By Allison Wall
The World Tea Expo is the only trade event completely dedicated to the tea category. Hosted each June in Last Vegas, the World Tea Expo brings together over 200 exhibitors, dozens of experts and thousands of attendees. I joined two of our HQO Sales Managers on the show floor to track the trends, meet with customers and share the latest from our organic tea suppliers. Below are the top trends I saw during the three-day show:
New HQO Sales Manager Eric Granata enjoys an iced tea pop at the Word Tea Expo. They were delicious!
1. DeeBee’s Organic Tea Pops – Hands down the most popular booth at the show. The concept is so simple yet absolutely brilliant. Given the success we’ve seen of other frozen treats, we expect these to be in almost every grocery store very soon. Flavors included mint, coconut, mango and iced tea.
2. New Varieties – Honeybush has been used in teas before but this year we saw it marketed on its own. We also saw some increased chatter around Yerba Mate.
3. Fruit – In response to consumer demand, tea companies are finding alternative ways to sweeten tea without the use of sugar or artificial ingredients. We saw blackberries, grapes and fruit blends being used this year.
4. Ready-to-Drink with a Twist – This category of tea has been going gang busters for several years and continues to be a dominant trend in 2013. This year the ready-to-drink products included new teas like rooibos, being marketed simply as ‘red tea,’ and lightly carbonated teas.
5. More Organic Options on the Horizon – While there are a lot of organic teas on the market, they certainly don’t command the majority of market share. We’re sensing the tide is beginning to shift as there was definitely more discussion and interest in sourcing organic tea.
6. Herbal Teas & Blends – Herbal teas have been on grocery store shelves for decades but we’re seeing some exciting innovations given increased consumer demand for healthier beverages. Blends addressing a health or wellness concern continue to grow in popularity.
Tiesta Tea Tins won best new product at the 2013 Word Tea Expo.
7. Reusable Tea Tins – Packaging innovations continue across all food categories and tea companies continue to push the envelope in many areas of package design. The most notable trend at World Tea Expo was the number of beautiful reusable tea tins. There were tons of shapes, sizes and designs – many worthy of prominent display in your kitchen. A savvy marketing approach for any brand.
8. Social Responsibility – While sustainability is still an important part of a tea brand’s story, social responsibility messaging was definitely more prominent at this year’s show. Most notably, Wild Mountain Tea. They did a beautiful job sharing how their tea is grown and harvested ethically in Africa.
9. Green Tea – Green tea is on the fast track for growth given its well-known health benefits. In fact, its market share is growing the fastest (when compared to black, oolong or white). We saw tons of new blends using green tea: mango green tea, mint green tea and more.
10. Tea is Growing – It was clear from our time at the show that the tea industry is thriving. With the rapid growth of the ready-to-drink beverage segment and specialty tea expected to grow 50% by 2016, it certainly is an exciting time to be in tea! Read more about the opportunities in tea from our newest white paper, HQO Market Insights: Time for Tea.
About the Author – Allison joined the HQO sales team in September 2010 and has become an integral part of our tea team. Born and raised in California, Allison has been involved with the food industry her entire life. In fact, her running debut occurred at the very first Gilroy Garlic Festival 10K! She continues to love running and working in the food industry while she raises her three children in Reno, NV. When she’s not cheering on her children at one of numerous sporting events, she’s running on the trails and enjoying the beautiful scenery of Reno-Tahoe.