Catering for customers who are out of home

Many consumers are being forced to buy their tea from the major multiples because of the lack of choice in convenience, according to Alistair Kieran, business sector controller of Tetley GB.

He said that while multiples gave an average of 57% of their tea offering over to black tea, leaving room for other variants, c-stores averaged 94% for black tea.

However, said Kieran, decaffeinated had a penetration into 11% of households, and penetration for speciality tea was 17%, but these were not stocked in the average c-store meaning consumers had to get them from multiples instead. He contrasted this with categories such as confectionery and soft drinks where c-stores offer a much greater choice.

He also revealed that Tetley would be increasing its focus on catering this year. He said that out of home consumers expected the same quality as at home so caterers needed to stock the leading brands, and Tetley would be supporting them with POS to communicate this to customers.

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