After decades of being overshadowed by coffee, tea has finally begun to emerge to own the spotlight. Tea expert David DeCandia from Coffee Bean & Tea Leaf says the tea industry is “going straight up” and will “at some point…reach the level of coffee”. Domestic sales of tea at restaurants, grocery stores, and shops have increased by 32% in the last 5 years and is still expected to grow to over $18B in the next two years. Compared to coffee, tea has actually been growing faster year over year in the last decade.
Asian consumers have traditionally been the biggest consumer base for tea. While this still holds true, many other demographics of consumers have become more and more interested in the product as well. With the help of celebrity endorsements from Gordon Ramsay to Wolfgang Puck and buy-in from consumer packaged goods companies such as PepsiCo and Coca Cola, tea has transformed from a traditional drink to a sexy, interesting beverage for the new age.
If there’s one mover and shaker in the beverage industry that can “make or break” this transformation, it would be Howard Schultz of Starbucks. And he sees tea as a “big, big opportunity.” In fact, Starbucks opened its first Tazo tea shop last year and acquired tea retailer Teavana as well. Riding on the backs of the healthy food trend, tea has also gained a following from those looking to improve their diets by switching to tea for its health benefits. From teens to yuppies, tea is slowing becoming the drink of choice.
Interested in exploring new beverage offerings for your restaurant, including tea? Contact Synergy Restaurant Consultants today for ideas to make your beverage list more enticing for consumers and more profitable for your business!