OpportuniTEA Knocks

Tea is the most popular beverage worldwide behind only water (tough competitor!) but in the US ranks behind a handful of other beverages including soda, bottled water, beer, milk, coffee and fruit juice- meaning there is huge opportunity for growth here. The average American reportedly guzzled 45 gallons of soda last year, down from 51 gallons a few years prior. We each drank only 10 gallons of tea, however, and as studies and concerns mount against the fizzy behemoth, tea and its purveyors are poised to win big.

As our elected front runner, soda stands to be the target of some smear campaigning, but many of the allegations are just too crazy to ignore. Danish scientists, for example, recently declared that soda consumption leads to excess buildup of liver, skeletal, blood and organ fats- those which are hard to detect by the naked eye. Ick! They also noted a greater increase in cholesterol in soda drinkers versus other beverages, including milk. High fructose corn syrup, diet sodas' artificial sweeteners, food dyes, and other unnatural ingredients (like flame retardants?!) all cause their own slew of problems: brain cell damage, nerve damage, memory loss, hyperactivity, diabetes, and the list goes on and on.

Tea, on the other hand, is pleasantly devoid of any of the above. More than simply a healthful alternative to soda, tea has a stockpile of positive attributes validated by thousands of years of study and enjoyment. It has been an inseparable companion to civilizations worldwide- cherished for its medicinal, communal, meditative, and stimulative nature. Of all beverages known, are there any others that have inspired ceremonies, rituals, trade routes, poetry, architecture, political movements, et al, as tea has?

The opportunity for food and beverage purveyors is a simple one. While soda menus are nearly universally identical, tea's versatility allows restaurants to diversify and offer a unique, memorable and healthful selection. Tea comes in nearly any flavor imaginable (Guanabana , anyone?), is immensely profitable, and offers something for everyone. Our two largest population segments, each 80 million strong; Baby Boomers and Millennials are both choosing tea in a big way. The former is looking for forever young elixirs (antioxidants! cancer, disease, and aging be gone!) while the latter seeks connection to a global community and making sustainable choices (it doesn't get much "greener" than tea).

It may have taken 5000 years for tea to become "big" in the US, but surely this is not a passing trend. Foodservice tea sales have been rising 3-5% annually in recent years while the number of tea beverages offered at restaurants grew 11.2% from 2008-2010. Iced teas are behind much of the growth, with unlikely champions like McDonlads and Wendy's who have recently rolled out national iced tea campaigns. (So...if Starbucks is the McDonalds of coffee, is McDonalds the Starbucks of tea?) Joe Simrany, president of the Tea Association of the USA claims restaurants are "embracing tea like we haven't seen in a long, long time." Mintel analyst Kathy Hayden claims, "Everyone's trying to branch out beyond carbonated beverages. Just as good coffee has become a requirement now for restaurants, operators are looking to do the same with tea." OpportuniTEA knocks....

Are you a restaurant or cafe that has had success in expanding your tea menu? Or are you looking for reasons or help in doing so? Please send me a note. I'd love to hear from you!