Demand for black tea is predicted to continue declining in Australia over the forecast period, although it is likely to retain its dominance overall. Nevertheless, the decline is a reflection of how tastes for tea are shifting, suggesting that brands will need to find other ways of appealing to newer consumers.
In line the decline of black tea consumption, there is likely to be growing demand for unique tea experiences, especially from younger Australians, encouraging players to introduce premium and exotic flavours. One example is the offer by Madame Flavour, in particular its World Traveller series.
Health and wellness is one of the most important trends across all food and drinks industries, which tea producers are likely to consider when developing new variants. Part of the reason for the decline of black tea sales in Australia is the increasing shift towards more health-focused alternatives.
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This is the aggregation of Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, and Other Tea.See All of Our Definitions
This report originates from Passport, our Tea research and analysis database.
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