作者:Dan Bolton

翻譯:于英杰

包裝茶葉商品零售情況

大眾市場上的研磨咖啡平均售價為6.79美元,單杯平均售價為10.23美元。2021年,茶葉在美國雜貨店和大眾市場商店的每存貨單位收入低至3.50美元,主要是因為雜貨商持續壓低價格。在商場的頂層貨架上可以買到價格更高、利潤更高、具有健康功效和生態可持續的茶,但在包括克羅格和沃爾瑪在內的美國最大超市中,茶被視為虧損最嚴重的品類。盡管如此,仍有證據表明,消費者的飲茶偏好正在發生變化。沃爾瑪在2021年宣布,其自有品牌 Great Value Tea 現在已100%獲得雨林聯盟認證并可持續采購。

Packaged Goods Retail

Ground coffee in mass-market sells for an average of $6.79 and single-cup averages $10.23 per unit (SKU). Tea earned a dismal $3.50 per unit (SKU) in US grocery and mass-market outlets in 2021, mainly because grocers continue to aggressively drive down prices. Higher priced and higher margin teas with health and sustainability claims are available on the top shelf but the tea category is seen as a very effective loss-leader at the largest US outlets, including Kroger and Wal-Mart. Still, there is evidence of changing consumer preferences. Wal-Mart announced in 2021 that its private-label Great Value Tea is now 100% Rainforest Alliance certified and sustainably sourced.


聯合利華茶葉板塊的出售(立頓-百事可樂合作保留的品牌除外)將使ekaterra茶葉成為市場上的銷售領導者。今年1月,曾在 Whittard of Chelsea和Costa咖啡擔任采購員的Kate Palmer被任命為ekaterra茶葉的美國茶葉采購主管,這是一個新設立的職位。歐瑞信息咨詢公司寫到,“期待ekaterra為茶葉行業注入新的活力”。

The sale of Unilever’s tea portfolio (except for brands retained by the Lipton-PepsiCo partnership) will make ekaterra tea the sales leader in the market. In January, Kate Palmer, a former buyer at Whittard of Chelsea and later Costa Coffee, was named ekaterra’s Head of America’s Tea Procurement, a newly created position. Look for ekaterra “to breath new life into the tea business,” writes Euromonitor.

根據歐瑞信息咨詢公司的數據,歐洲西部的茶葉市場價值63億美元,主要增長在高端品類?;ú莺退璧脑鲩L速度更快,達到6%的增長率。在美國和歐洲以外的地區,幾十年來茶葉的消費量首次超過供應量。

Western Europe’s tea market is valued at $6.3 billion, according to Euromonitor, with primary growth in premium categories. Herbal and fruit blends are growing even faster at 6%. Outside the US and Europe consumption of tea, for the first time in decades, is outstripping supply globally.

2021年最具彈性的茶葉類別是冷藏茶(康普茶除外),其銷售額增長7.5%,單位售價增長5.5%??灯詹桎N量持平,但單位售價下降1.7%。

The most resilient category in 2021 was refrigerated teas, where sales increased 7.5%, with unit sales rising by 5.5%. Sales of kombucha were flat, and unit sales were down 1.7%.*


HTeaO是位于阿馬里洛(西德克薩斯)得來速餐廳的冰茶品牌,利用戶內飲茶的便利性,推動了冷藏茶的銷售。成立于2009年的特許經營連鎖店在疫情期間仍迅速擴張?!拔覀冇?2家商店開業,37家處于建設階段,還有150家正在開發中,”HTeaO 總裁兼首席執行官 Justin Howe 告訴《德克薩斯月刊》。

HTeaO, an iced tea drive-thru in Amarillo (West Texas), combines drink-at-home convenience and value that drive sales of refrigerated teas. The franchise chain, founded in 2009, has expanded rapidly despite the pandemic. “We’ve got thirty-two stores open, thirty-seven in some phase of construction, and another one hundred and fifty in development,” founder Justin Howe, President & CEO for HTeaO, told Texas Monthly.

HTeaO 類似于一個便利站,有26種新鮮釀造的甜味冰茶和不加糖的冰茶與水果混合。有一個有趣的地方,顧客可以通過分享“歡樂時光”來獲得積分和免費茶水,從而吸引大批顧客。在這些商店里找不到12盎司的杯子。最低是24盎司,最高是44盎司,在杯中加入菠蘿或櫻桃,或者選擇合作商最喜歡的51盎司(1.5升)桃姜或甜藍莓綠冰茶。購買3.50美元的大酒杯或支付19.99美元購買4加侖飲料。貨架上擺滿了健康的零食和全系列的YETI商品。

HTeaO resembles a convenience stop with 26 fresh brewed sweet and unsweetened iced tea flavors mixed, garnished, or blended with cut fruit. It’s a fun place to hang out with “happy hours” that draw crowds of patrons rewarded with loyalty points and complimentary tea. Twelve-ounce cups are nowhere to be found in these shops. Start with 24 ounces, top off a 44-ounce cup with pineapple or cherries or choose the contractor’s favorite 51-ounce (1.5-liter) Peach-ginger or Sweet blueberry green iced tea. Buy a $3.50 tankard or pay $19.99 for four gallons to take away. Shelves are stocked with healthy snack options and a full line of YETI merchandise.

重塑茶葉零售

品牌忠誠度拯救了小眾茶葉賣家。因為消費形式轉為線上,基于購物中心的茶連鎖店因為缺少客戶而面臨窘境。

以下是蓬勃發展的零售商具有的共同點:

1. 他們有全渠道,而且參與度很高。

2. 它們有成熟的線上和線下平臺。

3. 他們將自己定位為飲料專家,而不是茶葉供應商,經常推銷健康飲品和植物飲料。

Reinventing Tea Retail

Steadfast brand loyalty rescued niche sellers even as the pivot to online and direct-to-customer transactions nailed the coffin on mall-based tea chains.

Here is what thriving retailers have in common.

· They are omnichannel with high levels of engagement.

· They are experiential in both the virtual and physical worlds.

· They market themselves as beverage specialists, not wall-of-tea vendors, often promoting health and wellness drinks and botanical blends.


三年的新冠肺炎疫情已經改變了實體餐廳和咖啡館的茶飲消費方式,最初是強化了對舒適和溫暖的飲茶環境的期望,但逐漸演變為永久性地破壞了在戶外就餐的情況。食品領域的茶葉銷售額目前占全球茶葉行業銷售額不到20%。從近幾年情況來看(從2019年開始),全球茶葉需求量首次超過供應量,早期跡象表明茶葉價格將上漲。

Three years of COVID has reset tea consumption at brick and mortar restaurants and cafés, initially reinforcing traditional expectations of comfort and warmth but evolving to disrupt sit-down dining out-of-home permanently. Sales of tea in food service now account for less than 20% of global tea industry sales. For the first time in decades (beginning in 2019), demand globally is outstripping supply, early indication prices will increase.

茶葉在很大程度上錯過了餐廳食品配送、路邊服務和外賣的快速發展時期。城市中心辦公區域的飲料服務、中轉站的銷售和市中心的攤位仍低于疫情前的水平。旅游景點的下午茶、體育場館提供冰茶的零售供應商,以及出售茶和果汁的食品卡車,因為飲茶者都在家中飲茶和在線消費,大量顧客流失。座位少、財力有限的獨立經營的茶室關閉、易主或轉至線上。消費者更多的在家中喝茶,隨著食品通脹上升和菜單價格提高,很明顯,2022年茶葉零售不會回到過去熟悉的模式。

Tea largely missed out on the rapid growth of restaurant-quality food delivery, curbside service, and take-out. Beverage service in downtown offices, sales at transit terminals, and inner-city stands remain below pre-pandemic levels. Retail vendors offering afternoon tea at tourist locations, iced tea at sports venues, and food trucks selling teas and juice lost sales to homebound tea drinkers purchasing online or near-to-home suburban locations. 

Independently operated tearooms with few seats and limited financial resources closed, changed owners, or pivoted online. Tea is consumed more frequently at home, and with food inflation rising and costs driving up menu prices, it is clear that in 2022 tea retail will not return to the familiar patterns of yesteryear.

餐飲服務業的劇變是可控的。在新冠疫情肺炎疫情較為嚴重的印度,戶外茶葉銷量已經超過疫情前的銷量。

The upheaval in food service is manageable. Out-of-home tea sales in COVID-ravaged India already exceed pre-pandemic totals.

餐廳整合正在進行中,投資者預計到2023年將恢復到疫情前的情況。茶室、茶館和茶吧應該在此時此地專注于提高效率,當務之急是以可持續的速度恢復增長。生存下來的零售商將看到更大的需求、更好的價格和更少的競爭對手。

Restaurant consolidation is underway, with investors anticipating a return to pre-pandemic spending by 2023. Tea rooms, tea cafes, and tea bars should focus on efficiencies here and now. The immediate priority is to recuperate and resume growth at a sustainable pace. Retailers that survive will see greater demand, better prices, and fewer competitors.

本文章刊于2022年3月第481期《茶世界》雜志

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