Afternoon tea opportunities for cafes as Mother's Day valued at £1.4b
Mother’s Day (Sunday, March 11) is an ideal opportunity for specialist tea retailers and cafes to put together packages to treat mums – and with the total retail spend on Mother’s Day in 2017 valued at almost £1.4 billion in the UK, there’s room for everyone to get a slice of the cake.
According to new data from Groupon (which offers discounts and packages), afternoon tea deals top the charts in terms of volumes, accounting for 29% of the total food and drink vouchers sold on its site per month, says Marshall Kingston, Tetley's senior brand manager - out of home.
"Customer experience is becoming more and more important, with four in five operators stating high quality consumer experience as 'very important' in the success of their business over the next 12 months. As a quintessential tradition, afternoon tea is continuing to evolve, with operators offering eccentric twists to the classic high tea menu. In the near future, it is expected that tea sommerliers will play a huge part in the ceremony, feeding consumer's hunger for the theatre that comes with the British tea ritual."
According to figures in the Tetley Tea Report 2018 the out of home tea market remains buoyant, increasing by 13.5% in value between 2015 and 2017, with consumers becoming more adventurous in their flavour preferences - with a willingness to spend more on drinks that they perceive to be premium and healthy:
- 65% of consumers are willing to pay more for a premium drink
- 29% drink more loose leaf tea out of home than this time last year
- 49% of consumers who have seen new types of tea have tried a new brand out of home in the past 12 months
"While growth in the black tea category has remained relatively flat, the non-black tea sector - which represents 18.1% value share of the tea market - has seen significant growth in the past year. With consumers expecting to see a variety of tea flavours - both innovative and classic – on hot beverage menus, offering a selection of tea blends with afternoon tea is vital," says Kingston.
The Tetley Tea Report 2018 also reveals what consumers are willing to pay for premium and speciality tea out of home:
- Matcha £2.82
- Speciality tea £2.24
- Green tea £2.08
- Herbal tea £2.06
- Fruit tea £2.05
- Decaf tea £2.03
- Black tea £1.80