Australia loves Tea

In Australia, whether a person buys regular, green, or

herbal/fruit tea, it is closely linked to their attitudes towards
their dietary health in general

Quick Facts

Currency - Australian Dollar Capital City - Canberra

Flag

National Animal Red Kangar

Population 22.9 millionOfficial Language English

Trade

According to
heritage.org
Australias
economic
freedom score is
81.4, making its
economy the 4th
freest in the
2015 Index

Australia is the
19th-largest
importer and
19th-largest
exporter

Australia ranks
13th on the ease
of doing business
index with
having ranks
below 5 in 2 of
the parameters

Cultural Analysis
Religion
2011 Census :
recorded about
120 different
religious
denominations,
each with 250 or
more followers
Christianity is
the largest
religion

Geography

Education
Budget : 489
million dollars 10% of GDP
56th ranking of
government
expenditure on
education
worldwide
Literacy: 99%
of Total
population
Men and women
on equal footing
99%

Attitude towards food and health Australia

Prefer to get
nutrition from
natural sources
rather than take
supplements/vitami
ns

Eating less fat and

sugar are equally
important

Artificially
sweetened products
are just as bad as
the sugar they are
replacing

 Eating In
Our craving for exciting flavour experiences shows no signs of diminishing and we still love
new flavours and inspiring food creations. However, experiencing the adventurous side of food
consumption is happening more when dining out than in kitchens at home. Dinner is still our
main meal of the day and our dinner choices remain fairly consistent with staples such as meat
and veg or salad, pasta, fish and veg or pizza as our top choices Benson said.
Despite our fascination with cooking pop-culture in recent times, half of us see cooking as a
chore or only as a way of caring for others in everyday life. And although two out of every three
of us prepare dinner from scratch to create a healthy meal, there are still many occasions where
we are reliant on ready and packaged meals.
Almost half the population (45%) does a main or bulk shop on their last trip, while a third (34%)
does a top up shop, however only 7% of us shop for todays meal. Provenance is a key factor for
two in five of us and outside of supermarkets, the local fruit and veg shop or deli (20%), the
local butcher (20%), bakery or bread shop (18%), farmers markets (9%) and specialist fish shop
(7%) are our most popular shopping destinations.
Eating Out
One in three Australians say they eat out and restaurants or cafes are our favourite places to
eat out, followed by fast food chains, food courts and clubs and pubs.
Fast food chains dominate the average number of eating out occasions at 4.6 times per month,
compared to restaurants and cafes at 4.2 times. McDonalds is the most popular fast food
venue (28%), followed by Hungry Jacks (14%), KFC (10%), Subway (9%) and Coffee Club (4%).

Hofstede Indices
Hofstede Indices
90

61
51
36
21

Culture

Power Distance - 36
Hierarchy is established for convenience
Managers are easily accessible
Both managers and employees expect to be consulted
Information is shared frequently
Individualism - 90

Loosely-knit society
Employees are expected to be self reliant and display initiative
Promotions are based on merit

Masculinity - 61

Masculine society

Strive to be the best they can be

Conflicts are resolved at individual level

Goal is to win

Long Term Orientation - 21

Normative culture
Exhibit great respect for traditions
Focus on achieving quick results
Small propensity to save the future

Tea Industry Trends

Tea and Coffee

industry(2015)- $2bn
Premium tea products
segment growing at
1.6%

Annual Growth
Rate 20122017)
1.6%

Fruit/herbal/gre
en tea post
witness growth
rates

Retail volume sales of black tea

declined a bit while
fruit/herbal/green tea post
growth

Foodservice volume sales grow

by 3% while retail volume sales
decline by 2%

Lipton pyramid teas and fruit

infusions were examples of
product innovations

Competitive Landscape

In 2015, AB Food & BeveragesAustraliabecame the largest player intea, recording a 27%
retail value share and 35% value share in herbal/fruit tea segment
Aldi Stores Supermarkets recorded the highest value sales growth of 51% withinteain 2015,
reaching a 2% value share
International manufacturers, namely AB Food & BeveragesAustraliaand UnileverAustralia,
accounted for a combined value share of 52%
The two largest domestic manufacturers Nerada Tea and Madura Tea Estates account for 8%

Prospects

Consumers interests to broaden their horizons within tea will continue

Premium tea products segment growing at 1.6%
A potential threat is the increase of coffee pods
Rising disposable income is one of the major reasons for increasing popularity of premium tea
products

Who buys which kind of tea in

Australia?

Age vis--vis Tea consumption patterns

Age 14-17: Average of 5.5
cups/week

Age 60+ : Average of 11

cups/week

SEGMENTATION, TARGETING,
POSITIONING
Demographics
Psychographics

Age group of 25-65, Male and Female

Health and Dietary Conscious

Geographic

Both Urban and Rural Areas

Usage

Daily as a healthy and tasty drink

Preferred
Attributes

Behavioral

Regular Tea
Special Variants
(Herbal & Fruit infusions,

a) Quality and Healthy ingredients

b) Taste and flavor
Quality and health conscious
who look for peaceful moments and relaxation
Target
Group

Positioning

25-65

Quality tea for relaxation to

make your day complete
with Indian touch

20-49

Recommended drink for

staying

Consumer Insights & Trends

Australia continued with its proclivity
for premium tea in 2015

With more-discerning palates and product knowledge

levels increasing, consumers in Australia shifting from
mainstream tea to more specialist, premium offerings

Black tea, green tea and

fruit/herbal tea continued to dominate
sales in 2015

Consumers immensely growing preferences towards

positive health products and are willing to explore
new options within tea such as flavored, green and
fruit/herbal teas

Black specialty tea rose by 4% in current

terms, fruit/herbal tea grew by 6%,
while green tea recorded a rise of 7%

Younger consumers are becoming more interested in

being challenged when it came to drinks

Matcha green tea powder, a new entrant,

is gaining popularity largely due to
celebrity endorsements

Celebrity Endorsements play a prominent role in

influencing the purchase behaviour of tea consumers

Herbal and Fruit infusions category

grew from13.9% in 2012 to 18.2% of tea
sold in Australian supermarkets in 2015 Retail Worlds Annual Report

Australians consumers slowly switching from

black tea to the more relaxing assortment of
herbal and fruit infusions

The Original Imagineers | JBIMS

Mahindra EPC | Energy Business Caselet

Media Mix

LinkedIn most used form of communication

Billboards

Brand
Awareness

E newsletters
Where Quality meets
your Budget

Buses

Database
Marketing

Reach

TV

Microsite

Outdoor

Malls

Social/Digita
l

Business
News
Paper

Theme
parks

Events

Public
relations

Magazines
(Samples)

Print

Marketing Budget

Print

Digital

Trade Shows/Events

Public relation

TV

15

30

15

10

Social Media

10
15

Micro Site

Marketing Plan
Extensive use of data
analytics :
Purchasing the data,
from offline as well as
online stores in the
vicinity, to understand
the buying patterns of
the people and device
an targeted IMC
accordingly
Email marketing and
SMS blast
Special mention of our
products in menu of
high footfall coffee
shops like Coffee
alchemy and epic
espresso
Tie up with hotels like
Accor to display
assortment of our
products via
catalogues in rooms

Free tasting in
corporate or college
canteens to gather
feedback and also
improve upon the
product
TV ads showing the
product features like
natural, herbal, tasty
etc.
Mall pouches
attached with
newspapers and
magazines specially
related t food and
health
Special offers to
supermarkets like
COLES and
innovative product
placements in the
bay as well as the
store to gain visibility

Marketing Plan

Snippets in every
bag having witty
quotes

Where there
is tea there
is Hope !!!

Sponsoring famous
sports like Australian
football and cricket

Hoardings and
banners near sports
events like marathons
etc.

Establishment of Tea
Lounge Bars in major
cities like Sydney,
Melbourne

Marketing Plan
Online
Search ads
coffee/tea Australia,
coffee shops in
Australia etc.
Display ads affiliate
marketing etc.

Having a separate website

of the tea products
depicting the features of the
product in Q&A fashion and
also daily sales

Youtube as with popular

gourmet like 1. ADRIANO
ZUMBO
@ZUMBOPATISSERIE

Twiiter
Campaigns like
#shareyourstory
#itstimetocange,
#drinkhealthy and
prices on retweets

Facebook
Targeted campaigns to
display the ads of
products to their
respective audience
only like herbal tea for
health enthusiasts etc.

References

https://www.linkedin.com/pulse/whats-going-australian-tea-market-part-3-twinings-replaces-grimsey
www.Euromonitor.com(Report on Tea in Australia)
http://www.roymorgan.com/findings/6937-tea-party-australians-love-a-cuppa-201608290942
http://www.trustea.org/pdf/Consumer%20Survey%20on%20Tea%20and%20Coffee.pdf
http://brandbattlesaustralia.blogspot.com.au/2016/06/whats-going-on-in-australian-tea-market.html
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