Proven advice to help stock the essential tea product range
The growth in tea sales in the convenience channel has mainly been driven by the increased trend towards treating tea as an “occasion”, centred around home snacking and home lunching - both up by 10% as a result of people spending more time at home, working and socialising. The growth in specialty teas has been driven by tea fast becoming an essential part of the growing trend towards a daily health and wellness routine, which has been a key driver of value sales of growth of tea by 2.1%. Getting the right balance between mass market consumption and niche interests will ensure you optimise your tea sales”.
Unilever Category Director
Stock the big-name brands; shoppers are unlikely to switch from their choice of tea brands.
Given volume consumption, the 80’s packets are the most popular, so pack size is important.
Fruit, herbal, green and decaf are consumed less than black tea but pose strong incremental growth opportunities, particularly as shoppers become more focused on wellness as a result of the pandemic
Quickly check the affluence of your customers to ensure you are meeting their needs and are stocking the right brands and SKU’s. Simply visit Street Check to double check your customers’ affluence and check your range.
Advice for Low Affluence Stores
In areas of lower affluence, put a greater focus on Normal tea brands such as PG Tips, Yorkshire Tea and Tetley
Consider reducing space for more premium brands / formats such as Green and Fruit & Herbal
Demonstrate value with Retailer Choice and cheaper brands such as Typhoo
Advice for High Affluence Stores
In more affluent areas, increase the range and space for Speciality and Fruit & Herbal Teas
Include opportunities for shoppers to ‘trade-up’ by adding brands such as Yorkshire Gold or increasing the Speciality Tea range to include more unusual flavours
The information from Partners for Growth was very useful and something which I implemented across a range of categories. Whilst we cannot stock all products, we focused on best sellers and re-laid the fixtures in a way that made it easy for our customers to shop. We have since seen an increase in sales of approximately 20-25% which is really positive!
Award winning category management advice for growing your sales based on knowledge and insight from Unilever category experts, plus business advice from our Retailer Advisory Panel of award-winning UK convenience retailers.