Soundbites

?"Hundreds of cups of Clipper Green tea are consumed every minute at the moment, a phenomenal figure compared with a few years ago. We think the switch is due to lifestyle changes, greater choice in the stores and the fact that diet and refreshment are increasingly important to women at this time of year, as they tend to drink green tea without milk."

Gill Hesketh head of marketing, Clipper Teas



?"Retailers are addressing the need to allocate less space to declining standard coffee products and more space to premium ranges. However, as retailers continue to allocate more space to non-food products that provide higher profits such as electrical equipment and homewares, grocery as a whole is becoming squashed and space is an increasing issue."

Dave McNulty convenience sales customer director, Kraft Foods (Kenco coffee)



?"Health benefit teas are really stealing the show in terms of growth. These teas are designed to meet health concerns such as a sore throat. Consumers expect far more from their cup than just refreshment now - they want a beverage that can help them relax or de-stress, lose weight or feel revitalised."

Keith Garden managing director of Only Natural Products (Dr. Stuart's, High Living, Kromland Farm)



? "We know from our research that consumers want to make the step to Fairtrade, but they need prompting at the fixture. Awareness levels of the Fairtrade mark are now more than 50% and it is the only scheme that guarantees coffee farmers a fair price. There has been an escalation of products carrying the Fairtrade mark and the market has reached record levels at £300m. What we would like to see at point of purchase is more information so shoppers can make an informed choice and we call on retailers to drive this."

Sylvie Barr head of marketing, Cafédirect



?"Space apportionment is based on the size of market and therefore, manufacturers need to recognise this. Constant new product development and innovation are good for the category, but manufacturers need to rationalise their range, remove poorer sellers and reduce pack duplication. We review space and have just reduced space on instant (coffee) to give to roast and ground. NPD and new machines drive the speciality coffee category. However, as more brands come out, the sales become diluted across the brands as more brands fight for a share of the market."

Marcel Hayden category buyer hot beverages, Somerfield

?"On-the-go opportunities for retailers and suppliers are substantial and possibly more so for tea than coffee. This is largely down to the fact that if the consumer wants a coffee, they think Starbucks or Costa - the brand of the outlet. However, if they want a tea they think Tetley or PG Tips - the brand of tea. This makes tea a more flexible option as the chosen brand can be served in a host of outlets, while the chosen brand of coffee would require a franchised outlet."

Peter Haigh brand development manager, Tetley



?"The fixture for speciality tea in the multiples lacks the depth of choice being demanded by consumers. Consumers are turning their backs on coffee and black tea and exploring the vibrant array of fruit, green, spice and herb teas on offer. If they turn to their supermarket, they may be confused by the limited options. The major retailers are yet to grasp the opportunity that the high-value speciality tea sector presents and the choice that is expected."

Annelies Kok marketing manager, Yogi Tea



?"The growth of roast and ground coffee is partly down to the continual growth in coffee shop culture and partly as a result of the retail brands' approach to educating people about the different origins and flavours of ground coffee. Consumers realise that just because they do not like one variety of ground coffee, because of its strength or flavour, there are still many other varieties to choose from. Consumers are experimenting more with ground coffee. Ground coffee has become more fashionable and trendy - many people used to believe that coffee was just coffee and we have been working to change that perception."

Brian Chapman founder, Percol

?"Speciality teas tend to concentrate on blends that have proved popular throughout the years and are considered traditional by being associated with tea houses and having afternoon tea."

Sue Jones-Smithson channel marketing manager, Typhoo



?"The ethical and Fairtrade beverages sector is still growing but is losing its identity as people are buying Fairtrade because of the marketing aspect, not because they believe in it."

Michael Simpson-Jones hot beverages buyer, Waitrose



?"Tea drinkers aren't happy to compromise on taste just because they want to cut back on their caffeine intake."

Andrew Jones sales and marketing director, (Yorkshire Tea), Taylors of Harrogate



?"We expect decaf to grow but the issue is that it's blocked because customers can't see it. More than 90% of buyers are women. We've done samples in-store for PG Tips Decaff and priced-based offers rather than multiple purchases. If you've never tried it, you're not going to splash out on several packets."

Adrian Adams category strategy manager, Unilever UK



?"Understand your customers' preferences because tea can be quite regional, so ensure you stock the right brands. Regionality can have a big impact, even on the leading brands, so retailers must select ranges carefully and ensure products are given enough space."

Simon Attfield customer marketing controller, Tetley