Brett Grimshaw (pictured), business sector controller at Tata Global Beverages, highlights the growth opportunities presented by different styles and formats of tea.
Our wholesale business is significant to us and has held its own given the challenges the tea sector has faced in recent years, such as the decline in the overall tea category from black tea sales. We continue to hold our number one position in impulse with over a third of the overall volume share.
Are you making any investments that will benefit the trade over the coming months?
We work collaboratively with each of our customers, offering bespoke support including marketing tools and collateral to help cash & carries and delivered wholesalers maximise their tea sales – this ranges from category management advice and insight to PoS.
We recently reviewed our promotional strategy and have introduced additional promoted price-marked packs in order to help wholesalers and retailers deliver value to the end user.
We are also focusing heavily on NPD to try to curb the decline in the tea category by reducing the reliance on black tea and introducing new flavours. While everyday black tea still accounts for 60% of all consumer spend out of home, new sectors of green tea and fruit & herbal infusions are growing at a combined rate of 6.6% (Nielsen).
What are the key merchandising principles C&C depot managers should follow when managing a tea fixture?
How can delivered wholesalers improve their sales of tea?
Tea is one of life’s ‘essential’ products so try to add value at every opportunity.
Are there any cash & carries/delivered wholesalers you wish to highlight as being particularly progressive?
We work with numerous customers who are really progressive in their attitudes to launching NPD. To name a few, Dhamecha, Parfetts and United Wholesale Scotland have been involved in recent sampling events for our new Super Black range. We find these work really well – for example, breakfast-themed samplings in depot are a really easy way to create excitement around the tea offering and drive engagement.
Can you share any news relating to product launches in 2017?
We have some exciting developments in the pipeline, which will take advantage of the increasing demand for healthy products. We will also be focusing on the growing trend towards personalisation and new flavours among the younger generation.
Tel: Tata Global Beverages (0800) 387227