The four steps tea brands must take to buck the downward trend

This article outlines four steps tea marketers can take to reverse the decline in their category that is taking place in the UK as drinking habits continue to shift away from, in particular, black tea.

The four steps tea brands must take to buck the downward trend

Nick WardCubo

The UK tea market, particularly black tea, has been in decline since 2010 – the result of changing drinking habits, especially among younger generations. Nick Ward of Cubo outlines how tea brands can buck this trend by applying marketing science to create and maximise category entry points that instil in the brand an occasion to drink in people's memories.

Marketing Food

This article is part of a series of articles on marketing food. Read more

Today's tea marketers find themselves under growing pressure from...

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