Herbal Teas as a Source of Wealth

SRC/Natural Products Unit Research Team: Ms. Colleen Salmon (Presenter)

Dr. Lawrence Williams, Mrs. Yvonne Bailey Shaw, Ms. Cheryl Green,

Mrs. Ann Marie Smith, and

Mr. Michael Gardner, Anatomy Section, UWI

Background

• SRC provides S&T solutions which foster business development and economic growth

• R&D is required to produce innovations

• Innovations

– New idea, device or process

– Applications of new or current ideas which provide a better solution for a need

Background

• Wealth – accumulation of resources which meet needs; money is the medium of exchange

• Society is constantly changing New needs are created

New requirements imposed

Inarticulated needs (gaps) emerge

Background

• Present market offerings

Product features, packaging, consumer acceptance, markets, profitability

• Opportunities and possibilities

unmet niche markets

more competitive price points

new or improved features

increased customer appeal/acceptance

Background

Product identified

Features for increased market appeal

Market identified

Price point

• Knowledge base

• Resource base

• Seize the day

HERBAL TEAS – THE JAMAICAN CONTEXT

Market Demand

• Local Manufacturer - $93 million net profit year ending September 20131

• 45 % over the previous year

• Global market value for fruit and herb teas is projected to grow by one billion US dollars over the forecast period 2012 – 20172

• Two major tea manufacturers

• Definite market demand and profitability

Major Markets Exploited • A strong increase in

exports of herbal teas greatly advanced profits over period3-4 .

• Markets: Mainly USA and

Caribbean

• Local supermarkets, grocery wholesalers, etc.

Strong foreign exchange earning potential

Local Herbal Tea Products • Two major local tea

manufacturers

• Less than 30 species of plants are exploited commercially

• ≈80 medicinal plant species are known

• Hundreds of other species to be discovered

• Traditional herbs are under-utilized commercially

Ready Consumer Appeal /Acceptance

• Plethora of plants herbs, spices are used traditionally over decades5

– hot beverage with meals or before retiring – Tonics, purifiers, build strength, remedy – Most commonly used for colds, coughs, fevers, build

strength, anti-worm concoctions

• 71% of persons seeing a doctor used herbal treatments first – recent study6-7

• Other herbal teas are likely to receive strong

market acceptance locally & in foreign markets if commercialized.

Validation of Wellness Teas • Some are listed in pharmacopoeias.

• The majority have little justification.

• Many of the doses are unpleasant, even drastic

• Often the toxicities have not been studied

• Commonly used to treat diabetes, arthritis, cancer and hypertension – high morbidity/prevalence diseases

• Validation of teas increased market value

• Validation of teas wealth creation

Opportunities for New Entrants

• Definite market demand and profitability

• Strong foreign exchange earning potential

• Traditional herbs are under-utilized commercially (<30 out of ≈80);

• 100’s of other untapped species

Opportunities for New Entrants

• Domestic herbal tea use still prevalent; new commercial products are likely to receive strong consumer acceptance

• Validation of teas increased market value

• Validation of Teas wealth creation

PRODUCT DEVELOPMENT

Unique Tea Blends

• Exotic and gourmet teas

handling,

novelty/rarity

location grown

organic

• Flavour teas Flowers, herbs, leaves, spices Fruity, nutty, spicy, flowery, citrus

Unique Tea Blends

• Specialty teas for health and wellness

• Fruit and herbal teas

• Validated selling points translate to greater consumer confidence, greater earning potential

Sensory Evaluation Testing

• Sensory attributes of the tea infusions are evaluated by a panel against a nine-point hedonic scale

Sensory Testing – June Plum-Ginger vs Peppermint Tea

June Plum Ginger Tea

June Plum Ginger Tea

Peppermint Peppermint

1

2

3

4

5

6

7

8

9

flavour overall

Nin

e P

oin

t H

ed

on

ic S

cale

acceptance

Validation and Safety Testing

• Antioxidant Testing

Natural antioxidants augment the body’s free radical clearing system, protecting the body from diseases

Natural antioxidants are preferred for their

Compatibility with dietary intake

High stability

Low cost

Minimal harmful effects in vivo

Validation and Safety Testing

0

100

200

300

400

500

600

700

polyphenols/ mggallic acid

flavonoids/ mgcatechin

tannins/ mg tannicacid

TEAC/ mg Trolox

Constituent Levels per serving

Antioxidant Phytochemicals in Peppermint vs. Black Tea

Peppermint Black Tea

*p<0.001

Validation and Safety Testing

• Physical changes

• Behavioural changes

• Neurological changes

• Haematological changes

• Biochemical changes

• Histopathological changes

Promotes customer confidence and acceptance

Validation and Safety Testing

• Knowledge is capital, the rest is money

– Philip Emeagwali

Physical & Purity Indices – Authentication

– Microbiological Load

– Foreign matter

– Swelling Index, etc.

Promotes: Consistency in quality of materials for consumption Consistency of final product quality Repeat customers/orders

Propagation

TC preserves stock quality and reproducibility Scaled to meet demand Greater control of GAP Timeliness Product quality and consistency

Loose Leaf Packaging

Loose Leaf Packaging

Accessible, affordable for start-ups Allows hand and semi-automated packing Enables packing and brewing of herbs/blends with special features

Tea Bag Options

Convenient for buffets &

tea lovers on the go

Market Opportunities

• Exploit local niche markets for start ups

– Herbal and natural food stores,

– Wellness, fitness centres and spas

– Hotels, craft stores, novelty shops, airports,

– Craft fairs and expos

– Restaurants, coffee shops

– Business places – meetings, conferences

– Pharmacies and supermarkets

– Web marketing

Market Opportunities

Eco- and Wellness Tourism Hot-Spots

Export Potential

• Huge global market, growing

• Web marketing,

SEIZE THE DAY!

References 1. Jamaican Teas nets $93m profit Jamaica Observer (January 15, 2014)

URL http://www.jamaicaobserver.com/business/Jamaican-Teas-nets--93-m-profit_15775180 Accessed November 4, 2014.

2. Cowland, D (2013). Botanicals: Opportunities in soft drinks and confectionery. Beverages will continue to drive demand for botanicals as research highlights benefits of tea, herbs and spices. Nutraceuticals World. Available at http://www.nutraceuticalsworld.com/blog/marketwatch/2013-06-03/botanicals-opportunities-in-soft-drinks-confectionery. Accessed Sept. 6, 2013.

3. Exports push Jamaican Teas profits. IC Insider http://icinsider.com/exports-push-jamaican-teas-profit/ Accessed November 4, 2014.

5. Jamaican Teas Ltd. Unaudited consolidated financial statements fourth quarter September 2012. URLhttp://www.jamaicanteas.com/uploads/galleries/document/2012_reports/Sept%202012%20Interim%20Report.pdf

6. Asprey GF; Thornton P Medicinal Plants of Jamaica Parts I and II. URL https://www.herbalstudies.net/_media/resources/library/Medicinal-Plants-of-Jamaica.pdf Accessed November 4, 2014.

7. Picking, D., Younger, N., Mitchell, S., Delgoda, R. (2011). The prevalence of herbal medicine home use and concomitant use with pharmaceutical medicines in Jamaica. J. Ethnopharmacol., 137(1), 305-311.

8. Mitchell SA (2006). A review of the medicinal plant research at the University of the West Indies, Jamaica, 1948 – 2001. West Indian Medical Journal 55(4) http://caribbean.scielo.org/scielo.php?pid=S0043-31442006000400008&script=sci_arttext