ReportsnReports - Private Label in Tea

March 20, 2012 - PRLog -- Tea’s varying regional traditions of consumption and its overall low price point has largely shielded the category in the past from significant private label competition. However, the expansion of modern retail channels and a diversified market for premium teas is creating new spaces for private label entries around the world. This report examines where the next private label growth markets will be, and what branded tea manufacturers can do to meet this emerging competitive threat.

A shift towards speciality teas is underway, but these new categories also have even higher percentages of private label sales, due to premium price points allowing more room for lower priced private label.

Marketing resources that private label lacks can raise visibility for new flavour and ingredient combinations that can also help draw consumers to the tea category in regions where coffee is the dominant hot drink.

While Unilever boasts a strong emerging world presence, it has a relatively low profile in certain key markets including Russia and China. It needs to add more muscle.

Branded competitors will no longer be able to rely upon tea type as a point of differentiation from private label. Clearly communicated value-added benefits will be needed to justify higher prices, particularly in Eastern Europe.

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Report Details:
Published: Mar 2012
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