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Germany is known to be coffee roasters’ El Dorado with Germans sipping on average more than 150 liters of
coffee per head and year. Average annual per capita consumption of tea is only around 26 liters in comparison.
However, tea has managed to hold its position on a high level as one of the most popular non-alcoholic, non-soft
beverages after coffee. Total consumption of black and green teas rose from 18,512 tons in 2003 to 18,697 tons in
2004, representing a 1% increase of the market. Prices remained stable in contrast to hitherto slumping coffee
prices, which have begun to recover only recently.
As health aspects play an ever more important part in modern consumers’ choice of food, tea has been one of the
profiteers of this trend. “A number of scientific studies have demonstrated that the consumption of black and green
teas have beneficial effects on human health and general well-being”, says Spethmann, adding that tea is virtually
free of calories if consumed without any other ingredients. Thus, it is an ideal beverage for people caring for their
slim line.
Black is Beautiful
Black teas in all variations are the number one choice of German tea lovers, accounting for a stable 81% market
share and leaving the rest for green tea. However, green tea’s popularity is on a steady rise. Compared to the
previous year it had gained 1% in share. Though still small in volume, herbal and fruit teas are booming. Creative
new products with unusual taste innovations and in unusual mixtures are rejuvenating the market. Herbal mixtures
with exotic aromas are particularly successful.
Tea has become an ever more interesting subject within the HoReCa sector, not only because of an increasing
demand by the guests but also of its excellent margin for the caterer. On top of the latest trend of tea drinking
habits particularly among young people are so-called “mood teas” based on the Indian Ayurveda teachings and
“country teas” representing the special tea taste of other cultures like the South American Lapacho or the Indian
Chai.
Food stores represent the most important sales channels, accounting for roughly 44%. They are followed by
discounters and supermarkets, which make up for another 17.4%. Interestingly enough, specialty tea shops are
held in high esteem by a certain segment of customers. 17.2% of the total volume is being sold through these
traditional outlets. Obviously it is the professional knowledge and counseling of the shop owners or operators
combined with the exclusive offer on sale which the true tea lovers seek. The gastronomy including caterers and
other consumers at large account for 4.3% followed by mail orders with another 4%. This leaves 11.8% for various
other but not specified outlets including small retailers.
25,419 tons of the German imports were re-exported after value-adding mostly to EU countries such as the
Netherlands, France, Sweden, Austria, and even to the U.K., the famous motherland of the tea drinking habit.
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These were some 681 tons more than in the previous year. Some smaller volumes were exported to third
countries, for example the U.S. Germany, thus, is an important hub for the international tea trade.
The coming tea year will be, according to Spethmann, another good one. “Tea held firm in 2003, when
circumstances were difficult. Recent consumer surveys indicate that people stay attracted to tea because of the
vast range of flavors and because they enjoy the pleasant effects of tea drinking. This makes tea an every day’s
drink just right for any occasion.”
Another indicator of tea’s attractiveness is the gradual appearance in Germany of stylish tea shops where all kinds
of freshly brewed specialty teas are served. They can be compared with coffee shops. Experts believe that it is
only a matter of time that people can buy “tea to go” as is the case with coffee in coffee shops.
As a hot beverage tea is naturally a favorite during the cold season. However, hot tea is also a good thirst
quencher in summer. This is demonstrated by the tea drinking habits in such warm nations like Sri Lanka, India or
Tunisia. “Even in summer time you can find hot tea refreshing, particularly when the temperatures are soaring”,
says Spethmann. He does know, because you will scarcely observe him without having a good cup of tea in hand,
whether in winter or summer months.
http://www.teaandcoffee.net/0705/tea.htm