CONSUMPTION -- 2:

IGG OF FAO SEES SCOPE TO AUGMENT TEA CONSUMPTION BY YOUNGSTERS

BY P S SUNDAR

The Inter Governmental Group (IGG) on Tea of the FAO has identified the scope to increase the consumption of tea among youngsters.

‘Young people, representing a major and rapidly growing segment of the market, are continuously searching for personal experiences with fashionable products”, it has said in its position paper.

Detailing, it said, “This includes the integration of gourmet quality tea into their overall lifestyles.  For some segments, tea has become a conspicuous form of consumption”. 

On premium products, the IGG said, “Many enjoy speciality teas and show great interest in learning about a beverage that is consumed in the sophisticated environment of speciality teashops or exclusive restaurants, hotels and cafes”.

Across the continents, the retail market is keen to satisfy this preference of youngsters.

“The growing retail sector is catering for new preferences by offering a range of teas from different origins with a variety of flavours, often coming in unusual combinations and customised varieties”, the IGG study has declared.

“Consumers and operators are engaged in a global revolution of tea culture including beverage-based foodservice concepts, new and healthier culinary options and a rise of ‘out-of-home’ consumption, driven by new major retail outlets”, it has disclosed. 

On packaging the study has said, “Faster and more convenient ways of preparing tea are driven by new consumption gadgets and forms of packaging”.

Teabags are becoming outdated.  “Numerous alternatives to the traditional teabag have been developed.  Some alternatives, such as instant teas, are becoming increasingly customary.   Alternatives to the classic teabag such as tea sachets or capsules are promoting consumption, further helped by the emergence of experimental teas and new flavours”, the IGG has documented. 

(response can also be sent to: pssundar.coonoor@gmail.com) 

CONSUMPTION --1

FAO’S IGG SEES SCOPE TO INCREASE TEA PER CAPITA CONSUMPTION

P S SUNDAR

The Inter Governmental Group on Tea of the FAO has identified the scope to increase the per capita consumption in tea producing nations including India.

“Although 75 per cent of all teas produced globally are locally consumed, there is still untapped demand potential in producing countries, most of which still have low per capita consumption levels”, it has said in its position paper.

It has observed that in Kenya, the world’s top tea exporting nation, domestic consumption is only a fraction of its production.  For that matter, in nearly all the countries in Africa, domestic consumption accounts for a small share of production.

Even among the 30 most consuming countries across the globe, the per capita consumption of as many as 18 countries is well below the groups’ average, indicating a vast untapped market potential, the IGG has noted. 

It has identified the rural markets in India to hold large untapped potential.   “India’s lower-income consumers offer a considerable market for unpackaged tea, which is a typically priced below its branded and bagged equivalent”, the IGG has observed.

“Despite its well known tea culture, India does not rank among the top tea consuming countries on a per capita basis”, it has declared.

“India’s tea market could still shift from unpackaged to packaged teas.   Currently, unpackaged teas account for more than 50 per cent of the overall market.   There is still between US $ 2 and 2.5 billion in yet untapped tea sales, indicating a significant opportunity for tea manufacturers”, the IGG has suggested.

“The shift from unpackaged to brand and specialty tea varieties is driven by several factors including rising incomes and emerging middle class, rapid urbanisation, busy lifestyles and time pressure.   More consumption and the demand for sustainable produce are also driving the investments”, it has added.

India’s per capita tea consumption is 0.78 kg per year against 3.2 kg of Turkey, 2.4 kg of Libya and 1.68 of the UK.

(response can also be sent to: pssundar.coonoor@gmail.com)

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MORE TEA IN THE NILGIRIS..

CTTA EARNINGS RISE..

HOMEDALE FACTORY TEA TOPS..

VIGNESHWAR TEA FOLLOWS..

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(articles in The Assam Review and Tea News, Feb 2019)

BY P S SUNDAR

(response can also be sent to: pssundar.coonoor@gmail.com)