While experts predict that the tea market will continue to grow steadily with population growth, with a compound annual growth rate of 5% (CAGR) by 2025, there is a slight lull in Europe.
In the United States, 379 stores of one of the largest Teavana chains were closed, and premises were transferred to tenants not associated with the tea industry. On the other hand, Amazon Food is aggressively promoting tea to its grocery stores, and the bottled tea market in 2019 grossed nearly $ 11 billion.
Consumers are targeting premium brands primarily and looking for functional teas that go well with a healthy lifestyle. Thus, matcha (powdered Japanese green tea) and turmeric-ginger teas are gaining popularity. Few cafes decide to introduce kombucha, a kombucha, although this trend is growing in Europe. There they have already appeared in bottles, craft production on premises is not difficult, and with the appropriate experience, you can offer your customers this drink with different tastes and at a low price. Experts from the FINE branding and marketing agency in Kiev, Vinnitsa, Odessa, Dnipro and Lviv predict that the popularity of kombucha will grow due to its probiotic properties.
Tea is considered part of a healthy diet and is also used to prevent and treat intestinal problems, trouble falling asleep, relieve colds and improve digestion. Buyers are looking for teas with a simple composition, without unnecessary additives, in ecological packaging.
FINE branding and marketing agency in Ukraine (Rivne, Chernivtsi, Uzhgorod, Lutsk, Ternopil, Khmelnitsky, Zhitomir, Chernigov Kharkiv and other cities) is developing environmentally friendly packaging and labels. The list of company services also includes: website promotion, online advertising, smm, seo promotion, and much more.
The trend for Matcha tea, made from the youngest and softest leaves of the tea bush, is gradually coming to Ukraine. Matcha is classified as a superfood and on the ORAC scale (antioxidant capacity) has 138,400 µmol TE / 100 g, for comparison, 100 g of Goji berries - 4300. No wonder its popularity is growing. Consumers value the antioxidant properties most of all, that is, those that help fight free radicals that accumulate in our body and can cause diseases and various ailments. Matcha tea is drunk in the form of a suspension, and not just in the form of an aqueous infusion, like ordinary tea.
Cold Brew Tea will make a real boom in the summer. It is distinguished by a non-standard brewing technique. There is no need, as usual, to pour boiling water over the tea and wait until it cools down. Cold Brew tea should be poured over with non-hot water and drunk chilled, this is how all its useful elements are preserved, and the taste is best revealed. Research shows that while iced tea is less stimulating, its antioxidant activity is unchanged. Iced tea is also more effective in lowering bad cholesterol levels.
In the bottled tea market, we see a range of products with reduced sugar and simple ingredients. On the labels, you can often see that tea leaves are grown in organic farming - this is the desire of manufacturers to fit into the eco and bio trend.
Observations of the branding and marketing company FINE in Kiev, Vinnitsa, Odessa, Dnipro and Lvov show that Ukrainians are increasingly wanting to buy quality leaf tea. Cafes and restaurants focus on Japanese green tea and high quality black tea with large leaves. And although the cost of a kilogram of such tea is much higher than a bagged one, they can offer their customers premium tea that satisfies even the most demanding taste.
This year there are no less encouraging forecasts for the popularization of tea in gastronomy. 2020 will undoubtedly be full of tea-infused culinary innovations. More and more often you can find ice cream with the taste of green tea, more and more often we are served cocktails based on various teas, and the classic tiramisu can turn into “matchamisu”, that is, tiramisu with the addition of matcha tea. The trends in the tea market are very interesting, and in order to keep abreast of all the trends in this market, contact the branding and marketing company Fine Agency in Ukraine.