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Global Tea Industry. Lenore Weich. 8. 13. 16. 3. 21. 24. Table of Contents. What is Tea? Tea Market Overview Tea Consumers Tea Producers A World of Tea Bibliography. WHAT IS TEA?. Tea Definition. Tea…. - PowerPoint PPT Presentation

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  • Global Tea Industry

    Lenore Weich

  • Table of ContentsWhat is Tea?Tea Market OverviewTea ConsumersTea ProducersA World of TeaBibliography

  • WHAT IS TEA?

  • Tea Definition

    a beverage produced by steeping in freshly boiled water the young leaves and leaf buds of the tea plant, Camellia sinensis. Two principal varieties are used, the small-leaved China plant (C. sinensis sinensis) and the large-leaved Assam plant (C. sinensis assamica)1

    TeaMajor Tea Categories2Preparation MethodsInfused (Hot)Iced (Cold)Instant*Ready to Drink**Manufactured

    for exampleBlack:Assam, Darjeeling, CeylonGreen:Bancha, Gyokuru, OolongInstant:Granulated Black TeaHerbal:Chamomile, MintFlavoredEarl GreySpecialtyDigestive/Medical

  • Processing Tea Leaves3PLUCKINGWITHERINGROLLINGFERMENTATIONDRYINGall tea leavesFermentation is the critical stageexcept for green teaBlack, Oolong, PouchongGreen TeaPACKAGING, etcOolongPouchongBlackProcessing TimeSource: Encyclopedia Britannica

  • Alternatives to Tea4While total per capita beverage consumption remained flat, per capita tea consumption declined 8% from 1995-2000In contrast, Bottled water consumption grew 50% over the same periodEquitable global data not uncoveredSource: Food Processing

    Chart2

    52.224.121.92412.115.2101.81.229.5

    53.424.22222.313159.71.91.229.3

    54.623.82221.814.1159.41.91.228.2

    56.123.622.221.815.3159.41.91.225.5

    55.923.522.3221715.19.521.323.5

    55.723.522.32218.215.29.221.322.5

    Carbonated Soft Drinks

    Milk

    Beer

    Coffee

    Bottled Water

    Fruit Beverages

    Tea

    Wine

    Distilled Spirits

    Others

    U.S. Beverage Per Capita Consumption (gal)

    US_Bev

    US Beverage per capita consumption"Beverages Were Healthier in 2001" Food Processing, August 2002

    199519961997199819992000

    Carbonated Soft Drinks52.253.454.656.155.955.7

    Milk24.124.223.823.623.523.5

    Beer21.9222222.222.322.3

    Coffee2422.321.821.82222

    Bottled Water12.11314.115.31718.2

    Fruit Beverages15.215151515.115.2

    Tea109.79.49.49.59.2

    Wine1.81.91.91.922

    Distilled Spirits1.21.21.21.21.31.3

    Others29.529.328.225.523.522.5

    TOTAL192192192192192.1191.9

    US_Bev

    0000000000

    0000000000

    0000000000

    0000000000

    0000000000

    0000000000

    Carbonated Soft Drinks

    Milk

    Beer

    Coffee

    Bottled Water

    Fruit Beverages

    Tea

    Wine

    Distilled Spirits

    Others

    U.S. Beverage Per Capita Consumption (gal)

    Hot Drinks

    Table 1 Volume & Value Retail Sales of Hot Drinks by Sector 1995-1999

    000 tonnes19951996199719981999

    Coffee438.9487.4482.6523.3513.8

    Tea28.228.529.229.730.4

    Other hot drinks31.531.631.731.129.6

    TOTAL498.6547.5543.5584.1573.8

    US$ million, current rsp19951996199719981999

    Coffee4,6854,6795,2425,3454,985

    Tea9961,0191,0581,1011,175

    Other hot drinks359366359352333

    TOTAL6,0406,0646,6606,7976,492

    Source: US Commerce Department, National Coffee Association, Tea & Coffee Trade Journal, Supermarket News, trade press, company research, trade interviews, Euromonitor

    Hot Drinks

    000

    000

    000

    000

    000

    Coffee

    Tea

    Other hot drinks

    Tons (K)

    Volume of Retail Sales of Hot Drinks by Sector 1995-1999

    Tea_Exports

    000

    000

    000

    000

    000

    Coffee

    Tea

    Other hot drinks

    $ Millions

    Value of Retail Sales of Hot Drinks by Sector 1995-1999

    Tea_Subsector

    World Tea Exports:1.389million tons

    2001

    India

    Sri Lanka

    China249.6

    Kenya

    Asia911.709

    Africa401.093

    Europe11.5

    South America62.9

    1387.202

    Tea Production

    000 tonnes19951996199719981999

    Black standard16.51615.61514.1

    Fruit/herbal4.95.35.97.48.1

    Black speciality6.16.56.965.9

    Green0.60.60.71.32.3

    TOTAL28.228.529.229.730.4

    US$ million, current rsp19951996199719981999

    Fruit/herbal265288322406446

    Black standard496481470432423

    Black speciality205218232199196

    Green30313564109

    TOTAL9951,0191,0581,1011,175

  • 2001 World Tea Production5India: 840 Data in thousands of metric tonsChina: 670Sri Lanka: 290Kenya: 290Indonesia: 180Turkey: 130Japan: 100South America: 70Bangladesh: 60USSR: 10Vietnam: 30Others: 240Total: 2.9 million metric Tons!Source: Tea Basics

  • TEA MARKET

  • Global Tea Sales, by region, 1993-1997614% Growth Rate of Global Tea Market Size from 1993-199717% Growth Rate of the North American Tea Market Market SizeSource: Euromonitor

    Chart2

    243116202048117361973361521146

    242617252013122570166662221351

    242118501947127475470754721457

    244121841996132579174858221661

    250424172015137484174665621561

    Western Europe

    Asia

    Japan

    North America

    Eastern Europe

    Middle East

    Africa

    Australasia

    Latin America

    $USD (Millions)

    Global Tea Sales, 1993-1997

    US_Bev

    US Beverage per capita consumption

    199519961997199819992000Growth Rate

    Carbonated Soft Drinks52.253.454.656.155.955.7-6.7%

    Milk24.124.223.823.623.523.52.5%

    Beer21.9222222.222.322.3-1.8%

    Coffee2422.321.821.822228.3%

    Bottled Water12.11314.115.31718.2-50.4%

    Fruit Beverages15.215151515.115.20.0%

    Tea109.79.49.49.59.28.0%

    Wine1.81.91.91.922-11.1%

    Distilled Spirits1.21.21.21.21.31.3-8.3%

    Others29.529.328.225.523.522.523.7%

    TOTAL192192192192192.1191.90%

    US_Bev

    Carbonated Soft Drinks

    Milk

    Beer

    Coffee

    Bottled Water

    Fruit Beverages

    Tea

    Wine

    Distilled Spirits

    Others

    U.S. Beverage Per Capita Consumption (gal)

    Sheet1

    Global Sales of Tea

    19931994199519961997% growth 1993/1997

    Western Europe2,4312,4262,4212,4412,5043

    Asia1,6201,7251,8502,1842,41749.2

    Japan2,0482,0131,9471,9962,015-1.6

    North America1,1731,2251,2741,3251,37417.1

    Eastern Europe61970175479184135.9

    Middle East7336667077487461.8

    Africa6156225475826566.7

    Australasia2112132142162151.9

    Latin America465157616132.6

    9,4969,6429,77110,34410,829-14%

    Sheet1

    Western Europe

    Asia

    Japan

    North America

    Eastern Europe

    Middle East

    Africa

    Australasia

    Latin America

    $USD (Millions)

    Global Tea Sales, 1993-1997

    Hot Drinks

    Table 1 Volume & Value Retail Sales of Hot Drinks by Sector 1995-1999

    000 tonnes19951996199719981999

    Coffee438.9487.4482.6523.3513.8

    Tea28.228.529.229.730.4

    Other hot drinks31.531.631.731.129.6

    TOTAL498.6547.5543.5584.1573.8

    US$ million, current rsp19951996199719981999

    Coffee4,6854,6795,2425,3454,985

    Tea9961,0191,0581,1011,175

    Other hot drinks359366359352333

    TOTAL6,0406,0646,6606,7976,492

    Source: US Commerce Department, National Coffee Association, Tea & Coffee Trade Journal, Supermarket News, trade press, company research, trade interviews, Euromonitor

    Hot Drinks

    Coffee

    Tea

    Other hot drinks

    Tons (K)

    Volume of Retail Sales of Hot Drinks by Sector 1995-1999

    Tea_Exports

    Coffee

    Tea

    Other hot drinks

    $ Millions

    Value of Retail Sales of Hot Drinks by Sector 1995-1999

    Tea_Subsector

    World Tea Exports:1.389million tons

    2001

    India

    Sri Lanka

    China249.6

    Kenya

    Asia911.709

    Africa401.093

    Europe11.5

    South America62.9

    1387.202

    Tea Production

    000 tonnes19951996199719981999

    Black standard16.51615.61514.1

    Fruit/herbal4.95.35.97.48.1

    Black speciality6.16.56.965.9

    Green0.60.60.71.32.3

    TOTAL28.228.529.229.730.4

    US$ million, current rsp19951996199719981999

    Fruit/herbal265288322406446

    Black standard496481470432423

    Black speciality205218232199196

    Green30313564109

    TOTAL9951,0191,0581,1011,175

    1997200120022006growth

    Coffee519.8652.5655.8645.6

    Tea29.234.736.941-11%

    Other hot beverages31.728.427.927.1

    720.6713.71%

    Table 12 Consumer Profile - % Using onAverage Day 2001

    sectors/categoriesDriedGround CoffeeRegular Tea

    1 person in household315560.5

    2 people in household256466

    3 or more in household215960

    North Central23.56557.5

    Northeast2862.567

    South24.55869.5

    West215352

    Coffee

    Tea

    Other hot beverages

    Market Size (000 Metric Tons)

  • Global Tea Consumption, by TypeVolume Growth Rates 1993/1997* Growth rate 1995-97Volume consumed growing faster than Value of marketSource: EuromonitorThe green tea market has been growing more slowly than the black tea market in recent years, with the result that green tea represents a declining proportion of demand for leaf tea as a whole.

    Black32%Green18%Herbal51%Instant24%Flavored*16%Specialty*26%GLOBAL32%

    Chart3

    1508.2

    421.12

    23.9

    106.6

    10.1

    19.5

    World Tea Consumption by Type, 1997

    US_Bev

    US Beverage per capita consumption"Beverages Were Healthier in 2001" Food Processing, August 2002

    199519961997199819992000Growth Rate

    Carbonated Soft Drinks52.253.454.656.155.955.7-6.7%

    Milk24.124.223.823.623.523.52.5%

    Beer21.9222222.222.322.3-1.8%

    Coffee2422.321.821.822228.3%

    Bottled Water12.11314.115.31718.2-50.4%

    Fruit Beverages15.215151515.115.20.0%

    Tea109.79.49.49.59.28.0%

    Wine1.81.91.91.922-11.1%

    Distilled Spirits1.21.21.21.21.31.3-8.3%

    Others29.529.328.225.523.522.523.7%