>>the response to healthier teas is fragmented
A striking feature of the feedback from new tea and coffee assessments in recent years is how few younger pre-family respondents now follow the traditional tea and coffee drinking habit.
With a wider range of hot and cold beverage choices than ever before, they seem unimpressed with the traditional tastes their parents enjoyed. Even when assessing the newer forms of healthy teas, younger consumers are more likely to respond positively to different tastes such as green and white teas, or more complex blends including flavours such as coconut that are not normally associated with tea. While the older age groups are also adopting healthier alternatives, they are much likelier to prefer traditional inclusions such as fruit flavours, camomile or lavender.
All consumers - young and old - welcome the continuing flow of new tastes to sustain their interest, but the response to healthier teas is typified as fragmented. The inclusion of distinctive ingredients polarises opinions and we have yet to test a healthier tea with the broad appeal of a traditional brand such as PG Tips. And it is new brands that are doing much of the running in taking the market forward, unencumbered by an established heritage.
Traditional brands are also being eclipsed by fair trade products, which offer a triple benefit of a feelgood factor, being closer to the grower, and a fuller, richer, taste.
Tea and coffee are an ideal medium for the fair trade principle, a stronger link with the source and grower often being cited as a valued and positive benefit for a product that is not heavily processed. While the Fairtrade badge attracts both young and old, the fuller flavours and qualities of the teas and coffees launched to date have greater appeal for older consumers, with younger respondents frequently sidelining these traditional blends as ‘not for me’. This would indicate further growth opportunities under the fair trade principle, particularly among younger consumers.
A rich, smooth Ugandan coffee at a good price that was supported by strong ethical credentials. People aged 35 to 54 were the most receptive to this coffee, which also scored strongly on its image and the design of the label.
A “classy” pack for a top-quality tea that delivered the promised ‘just picked taste’. This was seen by our respondents as a “nice light blend” most likely to appeal to infrequent tea drinkers who would not baulk at the premium price demanded.
Like many infusions, this blend proved to be an acquired taste. It particularly disappointed those respondents who were expecting a sweet taste of honey to offset the lemon.
An attractive pack with strong brand and image values to catch the eye. More chocolate than coffee, but with mainstream appeal among C2DE consumers, particularly in the north.
A German import that proved to be a mild rather than medium roast coffee and left a bitter, drying taste in the mouth. The would-buy intention factor fell significantly after trial.
Organic, caffeine-free and calming, but another very polarising herbal tea, not least because of its cosmetic aroma. Most appeal among a segment of older women living in the south.
Traditional drinks lose out to new specialities, with the young driving the trend
Put to the test: three recent launches (maximum score 50)Good African Coffee - Arabica Score: 38 Category average: 30
t- Garden Score: 30 Category average: 30
Twinings Infusions - Organic Honeybush & Lemon Score: 20 Category average: 30
Kenco Cappio - Cappuccino with Toblerone Score: 36 Category average: 30
Tchibo Colombian Medium Roast Coffee Score: 24 Category average: 30
M&S Organic Camomile, Limeflower & Lavender Teabags Score: 26 Category average: 30
Produced for The Grocer by Cambridge Fast Foodfax, an independent standardised new product testing service where a sample of 50 consumers rate new products across 10 key performance measures. Maximum score 50. Details on www.fast-foodfax.com.
A striking feature of the feedback from new tea and coffee assessments in recent years is how few younger pre-family respondents now follow the traditional tea and coffee drinking habit.
With a wider range of hot and cold beverage choices than ever before, they seem unimpressed with the traditional tastes their parents enjoyed. Even when assessing the newer forms of healthy teas, younger consumers are more likely to respond positively to different tastes such as green and white teas, or more complex blends including flavours such as coconut that are not normally associated with tea. While the older age groups are also adopting healthier alternatives, they are much likelier to prefer traditional inclusions such as fruit flavours, camomile or lavender.
All consumers - young and old - welcome the continuing flow of new tastes to sustain their interest, but the response to healthier teas is typified as fragmented. The inclusion of distinctive ingredients polarises opinions and we have yet to test a healthier tea with the broad appeal of a traditional brand such as PG Tips. And it is new brands that are doing much of the running in taking the market forward, unencumbered by an established heritage.
Traditional brands are also being eclipsed by fair trade products, which offer a triple benefit of a feelgood factor, being closer to the grower, and a fuller, richer, taste.
Tea and coffee are an ideal medium for the fair trade principle, a stronger link with the source and grower often being cited as a valued and positive benefit for a product that is not heavily processed. While the Fairtrade badge attracts both young and old, the fuller flavours and qualities of the teas and coffees launched to date have greater appeal for older consumers, with younger respondents frequently sidelining these traditional blends as ‘not for me’. This would indicate further growth opportunities under the fair trade principle, particularly among younger consumers.
A rich, smooth Ugandan coffee at a good price that was supported by strong ethical credentials. People aged 35 to 54 were the most receptive to this coffee, which also scored strongly on its image and the design of the label.
A “classy” pack for a top-quality tea that delivered the promised ‘just picked taste’. This was seen by our respondents as a “nice light blend” most likely to appeal to infrequent tea drinkers who would not baulk at the premium price demanded.
Like many infusions, this blend proved to be an acquired taste. It particularly disappointed those respondents who were expecting a sweet taste of honey to offset the lemon.
An attractive pack with strong brand and image values to catch the eye. More chocolate than coffee, but with mainstream appeal among C2DE consumers, particularly in the north.
A German import that proved to be a mild rather than medium roast coffee and left a bitter, drying taste in the mouth. The would-buy intention factor fell significantly after trial.
Organic, caffeine-free and calming, but another very polarising herbal tea, not least because of its cosmetic aroma. Most appeal among a segment of older women living in the south.
Traditional drinks lose out to new specialities, with the young driving the trend
Put to the test: three recent launches (maximum score 50)Good African Coffee - Arabica Score: 38 Category average: 30
t- Garden Score: 30 Category average: 30
Twinings Infusions - Organic Honeybush & Lemon Score: 20 Category average: 30
Kenco Cappio - Cappuccino with Toblerone Score: 36 Category average: 30
Tchibo Colombian Medium Roast Coffee Score: 24 Category average: 30
M&S Organic Camomile, Limeflower & Lavender Teabags Score: 26 Category average: 30
Produced for The Grocer by Cambridge Fast Foodfax, an independent standardised new product testing service where a sample of 50 consumers rate new products across 10 key performance measures. Maximum score 50. Details on www.fast-foodfax.com.
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