Green tea most popular tea type on Twitter
Sensory experience and the inclusion of functional ingredients
tea is one of the highly mentioned trends, holding 14% share of the overall conversations related to non-alcoholic beverages among the leading industry experts on Twitter during the first quarter (Q1) of 2020, according to GlobalData, a leading data and analytics company.
GlobalData
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An analysis of GlobalData’s Non-Alcoholic Experts Influencer Platform, which tracks leading industry influencers and their discussions pertaining to emerging trends, insights and overviews, new fields of innovation and technology, and other popular areas on Twitter, revealed green tea as the most mentioned tea type among popular tea related conversations on Twitter, with 31% share of discussions in Q1. The conversations on green tea were majorly led by its health benefits like boosting detoxification process and metabolism and building immunity, which has become a new mantra for consumers going for ‘organic’ products.
Namrata Sain, Consumer Insights Analyst at GlobalData, says: “Epigallocatechin gallate (EGCG), the powerful antioxidant present in green tea has become a key driver of innovation and change in the on-trade tea market. Categorically offering manufacturers the chance to premiumize their offerings, leveraging the unique anti-cancerous and anti-viral property of green tea, as well as natural and sustainable labels that feed into consumers’ perception of ‘high quality and ‘clean label’.”
In terms of intensity of conversations, green tea is followed by matcha tea, contributing 16% share of discussions. Black tea generated 12% share, followed by kombucha and milk tea with 11% and 9% share of discussions respectively.
Lori Shemek, Diet and Nutrition expert, emerged as the top contributor in tea related conversations on Twitter, followed by L,esego Semenya, Founder at LesDaChef Culinary Solutions and Niamh Shields, Food and Travel writer. The conversations from Lori Shemek were largely focussed on various tea ingredients and their potential health benefits.
Sain concludes: “Driven by the unique sensory experience and incorporation of functional ingredients like kombucha and matcha, fusion tea drinks have emerged as a huge sensation among tea-lovers and health-conscious individuals. Moreover, aforementioned innovations also help in rebranding tea with an enhanced focus on the experience of drinking and substantial flavors to keep consumers intrigued.”
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