French Tea Market

Water, voted French’s favourite drink

Water occupies a leading position, not only due to geographic reason but also due to cultural factors: French culinary traditions have always favoured water and wine with meals.

http://www.emn-sante.com/evolution-de-la-consommation-de-boissons-en-france/fulltext

STILL

57,7 %

4,4 %

Water consumption in France in 2013 among people older than 3 years old

37,8 %

FIZZY

Generational gap splits drink consumption

There is a generational divide – the youth consume more soft drinks , hot drinks play little role in the repertoire.

http://www.emn-sante.com/evolution-de-la-consommation-de-boissons-en-france/fulltext

The decline of Big Soda in France

Soft drinks are less of a daily staple, considered more as “festive drinks”, reserved for special occasions, parties and celebrations. French consumers continue to look for more authentic and / or natural drinks, with sales driven by smoothies, organic products, the micro-niche of coconut water and chilled not from not concentrate 100% juice.

http://www.coca-cola-france.fr/stories/que-boivent-les-francais--

Espresso is making way for a “cup of tea”

The French have always been huge coffee drinkers, until the end of the 20 th century coffee was the hot beverage of choice. For the last few decades, there has been a shift in hot beverages’ consumption: people are looking more and more to tea.

500 million of euros

Turnover of the French tea industry per year

X 3

The tea consumption has tripled for the past 25 years

French tea sociology

As it has been said that coffee has negative effects on people’s health, people found in tea a healthier alternative, and seem to be more and more attracted to green tea and infusions, following the trend forward more health conscious consumption.

More tea is consumed among the older demographic but younger people also.

Tea consumption is higher amongst higher socio-economic classes and retired women but also increasing amongst the urban professionals.

West area

Paris area

Mediterranean area

35 %

57 %

Tea, a drink that French enjoy all day long

When do French people like to have tea? Most of the tea drinkers like to have tea at breakfast, to start the day, but also during the day between the meals. As most of them consume it as an alternative to coffee it explains why they consume it in the morning and keep drinking it during the daytime.

@BordelaiseByMim

French blogger

@delivredesthes

French blogger

Sample: 1711 tweets

Green and herbal vs. black

If black tea is one of the most consumed type of tea among French consumers, it has to face the rise of green tea and herbal tea. As people are more preoccupied by their health, it explains the recent popularity of these tea types.

http://www.statista.com/statistics/437705/tea-usage-in-france-by-product-type/

@Only_Jeanphi

Fitness Coach

Anne-Charlotte Roumier

Product Manager, Lipton

The booming sector of organic tea

A new generation of health-and-fashion-conscious consumers has begun discovering the world of tastes that tea can open up. As health consciousness rises, people are abandoning sugary drinks and artificial sweeteners, turning instead to natural and organic teas.

Organic tea’s turnover rose by 10% in 2014 in France

Olivier Scala, president of the French Tea Committee – 2007

http://www.journaldunet.com/economie/expliquez-moi/the-en-france/1-consommation-en-hausse-constante.shtml

Motivational drivers Sample Size : 1711

Tea a gourmet product

Moreover, French people tend to consider tea as a gourmet product and therefore, are ready to put more money in it. They’re more and more looking for advices from professionals and to discover new types of flavours, which explains the success of specialist tea shops.

Motivational Drivers Sample size : 1711

Philippe Cohen-Tanugi

General secretary of Mariage Frères

Interview given in www.journaldunet.com

The promising market of tea-based beverages

Following the recent success of tea, tea-based-beverages are also showing strong growth and strong potential. On the bade of rising on-the-go consumption, they appeal to a growing number of consumers, especially among the urban, always in a hurry, but looking to have a healthier way of life.

@AuroraBBlog

Fashion and beauty blogger

From 2012 to 2013, the tea-based beverages’ has shown a

7.4% growth

Ice Tea, the big asset of Lipton

Tea Type with Brand Name

Sample Size : 1711

Lipton is the big winner of the iced tea market in France. The brand hold more than 64 % of the market share in 2014, and has shown a growth of 11,8% between 2013 and 2014. Whereas the classic Lipton teas have a poor reputation among French consumers, which consider it as bland, and even insipid.

@sheminey Paris, France

@KazeBwah France

Lipton iced tea, a summer treat

Number of tweets per day in relation to the temperature in July

Iced tea consumption is correlated to the temperature. If there is a high temperature, the consumption of ice tea is high, as we can see during the month of July, whereas when the temperature cools down like in October the iced tea consumption decreases.

Lipton iced tea, a summer treat

Number of tweets per day in relation to the temperature in October

The rise of the tea shops

This shops represent 20 % of the tea sales in France

This shops know a growth of 10 % per year

Specialist tea shops’ turnover per year

Tea drinkers are ready to put more money on tea. They prefer buying in specialized shops where they can have advices, and an elaborate products staging. Responding to the new trends of the market, specialized networks know a strong growth when sales of mass mark retailing decline for a few years.

@airnation

Blogger

25/10/2016

@lcs_hbr

Student

19/10/2016

High-end tea: a French tradition

The luxurious tea market has showed an annual growth of 10% per year for the last 10 years.

French people prefer giving priority to quality over quantity.

High-end tea brands have understood the strong opportunities on the market, expanding their offer and the customer experience.

@wappeul

29/10/2016

@parissecret

Blogger

1/10/2016

Key strengths of high end French tea companies

BRAND VALUE

CASE STUDY

Mariage Freres, one of the oldest French tea company focuses on both its heritage and the quality of its products.

Quality and taste: tea is weighted like a precious product
Colonial tradition: shop style in dark wood, customer must feel like a traveller in faraway places
Focus on the art of tea: seminars, tastings, workshops

PACKAGING

CASE STUDY

The packaging and design of Kusmi Tea is equally as important as the product itself. The design of Kusmi Tea gives the consumer not only the experience of a delicious tea, but also a sort of lifestyle.

Consumers not only like to keep their tea boxes in their kitchen but also feel proud to share it on social networks.

Key strengths of high end French tea companies

STRONG PRESENCE ON SOCIAL NETWORKS

Dammann Frères the brand that has it all in terms of social networks. Indeed, the tea brand is one of the most dynamic not only on Twitter but also on Instagram. Posting new tweets on a daily basis the brand has now an important number of followers, extending the visibility of the brand.