strongly associated with Irish heritage
                                                                                                                                                                                                • Figure 35: Agreement with statements relating to tea, RoI, April 2014
                                                                                                                                                                                                • Figure 36: Agreement with statements relating to tea, NI, April 2014
                                                                                                                                                                                              • RoI consumers more brand loyal than NI counterparts
                                                                                                                                                                                                • Figure 37: Agreement with statements relating to tea, NI and RoI, April 2014
                                                                                                                                                                                              • RoI consumers supporting local brands
                                                                                                                                                                                                • Figure 38: Agreement with the statement ‘I prefer teas from Northern Ireland/Republic of Ireland suppliers/blenders (eg Barry’s)’, by age, NI and RoI, April 2014
                                                                                                                                                                                              • Under-35s drinking herbal teas for their functional benefits
                                                                                                                                                                                                • Figure 39: Agreement with the statement ‘I use herbal teas for their functional benefits (eg peppermint tea for digestion, chamomile for sleeping), by age, NI and RoI, April 2014
                                                                                                                                                                                              • RoI consumers seeking herbal tea flavour innovation
                                                                                                                                                                                                • Figure 40: Agreement with the statement ‘I would like to see more exciting flavours of herbal tea’, NI and RoI, April 2014
                                                                                                                                                                                              • Consumers unwilling to pay extra for speciality teas
                                                                                                                                                                                                • Figure 41: Agreement with the statement ‘It is worth paying extra for speciality teas (eg Vanilla Chai, Lapsang Souchong)’, NI and RoI, April 2014
                                                                                                                                                                                            • Appendix

                                                                                                                                                                                              • NI Toluna tables
                                                                                                                                                                                                • Figure 42: Frequency consumers use standard tea bags, by demographics, NI, 2014
                                                                                                                                                                                                • Figure 43: Frequency consumers use standard tea bags, by demographics, NI, 2014 (continued)
                                                                                                                                                                                                • Figure 44: Frequency consumers use speciality tea bags (eg Earl Grey), by demographics, NI, 2014
                                                                                                                                                                                                • Figure 45: Frequency consumers use speciality tea bags (eg Earl Grey), by demographics, NI, 2014 (continued)
                                                                                                                                                                                                • Figure 46: Frequency consumers use green tea, by demographics, NI, 2014
                                                                                                                                                                                                • Figure 47: Frequency consumers use green tea, by demographics, NI, 2014 (continued)
                                                                                                                                                                                                • Figure 48: Frequency consumers use other herbal tea bags (eg redbush), by demographics, NI, 2014
                                                                                                                                                                                                • Figure 49: Frequency consumers use other herbal tea bags (eg redbush), by demographics, NI, 2014 (continued)
                                                                                                                                                                                                • Figure 50: Frequency consumers use loose leaf tea, by demographics, NI, 2014
                                                                                                                                                                                                • Figure 51: Frequency consumers use loose leaf tea, by demographics, NI, 2014 (continued)
                                                                                                                                                                                                • Figure 52: Frequency consumers use caffeine-free tea, by demographics, NI, 2014
                                                                                                                                                                                                • Figure 53: Frequency consumers use caffeine-free tea, by demographics, NI, 2014 (continued)
                                                                                                                                                                                                • Figure 54: Frequency consumers use other types of tea (eg instant tea such as Typhoo-Lift), by demographics, NI, 2014
                                                                                                                                                                                                • Figure 55: Frequency consumers use other types of tea (eg instant tea such as Typhoo-Lift), by demographics, NI, 2014 (continued)
                                                                                                                                                                                                • Figure 56: Characteristics associated with loose leaf tea, by demographics, NI, 2014
                                                                                                                                                                                                • Figure 57: Characteristics associated with loose leaf tea, by demographics, NI, 2014 (continued)
                                                                                                                                                                                                • Figure 58: Characteristics associated with loose leaf tea, by demographics, NI, 2014 (continued)
                                                                                                                                                                                                • Figure 59: Characteristics associated with standard black tea, by demographics, NI, 2014
                                                                                                                                                                                                • Figure 60: Characteristics associated with standard black tea, by demographics, NI, 2014 (continued)
                                                                                                                                                                                                • Figure 61: Characteristics associated with standard black tea, by demographics, NI, 2014 (continued)
                                                                                                                                                                                                • Figure 62: Characteristics associated with speciality tea (eg Earl Grey, Darjeeling), by demographics, NI, 2014
                                                                                                                                                                                                • Figure 63: Characteristics associated with speciality tea (eg Earl Grey, Darjeeling), by demographics, NI, 2014 (continued)
                                                                                                                                                                                                • Figure 64: Characteristics associated with speciality tea (eg Earl Grey, Darjeeling), by demographics, NI, 2014 (continued)
                                                                                                                                                                                                • Figure 65: Characteristics associated with herbal tea (eg green tea, peppermint tea), by demographics, NI, 2014
                                                                                                                                                                                                • Figure 66: Characteristics associated with herbal tea (eg green tea, peppermint tea), by demographics, NI, 2014 (continued)
                                                                                                                                                                                                • Figure 67: Characteristics associated with herbal tea (eg green tea, peppermint tea), by demographics, NI, 2014 (continued)
                                                                                                                                                                                                • Figure 68: Agreement the statement ‘Own-label tea is as good as branded varieties’, by demographics, NI, 2014
                                                                                                                                                                                                • Figure 69: Agreement the statement ‘I tend to drink the same brand of tea all the time’, by demographics, NI, 2014
                                                                                                                                                                                                • Figure 70: Agreement the statement ‘I would like to see a wider variety of storage packs (eg stay fresh)’, by demographics, NI, 2014
                                                                                                                                                                                                • Figure 71: Agreement the statement ‘It is worth paying extra for speciality teas (eg Vanilla Chai, Lapsang Souchong)’, by demographics, NI, 2014
                                                                                                                                                                                                • Figure 72: Agreement the statement ‘I prefer teas from Northern Ireland/Republic of Ireland suppliers/blenders (eg Barry’s)’, by demographics, NI, 2014
                                                                                                                                                                                                • Figure 73: Agreement the statement ‘Loose tea is of better quality than tea in tea bags’, by demographics, NI, 2014
                                                                                                                                                                                                • Figure 74: Agreement the statement ‘Ethical varieties of tea (eg Fairtrade) are worth paying more for’, by demographics, NI, 2014
                                                                                                                                                                                                • Figure 75: Agreement the statement ‘I do not have the time to prepare loose tea’, by demographics, NI, 2014
                                                                                                                                                                                                • Figure 76: Agreement the statement ‘I enjoy the ritual of tea drinking’, by demographics, NI, 2014
                                                                                                                                                                                                • Figure 77: Agreement the statement ‘Drinking tea is part of Irish heritage’, by demographics, NI, 2014
                                                                                                                                                                                                • Figure 78: Agreement the statement ‘Drinking tea is a good way to start the day’, by demographics, NI, 2014
                                                                                                                                                                                                • Figure 79: Agreement the statement ‘I use herbal teas for their functional benefits (eg peppermint tea for digestion, chamomile for sleeping)’, by demographics, NI, 2014
                                                                                                                                                                                                • Figure 80: Agreement the statement ‘I would like to see more exciting flavours of herbal tea’, by demographics, NI, 2014
                                                                                                                                                                                              • RoI Toluna tables
                                                                                                                                                                                                • Figure 81: Frequency consumers use standard tea bags, by demographics, RoI, 2014
                                                                                                                                                                                                • Figure 82: Frequency consumers use standard tea bags, by demographics, RoI, 2014 (continued)
                                                                                                                                                                                                • Figure 83: Frequency consumers use speciality tea bags (eg Earl Grey), by demographics, RoI, 2014
                                                                                                                                                                                                • Figure 84: Frequency consumers use speciality tea bags (eg Earl Grey), by demographics, RoI, 2014 (continued)
                                                                                                                                                                                                • Figure 85: Frequency consumers use green tea, by demographics, RoI, 2014
                                                                                                                                                                                                • Figure 86: Frequency consumers use green tea, by demographics, RoI, 2014 (continued)
                                                                                                                                                                                                • Figure 87: Frequency consumers use other herbal tea bags (eg redbush), by demographics, RoI, 2014
                                                                                                                                                                                                • Figure 88: Frequency consumers use other herbal tea bags (eg redbush), by demographics, RoI, 2014 (continued)
                                                                                                                                                                                                • Figure 89: Frequency consumers use loose leaf tea, by demographics, RoI, 2014
                                                                                                                                                                                                • Figure 90: Frequency consumers use loose leaf tea, by demographics, RoI, 2014 (continued)
                                                                                                                                                                                                • Figure 91: Frequency consumers use caffeine-free tea, by demographics, RoI, 2014
                                                                                                                                                                                                • Figure 92: Frequency consumers use caffeine-free tea, by demographics, RoI, 2014 (continued)
                                                                                                                                                                                                • Figure 93: Frequency consumers use other types of tea (eg instant tea such as Typhoo-Lift), by demographics, RoI, 2014
                                                                                                                                                                                                • Figure 94: Frequency consumers use other types of tea (eg instant tea such as Typhoo-Lift), by demographics, RoI, 2014 (continued)
                                                                                                                                                                                                • Figure 95: Characteristics associated with loose leaf tea, by demographics, RoI, 2014
                                                                                                                                                                                                • Figure 96: Characteristics associated with loose leaf tea, by demographics, RoI, 2014 (continued)
                                                                                                                                                                                                • Figure 97: Characteristics associated with loose leaf tea, by demographics, RoI, 2014 (continued)
                                                                                                                                                                                                • Figure 98: Characteristics associated with standard black tea, by demographics, RoI, 2014
                                                                                                                                                                                                • Figure 99: Characteristics associated with standard black tea, by demographics, RoI, 2014 (continued)
                                                                                                                                                                                                • Figure 100: Characteristics associated with standard black tea, by demographics, RoI, 2014 (continued)
                                                                                                                                                                                                • Figure 101: Characteristics associated with speciality tea (eg Earl Grey, Darjeeling), by demographics, RoI, 2014
                                                                                                                                                                                                • Figure 102: Characteristics associated with speciality tea (eg Earl Grey, Darjeeling), by demographics, RoI, 2014 (continued)
                                                                                                                                                                                                • Figure 103: Characteristics associated with speciality tea (eg Earl Grey, Darjeeling), by demographics, RoI, 2014 (continued)
                                                                                                                                                                                                • Figure 104: Characteristics associated with herbal tea (eg green tea, peppermint tea), by demographics, RoI, 2014
                                                                                                                                                                                                • Figure 105: Characteristics associated with herbal tea (eg green tea, peppermint tea), by demographics, RoI, 2014 (continued)
                                                                                                                                                                                                • Figure 106: Characteristics associated with herbal tea (eg green tea, peppermint tea), by demographics, RoI, 2014 (continued)
                                                                                                                                                                                                • Figure 107: Agreement the statement ‘Own-label tea is as good as branded varieties’, by demographics, RoI, 2014
                                                                                                                                                                                                • Figure 108: Agreement the statement ‘I tend to drink the same brand of tea all the time’, by demographics, RoI, 2014
                                                                                                                                                                                                • Figure 109: Agreement the statement ‘I would like to see a wider variety of storage packs (eg stay fresh)’, by demographics, RoI, 2014
                                                                                                                                                                                                • Figure 110: Agreement the statement ‘It is worth paying extra for speciality teas (eg Vanilla Chai, Lapsang Souchong)’, by demographics, RoI, 2014
                                                                                                                                                                                                • Figure 111: Agreement the statement ‘I prefer teas from Northern Ireland/Republic of Ireland suppliers/blenders (eg Barry’s)’, by demographics, RoI, 2014
                                                                                                                                                                                                • Figure 112: Agreement the statement ‘Loose tea is of better quality than tea in tea bags’, by demographics, RoI, 2014
                                                                                                                                                                                                • Figure 113: Agreement the statement ‘Ethical varieties of tea (eg Fairtrade) are worth paying more for’, by demographics, RoI, 2014
                                                                                                                                                                                                • Figure 114: Agreement the statement ‘I do not have the time to prepare loose tea’, by demographics, RoI, 2014
                                                                                                                                                                                                • Figure 115: Agreement the statement ‘I enjoy the ritual of tea drinking’, by demographics, RoI, 2014
                                                                                                                                                                                                • Figure 116: Agreement the statement ‘Drinking tea is part of Irish heritage’, by demographics, RoI, 2014
                                                                                                                                                                                                • Figure 117: Agreement the statement ‘Drinking tea is a good way to start the day’, by demographics, RoI, 2014
                                                                                                                                                                                                • Figure 118: Agreement the statement ‘I use herbal teas for their functional benefits (eg peppermint tea for digestion, chamomile for sleeping)’, by demographics, RoI, 2014
                                                                                                                                                                                                • Figure 119: Agreement the statement ‘I would like to see more exciting flavours of herbal tea’, by demographics, RoI, 2014

                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                            Hot Drinks - Tea - Ireland - July 2014

                                                                                                                                                                                            £1,095.00 (Excl.Tax)