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With the world becoming more anxious (see Gallup's Global Emotions Survey, for example) black tea should be riding on a wave of success. Our research shows that tea has strong associations to comfort, simplicity and tradition. And yet walking down the tea aisle, the predominant narrative is value and convenience. Brands and retailers must work together to change the feel of the aisle, Loose leaf tea needs to be given greater emphasis, where ritualistic and sensory experiences lead in communications.