Is Oriental Leaf Fat House Happy Tea?

China is the hometown of tea, and it is also the first country to grow and use tea in the world. Tea has gone through a long time with the ancient Chinese nation. When you open the book "Five Thousand Years of Civilization Development in China", you can smell the fragrance of tea on almost every page. For China people, tea is not only a drink, but also a profound culture.

According to the survey of American Tea Association, there are more than 65.438+0.58 billion Americans drinking tea now, accounting for about half of the American population, and the trend of consumers buying tea will continue to rise in the next five years.

According to the Consumer Report on American Tea and Ready-to-Drink Tea released by Chicago-based Mintel Company in September 2065438+2008, "There are many kinds of tea drinks, which are not only suitable for various consumption scenarios, but also attract 90% consumers with high consumption frequency." The report also mentioned that the rapid growth of the tea market is mainly due to the awakening of consumers' health awareness, which is also the key to the success of tea PK carbonated drinks.

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The change of consumption consciousness and lifestyle is the main reason.

Packaged Facts 2065 438+09 American beverage market forecast report points out that tea is extremely popular among mainstream consumers in the United States. Since 20 13, the American tea and ready-to-drink market has developed steadily, with a compound annual growth rate (CAGR) of 3.8%. In 20 18, the total retail sales of American tea and ready-to-drink market reached $8.3 billion.

It is worth mentioning that instant tea (RTD) has become the main force to promote the growth of tea market, especially refrigerated tea (including black tea fungus). Compared with products with stable shelf life, RTD can bring consumers a healthy feeling.

Image source: Chicago IRI Company.

IRI data further shows that as of April 2 1 20 19, the sales of ready-to-drink canned and bottled tea in the United States in the past year was about 3.9 billion US dollars, an increase of 0.5% over the same period of last year, which reflects the popularity of ready-to-drink tea. However, the performance of ready-to-drink tea in the segmentation field is quite different. Although the sales of refrigerated tea and bagged/bulk tea both increased, reaching $654.38+06 billion and $654.38+02 billion respectively. However, compared with last year, the sales volume of refrigerated tea has made great progress, with an increase of 9.6%, while the sales volume of bagged/bulk tea is flat, with an increase of only 0.7%.

Image source: IRI Company in Chicago.

Anna Amir, chief industry analyst from IBISWorld, said that the popularity of tea and ready-to-drink tea benefited from the rapid development of society. The progress of science and technology makes consumers have more channels and lower costs to buy high-quality tea products. With the improvement of economic level, consumers are more willing to try new drinks or new varieties.

Although tea is beneficial to human health, experts in the industry generally believe that instant tea may not provide the same benefits. Mintel's report points out that tea has a healthy label, but not when drinking tea. In a survey of 18 10 adult tea users, nearly 30% people think that the sugar content of instant tea is too high, while 25% people say that instant tea contains too many food additives. So what is the difference between instant tea and ordinary tea?

Gary Hemphill, research general manager of beverage marketing company (BMC), pointed out that the health attribute of instant tea is not as strong as ordinary tea, and the core of winning consumers' favor is convenience. In today's fast-paced life, people are more inclined to buy convenient and fast products.

Image source: Google

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Based on health, functional instant tea is on the rise.

With the arrival of the "Great Health" era, consumers not only have requirements for food safety, but also have higher requirements for the health attributes of food. Tea is no exception, and its ingredients, production methods and packaging have been upgraded. From keywords such as "low sugar", "zero calorie", "organic" and "preservative-free" to proper terms of production technology such as "free of trans fatty acids" and "not from concentrate", the efforts of beverage enterprises to cater to "green health" are obvious to all.

Image source: Twitter

The American tea production report released by IBISWorld on June 20 18 also emphasized the health label of tea. "In the past decade, Americans' growing health awareness and new research on promoting tea health and anti-aging have greatly increased the demand for tea production industry. Therefore, many companies are trying to expand the taste range of tea, for example, by using herbs such as roots or bark to increase its medicinal value, or by using plants such as Madagascar vanilla and sweet pumpkin to increase its flavor. Hemphill of BMC said that although traditional flavors occupy most of the market, new flavors will help promote category growth.

On the basis of satisfying good taste and health needs, some functional ready-to-drink teas are attracted by young consumers. Experts pointed out that whether it is anti-oxidation, energy supplement, digestion aid or relaxation, functional tea still has great appeal to consumers. Amir said that the production industry of tea and ready-to-drink tea keeps pace with the growing health awareness and has been promoting tea as a healthy drink for many years. Nowadays, more and more people turn to functional tea, such as detoxification tea and melatonin tea, to cater to the existing health and lifestyle trends.

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According to Euromonitor data, although the base of functional ready-to-drink tea is relatively small, the global sales of functional ready-to-drink tea increased by 10.3% in 20 16 years. Functional ready-to-drink tea will become a new fashion, because it is more suitable for millennials who are pursuing a healthy life under the contemporary fast-paced urban life. Packaging facts indicate that at present, more and more brands of ready-to-drink tea highlight their advantages through functionality.

(1) Low sugar and low calorie to seize the sports beverage market.

MindFull, located in Boulder, Colorado, launched Vibe, a functional ready-to-drink tea beverage. According to the company, Vibe is a ready-to-drink electrolyte tea beverage with low sugar and calories. In sports scenes, each 500ml bottle only contains 1g sugar and 20 calories. It takes natural spring water as raw material and is rich in electrolytes and minerals. At present, there are four flavors of mint, lemon, peach and pomegranate. It is worth mentioning that each bottle of Vibe contains 48 mg of natural caffeine from organic black tea certified by the US Department of Agriculture.

Image source: Facebook

(2) Fermentation &; Fresh, black tea fungus C debuted.

In recent years, Kombucha has become an "explosive product" in the ready-to-drink tea market, which is deeply loved by European and American consumers. Black tea fungus is a kind of fermented tea, which is fermented by probiotics, lactic acid bacteria and acetic acid bacteria. In the process of fermentation, short-chain fatty acids and a small amount of alcohol will be produced. It is not only rich in probiotics, but also contains vitamins such as B3 and B 12.

Image source: Tonika Kombucha

Sweet and sour, with a hint of alcohol, rich in probiotics and vitamins, plus low sugar and calories. Healthy, fast and delicious, it is loved by thousands of people. No wonder even Ladygaga can't put it down.

Image source: Google

The product positioning of black tea fungus coincides with the pursuit of healthy diet by European and American consumers, which also makes it the most valuable "dark horse" in the tea market. Even Pepsi-Cola has occupied the kombucha market in advance by acquiring Kevita. Data show that in 20 17, the retail sales of refrigerated black tea fungus and other fermented beverages in the United States surged by 37.4% to reach 556 million US dollars. It is estimated that by 2020, the global market value of Kombucha is expected to increase to US$ 6543.8 +0.8 billion, with great development potential.

Caleb Bryant, a senior beverage analyst at Mintel, pointed out that although CommScope's tea is growing rapidly, it is still only the choice of a few people. At present, only 23% consumers drink black tea fungus, while nearly 75% consumers still like to drink bagged hot tea.

(3) The scenery of "Happy Fat House Water" is no longer there. Can bubble tea replace it?

According to Nielsen data, as a zero-calorie substitute for soda, the retail sales of soda last year exceeded $2.3 billion. With the intensification of competition in this field, major brands are seeking innovation and exploring development paths other than natural flavor soda.

Can tea and soaking water spark?

New york-based Sound Company recently launched a new series of canned foam teas, including blood orange+vanilla black tea, orange+lemon grass green tea, containing 45 mg of caffeine, and two decaffeinated grapefruit+lavender ginger tea and blueberry+cinnamon hibiscus tea. The product is packed in aluminum cans, each can is 12 oz, and the price is 1.99 USD, which is lower than the unit price of the brand flagship product of 2.49 USD. This product was launched in new york in April this year through the distribution cooperation with Dora's Naturals, and sold in JFK and la guardia airport. Salim Najjar, co-founder of Sound, said that bubble tea was introduced to improve product transparency and provide consumers with cheaper health products.

Image source: Voice official website

Earlier this year, BOS Brands launched a series of new sugar-free iced bubble teas. According to the company, BOS tea is an organic, non-genetically modified and vegetarian-friendly tea certified by the US Department of Agriculture. BOS is not made of green tea or black tea, but of organic ROOIBOS tea. Louis Boss Tea is rich in antioxidants, with more tea polyphenols than green tea. It has special effects on mutation, anti-cancer, anti-inflammatory and anti-virus. Moreover, unlike ordinary black tea and green tea, Dr. Louis is a natural drink without caffeine at all. The new sugar-free refrigerated bubble tea offers three flavors: blueberry jasmine flavor, white peach elder flavor and pineapple coconut flavor.

Image source: Drinkstuff

(4) When tea meets marijuana CBD, is it fate or trap?

Some people may think that the rise of CBD will not touch the tea market, but in fact, its rise has quietly penetrated into the whole tea market. At the 20 19 Western Natural Products Exhibition held in Anaheim, California, USA, a variety of new foods and drinks containing CBD ingredients were dazzling, including many innovative drinks that combined tea and marijuana.

Bryant from Mintel said that tea and CBD/THC are "golden partners" because both substances can relieve nervous tension. According to the report of recreational marijuana users, 34% of consumers over the age of 22 are willing to try to buy tea drinks beneficial to marijuana in legal areas where marijuana is consumed.

For example, Kikoko, headquartered in Emeryville, California, launched a product based on tea and marijuana. According to the company, Kikoko tea's formula can provide stable doses of CBD and THC (tetrahydrocannabinol) to solve specific health problems. Kikoko has four series of sleep-promoting tea, tranquilizing tea, kidney-tonifying tea and refreshing tea.

Image source: Facebook

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summary

With the development of science and technology, the growth of the middle class, the improvement of people's living standards and the awakening of consumers' health awareness, price is no longer the most critical factor, but quality and health are the most important. Therefore, the ready-to-drink tea market with its own healthy aura is a territory worthy of attention and expectation. But no matter how big the halo is, it can only represent the past. In order to make long-term progress, we need to further seek breakthroughs and innovations in product research and development, digital marketing and channel logistics.