22 Jul 2005
Tata Tea, the Calcutta-based company that bought Tetley Group of
Demand for specialty and herbal teas has risen as much as 50 percent during the past three years in
"Our main growth is going to be in the nonblack tea arena, especially in green tea, herbals, fruit-flavored infusions," Tata Tea's managing director, Percy Siganporia, said in an interview last week.
Like the Lipton unit of the market leader Unilever, and the Twinings business of Associated British Foods, Tata is adding blends to counter slowing sales of black tea in major markets. British tea sales have fallen 12 percent to £623 million, or about $1.1 billion, in the past five years, according to Mintel International Group, a London-based research firm.
"Competition has been what's impacted tea," a Mintel analyst, Ellen Shiels, said in an interview. "Part of it is competition from coffee, part of it is competition from other drinks, such as bottled water and juices."
Starbucks, the largest
"Tea is the most widely consumed prepared beverage in the world, with the exception of the
The
"This segment has the capability of doubling its volume over the next 10 years," said Joseph Simrany, president of the New York-based association. "The move to specialty tea is triggered in part by the lure of high profits."
Franchia, a tea bar and vegetarian restaurant in
Demand is growing "reportedly in response to promotional efforts on the health benefits of tea," the organization said Thursday. "Medical research suggests that moderate consumption of tea offers protection against heart and blood vessel disease, some cancers, and bacterial infections."
Specialty gourmet teas sell for 50 percent to 500 percent more than regular black leaves, said Ashok Panjwani, managing director of the tea supplier Bombay Burmah Trading.
"The specialty and organic tea market has been more a niche market and has been the domain of smaller specialized companies that offer attractive, innovative products with variations and tend to sell at a really high price," Panjwani said. "Major tea companies could use the mergers-and-acquisitions route to combine niche, high-end products with their mass teas."
Lipton, Tata-Tetley and Twinings have about 40 percent of the global market, leaving opportunity for further consolidation, said Nikhil Vora, vice president of research at SSKI Securities, a brokerage firm in Mumbai.
"The black-tea market is saturated," Vora said in an interview. "Growth is going to come from the specialty and herbal teas, not just in
Lipton offers Chinese herbal tea in
"The most dynamic sector in the tea market globally is in green tea and fruit and herbal infusions," said John Cornish, international marketing director for Twinings.
"While Tata Tea has done a lot of right things in the black tea market, they've not yet got their act together in specialty and herbal teas," said Vora at SSKI. "They'll look at addressing that through acquisition. Twinings is a pretty strong player in the specialty and herbal tea market, and is a potential target for a company like Tata Tea." (mes)
By Jason Gale Bloomberg News
Source : http://www.iht.com
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