Green Tea Gives The Australian Tea Sector A Much-Needed Shot In The Arm

DUBLIN, Ireland–(BUSINESS WIRE)–Research and Markets (http://www.researchandmarkets.com/reports/c71378) has announced the addition of “Tea in Australia” to their offering

Our Tea in Australia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2001-2006), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they legislative, distribution or pricing issues. Forecasts to 2011 illustrate how the market is set to change.

Product coverage includes: black standard tea; black speciality tea; green tea; fruit/herbal tea; instant tea. Data coverage: market sizes (historic and forecasts), company shares and brand shares.

Why buy this report?

  • Get a detailed picture of the industry
  • Pinpoint growth sectors and identify factors driving change
  • Understand the competitive environment, the market’s major players and leading brands
  • Use five-year forecasts to assess how the market is predicted to develop

With a network of over 600 analysts worldwide, we have the unique capability to develop reliable information resources to help drive informed strategic planning.

Extract from Executive Summary

Green Tea Gives the Tea Sector A Much-needed Shot in the Arm

Green tea has recently been discovered by Australians and is now driving sector growth. Green tea is purchased mainly as tea bags and much of the volume is in fact flavoured, usually with citrus and fruit extracts. Across the tea sector further examples can be found of consumers looking for more interesting flavours as well as properties that are more beneficial to health than those offered by black standard tea. This extends to fruit/herbal tea where rooibos has now appeared and is gaining in popularity. Other examples include premium black teas such as single-estate teas and white tea, as well as flavoured black teas.

Mixed Response To Health and Wellness Trends in Hot Drinks

The strong growth in green tea can be directly attributed to perceived health and wellness benefits, such as antioxidant content, associated with this product. However, and by contrast, caffeine is almost a non-issue in Australia. Decaffeinated coffee represents a small share of the total coffee sector, in 2006 showing 2% growth in terms of retail volume. Decaffeinated tea is also a very small part of the total tea sector. However, people are turning to green tea, and, to a lesser extent, other herbal teas, as naturally decaffeinated products.

Traditional Brands Dominate the Market

Across each of the sectors within the Australian hot drinks market brand shares remain stable. Several brands dominate their sectors, such as Milo in malt-based hot drinks, and Nescafé in instant coffee. Both the tea sector and the fresh coffee sector are far more competitive but the leading brands in each of these sectors are becoming increasingly secure and many smaller players face growing marginalisation.

Companies Mentioned:

Nerada Tea Pty Ltd

Cantarella Bros Pty Ltd

Madura Tea Estates Australia Pty Ltd

Australian Fruit Tea Company Pty Ltd

Myerton Health Products Pty Ltd

For more information, visit http://www.researchandmarkets.com/reports/c71378