Speed Up
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Convenience is so important. Consumers want
to buy whatever they want, wherever they want. A major factor influencing
the retail landscape is the consumer’s need for speed. The traditions
of tea – the ceremony and its method of preparation –
are not necessarily conducive to convenience. The leaves first must
be weighed out, then placed in a cup or pot where water is poured
over them, and finally, allowed to steep. After a specified amount
of time, the tea leaves must be separated from the hot water and discarded,
a process which has been performed for centuries yet requires time
and patience. Conversely, Americans want to grab and go. The pursuit of convenience originally led to the invention of the tea bag. The small silk pouches which a tea merchant once used to provide samples to customers eventually resulted in the first tea bag. The American consumer overwhelmingly welcomed the convenience. But the inherent problems associated with tea bags didn’t allow high-quality teas to be bagged. In order to fit the proper amount of tea into these bags and still allow them to steep properly, the size and grade of tea inside the bags was of lower quality. While our desire for convenience and speed is at odds with the preparation of a quality cup of tea, suppliers have met the challenge recently. Since its inception, the tea bag has been updated with advances in packaging and materials to provide better brewing and the ultimate in convenience. Further, innovative designs in cups have enabled consumers to brew their tea take it with them wherever they go. Offering convenience in the cold tea beverage category spurred the surge in ready-to-drink (RTD) teas. This category is certainly bringing a broader audience to the tea arena, offering great new tastes to an otherwise unresponsive consumer segment. |
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