Popularity of tea brand provides key opportunity for convenience retailers and wholesalers.
There’s cause for celebration at Yorkshire Tea this month as it has been named the UK’s number one black tea brand in supermarkets by sales value share, for the first time. This milestone marks a significant opportunity for convenience retailers and wholesalers to build on the brands success.
After continued growth, Yorkshire Tea has overtaken the competition in the UK standard black tea market with a value share of 28.7% (IRI Retail 52 w/e 12th October 2019). The popularity of the brand in supermarkets provides an opportunity for convenience retailers to increase sales by ensuring they stock the best-selling brands.
Over 42 years, Yorkshire Tea has grown from a regional blend sold in Yorkshire shops to a brand enjoyed across the nation and the world. The iconic landscape box is now available in countries as far flung as Australia, China and Barbados.
Greg Harvey, Channel Controller at Taylors of Harrogate comments:
“It’s truly amazing that an independent tea brand from Yorkshire has become the UK’s best-selling black tea in just four decades. What’s more we’ve done it without compromising our quality or values and through continuing to do things properly.
“This popularity in the grocery sector provides convenience retailers and wholesalers with a key opportunity to drive incremental sales. Tea-lovers are loyal and will always look out for their favourite brand when doing a top-up shop. Retailers can capitalise on this by ensuring the popular brands are stocked on their shelves.”
While some claim that consumers are turning their back on black tea as the market steadily declines, Yorkshire Tea’s growth proves there is still demand for traditional tea. Greg Harvey added:
“It’s true that black tea consumption has reduced but that’s because Brits have developed a broader repertoire of hot drinks, rather than black tea itself being somehow broken. It’s still loved across the nation with millions of cups drunk every day!
“We’ll continue to champion it by investing in communications to connect with people who share our belief in properness and through the creation of imaginative new products that prove this category is still full of potential.
“Our growth comes from more people drinking Yorkshire Tea more often, many of them switching from other brands, and being prepared to pay that little bit more for quality.
“Whilst becoming number one is cause for celebration, we see it as just another milestone in the growth of Yorkshire Tea and we won’t be getting too carried away.”
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