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Traditional drink. Part 2

Traditional drink. Part 2

Today we shall continue discussion of a tea theme, which was already mentioned in one of the previous reviews. Last time we have considered such general characteristics of the market of tea as volumes of import, structure of consumption and its dynamics, today we shall continue conversation on preferences of consumers concerning tea.

If to speak about popularity of trade marks of tea, according to the All-Russia centre of studying of a public opinion the most bought production is a series of teas of the Petersburg company « Orimi Trade » with names "Princess Nuri", "Princess Gita", « Princess Kandy », « Princess Java ». These marks of tea according to interrogation were preferred by 30 % of Russians. The data on other marks are given in the diagram 1.

The diagram 1. The most popular marks of tea.

As to the way of packing, though the most part of Russians still basically buys loose tea, the share of packaged production recently has considerably grown. So, if in 1999-2000 the rates of growth of this segment of the market were 10 – 12 % in one year, in 2002 they have reached 52 %. That is absolutely no wonder as now in the century of constant shortage of time many people are ready to pay the high price for convenience and speed of preparation of drink. However among the Russian consumers there is still an opinion, that taste of black tea in bags is worse, than taste of loose tea because for bags strongly crushed tea is used, exposed a different sort to mechanical and chemical influences as a result of which the product loses the flavouring qualities and aroma. Besides some people do not like presence of the bag which at welding also can negatively influence the quality of drink. Therefore tea in bags use basically, when there is not enough time for preparation of drink or for one person, and also, certainly, it is irreplaceable in trip.

Certainly, technological process of preparation of the packaged tea does not go in any comparison with ceremony of welding of sheet tea, which can be played as the performance, but with a view of economy of time it is possible to reconcile to it. When there is a lot of time, it is possible to enjoy all delights of tea ceremony, as for this purpose there are a lot of opportunities. Though in Russia the culture of tea consumption haven't yet formed, however, already there is such actively developing segment of the tea market, as the market of elite restaurant tea.

Last time we already marked, that practically all domestic enterprises for manufacture and packaging work on import raw material. The largest importers are such domestic companies as « Orimi Trade », Open Company « May tea », letting out trade marks "Lisma" and « May tea », and as the largest international corporation Unilever representing in Russia tea under trade marks Lipton, Brook Bond and "Beseda".

The diagram 2. The basic companies - importers of tea.

The government aspires to support the domestic tea enterprises and the raise of rates of the import customs on the packed black and green tea which were commissioned as a provisional measure by the RF government regulations from February, 6, 2003 will act now to a constant basis. In February of this year the customs on these kinds of tea production were raised twice up to a level of 0,8 Euros for 1 kg.

Tea within last decades permanently remained a drink number one in Russia and hardly will give the leadership as even during economic shocks people do not cease to enjoy this remarkable drink.

Polina Ermoshkina, e-mail: PGErmoshkina@marketcenter.ru

Marketing reviews of the food market of Russia, and also reviews on other themes you can read content/sec-2-454.html

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