Page 18 - MMR Premium - The Guide

n most categories,

Ilike black tea, we

found the number of

Discerning consumers

to be nearly as great

as Traditional

consumers Figure 1: Black Tea reflects These criteria stay broadly true
across age cohorts and even
a pattern uncovered in all 12
categories explored in this study; attitudes to health, diet and
There are essentially two types of lifestyle.
Premium criteria in play. A more
Traditional criteria emphasises What’s more, we found the
Brand Reputation, Great Taste number of Discerning consumers
and Expertise, with a more to be nearly as great as
Discerning criteria pushing Traditional consumers, if not
Ingredients Origin, Ethical greater, in some cases.
Standards and Authenticity
to the forefront.