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Teabags are becoming outdated.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)
