In his presentation, Carman Allison, NielsenIQ, said that optimism around the consumers’ personal financial situation is lagging, especially in North America and EU markets, despite the rate of inflation slowing across the globe. He explained that this has created financial polarization, noting, “it’s about the haves and the haves less.”

Allison said that in a recent consumer survey (conducted over the summer), Nielsen observed a shift from cautious to conscious consumption. “Heading into 2025, the state of consumers is determined, with three types of consumers [emerging]: resilient, vigilante and intentional. Consumers are spending in a more strategic way — they prioritize at-home, planning and waste-avoidant spending.”

This behaviour, Allison said, has ‘redefined discount’. “Consumers have embraced (and expect) a broader value from the concept of ‘discount’,” which is impacting buying behaviour across the board, not just in food, beverage (coffee and tea included) and other CPG products.

In their presentations, both Shabnam Weber, president of the Tea and Herbal Association of Canada (THAC), which organized and hosted this year’s NATC, and Peter Goggi, president of the Tea Association of the USA, discussed how health and wellness are driving components for consumers’ purchases.

“Consumers are searching for authenticity and community. People are disillusioned, particularly those ages 16-25,” said Weber, “but what’s hot is wellness and it spans all demographics.”

And while this should greatly benefit tea, it has competition from other ‘healthy beverages’. “Humans don’t ‘drink more’ during day, that is, they do not increase the number of beverages they drink in a day,” said Goggi, “they are swapping out one beverage for another, not adding.”

One strong opportunity for tea is in foodservice. “Globally, tea as an away-from-home beverage has a significant share,” said Margot Swindall of Technomic, but tea has an opportunity to further expand its share. She said cold/iced/frozen teas are growing in both Canada and US. “Hot tea is more often used as a pick-me-up while iced tea tends to serve as a meal companion and thirst-quencher (especially in the US).”

Swindall highlighted the top global foodservice consumer markets for tea for both hot and cold/iced tea in her presentation:

Hot Tea

1. Russia (47%)
2. India (43%)
3. Chile (37%)
4. Indonesia (37%)
5. Malaysia (36%)

Cold Tea

1. Philippines (52%)
2. Indonesia (45%)
3. Malaysia (44%)
4. S. (41%)
5. Thailand (39%)

Swindall said that tea meets other beverages head on in creativity and format extension on the global foodservice stage (in terms of functionality, healthy indulgence, etc.), and consumers are willing to experiment with tea (flavours and formats) — all of which enhances tea’s ability to grow its share in the foodservice channel.

“Foodservice is the playground for tea trial, experimentation and innovation,” Swindall stressed. So not taking advantage of this ‘under tapped’ market would be quite a missed opportunity.

• Vanessa L Facenda, editor, Tea & Coffee Trade Journal.
  Keep in touch via email: vanessa@bellpublishing.com Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal

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In the Western world, black tea is still the most consumed tea beverage, particularly by older demographics. However, consumption levels remain substantially below production, resulting in a market where black tea has become highly undervalued. There needs to be significant changes within the industry, including a substantial expansion of the consumer base, to increase the value and create a sustainable market for black tea.

Low prices pose significant challenges to sustainability

“Black tea is hugely undervalued, it is being sold for barely the cost of production, and that is on a good day — it is usually below the cost of production,” said Shabnam Weber, president, Tea and Herbal Association of Canada. “Brands are placing a higher value on their green tea products, even in circumstances where both their black and green tea haven’t been blended with any other products and are in similar packaging.”

Although there has been an elevated interest in other teas and infusions, black tea remains the category sustaining most of the tea industry in the Western world. “When we are talking about wanting fair pricing and sustainability, we cannot get there without black tea,” said Weber. “To obtain these goals, there needs to be more money in the pot so that it can be distributed across the supply chain.”

Image: Vahdam Tea

Peter Goggi, president, Tea Association of the USA, agreed, emphasising that the price of tea is not sustainable, making it increasingly difficult for farmers to survive. “There is way too much tea in the world, and there are only two ways to take care of that: either increase consumption or reduce the amount of tea that is produced,” he said. Reducing production levels will profoundly impact those countries that depend on tea as a primary industry. However, increasing consumption levels is a complex task.

“In the USA, we are still undeveloped in terms of the number of people drinking tea,” said Goggi. “85 percent of people drink tea, but not every other day, so it’s about converting that daily consumption into reality.” When it comes to consumption levels at origin, there is also room for growth. Countries like China and Kenya have little to zero consumption of black tea. South America, which includes several coffee-consuming countries, is another market that black tea could potentially tap into.

Increasing the overall quality and, in turn, the value of black tea is another way to help drive the product’s price up. “The specialty tea arena has demonstrated that consumers are willing to pay for tea, and so, there is no doubt that we need to raise the overall quality of tea being sold and, in turn, charge for it,” said Goggi. One of the side benefits of focusing on quality is that it naturally reduces the quantity of tea produced as the producers will not be plucking as far down the bush.

In the US, black tea remains the most common beverage, with iced being the most popular American preparation method. “Covid helped the overall tea market in the United States; it is valued, practically by millennials, Gen Z and Gen Xers as a destressor,” said Goggi. “People were drinking more tea at home, and this trend seems to be continuing, the growth of hot tea in the United States is happening.” In addition, the wellness trend has helped to accelerate the growth of black tea in the American market, with consumers gravitating towards the beverage for its taste and health properties.

“We are still very much a black tea-drinking nation, and rank in the top five tea consuming countries, per capita,” said Sharon Hall, chief executive of the UK Tea & Infusions Association (UKTIA). “But the percentage of black tea consumption is decreasing, with standard black tea accounting for 50 percent of the category. Seventy-four percent of the UK nation reported drinking some form of black tea during the day, with 40 percent drinking a cup several times a day. The key drivers for black tea in the UK are taste and, for the 18-29 demographic, the desire for a warm beverage. However, an increasing proportion of the population is shifting towards other warm drinks, with 55% reporting drinking green tea and 47 percent drinking herbal infusions. True tea sales value fell by over 6.0 percent to £578 million (2021 vs 2020), however, decaffeinated tea did continue to grow in value (1.3 percent) to almost £68.5 million.

“Over the past few years, particularly across the pandemic, we’ve witnessed increasing interest in products prioritising both planetary and human health. Ethics and the environment are high up on consumers’ agendas, supporting a rise in demand for organic and Fairtrade products,” shared Adele Ward, Clipper Teas marketing director, which is owned by Ecotone, UK. “We are also seeing a significant increase in demand for our Organic Decaffeinated Black Tea, which uses the natural CO2 process for decaffeination.”

Image: TAZO Tea

The need for innovation

Black teas remain a huge part of Vadham India’s overall portfolio because traditional tea consumption has always been dominant in the black tea category across India and other geographies. Vahdam has seen a growth of 5-10 percent in its black tea sales across all channels. “There’s been a change in outlook toward the consumption of tea, a growing prominence of black teas in cafés and QSRs, and a change in leisure drink habits across age groups leaning towards tea,” said Bala Sarda, founder and CEO of Vahdam Tea. “This has resulted in a higher demand for black tea worldwide.”

Continual innovation in the black tea category is critical, shared Sarda, to respond to the changing pattern of consumers actively seeking more from their beverages, whether it’s wellness, flavour, or newer formats, like lattes. “Vahdam’s formulations and format innovations have repositioned black tea as a preferred wellness beverage for the new-age millennials and Gen Z consumers, who are looking for an alternative that is contemporary yet clean, stylish yet sustainable and healthy yet high-fashion,” he said.

Health perceptions are skewed towards green

The continued interest in health and wellness has helped drive the demand for tea; in fact, it remains one of the critical drivers for consuming green tea in the Western world. However, one of the challenges in Canada, shared Weber, is that there remains a disconnect between black tea and its health benefits. “Every time we survey people’s perception of the health of the tea, black tea always ranks at the very bottom,” said Weber. “Canadians are quicker to associate the benefits of flavonoids with herbal teas before black tea. So, there’s a huge disconnect that’s happening, there is no question that green tea has had a head start, but the fact that the herbals are outranking black tea is shocking.”

Although the USA has been good about sharing the tea and health message, more needs to occur to help drive the consumption levels. “We need human studies to demonstrate an improvement of health in the population,” said Goggi. “That is the holy grail to get that structure/function claim; then we could state claims like drinking tea helps you to prevent cancer.”

Image: teapigs

However, these messages may fail to connect with the younger generations.

“Cardiovascular health, metabolic, and bone health, which are all significant benefits that black tea provides. However, I’m not sure that the younger generation is really in that headspace at the moment,” said Hall. “We must find ways to fit black tea into their lifestyle and understand how it will work for them.” Potential messages that could connect with the younger generations suggested Hall, are hydration, specifically as a pre- or post-exercise beverage, and highlighting how black tea can be consumed as an alternative to alcohol.

“As a category, black tea declined by 5.6 percent versus two years ago. Despite this, organic and Fairtrade tea is up by 0.3, in line with positive changes to consumer habits,” said Ward. “We’re confident that tea will remain a staple for years to come, not only for its taste but for its link to taking a break — especially in line with younger consumers who are increasingly prioritising wellness. As a brand, we’re always looking for ways we can bring new younger consumers to the category by offering this, alongside our fun identity.”

This includes increasing focus on black tea promotions through traditional and social media channels to drive demand and increase consumer awareness. “I don’t know if that is because the tea market has become dominated by black tea for decades that we’ve kind of taken it for granted, thinking people will always drink it,” said Weber. “You can’t take it for granted; you must celebrate the goodness of black tea.”

The reality is that black tea is competing with a growing number of beverages, making it increasingly challenging to draw younger demographics towards this beverage, which is in desperate need of a facelift. However, failing to connect with younger demographics places the black tea sector at risk of disappearing. Attracting and maintaining the interest of the younger consumer is essential to both drive demand and enable the market to increase the price (and in turn the value) of black tea. “The positioning of black tea as a culturally important part of our lifestyle is essential to have a sustainable industry; this includes getting millennials to drink black tea so that they encourage the tea-drinking habit in the next generation, alpha,” said Hall. “Otherwise, we’re not going to create a new generation of tea consumers.”

• Anne-Marie Hardie is a freelance writer, professor and speaker based in Barrie, Ontario. She may be reached at: annemariehardie1@gmail.com.

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The average Canadian boils twice the amount of water needed for a single cup of tea and the impact on the environment is not small. Research conducted by THAC with Carbon Intelligence showed that by boiling just what you need, Canadians could cut total annual carbon emissions by 83 tons per day. With an average of 22,000,000 cups of tea consumed daily in Canada, that equals 582,954 kWh of wasted energy.

“The reality of climate change is very present in the lives of Canadians. We’ve seen the impact firsthand with floods and wildfires. What was the need for climate change has now become a full blow climate emergency and we all need to step up and do our part. The Smart Boil campaign is our way to show Canadians that even small changes matter,” says Shabnam Weber, president of THAC.

The Smart Boil initiative has been launched by THAC to show Canadians that boiling just enough water for their favourite cup of tea, can have a real impact on the environment. “Every tea drinker can be a part of the Canadian government’s goal to reach net zero by 2050,” Weber says.

SMART BOIL FACTS: Canadians drink an average of 22,000,000 cups of tea per day. By boiling just what you need, it would save:

• 582,954 kWh of energy per day
• $104,349 in energy bills per day
• 83 tCO₂e in greenhouse gas emissions per day

That’s the equivalent of:  

• 10,493 propane cylinders used for a home barbecue
• 335,701 km driven in an average passenger car
• 291,477 dishwasher loads every day

What can you do, according to THAC: 

• Help to spread the word by sharing the information on social media using #SmartBoil #JustWhatYouNeed.
• Cycle, walk or take public transit over driving when you can.
• Eat seasonally and locally.
• Get a home energy audit and make your home more efficient.

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Wellness teas have experienced an ongoing rise since the global Covid-19 pandemic began, and there’s no sign that the trend is ending anytime soon. Thus, it’s a clear opportunity for the tea industry and beverage developers alike, to capitalise on the growth.

In November 2020–amidst the early phase of tea’s newfound popularity during the Covid-19 pandemic–writer/reporter Rebecca Deczynski summed it up at Refinery 29: “Right now, tea culture is at its peak. You’ve likely found yourself scrolling past targeted ads for herbal elixirs or swiping through endless Instagram stories depicting still-steaming mugs. You’ve heard celebrity endorsements for choice brews, and you’ve read about ‘wellness tea’ in magazine roundups devoted to self-care. The stuff is more popular than ever…”

John Lenz, the vice president of sales and president of hospitality at Intelligent Blends in San Diego, California, reported that while coffee is still considered a relatively healthy beverage, tea boasts the most benefits over any other type of beverage. “Wellness teas were already on the rise before the pandemic, but as more people looked for solutions to boost immunity, they found tea,” said Lenz. “Living through a pandemic has made many people realise the importance of immunity-boosting food and beverages.”

High demand for functional beverages

Chicago-based ADM, a leader in nutrition and a partner to the world’s leading consumer brands, regularly looks at consumer trends through its proprietary “Outside Voice” consumer insights platform. The organisation’s recent 2021 research found that 31 per cent of consumers are purchasing more items tailored for their health, and 50 per cent report a preference for foods and beverages that naturally contain beneficial ingredients. ADM also noted that the desire to influence health and wellness through foods and beverages is creating new opportunities for nutrient-dense products with functional health benefits aimed at supporting immune systems, enhancing mood and sustaining energy.

Vince Macciocchi, senior vice president and president of ADM’s Nutrition business unit, and the company’s chief sales and marketing officer, explained, “The global health crisis has changed consumer preferences in new and unexpected ways. We are seeing a heightened demand for foods and beverages that support immune systems, enhance our mood and reduce our environmental impact, driven in part by emerging human tensions. This has provided a unique opportunity for brands to develop disruptive new products that will forever change the way we eat and drink.”

Maria Uspenski, founder and CEO of The Tea Spot – which offers numerous premium teas focused on wellness and functional benefits, shared, “Consumers are seeking natural ways to support wellness, whether it’s strengthening immunity, helping reduce stress, or bringing oneself ‘back into balance’ with a cup of tea. In fact, consumers are seeking all varieties of tea–including traditional teas, functional teas, botanicals, and herbal blends. We expect that premium tea and specialty wellness teas will continue to stay in the forefront of consumers’ minds.”

Clipper Teas launched a functional teas line in 2021 designed to improve moods. Image: Clipper Teas

Shabnam Weber, the president of The Tea and Herbal Association of Canada, a leading authority on all things tea in Canada, representing members from bush to cup, agreed. “The need to take care of one’s well-being, both physical and emotional, remains a strong driver for consumers,” she explained. “Today, 58 per cent of consumers are actively looking for healthy products when they shop, resulting in a 171 per cent increase of functional food and beverages introduced to market in the past ten years. This trend will continue, and it provides the tea community with an opportunity to boost its growth by focusing on tea as a healthy beverage.”

Indeed, consumers are eagerly seeking products that they believe support wellness. For example, Whole Foods Market global buyers and experts recently unveiled their top ten anticipated food trends for 2022, and functional beverages – including teas or beverages made with botanicals – are expected to rise in popularity in the next year.

“Last year, we saw tremendous pandemic-related shifts in grocery buying habits as the world adjusted to spending more time at home,” said Sonya Gafsi Oblisk, chief marketing officer at Whole Foods Market. “As the food industry slowly adjusts to a new normal, we expect to see consumers prioritise food and drink products that deliver additional benefits – like functional sodas and tonics – and products that support their sense of well-being…”

Major brands launch wellness teas

Some of the national and multinational brands that have recently introduced wellness teas in the marketplace include Celestial Seasonings, Twinings, The Tea Spot, Buddha Teas, and other major players.

Boulder, Colorado-based Celestial Seasonings, the specialty tea brand and subsidiary of Hain Celestial Group, launched Tea Well, a line of organic wellness teas that couples daily health benefits with flavour. Tea Well blends include Mood Tonic, Sleep (the first tea with melatonin sold in the United States), Laxative and Gut Health (featuring a blend of prebiotics, probiotics and fibre).

“Beyond the mental health benefits of sipping a warm cup of tea, many consumers choose tea for its health benefits,” said Tim Collins, vice president and general manager at Celestial Seasonings. “We want to make sure we are delivering on this promise with products that go above and beyond in providing the benefits you’d find in your typical cup of tea.”

In addition to the Tea Well line, Celestial Seasonings’ ‘Taste the World of Celestial Seasonings’ ad campaign highlights the feel-good benefits of drinking tea. Video vignettes focus on Celestial Seasonings Green Tea for energy, Vitamin C tea for immune support, and Sleepy time tea to winddown. Through whimsical imagery and narration, the campaign is designed to introduce hot tea as a healthy and flavourful choice.

“This campaign captures the essence of how Celestial Seasonings brings balance and benefits everyday,” said Melinda Goldstein, chief marketing officer at Hain Celestial.

In May 2020, The Tea Spot launched its Flu Fighter wellness tea, a caffeine-free herbal blend that features functional ingredients, including astragalus, honeysuckle, organic liquorice root, orange peel, tangerine peel, dandelion root, mulberry leaf, red root, and organic ginger.

According to The Tea Spot, the ingredients in the Flu Fighter tea were chosen based on a medical report published in Military Medical Research (Volume 7, Article Number 4, February 2020), on the diagnosis and treatment of the novel coronavirus (2019-nCoV), where a combination of herbs and roots were used to support flu-like symptoms.

The Tea Spot’s Uspenski said, “The pain and stress of the current pandemic has pushed The Tea Spot to think outside the box as to how we can help empower people to find and support better overall wellness.”

In October 2021,The Tea Spot reported that their line of women’s teas – called Goddess Women’s Teas – were a best-seller for the company that year, as more consumers discovered premium tea or sought tea for its wellness benefits. The tea line features three 100 per cent organic tea blends that showcase botanicals and herbs to support women’s health throughout different stages of life.

Buddha Teas saw sales of its immune-boosting and lung health teas rise during the pandemic. Image: Buddha Teas.

John Boyd, co-founder of Colorado Springs, Colo.-based Buddha Teas, also noticed that more customers discovered tea during the pandemic. “We saw a huge spike in our herbal teas that boost the immune system. Our pure Elderberry had an astronomical increase in sales, and we attribute that to the amount of elderberry in each tea bag–2,000mg. Everyone seemed to jump on the immunity boosting teas band wagon. Also, our lung health teas – such as Mullein and Eucalyptus – have gained tremendous momentum.”

Boyd shared that Americans have traditionally been coffee drinkers, however people are leaning towards drinking tea. “Society is becoming more health conscious and most people know that green teas are much healthier than coffee, and they still provide the same caffeine kick that people are looking for to start their day,” he said. “Not to mention the fact that some of our caffeinated teas contain an ingredient that totally takes the edge off that jittery feeling while still kicking you into overdrive. Specifically, I’m talking about matcha and L-theanine.”

Twinings, a leading wellbeing drinks brand, also focused on an ad campaign to attract consumers to the healthy tea lifestyle. Its ‘Drink in Life’ campaign showcases the company’s new Superblends collection, demonstrating how these new products help consumers “feel good, live well and enjoy life.”

Twinings’ Superblends line – at the heart of its “Drink in Life” campaign – features four new flavours that are fortified with vitamins and functional additives, and additional flavours are slated for 2022.

Twinings new Superblends wellness line is designed to help consumers ’feel good, live well and enjoy life.’ Image: Twinings North America

“Our ‘Drink in Life’ campaign is rooted in the idea that taking even the smallest step counts when it comes to reaching your wellness goals and contributing to your overall health,” said Mike Currie, vice president of marketing at Twinings North America, based in Clifton, New Jersey.

Currie noted that the wellness segment in tea has been growing for a while, but the pandemic has accelerated the interest in wellbeing and beverages that support this. “Consumers are putting their wellbeing at the forefront and paying close attention to the products that they’re consuming,” he said. “From an overall industry perspective, this directly correlates to the steady increase in wellness tea sales. These consumers are investing in authentic brands that value transparency and put wellbeing within reach with small steps, making them feel optimistic about their purchases.”

Herbal teas are also big in the wellness tea marketplace

When it comes to wellness teas, it’s important to note that herbals teas and herbal blends are among the teas on the rise, in addition to true teas from the Camellia sinensis plant.

On the whole, the herbal beverages market, which includes herbal tea, is experiencing considerable growth, according to a new report from analysts at Vantage Market Research. In fact, the herbal beverages market is expected to reach USD $2.45 billion by 2028, growing at a compound annual growth rate (CAGR) of 5.1 per cent between 2021 and 2028. Factors like the rising awareness of the advantages of herbal-based beverages – such as replenishing skin from the inside, enhancing health, supporting healthy joints and rejuvenating the body – are facilitating the growth of the market for herbal beverages, according to the research firm. The herbal tea segment, specifically, is anticipated to grow more than 4.6 per cent CAGR over the forecast period.

Northern California-based tea author, educator and tea festival organiser, Babette Donaldson, owner and publisher of T Ching and the founder of the International Tea Sippers Society, noted, “The sense of helplessness and frustration in this time of Covid-19 motivates many to look to ancient healing lore. Many do this to feel that there are ways to take control of one’s own well-being. In the past, some in the tea industry have focused on the ‘tea and health’ message to include only Camellia sinensis. But customers are looking for something more inclusive in their cups. Resources for herbalism are abundant and bridge many cultural divides.”

The next wave of wellness teas?

In a recent World Tea Conference + Expo white paper, Euromonitor International’s senior beverages consultant, Matthew Barry, based in Chicago, Illinois, pointed out that while not a cure, tea can serve as a valuable temporary oasis in a chaotic world. “An opportune area in the US market in the near future will be teas designed for relaxation and mindfulness,” said the senior beverages consultant. “While many beverage categories are eager to address this growing consumer need, tea starts with a considerable advantage. Tea – herbal tea in particular – is already strongly associated with calming effects. Chamomile, for example, has been used as a calming ingredient in tea since the time of the ancient Egyptians, so herbal tea could be said to have been active in the calming functional space for millennia. Consumers hardly need to know this history to be familiar with the idea that chamomile, mint, valerian or other herbs promote a sense of calm – and there is a new wave of teas targeting this space.”

Barry also noted, “Stress and anxiety levels continue to be at an all-time high. Tea can provide moments of quiet and calm amidst the turbulence. The American tea industry needs to prioritise products and blends that address mental health concerns. If done effectively, the mindfulness space will be the most dynamic in the US tea industry for years to come.”

• Aaron Kiel, based in Raleigh, North Carolina, has worked in the tea, coffee and beverage industries for nearly two decades, and he’s the editor of World Tea News. He’s a journalist and writer at heart, but he also wears a public relations “hat” through his PR consultancy, ak PR Group. He can be reached at akiel@akprgroup.com.

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There is a new and upcoming beverage consumer in the tea and coffee landscape, Generation Z. These individuals are passionate advocates guided by their values and actively seek brands to which they can relate. Currently, between 11 and 25 years old, they are cautious explorers eager to try new flavours and beverage experiences. However, they expect a lot from their favourite brands, including strong sustainability platforms, authenticity, and transparency.

Although still young, they are beginning to develop their beverage habits, making it a critical time for tea and coffee brands to connect with them. “For tea and coffee companies, it’s about recruiting the next generation and bringing them into the next pipeline of customers,” said Vanessa Toperczer, vice president, brand and product integration, IMI, Toronto, Canada.

The future of coffee and tea

Born between 1996 and 2010, this demographic is genuinely unlike any previous cohorts. Generation Z – ‘Gen Z’ or ‘i-Gen’ – is the first truly digital natives, resulting in an extremely internet savvy demographic, including the ability to delve deeper into brand claims to confirm that they are authentic.

“Generation Z are different than other generations before them. They are more individualistic and true digital natives,” said Mary Dusenbury, senior director of Away From Home Marketing, Peet’s Coffee. Digital technology is not just something that they access, but it is simply a way of life. “This is a generation that doesn’t understand the phrase “before the internet existed,” said Shabnam Weber, president, Tea and Herbal Association Canada. “It is a show me, not tell me, generation.” When it comes to social media, they prefer visual platforms like TikTok, Snapchat and Instagram, preferring to see their brand stories than read about them.

Gen Zers like sweet and spicy profiles and prefer cold coffee beverages over hot ones.

Gen Z has grown up amid several global crises, including global warming, the 2008 recession and the pandemic, creating a generation that is often defined as thrifty and practical.

They are financially minded with a focus on the future, including wanting to own a home, start a family, and have a significant savings account. Generation Z are both dreamers and doers and are looking for brands that invest the time to understand who they are and reflect their values.

The impact of the pandemic

Although, Gen Z is the least likely to become severely ill during the pandemic, all aspects of their lives were, and continue to be, disrupted. This cohort has missed many monumental events over the past two years, including in-person graduations, proms, birthdays, classroom trips, and events. Education was either put on hold or moved to an online format, and there was a spike in unemployment directly impacting service and entry-level positions, both which have a significant proportion of Gen Z employees. Their mental health is at risk, with high levels of depression, anxiety, and feelings of social isolation, as this younger generation is confronted with several global and national challenges including climate change, violence, and a pandemic.

“They interact differently than previous generations; the last few years have been transformational, they socialise differently,” said Sylvain Charlebois, professor and senior director, Agri-Food Analytics, Dalhousie University, Nova Scotia, Canada. “It’s going to have an effect on everything, their food choices, how they drink coffee, where they drink coffee, and with whom.”

When communicating with Gen Zers, tea and coffee companies need to acknowledge the pandemic’s impact and meet them where they are today. This includes developing an online community, including using platforms like TikTok and Instagram, to showcase brand values and develop authentic connections.

“For this generation, everything is new, and everything is possible; however, they are also faced with the challenge of skyrocketing housing prices and an extremely high cost of living,” said Charlebois. As a direct result, it has created a generation that is a bit more domesticated. “Drinking beverages from home is going to continue to be a driver for the next little while, especially for the younger generation,” said Charlebois.

Tapping into wellness

The values that this generation embodies hold lots of potential for tea and coffee companies to tap into. “There is certainly a more educated, informed and passionate tea drinker emerging and Generation Z are really leading the way,” said Louise Cheadle, Teapigs co-founder and tea taster. “We know that Generation Z is thirsty for information and often keep up to date by using social media, so we make sure we’ve got plenty of up-to-date information online and on our social to keep the conversations about these important topics relevant.”

Physical and mental health are extremely important, and they recognise the role that their diet and lifestyle play in supporting this. “Any drink that is low in sugar, big in taste and that has a function or positive benefit towards your health or wellness, such as our matcha, kombucha or feel-good tea range, is going to go down really well with Generation Z,” said Cheadle.

This is a cohort that is intrigued by functional foods and are eager to explore ingredients that support their wellbeing, including a variety of spices, botanicals, and superfoods, like chaga, acai, and blueberries. At the same time, they embrace customisation, creating the beverage that responds to both their wellness and flavour needs including blending products, adding syrups, or natural spices and botanicals. “Gen Z won’t put up with substandard drinks out of home, especially since people have been spending more money trying new flavours and interesting products during lockdowns,” said Cheadle. Demonstrating how beverages can support the mental and physical wellness will resonate well with these consumers, including providing research that confirms these claims. The health benefits of green tea and herbal tisanes, specifically, resonate strongly with this demographic; however, there is still room to strengthen these messages and add to them.

Functional beverages or beverages that positively benefit mental or physical wellness appeal to Gen Zers.

“The pandemic has accelerated the values that were already important for this demographic, specifically self-care and societal care,” said Weber. “Although, societal care and wellness are important elements of their beverages, it cannot be at the expense of flavour and quality of the product,” said Weber.

When it comes to coffee, they like both sweet and spicy profiles, and show a preference for cold beverages, over hot options. Peet’s Coffee responds to this audience’s need by creating seasonal menus and adapting to demand. This includes adding in features, like their upcoming Churro campaign, which cater to the sweet profiles that Gen Z craves. “Gen Z doesn’t want the same coffee that their parents and grandparents drink and they don’t want the same exact coffee their friends order,” said Dusenbury. “They want their coffee to be specialised for their unique tastes, while having a positive impact on people and our planet.”

Health for themselves and the planet

Sustainability has always been an incredibly important value for them; however, the pandemic has accelerated it. They also are very aware about the role of the supply chain with consumers connecting dots, looking at each step, including who is involved, how much they are paid, and if their needs are being responded to. “You have to be authentic and it’s not just about transparency but understanding, and sharing, the role of your entire supply chain,” said Charlebois.

This generation is extremely conscious of the brands that they align with and are looking for companies that support their values. They are not driven to purchase an item because it is on social media, but they might be driven to purchase because the message resonates with them, and they feel connected to the product.

“Talking about the good that you do isn’t enough, brands need to show what they’ve been doing,” said Weber. It is about connecting the consumer to the stories behind the product and sharing these stories through a visual platform. “Tea has so many incredible stories. “Stories that relate to the values that this demographic holds dearly including sustainability, societal values, and the individuals along the supply chain will help foster that authentic connection.

The reality is that this is a demographic that believes that they can make an impact, are not afraid to voice their opinion, and will urge others to follow suit. They are advocates and change-makers and seek out brands that align with their values, whether its diversity, inclusivity, wellness, or sustainability.

“Gen Z is willing to purchase premium coffee when they know the brand they support is promoting responsible sourcing, helping the planet and the communities where their drinks come from,” said Dusenbury. For brands, it is about understanding where the interactions with this demographic will occur, whether its in the café, online or at a college campus, and use these opportunities to discuss your brand’s story, including your social responsibility efforts.

“We believe it is a requirement in these settings to talk about the work we are doing for the greater good.”

• Anne-Marie Hardie is a freelance writer, professor and speaker based in Barrie, Ontario. She may be reached at: annemariehardie1@gmail.com.

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Shabnam Weber, president, Tea and Herbal Association, set the tone of the event, with an inspiring PowerPoint that highlighted positive world events from the past 18 months. She shared that although the agenda was not a lengthy one, she hoped it pinpointed the subjects of value to the community. The overall sentiment of the event was both positive and proactive, as attendees from across the globe logged into these insightful conversations.

The first topic on the agenda was an analysis of the complex environment of logistics and shipping. The pandemic was the catalyst behind what is currently happening in shipping and logistics, stated Bruce Rodgers, executive director, Canadian International Freight Forwarders Association (CIFFA) executive director; however, what was once a ripple effect is now a full out tsunami. Global trade is 5% higher than it was prior to the pandemic, ports are fully congested, and there are empty containers in areas where they don’t need them, and in China, where they need the empty containers, they are not available. “There is only so much available capacity,” stated Rodgers. “The carriers are currently operating at 33% capacity, with labour remaining a huge concern across the globe.”

Both Canada and Australia are looking into anti-competition practices and the potential impact that the carrier monopoly has had on the logistical challenges that the globe is currently facing. While actions like bringing jobs back into the United States and an exploration of near shoring opportunities and sourcing flexibility may help alleviate some of this strain. Rodgers emphasised that the situation remains unpredictable,with many different players and challenges to contend for. Advocacy and education, two of the pillars of CIFFA, are two ways that the tea industry can become involved in addressing these challenges.

“The tea industry saw large growth in 2020, the pandemic served tea well, but today we find ourselves in another foreign place, we are not pre-pandemic, nor are we are pandemic, but we can also not state that we are post pandemic,” said Weber, as she introduced the next speaker, Carman Allison, vice president of sales, consumers intelligence, Nielsen IQ. Allison explored the role of tea in the past 18 months, while forecasting how the industry could continue to respond to evolving consumers’ needs. The pandemic has resulted in new purchasing behaviours, including an expansion of eCommerce and a focus on food. Approximately 70% of Canadians are either reducing their spending or being cautious; it is an uncertain economic climate with escalating costs and high debt loads. However, new growth areas are food and Ecommerce, two sectors where tea fits in nicely.

The final talk of the event involved two speakers, Benjamin Kayatz, environmental impact assessment specialist, Soil and More, and Dr Tim Bond, founder, Tea and Herbal Solutions, where they both explored the complex topic of the carbon footprint of tea. They shared that one of the challenges with determining the carbon footprint of tea, is that there is not one clear path to cultivating and processing tea. Fertiliser, machine harvesting, the withering process, and bio residue can all increase greenhouse gas emissions at the farm level. Carbon footprint is highly site-dependent, with both climate and yield having an impact. When it comes to reducing the carbon footprint, there is not a one size fits all solution, instead, It is about identifying your hotspots and then apply actions to reduce emissions, including carbon sequestration solutions and opting for less carbon intensive tools, including solar and electric solutions.

Overall, the two-hour event left the audience with a deeper understanding of the critical areas impacting the industry and insights on actions that the industry can take to Level Up.

• Long-time T&CTJ contributor, Anne-Marie Hardie is a freelance writer, professor and speaker based in Barrie, Ontario. She may be reached at: annemariehardie1@gmail.com.

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In creating the definition of specialty tea, ESTA explained that they believe certain factors can help contribute to being able to distinguish specialty teas from commodity teas. These can include but are not limited to: the known supplier, the known farm, the known location, the known production dates, and the known processing method. According to ESTA, specialty tea can also be defined by the quality of the five criteria below:

1. The dry leaf
2. The aroma of the dry leaf
3. The colour and clarity of the liquor
4. The flavour and mouthfeel of the liquor
5. The appearance and aroma of the wet leaf

Specialty tea is much more complicated to define or even categorise than specialty coffee, which has strict criteria. In terms of “specialty tea,” is it just Camellia sinensis or do blends, herbal/botanicals and flavoured teas count? Does the origin and the elevation matter? Can specialty tea be mechanically harvested, or must it be hand-plucked? And who is clamoring for the definition, consumers or the tea industry at large?

Even when issuing the new definition, ESTA’s executive director, David Veal, said the document is “closer to a description,” noting, “summarised by the phrase ‘aspiring to excellence in all aspects of tea processing and brewing from the bush to the cup,’ we acknowledge that it will be difficult if not impossible to achieve a definition universally agreed by all in the specialty tea community, so we have described our approach rather than dictate a definition, in the hope that most people will agree with most of its content. However, we acknowledge, and indeed hope, that this document will encourage an ongoing debate and therefore continue to promote speciality tea into the future.”

ESTA’s wish to “encourage an ongoing debate” has come true as there was immediate response to their definition — although everyone who commented did applaud ESTA’s efforts.

“I think they’ve tried hard to talk in aspirational terms, and I like the direction they have taken,” said one industry official. “I do note that they have purposely avoided mentioning Camellia sinensis, although the criteria they list tend to limit all BUT true tea.”

In response to ESTA’s definition of specialty tea, the Tea and Herbal Association of Canada (THAC), Tea and Herbal Infusions Europe (THIE) and the Tea Association of the USA (TAUS) released a statement (which can be seen in its entirety here) expressing concern with the language used to differentiate ‘specialty tea’ from other tea.

THAC, THIE and TAUS pointed out that the ESTA definition of specialty tea includes knowledge of supplier, farm, location, production dates and processing methods — all supply chain elements that are known and documented by all reputable companies operating within the tea industry regardless of ‘specialty’ or ‘traditional’ label. “[These] are critical to traceability requirements which are at the core of food safety laws in place around the world and must be demonstrated as part of regular audits for large retailers as well as certification programs,” they stated.

THAC, THIE and TAUS also noted that the five criteria being used to define specialty tea are “the same criteria used by every tea taster in the industry, regardless of ‘specialty’ or ‘traditional’ label. Although all the above may be a part of ‘specialty tea,’ suggesting they are not a part of ‘traditional’ tea is factually incorrect.”

Another official asked whether any form of blended or flavoured tea be could – or should – considered specialty. He noted that some Sri Lankan estates have tea fields that would classify as high-grown elevation. The same estate can have other fields or sections of fields that fall in the mid-grown elevation designation, but the estate’s processing is done at the low- or mid-grown elevation. That final product of that estate is classified according to the elevation of the processing facility. “So, if all the teas from this one estate are processed together to form one lot, is this a blend? Furthermore, what happens if this estate decides to offer some specialty tea or jasmine green tea? Does the jasmine portion have to be from a designated origin (not to mention the green tea itself) for the final product to be classified as a specialty jasmine green tea?”

In conclusion he said, “I think there are a lot of refined definitions that need to be created before a ‘specialty’ designation is useful to some significant portions of the tea industry.”

Perhaps the “specialty tea definition debate” could be a topic of conversation at the next FAO IGG plenary meeting, or a session at an upcoming North American Tea Conference, World Tea Conference & Expo or Global Tea Initiative Tea Colloquium?

However, and I could be mistaken, but tea consumers do not seem to be demanding a definition of specialty tea, rather more and more consumers are desiring higher quality tea (and are willing to pay for it). So, for the moment, maybe we should consider THAC president Shabnam Weber’s suggestion, “I think that defining specialty is like ‘nailing Jello to the wall’ — to borrow a line from Bill Clinton. Specialty tea means something different to everyone asked and if we accept that truth, then why not spend our energy on elevating the category of tea to benefit the entire industry.”

• Vanessa L Facenda, editor, Tea & Coffee Trade Journal.
  Keep in touch via email: vanessa@bellpublishing.com
  Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal.

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The beverage we all know and love is not only the second most consumed beverage on the planet, but it plays a critical role in the lives of millions of people around the world. This is why we are the only beverage that has been honoured with its own day by the United Nations. And I think that is important to remember the millions of lives that are impacted by tea. That alone should be what we focus on 21 May and every single day you make a cup of tea for yourself.

Through necessity and the inability to be in person last year, the Tea and Herbal Association of Canada celebrated International Tea Day with the first Sofa Summit. It was an 11-hour extravaganza with 24 guests across 14 time zones representing all parts of the tea industry. It was both exhausting and exhilarating but it also made me truly grateful to be a small cog in this wheel of tea.

For some of my guests, tea was a chosen profession, some were born into it and for others it felt like a calling. But the common thread for all was their deep love and connection to this beverage we call tea. This year, the Tea and Herbal Association of Canada will be hosting the second Sofa Summit on 21 May. We have an entirely different panel of guests from 13 countries who I know will be as inspiring as last year.

James Norwood Pratt has said, “Tea is quiet and it takes a quiet palate to appreciate something that calls so little attention to itself.” I would agree with him, but sometimes, I think, we are a little too quiet in the world of tea, and sometimes it is good to make some noise. Our event will be streamed live on our YouTube channel and I truly hope you find a moment to pop in, say hi and be inspired. Access the Sofa Summit here.

• Shabnam Weber spent 18 years in the tea business as an entrepreneur before assuming the position of president of the Tea and Herbal Association of Canada (THAC) in 2018.

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It was actually a great year for tea [in North America and Europe] with consumption rising and in home/at home (grocery) sales going “through the roof” as there is an emotional connection to tea, said Weber, so consumers turned to tea for comfort and relaxation, and to feel good [health benefits/immunity boosting].

“Innovation is the prevailing theme that needs to come out of last year,” said Weber. “Businesses need to be innovating because the habits and lifestyle changes made within the last twelve months will not change.” For example, many consumers who were ‘afraid to shop online’ are now shopping online and will not stop. Thus, companies that were not online before Covid got online quickly; those that were, strengthened their operations.

“A key motto that I heard for a lot of companies was ‘progress over perfection,’ Weber shared. “Businesses were forced to make decisions at twice the pace with half the information.” With consumers wanting convenience, [smart] companies responded with fast delivery. Other companies offered at-home experiential packages, and many tea companies held virtual tea tastings for consumers, which Weber, noted, was not done before Covid.

According to Weber, many innovation trends that began in 2020 during Covid, will likely continue in 2021 as well as beyond, such as:

• Self & societal care — nutritional support (immunity, mental health, sleep) and taking care of the “outside” (skin health).
• Indulgence — premiumisation, customisation, smaller portion indulgences, permissible indulgences (those that work with diets).
• Convenience — online shopping and home delivery, creating in-home experience (not going to go away even with places re-opening).

There is much that can be ascertained from last twelve months if we stop and pay attention to them, Weber explained, and advised attendees to “not write off 2020. We cannot forget about it as there are lots of lessons to be learned that can help this industry to grow.”

Summit organiser Questex confirmed that it is proceeding with World Tea Conference & Expo, scheduled for 14-16 July in Denver, Colorado as a live/in person event.

• Vanessa L Facenda, editor, Tea & Coffee Trade Journal.
  Keep in touch via email: vanessa@bellpublishing.com
  Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal.

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“The aim [of International Tea Day] is to highlight that tea production contributes to the fight against hunger, reduction of extreme poverty, empowerment of women, and is a sustainable use of ecosystems,” said Dr Sharon Hall, chief executive of the UK Tea and Infusions Association, in a statement.

Although Covid-19 has curtailed out-of-home events and activities, the Tea and Herbal Association of Canada, the Tea Council of the USA and the UK Tea and Infusions Association, all have a variety of online and virtual educational and promotional activities planned leading up to, on International Tea Day (ITD), as well as after 21 May.

The Tea and Herbal Association of Canada (THAC) is gathering tea friends, personalities, and experts from around the world for a ‘SofaSummit’ on ITD. “I’ll be travelling to 12 countries across 13 times zones in 10 hours. It will be an epic journey,” said Shabnam Weber, president of the THAC.

In addition to the SofaSummit, the THAC has created a video celebrating tea drinks around the world and to thank tea workers. For more information on the SofaSummit schedule and ITD activities, or to watch the video, visit the THAC website.

The Tea Council of the USA, which, during the Covid-19 crisis, has been actively sharing updates and developments in origin countries as well as from the Center for Disease Control (US) and the World Health Organization, and hosting weekly virtual tea parties via the Specialty Tea Institute, will be sharing content in the days leading up to and after ITD on Instagram, Twitter and Facebook through its Tea Council of the USA. (Several international tea boards and brands have provided some assets.)

The Tea Council will be highlighting various tea-growing regions and discussing the tea supply chain from plant to cup. Posts will celebrate tea not only as a commodity but also as a heritage and basis for smaller livelihoods, touting the hundreds of thousands of workers who are involved with the growing, production and manufacturing of tea consumed worldwide. Content will also touch on the many health and environmental benefits associated with tea.

The Tea Council’s promotion launches with user-generated content from their annual #IndividualiTEA sweepstakes to showcase how tea is universal and unites us. They will encourage their followers and other social media users to share from where their favourite tea is sourced. Once they have enough content, the Tea Council will share images and videos from tea regions around the world.

In celebration of ITD, the UK Tea and Infusions Association (UKTIA) has issued press releases from UKTIA and its Tea Advisory Panel (TAP) to introduce ITD to the British media.

The UKTIA has jointly produced a ITD-related video with the Tea and Herbal Association of Canada on YouTube. Click here to watch.

Throughout May, the UKTIA has been giving thanks to British tea consumers with a ‘cheers to the tea drinkers’ campaign on social media. In return, they have asked the British public to thank all the hands that bring tea to consumers’ cups. The deadline for submission was 10 May, and they are now creating a tribute to the people that bring us tea — from seed to cup.

The UKTIA also highlighted ITD in an article of its second issue of its magazine, Brew.

While many of us may not be able to venture out on 21 May to celebrate, there are ample ways to participate and enjoy this first International Tea Day from the comfort – and safety – of our homes. So, brew a pot (or even a cup) of your favourite tea (I have a lovely shan tea I’m looking forward to trying), and take a virtual journey around the world for fun, for education and to help honour and show appreciation for all tea workers — from seed to cup! #InternationalTeaDay

• Vanessa L. Facenda, editor Tea & Coffee Trade Journal. She may be contacted via vanessa@bellpublishing.com.

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Water is increasingly becoming the beverage of choice, particularly for millennials and Generation Z cohorts, who are consciously selecting healthier alternatives. “I think that the fact people are switching to water is an immense opportunity for the tea category,” said Shabnam Weber, president, Tea and Herbal Association of Canada, Toronto, Ontario. “What is tea, if not 99 percent of water: water that has been infused with so many health benefits. We are the original vitamin water — nature’s vitamin water.”

One of the biggest hurdles to overcome with converting water drinkers is the misconception that tea is dehydrating. Perpetuated by both the media and health authorities, this perception may be preventing consumers from turning towards tea to meet their hydration needs. “We need to make people aware that tea is just as hydrating as water,” said Dr Sharon Hall, chief executive, UK Tea and Infusions Association, London, England. “And when we extend the conversation towards the other benefits that tea offers including polyphenols and bone density, it makes a very powerful statement.”

By sharing this information, the tea industry can help influence consumers to adopt tea as their go-to hydration beverage. “Tea and water are inherently similar,” said Cindi Bigelow, president, and CEO, Bigelow Tea, Fairfield, Connecticut. “They are lighter, healthier, non-caloric beverages. There is a particularly nice correlation between iced tea and water, they both play nicely together.”

The ready to drink category presents an opportunity to engage consumers in premium tea offerings. This growth category is primed for sugar-free products that showcase a variety of whole leaf tea offerings including green, black, and oolong. “Water has enjoyed a lot of popularity due to its purity,” said Peter Goggi, president, Tea Association of the USA, New York, New York. “However, tea is making inroads. There is an extraordinarily strong, well documented, research background into the overall health and wellness of tea, which will help drive our industry forward.”

To gain momentum, the tea industry needs to focus on delivering offerings that will respond to the concerns of today’s consumer. In the ready to drink segment, packaging has become incredibly important with consumers opting for solutions that respond to their sustainability concerns. The anti-plastic movement is turning consumers away from plastic packaging and bottled water in general. At the same time, corporations, governments and public venues are taking a stand advocating for the elimination of single-serve plastic. “San Francisco has banned bottled water in the airports,” said Rona Tison, senior vice president, Ito En, San Francisco, California. “People are increasingly concerned about consuming clean food, beverages, and products. Tea fits into that lifestyle. It is a plant-based, clean, healthy beverage that they can feel good about consuming.”

Extending the Conversation

To ensure the long-term viability of the beverage, the tea conversation must go beyond hydration and wellness. “The landscape is continually changing, and to remain a part of the industry, you have to be able to adapt,” said Tison. This includes embracing a variety of formats and working in partnership with other tea companies to help transform the concept of tea into a valued experience.

“We need to turn infrequent tea drinkers to daily habitual tea drinkers — introducing new flavours to their repertoire,” said Alaina Ho, marketing manager, Stash Tea, Portland, Oregon. “Everyone in the industry has a role to play in helping make this shift. It may be one brand in the morning, a different brand in the evening, and an RTD in the afternoon.”

There remains a significant educational gap with mainstream consumers still largely unaware of the diversity that tea has to offer. “We need to talk about the goodness of tea on so many levels from the taste experience to how it aids in relaxation, mental clarity, and mindfulness,” said Tison. This conversation, although started, is still in its infancy. Consumers are actively seeking items that can be customised to their needs. However, the full potential of the tea experience still has not been fully embraced.

“Wellness will continue to be a driver in tea – it is an important message,” said Bigelow. “But there is much more to the tea conversation. In our case, we connect with our customers through both our family story and strong brand recognition.” For Bigelow Tea, this includes involving their sales and marketing team in all aspects of the business, from product development to the sourcing of ingredients. By understanding the entire process (and the motivation behind them), the sales and marketing team can develop authentic messages that showcase both the story of the company and its values.

“Millennials and Generation Z are very particular on how they spend their dollars –they want to know it’s going to something,” said Goggi. “Tea fits well in this conversation.” This includes inviting consumers into the world of tea, sharing its origin story, the variances that the terroir provides, and fostering connections with the individuals behind the tea leaves. “There is a strong sustainability message with tea: social, economic, and environmental, and when that’s paired with the wellness factor, it wraps up to a program that can help drive consumption.”

The specialty tea movement has helped to shift the perception of tea but there are still several hurdles to overcome. In order to get there, the industry needs to find ways to connect with today’s consumers. This includes understanding the terminology that they use, their values, and the barriers that may be preventing them from adopting tea into their lifestyle. “We are faced with several shifts in the industry: the volume of black tea is declining in the UK, consumers are calling a range of beverages tea, and they are not fully aware of all the benefits that Camellia sinensis offers,” said Hall. “The history of tea in the UK used to be so precious. We need to reconnect people to these stories.”

Black tea, in particular, has had its own set of challenges. This could be partially due to the beverage being unfairly pegged as a breakfast drink or the milk laden, sweetened, bitter beverage that was prepared by a grandmother. “We have seen steady and promising growth in specialty teas, herbals, etc, but black tea has been taken for granted and relegated to uninspiring words like ‘ordinary,’” said Weber. “We need to make black tea special again. It’s my go to tea, and there is nothing ordinary about it.”

The out-of-home experience presents an opportunity to help make this shift, but to do this, the overall experience needs to improve. This begins with inviting the restaurant industry into the tea conversation and showcasing the potential in a tea menu, including tea pairings, tea cocktails, and customised beverages. “There are so many parallels between tea and wine; the complexity, its taste profiles, traditions and history,” said Tison. “The story of tea runs so deep. It is something to be respected, celebrated and enjoyed in so many ways.”

Cafés have already fostered this development introducing consumers to tea lattes, specifically chai, matcha and turmeric, and the potential in cold brew iced tea. “The world continues to get smaller, and with that, we are seeing more exotic ingredients introduced into the tea world,” said Ho. “This new influx of flavours and ingredients presents an opportunity to delve into more exciting things, especially at the café level, where they can introduce the flavours in new drink experiences.”

Consumers are slowly awakening to the variety of experiences that tea offers. However, to truly propel the industry forward, the messages need to go beyond wellness and connect consumers to both tea’s diversity and its incredible stories. “We need to join up as a global tea industry and align our messages so that it will become amplified,” said Hall. “Creating global campaigns within the industry and fostering partnerships with other areas, like culinary, will help to elevate the concept of tea.”

• Anne-Marie Hardie is a freelance writer, professor and speaker based in Barrie, Ontario. She may be reached at: annemariehardie1@gmail.com.

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Next to water, tea is the most commonly drunk beverage worldwide. For generations, black and green tea consumption levels were divided by continents. Historically, black tea was the predominant choice for the majority of Western Europe, North America, Africa and some parts of Asia. However, in East Asia, in particular China and Japan, green was the dominant tea of choice. Today, the regional divide is still in existence. However, the tea story is evolving with consumers across the globe increasingly experimenting with both varieties of tea.

In 2018, Americans consumed over 84 billion servings of tea or more than 3.8 billion gallons. About 84 per cent of all tea consumed was black tea, 15 percent was green tea, and the small remaining amount was oolong, white and dark tea. Although black tea still leads the way, the consumption of green tea in North America is steadily growing.

“There has been an overall decline in black tea consumption, in particular with CTC tea,” shared Matthew Barry, senior beverage analyst, Euromonitor International, based in London. “This could be in part because the health positioning of black tea is weaker than both herbal and green, and the fact that black teas are often consumed cold and with sugar.”

Canada is experiencing a similar trend, with a two percent decrease in black tea consumption in 2018. However, Shabnam Weber, president of the Tea & Herbal Association of Canada, shared that specialty black tea (flavoured) shows a nine percent increase in 2018. “Our changing demographic is looking for variety in both the black and green tea categories, presenting an opportunity for both flavours and blends.”

The perception of tea is continuing to shift from a milk and sugar-laden beverage consumed by the older demographic to an innovative beverage that presents a seemingly limitless variety of taste experiences. “The educated and informed tea drinker who is coming to cafés and coffee shops, wants a premium grade tea,” said Andy Byron, trade and communications sales executive, Teapigs, based in Brentford, England. He added that although mainstream tea as a whole is declining, customers are more interested in provenance, health and quality, which has resulted in a demand for premium, green and specialty tea, especially among younger consumers.

The wellness story has awakened a large portion of the Western world to green tea and its dietary benefits. Based on search history alone, green tea seems to hold first place when it comes to health attributes with regular consumption of it being positively linked to protecting against several types of cancer, type 2 diabetes, lower blood pressure and decreased risk of cognitive impairment.

“The health and well being sector will continue to grow with more people drinking functional teas,” said Byron. “Consumers are also placing more focus on sustainability so vendors need to check their product’s green credentials and remember that provenance is key!”

The core chemical difference between black and green tea are the number of catechins. The high level of catechins in green tea, including epigallocatechin 3 gallate and L-theanine, continue to support the argument of including green tea as part of a healthy diet.

In a 2017 study published in Food Research International, authors Schmidt, Garcia, Martins, Melio-Carpes, and Carpes found that green tea plays a protective role in different, neurodegenerative conditions, including the memory deficits in Alzheimer, and is the only tea that has shown to be effective in reducing the oxidative stress and damage in the hippocampus. The oxidation process which is done to create black, oolong and puer tea, convert catechins to theaflavins. It is these theaflavins that have been positively linked to cardiovascular health, reduced cholesterol and lower blood sugar levels.

“Green tea is known as healthy which has great branding potential but can be slightly misleading from a specialist perspective,” said Ashley Lim, founder, Mansa Tea, New York. “There is a huge opportunity to bring green teas forward, not just for its health attributes but taste profiles.” Per a 2017 Statista survey on Consumers Favourite Type of Tea, 30 per cent of consumers preferred green tea, while 25 percent preferred black.

“Black tea remains the dominant type of tea consumed in the US, but consumer research suggests the facts don’t tell the whole story,” said Jason Walker, marketing director, Firsd Tea, the US import office of China-based Zhejiang Tea Group (ZJT), based in Lyndhurst, New Jersey. “When interviewed, consumers actually prefer green teas, however, they may not be getting the green options they really want.”

The preparation of green tea has been one of the primary stumbling blocks that the industry has to overcome. “Keeping the category fresh and interesting has always been a challenge, as well as getting the message through to consumers that preparing tea is not difficult,” said Weber.

Steeped incorrectly, and the highest quality leaves can quickly become burnt and bitter. A push for education, including proper preparation techniques, has also helped consumers become aware of the variety of green teas that are available resulting in an increased demand for specific types of green tea including sencha, genmaicha, gunpowder and longjing. “We’ve really introduced the US market to a higher grade Japanese green tea,” said Miriam Colman, Sugimoto Tea Company, Redmond, Washington. “When it comes to consumers it’s about letting them know that green tea, can in fact, taste good.”

For both products, there is an opportunity to introduce consumers to the nuances of the beverages including highlighting single origins and unique preparation methods. “Most people are familiar with English Breakfast and Earl Grey but with black tea there is an opportunity to introduce single origins, including Japanese black tea and Chinese black tea, that consumers may not be aware of,” shared Lim. Consumers are actively exploring the unique notes of Japanese black tea, the smokiness of Lapsang Souchong, the champagne of tea Darjeeling black tea, and other terroirs including Assam, Yunnan, and Ceylon, and new entries including Taiwanese teas Ruby Black and Black Jade. One advantage with black tea, she said, is that it is easier to create different flavour profiles and tends to blend better with milk, providing the perfect template for unique beverages like boba milk tea and chai.

Overall Demand for Tea is Increasing

According to the Food and Agriculture Organization (FAO) of the United Nations, global tea production is continuing to rise with a projected annual increase of 2.2 per cent for black tea, for a total of 4.4 million tonnes by 2027, and 7.5 per cent annual increase for green tea, for a total of 3.6 million tonnes by 2027. The growth of green tea is largely driven by China.

“The last decade has seen remarkable changes in the volumes of tea produced and the amount of tea bushes planted in China,” shared Walker. As of 2018, the total combined acreage of all tea gardens in China’s Guizhou province was 7.52 million mu (5,013 square kilometres). This province has focused on the tea industry as a whole, with total tea production reaching 362,000 tonnes. This type of growth pattern is being experienced throughout the country, with Guizhou and Hubei provinces reporting the largest gains in production.

The shift towards premiumisation presents additional opportunities for growth for both black and green tea. At the same time, younger consumers are drinking fewer alcoholic beverages, shares Barry, and are more mindful of the beverages that they are consuming. These consumers may be originally turning towards tea for its health attributes, but stay with the beverage for its variety, including the option of having a tea that responds to a variety of occasions and moods. “It’s about experiencing tea in a similar way that consumers drink coffee today,” said Colman. “Coffee is very productivity focused. Tea is a lot more social, it is about taking a moment to breathe and slow down.”

From a marketing perspective, green tea may appear easier as this is what is continuing to drive the interest in tea. However, there is ample opportunity in black tea, particularly in the specialty sector where consumers can begin to appreciate the nuanced stories of the leaf. “It’s about adding on another layer to the story, by focusing on the origin and offering varieties of each (black and green tea),” said Lim.

Black and green tea do not have to be presented as enemies in a game of tug of war. Instead the two teas can work together highlighting the benefits of each, including their unique taste profiles, traditions, and health attributes. For black tea, there is an opportunity to turn the slight decline around by bringing forward specialty teas, and the range of origins available. Green tea, on the other hand, will benefit by expanding the health conversation to include taste profiles and origins.

For the industry as a whole, there are growth opportunities for both types of teas as consumers’ increasing interest in specialty teas and innovative beverage offerings paves the way for exploration and experimentation. “It doesn’t have to be a competition between teas,” said Colman. “Having both options available opens the doors to more people and provides an opportunity to bring tea into their lives more often.”

• Anne-Marie Hardie is a freelance writer, professor and speaker based in Barrie, Ontario. She may be reached at: annemariehardie1@gmail.com

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The story of women within the tea industry is a multifaceted one. Pockets of the industry continue to suffer from poverty, malnutrition, abuse and lack of education, with the primary victims being women and children. “Women are an integral part of the tea industry and are at the heart of tea communities. The industry’s future is reliant on women’s skills and expertise, but they are hugely under-represented in decision-making roles, face considerable challenges in reaching their potential and are vulnerable to exploitation and discrimination,” said Sarah Roberts, executive director, Ethical Tea Partnership. Slowly this story is being rewritten due to the combined efforts of several non-profit and NGO women-focused initiatives at the producer level and women in the Westernised world who have taken on leadership roles within the industry.

On a personal level, Roberts acknowledges that there are few female members in the industry who have achieved director level positions. “There are a lot of meetings where I’m the only women in the room,” she said. “However, perhaps due in part to the level of my position, I have not found that this is a barrier.” But the reception is slightly different in some of the supply origins that follow more of the traditional employment structures.

“There are times that they are not sure how to treat me, in part because I’m a woman and also because I haven’t run a tea estate, but they are still very respectful,” she shared.

Cindi Bigelow, chief executive officer, Bigelow Tea, Fairfield, Connecticut, said that it feels very natural to be a female in the tea industry. “It is an industry which is generally more inclusive,” said Bigelow. “When you think about the product itself, you often turn to the concept of sharing a cup with a loved one or taking a moment for yourself.” This does not mean that she hasn’t come across obstacles or what she called “head-scratching challenges” as a female executive, but she quickly shared that what defines you is not the obstacles but how you overcome them. The fact that she is female does not change the way that she navigates through the industry. “I operate the business as a leader, who just so happens, is female,” said Bigelow.

One of the advantages of being a woman in the industry, shared Shabnam Weber, president, Tea and Herbal Association Canada, Toronto, Ontario, is being able to look at challenges and opportunities from a different lens. “I am a big believer of men and women as equals, but we are not the same, and that is something that should be celebrated,” she said. Although there remains a lot of men in the room at conferences and workshops, this is slowly shifting. “Over the last 17 years, there have been huge improvements in the number of women involved in leadership roles in the industry, including younger women taking on more proactive roles,” said Weber. The conversation about both the challenges and opportunities for women in business, emphasised Weber, is not exclusively a tea conversation. “When you have a male/female combination, the conversation is often steered towards the male in the room,” she explained. “In fact, as women we half expect this to occur, and so we may try to compensate by being bigger and louder so that our voices are heard.”

Jennifer Commins, founder of Pluck Tea, Toronto, Ontario, aspires for a day where she will be recognised as an entrepreneur without the clause “female entrepreneur.” “It should be a non-issue, but there is no question that the tea industry continues to be heavily male-oriented,” she said. At times, it can feel like a bit of an “old boys club,” but Commins has identified a subtle shift with the growth of her company. Over the past few years, she has defined herself as an innovator in the industry, reinventing ingredient sourcing and the perception of tea within the hospitality and restaurant industry. However, when travelling, said Commins, there is no question that there are added challenges with being a woman in the industry. “From a personal safety standpoint, it has been recommended that I use brokers for certain tea-growing regions, as there are increased risks when travelling as a woman,” said Commins. She hopes that the positive tone towards women continues to grow and that women continue to be courageous and empowered to take on the critical roles within the industry.

The tea industry is an interesting one when it comes to gender, said Heather Kreilick, co-founder, Lake Missoula Tea Company, Missoula, Montana. In North America, it is mostly seen as a beverage for women, while in the rest of the world, particularly in the Eastern cultures, it is highly male-dominated. Due to this gender barrier, Kreilick has created a space where men can feel comfortable sitting around drinking tea. This includes an intimate tea bar where people come into the bar, order, and drink a cup of tea. “It is interesting to see how different cultures interact with tea,” she said. “We were extremely intentional not to make our space solely female-focused, we wanted to ensure that the other half was not ignored.”

Expanding Female Producer Opportunities

In the developing world, the experience for women within the tea industry is very different. In fact, it was when sourcing tea that Kreilick became acutely aware of the challenges that women face within the industry. “Now, it’s another criteria that I’m extremely conscious about,” she said. “It’s become a part of our culture to ask our sources about the women within their company, including promotion opportunities and whether they are paid equally.” Today, several of Lake Missoula Tea Company ingredients are sourced from women led organizations, including Sonia Jabber, fifth-generation owner of Nuxalbari Tea Estate in India.

For three generations, Nuxalbari Tea Estate in India, has been owned and operated by a female, a rarity there. “One is always a battling a very sexist environment in the tea industry,” said Sonia Jabber, the current owner. Previously a journalist, Jabber took the reins of the company when her mother was no longer able to do so. However, she wanted to do things a little differently, including being actively involved and engaged in the entire production and growth process. “Some of the managerial staff found it difficult to deal with me, often suggesting that I should return to Kolkata,” she said. She applied her science background and experience in the industry to help develop a more sustainable business. “It’s been a struggle but I’m happy to say that things have worked out quite well, we now have a really good partnership,” said Jabber.

She is committed to enhancing the lives of the workers within her estate including empowering women within her organisation to take on supervisory positions. “Although the tea industry is basically run by women workers, the tea garden unions fail to address the issue of women in these workers,” she explained. These challenges include malnutrition, poverty, health and safety concerns and balancing the responsibility of childcare. It is still common, she shared, for these tribal women to bring home their pay and have their male partner waste it on alcohol or drug abuse, leaving the women and her children in poverty.

To respond to this issue, Jabber advocated to an NGO woman’s organization that started a conversation with the Nuxalbari Tea Estate’s women workers, including developing self-health groups and teaching strategies to save money. Due to lack of funding, the support from this NGO organization was withdrawn, but the conversation among these women had already begun to make a positive impact.

These gender specific challenges within the tea industry have driven several key initiatives by the Ethical Tea Partnership (ETP) to forge partnerships between several NGOs and the ETP to make an impact in the lives of women within the producing countries. The extensive work on the Malawi 2020 Project has resulted in several key changes in the tea community including establishing clear policies to respond to gender and sexual harassment, improving literacy rates and educating thousands of women in farmer field schools, improving their overall crop and yields. “Having had the opportunity to visit many tea communities, I’ve seen first-hand the challenges women face moving into leadership roles,” said Roberts. “In a male dominated industry, women are seldom at the decision-making table. While this is changing and there are some important examples of good practice, I would like to see a far greater focus across the whole sector on making a more equal industry the norm.”

Thankfully, Roberts reported that the industry is changing quite rapidly for the better. Today, people are willing to talk about volatile issues, like sexual harassment and violence, that even five years ago, they would have brushed aside as not happening on their estate. “I would urge industry to adopt a forensic approach to ensure that women can realise the same opportunities as men and have a positive experience in the workplace,” she said. “There needs to be better engagement to understand women’s needs and what is stopping them from achieving their potential, then these barriers need to be dismantled. We want to see more empowered women benefitting from better incomes and reaching the top jobs. This should be the norm, not the exception, to ensure the longer-term sustainability of tea.”

Anne-Marie Hardie is a freelance writer, professor and speaker based in Barrie, Ontario. She may be reached at: annemariehardie1@gmail.com.

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