Based on extensive research commissioned by Twinings, here are some facts that you may not know about premium tea out of home and a simple guide to creating the Twinings experience in your outlet.

• Consumers are prepared to pay a price premium for speciality teas
  Consumers are prepared to pay up to 15% more for speciality teas over mainstream teas, making them highly profitable.

• Consumers feel they will get a better quality cup of tea with a speciality tea
  Despite having low expectations of tea out of home, speciality teas are seen as more likely to deliver a good cup of tea. [1]

• Consumers are looking for an experience from tea out of home
  Often consumers will trade up and ‘treat’ themselves to something special. [1]

• Twinings is the only brand that consumers expect to see out of home
  The Twinings brand gives an unrivalled brand reassurance and conveys quality by association to outlets serving the range. [1]

• The demand is there
  Tea accounts for 61% of all hot drinks consumed in the UK. 72% of people drink tea compared with 51% who drink coffee~, with each adult drinking on average 3 cups of tea per day. [2]

• Consumers expect to be served specialities out of home
  1 in 14 cups of tea sold out of home is a premium tea already. It is a market that accounts for 3.8 billion cups and is worth £62m at operators’ buying prices. [1]

• The value of the market is more than its size would suggest
  Premium tea represents 7.3% of cups in the foodservice market, but a disproportionate 14% of the value. [1]

• Premium tea is the growth area for tea
  Premium tea is growing in both retail and foodservice markets, whilst mainstream tea remains static. [1]

[1] Taken from consumer and trade research commissioned by Twinings, carried out by: Horizons Research 2003, New Focus Research 2003 or BMRB Omnibus 2003

[2] Datamonitor 2002

[3] QSR Magazine September 2002

© R Twining & Company Limited 2002. 
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