Focus On - Growing Your Tea Category

Dear Retailer, Focus On by Plan for Profit is the series of mini category guides, which combines key supplier insight & proven core range advice to help you get the fundamentals right in-store, to maximize category sales. Tea shoppers are purchasing more frequently and paying higher prices through premiumisation. This edition of Focus On details the impact of increased demand for premium and health related in-home consumption of tea products such as fruit, herbal and decaf have witnessed the largest gains in the category. All Focus On guides are available to view on the Plan for Profit website and app, visit or search ‘plan for profit’ in your preferred app store. Look out for future editions covering mini seasons which focuses on Valentine’s, Mother’s and Father’s Day. Kind Regards, Tracey Redfearn Category Controller, Plan for Profit The buying group for independent wholesaler s Growing your tea category @PlanforProfitRetail @Plan_for_Profit Page 2 View Focus On guides here: Tea tops the list of favourite hot drinks with 21bn in home serves a year, ensure you offer a full breadth of customer choice from core brands. 60% of tea shoppers buy both black and non black tea. Expanding your shoppers’ repertoire is the key to unlocking incremental spend & category growth. Everyday black teas dominate sales. Together, everyday and decaf teas account for nearly 90% of sales. Ensure you stock the leading brands in these segments. (Source: Nielsen Total Symbols and Indies Value Sales Data to 17.07.21) DECAF AND THE PERFECT PAIR ORIGINAL (Source: Kantar Usage Panel 52 wk data to 16.05.21 Total In Home Occasions) (Source: Kantar Usage Panel 52 wk data to 16.05.21 Total In Home Occasions l)