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© 2011 World Tea Media Top Tea Retail Trends Dan Bolton Editor and Publisher World Tea News Booth No. 106 Friday | Sept. 9 | 8:00 – 9:30 a.m.
© 2011 World Tea Media C ELL P HONE S URVEY Poll Everywhere is a simple text message voting application for live audiences. Vote by texting CODES (or Tweet) your answer to questions on-screen. Poll results within the presentation update in real time. Silence your phone. Let’s try it now. Test the system by answering: World Tea East is? Code Really cool! 54% Text CODE to | CODE | Submit CODE to Code Really hot! 46%
© 2011 World Tea Media How To Vote via Texting. Use and put CODE in message. 1. Standard texting rates only (worst case US $0.20) 2. We have no access to your phone number 3. Enter CODE in message line (not subject line) TIPS EXAMPLE or
© 2011 World Tea Media How To Vote Online via Enter 5-digit CODE in window, click submit COOL or HOT TIP EXAMPLE
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© 2011 World Tea Media Responses appear in the frame above in real time. Responses appear in this frame in real time.
© 2011 World Tea Media A UDIENCE B USINESS T YPE CODE (50 Show Responses as of June 26) |Tea Room/House 23% |Specialty Retailer 27% |Hospitality/Restaurant 0% |Mass Merchant 0% |Spa/Wellness Center 2% |Coffee House 10% |Web-based Store 19% |Supplier 4% |Distributor 6% |Manufacturer 8%
© 2011 World Tea Media |Tea Room / Tea House |Merchant Specialty Retail |Hospitality / Restaurant |Mass Merchant |Spa / Wellness Center |Coffee House |Web-only Tea Store |Supplier |Distributor |Manufacturer COD E Responses appear in this frame in real time.
© 2011 World Tea Media O VERVIEW : U.S. M ARKET U PBEAT Tea retail and foodservice sales will top $8.4 billion in Sales of tea and RTD teas grew 31% from 2006 to Tea imports increased 18% to set a record in Thanks to $4 billion in RTD sales, tea gained market share. 1 Tea now holds 5.4% share of refreshment beverage market. 4 Tea ranks 7 th − close behind juice, ahead of sports beverages. 4 “… market growth will be driven primarily by an increasing consumer focus on health and wellness, growing consumer awareness of tea and the continuing emergence of epicurean preferences in food and beverages.” Teavana IPO (Teavana S-1filed with SEC on April 28, 2011) Source: 1) Packaged Facts, Tea and Ready to Drink Tea in the US. Sept. 2011; 2) Tea and RTD Teas – US Mintel International, July ) Tea Association of the USA State of Industry/Tea industry Statistics Feb. 2011; 4) Beverage Marketing Corp. Liquid Refreshment Share 2011, Mar
© 2011 World Tea Media O VERVIEW : C HANNEL G ROWTH Convenience Channel: Record $1.2 billion sales, up13.5%. 144,541 stores reported 18.2% increase in volume. 1 Natural: RTD tea rose 17%, entire tea category is up 5%. Tea & coffee sales total $465 million 2 in natural channel. Mass merchant: $3.9 billion sales, shelf stable teas up 10%. 3 Foodservice: $1.02 billion, returning to pre-recession spend. 4 All channels: Fair Trade 5 sales up 38% and organic tea sales rose 8%. 6 Tea & coffee now 60% organic in Natural. 2 Sources: 1) Bottled and canned tea sales, National Association of Convenience Stores; 2) SPINs scan natural 52-weeks Mar. 2011, SPINS, Inc. Natural Food Merchandiser, June 2011; 3) SymphonyIRI 52-weeks ending Feb. 19, 2011; 4) Packaged Facts, Tea & Ready to Drink Tea 2011; 5) Fair Trade USA – Tea Impact Report/2011 Almanac; 6) Organic Trade Association Annual Organic Industry Survey.
© 2011 World Tea Media O VERVIEW : G LOBAL Global consumption expanded 6.2% in Production is 4.2 million tons (mt) since 2000, green production up 90%. 2 U.S. consumption rose 25% in10 years, up 4.7% to a record 127 million kgs in U.S. is now 9% of global market. 3 India, China and Sri Lanka are in a three-way race to dominate exports of specialty tea. All three intend to expand their share of U.S. market. China now growing black tea for export. “Despite its relative smaller market size and low consumption levels, tea is slated to score over coffee in the long run in volume terms, on account of factors such as economical pricing, new flavors and ‘healthy’ brand value, as new tea drinkers join the brigade.” 4 Sources: 1) Economist Intelligence Unit/2011; 2) ITC 3) Packaged Facts, Tea and Ready to Drink Tea in the US. Sept. 2011; 2) Beverage Marketing Corporation 2011; 3) International Tea Committee May 2011 Web Summary; 4) Global Industry Analysts, Hot Beverages, Feb. 2011
© 2011 World Tea Media O VERVIEW : V ALUE Global market projected at $69.77 billion by Tea prices averaged $2.88/lb in 2010 an all-time record. 2 Tea’s growth in value averaged 16% from Increases in volume sales still outpace value sales making the sector ripe for development of brands where health credentials justify a price premium. 3 Convenience drives growth. A paradox is that tea in its most convenient forms requires smaller quantities and lower quality leaf. As demand increases, less tea is required. CTC in 2- to 4-gram tea bags yields twice the cuppage per given weight of tea. Blends require one-third the amount of tea leaves served in a cup of orthodox and single-estate tea. 4 Sources: 1) Research and Markets; 2 Economist Intelligence Unit/2011; 3) Euromonitor Hot Drinks, with import statistics from International Tea Committee May 2011 Web Summary; 4) The Tea Market – A Background Study 2002
© 2011 World Tea Media O VERVIEW : O UTLOOK Most of the world’s tea remains unbranded, inexpensive. Coffee commands three times the value per liter. But demand is growing for value-added tea. India, the world’s largest consumer, now supports 300 tea brands. 1 Bottled teas and iced tea brands are emerging in Russia and instant tea is the largest branded category in China. 1 Even Brazil, the top coffee producer, reports big gains. China and Russia will drive future growth. 1 Climate change is a wild card. Harvests are less predictable, drought more frequent. Research is needed into heat resistant cultivars and pest-resilient teas. Sources: 1) Euromonitor/Cultural Evolution is Affecting Tea Consumption, 2010.
© 2011 World Tea Media T EN T RENDS FOR 2011 Availability Boosts Consumption A Million is not a Mirage Differentiated Teas Gain Market Share Export Target: America Gets Noticed Ready-to-Drink Volume Surges Iced Tea Goes Global Money Making Mergers Enhanced Elixirs: Health in a Bottle Convenience is the Starting Gate Grocery Growth
© 2011 World Tea Media I’m not an expert. I don’t grow, process or or sell tea. I am exposed to a flood of information. World Tea News distills this into business insights. This presentation is fast-paced. Slides are dense. The overview is broad, don’t get lost in the details. Print the handout. We need to make time for an exercise guaranteed to improve retail profits. Availability Boosts Consumption (Thirsting for Really Good Tea) Grossing a Million is not a Mirage (Retail Success Stories) Differentiated Teas Gain Market Share (Certifications Count) Emerging Export Target (America Gets Noticed) We have time for only a third of the slides in this deck. To download the Retail Trends handout visit: and subscribe to WTN to keep pace.www.worldteaeast.com Raise a hand to ST OP
© 2011 World Tea Media A VAILABILITY B OOSTS C ONSUMPTION Sixty-five percent of U.S. tea is sold in tea bags. Eighty-five percent is served iced, 80% is black tea. Green tea consumption is at19.5% and rising. 1 Compiled by Packaged Facts from Experian Simmons National Consumer Survey data, Winter 07/08 and 10/11. Used with permission. 1) Tea Association of the USA, Annual State of the Industry Report Feb Tea by Type2007/082010/11 Packaged Tea (all types)83.9% 84.0% Bagged and Loose Tea75.4%73.9% Bagged Tea (only)72.0%70.9% Bagged/Loose (to make hot)56.8% 56.9% Bagged/Loose (to make iced)46.2% 46.3% Ready-to-drink Tea43.5% 45.3% Instant Iced Tea Mix28.4%27.3% Loose Tea10.4%10.2%
© 2011 World Tea Media C ONSUMPTION C LIMBS Twenty-eight percent of Americans drink freshly brewed tea (hot or cold) daily. Tea was 5.4% of liquid refreshment beverage volume in RTD tea is up.2%, and comprises 1.7% of all tea sold. 1 Consumption of instant tea is declining in its familiar form. 2 Tea made from tea powder (Snapple) represents much of the bottled segment. There is growing demand for fresh- brewed bottled teas (Honest Tea and SweetLeaf ) and foodservice concentrates, like B.W. Cooper’s Ice Brew Tea. Source: 1) Beverage Marketing Corporation/2011 Annual Liquid Refreshment Report; 2) Packaged Facts
© 2011 World Tea Media R ESILIENT RTD The recession clobbered beverages for a -2.8% decline that is reversing. Hardest hit: value-added water, fruit beverages and soda. Tea prevailed. Volume is steady, value is rising. Americans consume 38 grams (25 tea bags) or 13.4 dry oz. (six 2 oz. pouches) or 157 cups, mostly iced. The British, Turks and Irish consume 200 grams or 5 times more tea per capita. Canadians drink 264 cups a year, about 16.2 ounces, mostly hot. Asians each drink 730 cups. Source: Beverage Marketing Corporation.*Includes bottled water, carbonated soft drinks, energy drinks, fruit beverages, RTD coffee, RTD tea sports beverages and value-added water.
© 2011 World Tea Media T RADITIONAL R ETAIL D RIVERS Taste. Media & marketers keep the health attributes of tea top-of-mind but taste remains the primary attribute cited by 77% of respondents who purchase tea. Others buy it because it is refreshing (68%) and healthy (42%) Convenience. Brands like Honest Tea (Coca-cola); Lipton (PepsiCo-Unilever) and SweetLeaf (Nestle) guarantee tea is present in every possible outlet. RTD now accounts for two-thirds of tea volume. Availability. The more readily available, the greater overall sales. Grocers stock larger selections, advertise tea more aggressively, convenience stores are doing record business and vending machines promote national brands.
© 2011 World Tea Media E MERGING R ETAIL D RIVERS Ice tea is the darling of top chefs at 5.4 billion servings. 1 Surveys show10% of customers ordering more iced tea than two years ago. 2 Tea is the trendy base for functional and enhanced lines. In grocery, big brands now embrace premium organic, Rainforest Alliance, UTZ and Fair Trade certified offerings. Nielsen reports 72% of Millennial households drink tea. Young men are exploring tea and drinking less coffee. Tea is an important lifestyle choice but a recent Wi-Fi Alliance survey noted that 75% of Millennials would sooner give up coffee and tea for a week than their Wi-Fi connections. Source: 1) SymphonyIRI Foodservice sales of iced tea )Technomics 2011 Market Intelligence Report: Coffee and Tea,Market Intelligence Report: Coffee and Tea
© 2011 World Tea Media E MERGING R ETAIL D RIVERS Tea Celebrities: Lady Gaga, Mel Gibson, Gwyneth Paltrow, Prince Charles, Victoria Beckham, Heidi Klum, Jennifer Aniston, Oprah Winfrey, Dr. Oz and Jennifer Alba. NPD Research shows celebrities influence 3% of customers. Celebrity Tea: Chris Noth, Brittany Spears, Donald Trump, Australian Prime Minister Kevin Rudd Rush Limbaugh… Innovative packaging ranges from rustic Kraft to wood boxes and tins. Elegant designer accessories and giftware contribute up to 40% of sales.
© 2011 World Tea Media A M ILLION IS NOT A M IRAGE Despite these headwinds, grossing a million dollars a year is not a mirage. World Tea News estimates there are at least a 100 U.S. shops earning this sum and the number is growing. The group mainly consists of shopping mall merchants like Teavana in the U.S. and Teaopia in Canada. Success takes many forms: An urban oasis like San Francisco’s Samovar Tea Lounge and The Urban Tea Merchant in downtown Vancouver. Suburban hangouts like Teaism in Washington, D.C. and traditional settings like Seattle’s Queen Mary Tea Room. It’s not impossible, but getting there isn’t easy.
© 2011 World Tea Media A M ILLION IS NOT A M IRAGE Source: 1) NDP Group ReCount 2011; 2) Tea Assoc. of USA 2011 State of Industry Report; 3) American Pulse Survey 5,242 respondents June These are not the boom days of Consumption faltered during the recession and attrition in foodservice since 2009 remains very high. During the past year 9,450 U.S. restaurants closed, of these 8,650 were independents. “The decline in independent units is the steepest we’ve seen,” says NDP Group (April 1, 2010 to March 31, 2011). 1 Tea foodservice annual growth is projected at 1.5% to 2%. 2 Setbacks continue as consumers struggle with unemployment and job security. The buying power of Americans is weak. An American Pulse 2 Survey in June revealed 89.9% of respondents who currently have a job are not counting on a salary increase in the next year. 3 The unemployed number 16.5 million.
© 2011 World Tea Media A M ILLION IS NOT A M IRAGE An estimated 3,000 specialty tea outlets 1 present appealing and diverse choices. Consumers encounter high-visibility, high-traffic tea merchants like Teavana, Teaopia and DavidsTea in malls and suburban shopping centers. Specialty drink outlets like Argo Tea Café, tea lounges and urban tea bars serving alcohol cater to the city crowd. Afternoon tea in upscale hotels and weekend leisure stops in Victorian tea rooms lure tourists. Tea-themed spas and trend-setting resorts cater to young professionals seeking a calming Oriental-influenced refuge. Source: 1) Sage Group 6 th Edition Specialty Tea Report
© 2011 World Tea Media A M ILLION IS NOT A M IRAGE Here is what these retailers share: Great locations, efficient use of retail space. A focus on the taste preferences of customers. A large selection of fresh, premium teas (80% custom blends including classic herbals with 20% orthodox /estate selections). Enthusiastic, well-trained staff focused on retail excellence from quality offerings to customer service. Significant online sales (10% of gross with100 teas on offer). Sophisticated marketing (web presence, active social network). A sharp eye on business metrics using sophisticated technology to monitor business expense and influence loyalty purchases.
© 2011 World Tea Media Teavana Holdings operates 175 company-owned stores in 37 states with 16 franchised locations (13 in Mexico). Expansion: 50 stores (33 built) with 60 in 2012 to 500 in 2015 with franchise growth in the Middle East and Canada. Retail Space: 900 sq. ft. Rent: $76,000 average ($83 per sq. ft.) Stores employ: 11.8 part-time, full-time including region managers. T EAVANA IS NOT T YPICAL Teavana stores averaged $862,000 in annual sales in FY 2010 and earned profits of $165,000 per location. Sales at several stores topped $1 million. Source: Teavana S1 IPO filing (April 28, 2011) Teavana Holdings 2011 S1: NYSE, Ticker Symbol: TEA
© 2011 World Tea Media Consolidated Statement (abbreviated) Sales: $124.7 million (FY2010) Sales and administrative expense: $50,571,000 Net income: $12 million (126% growth over FY2009) Online sales growth: 56% (7% of net, goal is 10%) Average store net: $82,193 Operating margins: 18.8% Same store sales growth: 8.7% Sales per sq. ft.: $994 History: $63.8 million (FY2008) $90.2 million (FY2009) T EAVANA IS NOT T YPICAL Source: Second Quarter Financials, Sept. 2, 2011, Teavana 2011 S1: NYSE, Ticker Symbol: TEA IPO Asking Price: $17 (July 28 - NYSE) Share Price: $23-$25 ($ /2 - NYSE) Market Cap: $725+ million Fiscal year-to-date (July 31, 2011) Net Sales: Up 36% to $66.3 million Net Income: Up 74% to $4.4 million Fiscal 2011Revenue: $164 million IPO Asking Price: $17 (July 28 - NYSE) Share Price: $23-$25 ($ /2 - NYSE) Market Cap: $725+ million Fiscal year-to-date (July 31, 2011) Net Sales: Up 36% to $66.3 million Net Income: Up 74% to $4.4 million Fiscal 2011Revenue: $164 million
© 2011 World Tea Media T EAVANA IS NOT T YPICAL Net Sales (by category) Independents Bulk Tea 56% 65% Merchandise 40%30% Beverage Tea 4% 5% Stores offer 100+ selection of teas. Gross margins: rose to 62.9% from 59.6%. Pricing: $7.80 for 2 oz., $18.80 for 4 oz. and $67.32 for 6 oz. Average ticket: $36. “A primary driver of our expected margin expansion will come from the continuation of our sales mix shift away from tea-related merchandise towards higher margin loose-leaf teas that our stores generally experience as they mature.” S1 IPO Filing
© 2011 World Tea Media A MERICAN T EA R OOM IS N OT T YPICAL This tea bar seats six. A pot sells for $5. Tea service with scones and snacks is $20. Top selling Nirvana, a blend of Japanese Sencha, berries, figs and kiwi retails at $15 for 100 grams. Food is 4% of sales. Yet the American Tea Room grossed $1.5 million in 2010 selling premium loose leaf and teaware. How did they do it? A typical transaction consists of four $15 bags of tea with an accessory. Average ticket from Jan. 1 to June 1, 2011 was $89. Exceptional online sales. Relentless marketing. Ever-changing offerings.
© 2011 World Tea Media R ETAIL T EA T RENDS T AKEAWAYS Few shops gross $1 million, but it is not a mirage. Teavana IPO establishes industry benchmarks. Teavana may dominate but will not exclude other tea retailers in the specialty channel. Teavana simply demonstrates one of several ways to bring specialty tea to market. “In July the NYSE enthusiastically funded Teavana at 65% above its asking price of $17 per share. Teavana now will mimic the Starbucks expansion that made specialty coffee the multi-billion business it is today. But the 500 shops they build will not put independents out of business. There is ample room for expansion for rival chains and independents.” – Dan Bolton, Editor/Publisher, World Tea News.
© 2011 World Tea Media R ETAIL T EA T RENDS T AKEAWAYS Location and ambiance retain overarching importance. Top earning shops emphasize sales of premium tea to boost margins. Offer an 80% mix of fruit and floral blends and herbals with 20% orthodox and estate teas. Online sales are significant contributors to visibility and the profitability of brick & mortar ventures. Online sales account for 7-10% of daily transactions. Teaware is a critical component contributing 30-40% of sales. Food is complementary contributing 5-10% of sales. Tea-themed restaurants are a different business model that closely resemble QSR, family dining or full-service restaurants.
© 2011 World Tea Media T RAFFIC & T ICKET E XERCISE Now that you can see it can be done let’s take a few minutes for an exercise that will help you understand precisely what is needed to boost sales in your own shop. Whether you sell packaged loose leaf, tea bags or operate a foodservice tea room consider these two critical benchmarks. The first is average ticket (average ring or transaction). The second is average daily traffic. These benchmarks are equally important. Shop owners generally benefit most when they concentrate their energy and resources on the weakest. When we last did this exercise 26% of the retail audience indicated an average ticket of $ Another 20% reported average sales of $ Let’s see how this group does.
© 2011 World Tea Media You Can Vote via Enter 5-digit CODE in window, click submit. Ticket CODE RESPONSES ARE ANONYMOUS TIP EXAMPLE
© 2011 World Tea Media How To Vote via Texting. Use and put CODE in message. 1. Standard texting rates only (worst case US $0.20) 2. We have no access to your phone number 3. Enter CODE in message line (not subject line) TIPS EXAMPLE or
© 2011 World Tea Media | < $ |$5 - $ |$ |$ |$ |$ |$ |$ |$ |$ |$ |$ |$ |$ |$ |$ |$ |$ |$ |$ CODE Responses appear in this frame in real time.
© 2011 World Tea Media A VERAGE T ICKET (50 SHOW RESPONSES AS OF JUNE 26) Code < $4 Code $5 - $9 4% Code $10 - $14 1 Code $15 - $19 Code $20 - $24 Code $25 - $29 Code $30 - $34 4% Code $35 - $39 4% Code $40 - $44 3% Code $45 - $49 4% Code $50 - $54 2% 8% 20% 16% 10% 26%
© 2011 World Tea Media W HAT IS YOUR AVERAGE DAILY TICKET AMOUNT ? There is no universal formula to achieve retail riches. Success demands brilliant execution of a million details from scheduling staff to social media marketing. The first step is to consistently deliver great tasting tea. Sourcing well and training are essentials. A retailer’s next priority should be stocking, pricing and displaying offerings that establish a transaction average calculated to return gross margins of at least 75+ percent. A common ticket average for tea retailers is between $20 and $25. The simple exercise that follows invariably helps shop owners boost sales.
© 2011 World Tea Media T RAFFIC & T ICKET E XERCISE It is important that you know what your average ticket should be before selecting your teaware line. Veteran coffee and tea retail executive Joe Capp says: “In my experience the average ticket for a specialty tea retail store should be between $20 and $25. If your average tea product sale is, say, only $12, you need to choose teaware products that complement your core product offering in a way that will generate an additional $8 to $13 per transaction.” Next, identify the percentage of transactions that include teaware purchases. You can then use this information to identify what your target teaware product price range needs to be. Use this information to establish a tiered product mix by price.
© 2011 World Tea Media T RAFFIC & T ICKET E XERCISE Price RangeProduct MixProduct Descriptions $0-$1020% Paper tea filers, food products, storage tins, utensils, etc. $11-$2035% Infusers, mugs, cozies, etc. $21-$3020% Ceramic tea pots, etc. $30+25% Electric kettles, cast iron tea pots, etc. Let’s say that you sell teaware in 65% of transactions. You need to generate an additional $8 per transaction to average $20. Better yet, sell $13 worth to average $25. Divide $8 by.65 (65%) and you will see that your average sale of teaware products needs to be $ Source: World Tea News, “The Business Benchmarks of Teaware” Feb. 16, 2011 ($13/.65=$20 average teaware sale)
© 2011 World Tea Media H OW MANY SALES DO YOU TRANSACT DAILY ? Now let’s look at the impact of traffic on your top line. Frequency matters. Every customer returning monthly brings you $300. That same customer visiting weekly spends $1,300 a year in your shop. You can gross a million on $25 transactions but it requires150 customers a day, or 15 transactions per hour. Teavana averages a $36 sale for every visiting customer. Increase your store’s ticket average to $45 and the traffic count falls to a reasonable 70 customers per day. A high transaction average enables the American Tea Room to earn $1 million while serving only 35 customers a day.
© 2011 World Tea Media CODE S | < | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | > | > | > 800 Responses appear in this frame in real time.
© 2011 World Tea Media A VERAGE D AILY T RANSACTIONS (M AY 2011) (50 SHOW RESPONSES AS OF JUNE 26) CODE <20 CODE CODE CODE CODE CODE CODE CODE CODE CODE CODE >200 0 % 10% 0% 2% 0% 2% 0% 45% 19% 12% Not to scale
© 2011 World Tea Media T RAFFIC E XERCISE A shop like Teavana grossing $862,000 annually and with an average ticket of $36 does 21,500 transactions annually or about 68 to 70 per day. Teavana’s shop hours are 10 a.m. to 9 p.m. so they need to average 5 to 7 transactions per hour. Teavana does 10% of its business online adding another 6.5 transactions per day to the mix. In the previous sample 60% of the retailers who responded served fewer than 40 customers per day. The ticket average must rise to compensate. Shops with a $25 average ticket can still earn $750,000 annually on 30,000 transactions (5,000 online and 80 in-store daily) but traffic averages of 20 and fewer mean gross revenue of $157,500.
© 2011 World Tea Media T AKEAWAYS : R OAD TO R ETAIL R ICHES Retailers prosper by getting people to taste great tea. Chains in high traffic areas like Teavana, DavidsTea, Teaopia, Argo Tea Café and Ten Ren Tea, introduce thousands of people weekly to premium blends and tea beverages consistently produced. Chains like Argo that are popular with younger tea drinkers address a critical demographic as they open a window of opportunity to make tea their coffee alternate. It does not matter whether your shop is in a large city or suburb. It does not matter that you earn more online than over the counter. Profitability demands quality offerings, customer service, effective marketing and retail skill. Retail excellence is the common denominator.
© 2011 World Tea Media Q UARTERLY R ETAIL R EPORTS The information you just offered is extremely valuable. A good case can be made for the tea industry to initiate a Quarterly Retail Tracking to establish benchmarks. Anonymous third-party surveys conducted by phone (instead of internet or panel interviews) allow clarification and better control. This proven, unbiased method insures accurate data and the best representation of current market conditions. Projections are based on in-store traffic, online orders and average ticket sales. Core survey questions establish pricing benchmarks, cost of goods averages and labor. Several questions can be used to explore developing trends with an eye for opportunities.
© 2011 World Tea Media Tea Certifications: Differentiated Tea Independent certification authorities reassure consumers that production of certified teas benefits the environment as well as the lives of farmers and workers. Customers rely on third-party certifiers to verify that marketers merit a social premium of 10% to 20%. The additional revenue is an incentive to not exploit farm laborers, improve quality and adopt business practices that ensure a sustainable future. Certifications differentiate retail offerings. Tea merchants, restaurants and grocers depend on certifiers to protect their reputations. Manufacturers say that certifications are important to investors and essential in obtaining celebrity endorsements that contribute to sales. Source: Fair Trade USA, UTZ Certified, Rainforest Alliance, USDA Organic, Canada Organic
© 2011 World Tea Media Fair Trade Certification Fair Trade USA last year certified 9,500 products from 878 producers in 70 countries on offer by 700 industry partners at 60,000 retail locations. The volume of Fair Trade tea grew 38% as highly visible early adopters like Honest Tea and established brands like 300- year-old Twinings made public commitments to support Fair Trade. Since 2001 more than 7.3 million pounds of Fair Trade certified teas has been traded in the United States. In 2002 there were 16 Fair Trade certified tea producers, today there are 46. Only Fair Trade guarantees a minimum internationally guaranteed premium. Last year $631,000 went to tea garden workers. The premium for tea totals $2.5 million since Source: Fair Trade USA, Tea Almanac 2011.
© 2011 World Tea Media U.S. Fair Trade Tea Imports Source: Fair Trade USA, Tea Almanac 2010 CountryPoundsGrowth India564,46532% Rwanda442,21646% China365,40225% S. Africa179,755165% Egypt119,876-1% Sri Lanka93,929133% Tanzania20,063562% Africa764,55655% Asia1,032,45436% Total1,889,25938%
© 2011 World Tea Media USDA Certified Organic In January USDA/FAS began tracking imports of organic tea for the first time. We knew sales were increasing. The Organic Trade Association reports sales of organic tea among its 15 tea manufacturing members grew 8%. But we did not understood precisely how much imported tea is certified organic. The answer is 12%. The U.S. imported107.5 metric tons of tea this spring (all categories). In the four categories that include organics (green and black, in tea bags and loose leaf) organics accounted for 12.4% of total volume and 20% value. The differential is very pronounced in greens which account for only 8.5% of the volume but 18.2% of value ($9.2 million in the first six months of the year). Source: To access the USDA GATS database visit: Department of Commerce, U.S. Census Bureau, Foreign Trade Statistics, Organic Trade Association, 2011 Organic Industry Survey,
© 2011 World Tea Media USDA Certified Organic *Non certified conventional teas in same format at organic (green loose leaf, green flavored, black in tea bags etc.) Source: To access the USDA GATS database visit: Department of Commerce, U.S. Census Bureau, Foreign Trade Statistics Declared Value of All Imported Tea (in millions) Jan-June 2010 Jan-June 2011 Change $430$455$497$494$582$294,315$309,5695% Declared Value of Imported Organic Tea (Jan-June 2011) TypeValue (000s) Quantity (MTs) % Volume% Value Organic Green$9, %17.3% Green*$44,4419,487.3 Organic Black$7, %21.9% Black*$25,7422,627.6 Organic Total$16,4931, %19.0% Total$86,67513,827.4
© 2011 World Tea Media USDA Certified Organic Tea imports are up 5% in the first six months of the year compared to the same period last year when America passed an historical milestone by exceeding tea imports in Great Britain for the first time. More significant is the availability of organic tea at competitive prices. Choice Organic Tea, for example, is now in 845 Kroger stores. Americans are drinking about the same amount of tea but more expensive tea. This is especially evident in green categories. Blends that include organic spices such as cinnamon, nutmeg, peppermint and chamomile now appear in the mix. Last year 79% or 1.42 million of the 1.89 million pounds of Fair Trade certified tea imported into the U.S. was also certified organic. Source: Organic Trade Association, 2011 Organic Industry Survey, Fair Trade USA, Tea Almanac 2011
© 2011 World Tea Media USDA Certified Organic Tea Imports Organic Green Tea (all types) CountryKilogramsValue Japan290,106$3.764 China239,663$2.085 All Others32,476$0.881 Total562,245$6.730 Organic Black in Tea Bags CountryKilogramsValue India346,889$2.426 UK76,306$1.743 Canada71,256$1.413 Sri Lanka299,301$1.036 Total*836,333$7.209 * All others: Volume-42,581 kgs, Value $591,000. Source: Department of Commerce, U.S. Census Bureau, Foreign Trade Statistics Source: To access the USDA GATS database visit:
© 2011 World Tea Media Rainforest Alliance Certified Tea The Alliance currently certifies 3.2 percent of the world’s tea from producers in 11 countries. Volume last year rose 53% compared to 2009 topping 120,000 metric tons. Farms with a Rainforest Alliance certification also meet the environmental, social and economic standards of the Sustainable Agriculture Network (SAN). The New York-based organization, founded in 1987, recently certified the first rooibos producers in South Africa. President Tensie Whelan says, “By reaching out to new territories, the Rainforest Alliance’s certification program continues its important growth and further ensures the protection of our fragile environment and the livelihoods of farmers around the globe.” Source: Rainforest Alliance, August 2011
© 2011 World Tea Media Rainforest Alliance Certified Tea Lipton, Tetley, PG Tips, Yorkshire, Typhoo and Twinings are just a few of the brands certified since 2007 when the Alliance first instituted its tea program. Unilever has pledged to certify all its tea in bags by Production of Rainforest Alliance certified tea is expected reach 200,000 metric tons in Source: Rainforest Alliance, August 2011, Correspondence with Alex Morgan, Sr. Manager North America The Alliance expects to certify 70% of tea sold at retail in the UK by the end of this year and 20% of the global supply by 2016.
© 2011 World Tea Media UTZ Certified UTZ CERTIFIED (a not-for-profit) developed baseline standards for sustainable tea production worldwide that have since been embraced by the Ethical Tea Partnership. — The UTZ Code of Conduct mandates traceability, social practices and environmentally sound farming. — Buyers pay a premium, UTZ does not interfere in price negotiations. Premium varies widely by growing region. — Pricing structure is transparent to producers with supply and demand analysis support. — Third-party certification provides additional marketing opportunities. Certifiers promote firms exceeding benchmarks. Source: UTZ Certified, August 2011
© 2011 World Tea Media UTZ Certified Impact is small but growing. A total of 250,000 lbs. of UTZ CERTIFIED tea has been imported this year by North American retail and food service brands. — Tea growers are projected to sell more than 3,000 metric tons (6.6 million pounds) of UTZ CERTIFIED tea. — 1,778 metric tons (3.9 million pounds) already sold as of July 2011 (up 46% from previous year) — Approximately 23,790 tea and rooibos producers are now UTZ CERTIFIED — 47% of the trades are South Africa rooibos 37% Malawi tea 16% Indonesia tea Source: UTZ Certified, August 2011
© 2011 World Tea Media O VERVIEW : G LOBAL E XPORT M ARKET Advantages The trees are hardy and grow in terrain otherwise hard to cultivate. Tea is produced year round, providing a steady income. Tea is now commands records prices. Tea consumption is steadily rising. Challenges Tea is highly perishable. Tea processing facilities require capital. Harvests are subject to weather extremes. Competition is fierce. No country dominates the export market. Blends make tea interchangeable. Tea is labor intensive, requiring even small holders to hire workers.
© 2011 World Tea Media Overview: Each market wants a different tea UK buys Kenya’s CTC. Asians drink green. Russians and Americans drink black. Germany and Japan pursue Darjeeling. The French and Poles like leafy orthodox. Latin America prefers sweet tropical flavors. The Middle East drinks dark strong brew. Source: Euromonitor blog (illustration and inspiration ) Euromonitor/Cultural Evolution is Affecting Tea Consumption, 2010.
© 2011 World Tea Media O VERVIEW : G LOBAL TEA P RODUCTION
© 2011 World Tea Media O VERVIEW : G LOBAL E XPORT M ARKET
© 2011 World Tea Media E XPORT T ARGET : T EA T OP D OZEN *Reports on producers are twelve-month rolling totals – April 2010 to March Top Tea Producers* Metric Tons (2,205 lbs) 2010 Top Tea Exporters Metric Tons (2,205 lbs) 2010 Top Tea Importers Metric Tons (2,205 lbs) China1,387,000Sri Lanka298,587Russia (CIS)181,618 India966,733India136,710Germany37,656 Northeast India728,526Kenya117,017Britain (UK)36,612 South India238,207Argentina102,323Poland32,875 Kenya372,453China68,132Pakistan28,043 Sri Lanka334,077Indonesia13,145United States17,397 Indonesia60,591Uganda12,613Netherlands12,788 Bangladesh59,582Malawi9,094Ireland10,861 Malawi50,835Tanzania7,442Japan6,319 Uganda48,748Zimbabwe2,607Taiwan5,145 Tanzania31,095Taiwan508France3,370 Zimbabwe12,787Bangladesh359Hong Kong2,048 Source: International Tea Committee Web Summary May 2011, Import figures include tea arriving for re-export
© 2011 World Tea Media P ER C APITA T EA C ONSUMPTION Data from 2007, 2010 and 2011* CountryKilosDry Oz.CountryKilosDry Oz.CountryKilosDry Oz. Kuwait2.86 kg*100.9 ozNetherlands.8 kg28 ozNorway.4 kg14 oz Ireland2.31 kg*81.5 ozAustralia.8 kg28 ozSwiss.4 kg14 oz Quatar2.04 kg*71.9 ozChina.76 kg*26.8 ozSweden.4 kg14 oz Turkey2.02 kg*71.2 ozGermany.7 kg25 ozUSA.38 kg*13.4 oz UK (England)1.97 kg*69.5 ozIndia.69 kg*24.3 ozAustria.3 kg11 oz Iran1.4 kg49 ozPakistan.62 kg*21.9 ozArgentina.3 kg11 oz Morocco1.2 kg42 ozChile.6 kg21 ozFinland.3 kg11 oz Egypt1.1 kg39 ozCanada.46 kg*16.2 ozFrance.2 kg7.1 oz New Zealand1.0 kg35 ozAsia705 to 893 cupsDenmark.2 kg7.1 oz Poland1.0 kg35 ozEngland (4)350 cups70 bnPeru.2 kg7.1 oz Russia.94 kg*33.2 ozCanada264 cups9 bnBolivia.2 kg7.1 oz Japan.9 kg32 ozAmerica157 cups65 bnItaly.1 kg3.5 oz Source: British Tea Committee (insert); Wikipedia (lots of debate over order Ireland usually listed before England and Turkey.
© 2011 World Tea Media C HINA E XPORT T ARGET : U NITED S TATES Tea chests from the orient come to mind when Americans discuss imports, but Argentina is far and away the biggest supplier of the black tea that Americans prefer. ITC tallies show the US imported 5,712 metric tons of tea from South America. China is second at 2,471 tons. Unlike Argentina, China exports large quantities of green as well sending 2,661 tons to the US in the past 12 months. The cumulative total of Chinese greens for 2011 is18% ahead of last year, but the real story is China’s renewed emphasis on black teas targeted for export. The United States is a primary export target. China reports 8,857* tons of tea in the pipeline. Argentina China Source: China Economic Monitoring & Analysis Centre. Reporting discrepancies are common due to lengthy transit times, exports consigned to a particular country that are transferred to another destination in transit and the fact that imports often arrive during the following calendar year.
© 2011 World Tea Media I NDIA E XPORT T ARGET : U NITED S TATES India has a great thirst for tea, consuming 80% of the 966,733 metric tons it produced last year. Per capita consumption is growing at 1.8%. Rising labor costs, falling yields and strong global pricing convinced the world’s second largest producer to undertake a major national program to increase tea exports. This year’s goal of 200,000 metric tons was last attained in The US is India’s 8 th largest export market. By comparison the Russia Federation is five times larger. The combined Middle East market imported 34,330 metric tons of India’s tea last year Exports: 136,710 metric tons (12% of all global exports) US: 7,590 metric tons Canada: 1,340 metric tons India Source: International Tea Committee (May 2011 Web Report)
© 2011 World Tea Media S RI L ANKA E XPORT T ARGET : U NITED S TATES Last November Sri Lanka instituted a billion rupee ($9 million) campaign to promote Ceylon tea. The fund is financed by a levy on exports. Their U.S. goal is $2.5 billion in exports by “North America was a key traditional market for Ceylon tea that was “lost” as major brands that control the trade moved to newer, cheaper origins,” says Merrill J. Fernando, chairman of the Sri Lanka Tea Council. “Discerning (North American) consumers still appreciate the unique flavor of Ceylon tea and are increasingly focused on ethics, provenance and authenticity,” he says Exports: 298,587 metric tons (19% of all global exports) US: 3,312 metric tons Canada: 795 metric tons Sri Lanka Source: International Tea Committee (May 2011 Web Report)
© 2011 World Tea Media E XPORT T ARGET : D UBAI, UAE Unilever, the world’s largest tea group, is doubling output of its largest tea processing facility to meet European and Middle Eastern demand for green tea. Per capita tea consumption in the Middle East rivals Britain and Ireland and Dubai is now the major center of tea procurement for the Arab world. Unilever’s Jebel Ali plant is 2,000 kilometers from the nearest tea gardens yet it produces 1.1 million tea bags an hour. The goal is 52.8 million tea bags a day — 19.3 billion a year by Imports: 47,963 metric tons Sri Lanka: 29,570 metric tons India: 12,200 metric tons Kenya: 5,584 metric tons UAE Source: International Tea Committee (May 2011 Web Report)
© 2011 World Tea Media Thank you for attending Top Tea Retail Trends Dan Bolton Editor and Publisher World Tea News Booth No. 106
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