08 Jun 2007


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Tetley teabags hit record market share

Tetley

Source : Tetley
Tetley has achieved the highest recorded volume share of the teabag market for any tea brand.

Latest retail figures from ACNielsen Scantrack show Tetley with 30% volume share of the teabag market, a 6% pt lead over nearest rival PG. Source: ACNielsen Scantrack YoY to May 26th, 2007

In Scotland, where Tetley has a strong loyal following, the brand holds over 51% volume share of the teabag market, the nearest brand competitor Scottish Blend has a 9% share. Source: ACNielsen Scantrack YoY to May 26th, 2007

The popularity of the Tetley brand follows the success of its recent television advertising campaign, which has achieved higher levels of consumer recall and awareness than originally expected. The advertising has also successfully expanded the brand beyond black teabags.

“The message that Tetley has a tea for everyone is getting through,” says Simon Attfield, Customer Marketing Controller for Tetley. “In a market that is threatened by decline, our strategy and support is geared to encourage consumers to drink more tea. When you combine this with our strong product range, from fruit and herbals to our latest launch of Tetley Redbush, Tetley is offering consumers a wide choice of teas to suit any occasion, taste or mood and the figures show that the preference for Tetley is increasing.”

The tea market in retail is worth £555 million. Currently Tetley is purchased by 10 million households.

Within the sector a number of Tetley brands are enjoying considerable success and showing steady growth, in particular:

• Tetley Extra Strong which has grown to £1.8m in its second year.
• Tetley Organic which has sold 7% more packs than last year.
• Tetley decaf, the No.1 decaf tea, (35% volume & value share) worth over £9.3m and growing at 13%, faster than the decaf sector.

Tetley’s range of green teas and its fruit and herbal range are continuing to prove popular and the company has plans to further enhance this range later in the year

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