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Twinings Case Study: Encouraging More Diverse Tastes in Hot Beverages
Datamonitor, Aug 2008, Pages: 10
CATALYST 1
SUMMARY 1
ANALYSIS 2
With the UK tea market declining, industry players are looking for opportunities to enhance their specialty offerings 2
Twinings is a 300 year old brand that has stayed relevant with changing consumer tastes 3
Twinings achieved strong sales in 2007, demonstrating how the well established brand has remained relevant to consumers changing preferences 3
Twinings undertook a brand overhaul in 2008 to emphasize health and make the range less confusing 3
The blends use 100% natural ingredients, which it claims is a first for a major tea brand 3
The Infusions and Green Tea ranges have been divided into four sub-sectors to make customer choice simpler 4
While black tea growth is stagnant, Twinings has capitalized on the stronger performance of premium black tea blends 5
Everyday premium tea could appeal to older consumers who make up a leading share of the tea market 5
Selection packs and superfruit flavorings could help to further enhance sales of Twinings green tea range 6
Selection packs and blended variants aim to encourage people to try the brand 6
Twinings has combined green tea with superfruit flavors to capitalize on consumer demand 6
Twinings new coffee line breaks with its traditional tea focus, but maintains a focus on quality 6
The launch into coffee followed two years of research 7
A light-hearted advertising campaign was aired during the pre-Christmas period, when more consumers trade up to roast & ground coffee 7
The brand extension has not been hindered by Twinings strong tea heritage 8
APPENDIX 9
Case study series 9
Methodology 9
Secondary sources 9
Further reading 9
Ask the analyst 9
Disclaimer 10
List of Tables
Table 1: Overall and per capita tea occasions (millions), Europe & US, by country, 2001-2011 2
List of Figures
Figure 1: Twinings has launched a range of tea products to help it stay relevant, including fruit fusions, green tea and an everyday tea blend 3
Figure 2: Twinings Everyday Tea was heavily marketed in UK TV and press, featuring Stephen Fry 5
Figure 3: Twinings branched out into coffee in 2007, breaking with its traditional tea focus 7
Figure 4: Twinings Coffee was advertised on TV with Stephen Fry and sidekick 8
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