Twinings case study: encouraging more diverse tastes in hot beverages

Published by: Datamonitor

Published: Aug. 7, 2008 - 25 Pages

Table of Contents

DATAMONITOR VIEW

CATALYST

SUMMARY

ANALYSIS

With the UK tea market declining, industry players are looking for opportunities to enhance their specialty offerings

Twinings is a 300 year old brand that has stayed relevant with changing consumer tastes

Twinings achieved strong sales in 2007, demonstrating how the well established brand has remained relevant to consumers' changing preferences

Twinings undertook a brand overhaul in 2008 to emphasize health and make the range less confusing

The blends use 100% natural ingredients, which it claims is a first for a major tea brand

The Infusions and Green Tea ranges have been divided into four sub-sectors to make customer choice simpler

While black tea growth is stagnant, Twinings has capitalized on the stronger performance of premium black tea blends

Everyday premium tea could appeal to older consumers who make up a leading share of the tea market

Selection packs and superfruit flavorings could help to further enhance sales of Twinings' green tea range

Selection packs and blended variants aim to encourage people to try the brand

Twinings has combined green tea with superfruit flavors to capitalize on consumer demand

Twinings' new coffee line breaks with its traditional tea focus, but maintains a focus on quality

The launch into coffee followed two years of research

A light-hearted advertising campaign was aired during the pre-Christmas period, when more consumers trade up to roast & ground coffee

The brand extension has not been hindered by Twinings' strong tea heritage

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: Overall and per capita tea occasions (millions), Europe & US, by country, 2001-2011

List of Figures

Figure 1: Twinings has launched a range of tea products to help it stay relevant, including fruit fusions, green tea and an everyday tea blend

Figure 2: Twinings Everyday Tea was heavily marketed in UK TV and press, featuring Stephen Fry

Figure 3: Twinings branched out into coffee in 2007, breaking with its traditional tea focus

Figure 4: Twinings Coffee was advertised on TV with Stephen Fry and sidekick

Abstract

• Gain insight into the methods used by important industry players to give them a competitive edge
• Identify specific areas for operational improvements
• Capitalize on the knowledge of experienced companies when entering a new niche or market

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