Capturing the Demographics
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Women between 30 and 50 years of age are still the
predominate tea-drinking consumers who mainly drink it during leisure-time
breaks and in social outlets. Women prefer flavored teas such as vanilla
and mango, and chai, and blends such as Earl Grey. Men, however, comprise an increasing segment that is seeking the enjoyment of tea. They have heard the reports that claim tea is good for you and are consuming tea for health reasons, as well as to relieve stress. And, once they try tea, they realize that it tastes good, too. Men generally prefer the basic teas, including oolongs and greens. The young consumers’ interest in tea is driven by the many new introductions and great marketing. They also try tea for health reasons; however, they are more apt to be persuaded by great packaging and innovative “hip” versions of a traditional tea. To further break down your potential customer base, let’s take a look at some generational characteristics which may help you decide how to structure your tea program. The G.I. Generation, born between 1901 and 1924, are interested in a company’s history, and are more apt to purchase prepackaged items, oftentimes preferring to purchase products through a catalog. The Silent Generation (1925 to 1942) has money to splurge. This generation views themselves as active people who are in the prime of their lives. The Silent Generation likes to help others, particularly their grandchildren. The Baby Boomers (1943 to 1962) are staunch believers in values. Boomers feel entitled to be treated special. Quality of life is essential, especially because they realize they are aging, and love self-improvement. Boomers want to be in control and want to be involved; consequently, they are very busy people. They are in the peak of their earning years. As health-conscious boomers age, their use of functional foods will increasingly be in response to decreasing physical agility. Generation X (1963 to 1981) value real-file fundamentals such as family and tradition, while couples are viewed as equal partners. They are savvy shoppers and like the new and the different. Gen Xers appreciate good visuals and are very computer savvy. Generation Y (1982 to the present) want marketers to relate to their real-life experiences. They bond to brands at an early age, feeling more comfortable with known brands. They have money to spend. In the first installment of the 2000 Tea Tutorial (March 2000), industry professionals offered their thoughts on current tea trends. They indicated that the tea-drinking demographics were changing to include a broader consumer base from young to old. Also changing was the time of day when tea is traditionally consumed to include almost any time during the day. After a reexamination of those trends, take a closer look at your customer demographics and see how they relate. Where are your customers with respect to these trends? Are they knowledgeable and adventurous enough to try different teas? If they are, then go for the Bubble Tea. If they are educated, 30-something females who seek traditional teas served in a traditional manner, focus on an afternoon tea setting. But don’t just stop there – consider alternatives to expand the horizons of your existing tea customers. Then decide which tea options could maximize your tea business. Meet the existing needs of your customers, then upgrade your offerings as their knowledge, understanding, and enjoyment of teas expands. |
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