“If you are cold, tea will warm you; if you are too heated, it will cool
you;
If you are depressed, it will cheer you; If you are excited, it will
calm you.” ― William Ewart Gladstone. Tea has many virtues
and it’s becoming more and more used in the world. The world tea consumption is
increasing around 3,8% each year since 2010. The healthy eating movement of the
last years contribute to this conjecture.
As you guessed this blog will be dedicated to the tea, it’s not a really
common subject and we would like to know what are the differences between
brands, marketing differentiation and we will like to draw a parallel between
tea and coffee; why is coffee seen as more glamorous? What are the differences?
Let’s start with the tea market in France, and then we will study 4
brands: Kusmi tea, Mariage frère, Lipton and lov’ Oragnic all brands have
different marketing approached top range to big retailer passing by the
organic, and finally we will see the differences between coffee and tea. The
plan may be changed during the construction of the blog.
Tea History
The Tea
The French Market
The market is dominated by a few multinational like Unilever (Lipton, Elephant), Twining’s & by more specialize company like le Palais des thés, Mariage frères, Betjeman et Barton, Kumsi Tea witch represent 20% of the market and a 2 figures increasing (10%). The bigger problem in France is the coffee consumption, people are more used to order a coffee than a tea. Tea is only the third drink in France whereas it's the second in the world.
Each moment has his tea, every tea has his person. For who and for what moment is Kusmi Tea used ?
The Tea
The French Market
The market is dominated by a few multinational like Unilever (Lipton, Elephant), Twining’s & by more specialize company like le Palais des thés, Mariage frères, Betjeman et Barton, Kumsi Tea witch represent 20% of the market and a 2 figures increasing (10%). The bigger problem in France is the coffee consumption, people are more used to order a coffee than a tea. Tea is only the third drink in France whereas it's the second in the world.
Each moment has his tea, every tea has his person. For who and for what moment is Kusmi Tea used ?
An old Chinese myth narrates tea birth; Shen Nong, a sick Chinese
emperor was drinking hot water when a leaf falls onto the bowl, thanks to this
‘tea’ the man was cured. Even though it’s a myth, tea was born in China during
Chang’s dynasty; it was used as a medicine. China had the monopoly of tea
during centuries. It was used as money and that’s how Mongolia had access to
Chinese tea.
The tea as we know it today appears in 1391 thanks to a decree from the
first emperor of the Ming dynasty which force the tea producer to deliver the
all leaf whereas before it was blocs of compressed tea (it is still the way on
consuming it in Tibet).
China was the first consumer then Mongolia and Japan (XV century) and
finally in Europe (XVII century). In 1606 a tea boat stopped in Amsterdam. At
first the opposition was very strong, men thought they would loose their
masculinity and women their beauty. After a little while, it became very
appreciated, first by high-ranking person and then by all the European
population.
At the XIX century China can’t propose enough tea for the all world and
put very high prices To eradicate the Chinese monopoly new countries started to
cultivated tea such as India, Ceylan, Argentina. Nowadays China is the second
producer after India.
Tea is the first drink to be consumes in the world after water, it’s very a
common product, I am currently drinking a cup of tea. More than 25 000 cup are
drank every second in the world. The tea is well known for its medicinal
virtues. The Camellia sinensis is the tea tree, it grows in warm and
humid places like asian countries.It exists seven kind of tea; Green,
White, Black, Oolong, Put ert, Smoked, Rooibos. Green tea is the most popular
in the world. There is special time to harvest the tea; February to November
for China and north India, all year for south India and Indonesia, 4 times a
year in Japan.
Be careful don't confuse herbal tea and tea. Herbal tea don't contain
Camelia sinensis contrary to tea. It is just a combination between spices, herbs
and natural flavor. Herbal tea don't give as much energy as tea.
Tea is one of the rare market which is not really affected by the
crisis. Premium tea turnover is increasing about 10% each year. In 2013 it was
558 million euros. 15000 tons are consume each year in France, witch place us
at the 28 world rank.
Tea can be compare to french wine the French buyers are known for their
capacity to buy good tea.
Who consume tea in France?
6 persons over 10 drink tea and 5 over 10 for the herbal tea.65 years
old and more are the bigger tea drinker.
Sources:
http://www.passeportsante.net/fr/Nutrition/EncyclopedieAliments/Fiche.aspx?doc=the_nu
http://www.ecoleduthe.com/fr/le-marche-du-the,c35.html /
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