Focus on emerging wellness spaces, flavours and more energy occasions to win in the tea category.
Anamika Banerji, Research Analyst – Food and Drink, India
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EXECUTIVE SUMMARY
- Key issues covered in this Report
- Graph 1: top three features of interest when drinking tea, 2023
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KEY TRENDS AND MARKET FACTORS
- The focus on holistic wellness drives demand for a range of functional benefits
- Graph 2: attitudes towards tea, 2022
- Graph 3: % launches of tea (including RTD tea) featuring different functional claims, 2021-23
- Graph 4: health benefits* that consumers would like their diet to ideally provide, 2022
- Graph 5: average price of hot tea with and without functional claims, 2018-23
- Graph 6: factors* of concern over the next six months, 2023
- Specialty tea products make space in the Indian market
- New flavours and formats emerge with rising interest in experimentalism
- Graph 7: % launches of ready-to-drink (RTD) tea in the last three years*, 2020-23
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WHAT CONSUMERS WANT AND WHY
- Graph 8: agreement with the statement “I have started to consume tea more since the pandemic”, by region, 2023
- Graph 9: consumption of different types of tea in the last three months, 2023
- Health as a feature of interest in tea
- Graph 10: relaxation benefits as one of the top three features of interest when drinking tea, by gender and age, 2023
- Graph 11: agreement with the statement “I am willing to pay more for tea with additional health benefits”, 2023
- Graph 12: top three features of interest when drinking tea, 2023
- Graph 13: top 10 functional claims in tea launches, 2022-23
- Graph 14: ‘brain function benefits’ as one of the top three features of interest when drinking tea, by gender and region, 2023
- Graph 15: select ingredients, % of non-alcoholic drink launches with brain health functional claims, 2022-23
- Graph 16: top three features of interest when drinking tea, 2023
- Graph 17: consumption of different types of tea, 2023
- Specialty tea drinkers
- Graph 18: exclusive regular hot tea consumers and specialty tea users, 2023
- Graph 19: agreement with the statement “I have increased my consumption of green tea to improve my health”, 2023
- Graph 20: types of tea consumed most often, 2023
- Graph 21: fruit and floral flavours as top three features of interest when drinking tea, 2023
- Flavour trends in iced tea
- Graph 22: top 10 flavours in RTD tea launches, 2022-23
- Positioning tea for post-exercise and work-from-home occasions
- Graph 23: ‘while studying/working at home’ as a preferred occasion for consuming hot tea by regular hot tea drinkers, by gender and employment, 2023
- Graph 24: agreement with the statement “I drink hot tea more often when working from home than working in office”, by regular hot tea drinkers, by gender and employment, 2023
- Graph 25: functional benefits as top three features of interest when drinking tea, by regular hot tea drinkers, by gender and employment, 2023
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APPENDIX
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