Page 48 - The Five Forces of Everything

REIMAGINING TEA

TOWARDS MEANINGFUL CONNECTIONS

Many grocery categories have
witnessed significant innovation
to keep pace with an increasingly
discerning shopper. Speciality
breads in the bakery aisle, craft
ales in the beer aisle and a raft of
adventurous options in the world
foods aisle. But what about tea?

Besides some flavor launches,
predominantly in the fruit and
herbal sector, there has been
little to move the category on.
It is predictable - and remains
obsessed with convenience and
value.

Meanwhile, the world has been
discovering the Nordic pleasure of
hygge. Hygge has been described
as “the art of creating intimacy”, “cosy togetherness”
and “the pursuit of everyday pleasures”.

Whilst Swedish hygge revolves around coffee, we cannot help but wonder
if there is a compelling role for tea. Time spent together sharing the
simple rituals of brewing tea, where the superior authenticity of
loose-leaf blends takes prime position.

Brands such as T2 have tried to offer something different through their
own stores, but isn’t it about time brands got together with mainstream
supermarkets to reimagine the category for Millennials who are not
drinking tea?

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FORCE #3 OBSERVATIONS | IMPLICATIONS | ILLUSTRATIONS