Independent retailers can grow sales and profits in the tea category by capitalising on increasing demand for green, fruit and herbal varieties, Tetley Tea has said.

Fruit and herbal teas rose 31% in value sales and 14% in volume in the impulse channel in the year to December 2017, with green tea up 20% in value sales and 8% in volume, according to data from Nielsen.

According to Tetley’s Tea Report 2018, which was published this month, 29% of consumers expected to drink more green tea this year than in 2017 and 45% of consumers are already drinking more Matcha tea than this time last year. 

Peter Dries, director of customer and shopper marketing at Tetley, said: “Growth in tea is coming from healthy segments such as green, fruit, herbal and speciality blends. They have become more popular as they sit well with the quest for healthier lifestyles.” 

The Tetley report also found consumers from across the UK were willing to pay £2.08 for green tea, £2.06 for herbal tea, and £2.05 for fruit tea, as opposed to £1.80 for black tea. 

Anita Nye, of Premier Eldred Drive Store, in Orpington, Kent, said she stocks Twinings Green Tea and Camomile tea blends. 

“Over the past month, the price of green tea has risen to £2.49, which may be down to the growing demand for it. However, people don’t mind paying this. As more people become health-conscious, demand for caffeine-free teas has risen,” she said.  

Tetley said top herbal sellers based on rate of sales and distribution in impulse are Twinings Lemon & Ginger and Peppermint varieties in 20-packs. Tetley Super Fruits Boost Blueberry & Raspberry with added vitamin B6 is a top 10 choice in convenience, it added.