Page 37 - RetailWorld-May2021-Tobacco-Updated

Tea HOT BEVERAGES TALKING The hottest trends and advice when it comes to the tea category. T ea, according to Madame Flavour founder and Managing Director Corinne Noyes, is a beverage “enjoyed by almost 50 per cent of the Australian population” as a source of comfort and warmth. “Making and enjoying a cup of tea is a central ritual in many people’s day,” she said. “When Covid required us all to adapt to working from home, there were significant increases in grocery sales of tea as consumers shifted their behaviour to buying and drinking all their morning and afternoon tea at home.” Ms Noyes adds that in mid-2020 there were runs for tea, contributing to the best category growth in recent years. “This led to growth in experimentation with different tea blends, including healthier herbal blends,” she said. In terms of winter’s impact on the category, Ms Noyes notes that it’s “peak season” for hot tea sales, “with greater consumption leading to increases particularly in discretionary teas, and lighter users coming into the category”. “Innovative herbals blends, as well as heartier profiles, such as chai, experience lifts up to 30 per cent during the winter months,” she said. Delivering education and inspiration To support retailers, Dilmah is continuing to invest in educating consumers on the health benefits of tea and NPD that delivers on this consumer trend. “The Covid-19 pandemic is accelerating all wellness-related micro trends, with the basic principles of health and keeping diseases at bay as a core priority,” Dilmah Senior Executive John Trovato said. “Certain newly formed habits have been seen around preventative health. Dilmah Teas and Infusions have a range of items that supports the growing demand for health and wellness within the tea category.” Sustainability is also a key change in consumers’ behaviour, notes Mr Trovato, as they increasingly embrace social causes and seek products and brands that align with their values. “In 2019, Dilmah launched Dilmah Inspiration Selection. The \\\\\\\[packaging is\\\\\\\] biodegradable and \\\\\\\[the product\\\\\\\] offers consumers natural ingredients with health and wellness as the core of the range,” he said. “Each of our Inspirations is an ‘experience’ with perfectly selected herbs, and expertly crafted tea and spice “The Covid-19 pandemic is accelerating all wellness- related micro trends, with the basic principles of health and keeping diseases at bay as a core priority.” chai, offering tea that’s infused with deliciousness and natural wellness.” Looking to the future, Mr Trovato says Dilmah will continue to provide consumers with 100 per cent pure Ceylon tea, “as we’ve done for over TO PAGE 36 MAY, 2021 RETAIL WORLD 35