Anthony Rocke Senior buyer, grocery, United Norwest Co-op The year has seen a big swing into speciality teas, fruit infusions and speciality coffees and we've changed our range to mirror these developments. Herbal and speciality teas have shown good growth for us. Some consumers are moving from standard into speciality teas, and the trend is also bringing a lot of new users into the hot beverage market, as the fruit and herbal offering gives the whole category a much healthier feel. The explosion of coffee shops such as Starbucks means that instore, people will buy similar products to try at home and this is bringing new users into the premium sector. It's been a more difficult year for the standard range of hot beverages as a result of the industry's preoccupation with EDLP policies. Even major marketing campaigns by the suppliers of leading brands have not been enough to increase the sales of standard products, so the move away from traditional products into trendier beverages has been fortuitous. Looking at the longer term, if the industry continues to devalue the market, things will become increasingly difficult in these areas. It is likely that we shall see a value decline in the sector and a move away from hot beverages into developing areas, such as soft drinks. {{MARKETING }}