Youngsters are guzzling up Ceylon Teas in the form of iced tea and the demand was growing, Asia Siyaka said in its Tea Market Report last week.
"Competition in the Russian iced Tea market is expected to get tougher with Lipton and Nestea, facing competition from the US based brand Arizona Iced Tea," the report said.
Co-owner Detroit Investment Evgeny Kashper, who owns the Moscow Brewing Company, said they commenced marketing Arizona Tea in Russia last month, and competition being fierce, they moved their marketing arm to the Russian capital to ensure tea demand would not be frittered away on some frivolous excuse.
Asia Siyaka, Chairman Anil Cooke said Tea, Coffee, and Cocoa the main competing beverages need to hold their market share and improve demand to be ahead of the soft drinks corporates, including bottled water.
"The impact on Ceylon Tea is undoubtedly positive. Ceylons are leading the hot beverage market in Russia and will hold that position in to the immediate future," Cooke said.
Arizona Iced Tea is the second most popular iced Tea beverage in the US, and its aim is to corner at least three percent of the Russian market.
Meanwhile, the Tea board said the re-constituted Marketing and Promotion Committee has been formed to oversee all promotional aspects for Tea. The committee comprises stake holders responsible for the industry including the Tea Small Holders Development Authority, Tea Research Institute, The Tea Factory Owners Association, The Tea Trade, Brokers, and Producers, including the Planters Association of Ceylon. The Tea Board said that marketing aspects for Tea will continue to be handled by the Private sector. A committee of about 20 persons was formed last week and they would meet shortly, a source said.
"The State, through the aegis of the Tea Board, and the private sector could be within the same barometer for further development of both marketing and promotion for Tea. Such dynamism in the Tea sector could auger well for the Industry," a Planter in the Small Holder Sector said.
Meanwhile, demand for Ceylon Tea in Pakistan was low. Kenya leads, commanding about 61 percent of the market share, importing approximately 48.3 million kilos as at end August this year. Sri Lankan exports amounted to about 400,000 kilos to Pakistan with a market share of only 0.47 percent.
At the Ceylon Planters’ Society Annual General Meeting recently, Minister Plantation Industries, Mahinda Samarasinghe, said he would endeavour to recoup lost markets and get Ceylon Tea back in to its top slot.
At the 14/15th September sale (this week), 5.2 million kilos will face the auctions; below last week’s quantity of 6.1 million kilos. This was only to be expected, because of low crops from Uva experiencing drought and the Central Hills experiencing heavy rains.
source - www.island.lk
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