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  • Green tea bags wellness trend
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28th February 2005

Green tea bags wellness trend

UK green tea consumption perked up by 87% between 2000 and 2003, according to a new strategic review of this rapidly emerging market from leading drinks consultancy Zenith International.

Profiling 37 companies now active in this sector, the Zenith report identifies 18 pure green tea variants, almost 40 flavoured versions and over a dozen premium hand-tied varieties. Flavoured green teas are categorised as sweet, spicy and enhanced - the most popular being jasmine followed by lemon, mint, ginger and ginkgo. Other features highlighted by the report are consumer interest in organic and fairtrade products as well as the choice of decaffeinated or ready to drink options.

"Motivated by a combination of health and ethical concerns, consumers are really catching on to green tea, which is naturally rich in anti-oxidants," commented Zenith Research Director Gary Roethenbaugh.

Although green tea has been available for decades, only since 2000 has it entered the mainstream. Until the late 1990s, distribution was mainly confined to health food and other independent outlets. Now sales are being driven by the major supermarket groups. There is also a growing number of tea specialists operating through mail order and the internet. Jackson's of Piccadilly, Twinings and Clipper are the three principal brands. Ready to drink green tea remains a very small summer niche at present, led by Twinings.

"We estimate that UK consumption grew by 20% in both 2003 and 2004, breaking through 100 million litres last year for the first time," Gary Roethenbaugh continued.

Looking to the future, he added: "The challenges facing green tea companies are to make more consumers aware of the health benefits, using sampling to overcome initial scepticism and to gain acceptance of green tea as a beverage in its own right." Zenith believes additional marketing and promotional support will help push green tea volumes up more than 80% again to 2,100 tonnes by 2007 from 1,150 tonnes in 2003.

The 2005 Zenith Strategic Review on Green Tea contains 61 pages of market analysis and commentary, including 37 company/brand profiles. Contact Zenith International on tel +44 (0)1225 327900, fax +44 (0)1225 327901 or e-mail info@zenithinternational.com

For further information, please contact:

Gary Roethenbaugh or Anya Bourke, Zenith International Ltd
7 Kingsmead Square Bath BA1 2AB United Kingdom
t +44 (0)1225 327900 f +44 (0)1225 327901
zenithinternational.com
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