作者:Dan Bolton

翻譯:于英杰

新冠疫情增加了消費者在家喝茶的機會,主要是因為市中心的上班族不再去供應茶的咖啡館和餐館。冷藏茶,主要是罐裝和瓶裝茶,但在2021年的食品貨柜中更多的是裝在散裝容器中的茶。傳統的袋泡茶和散茶則越來越少。

The pandemic grew at-home occasions for tea, mainly because downtown office workers no longer visited cafes and restaurants where tea is served. Refrigerated tea, mainly in cans and bottles but increasingly in bulk containers, showed gains in grocery in 2021, while traditional tea bags and loose leaf lost share. Photo Adobe iStock.


在疫情和氣候的影響下,2021年美國和歐洲的冷藏、冷泡和冰茶的銷量創下新高。然而,最顯著的趨勢要追溯到 2020 年,當時紅茶首次失去其主導地位,紅茶曾是美國零售店散茶和袋泡茶的絕對領導者。

The pandemic and climate drove refrigerated, cold-brewed, and iced tea sales to new highs in both the US and Europe in 2021. However, the most significant trend dates to 2020, when black tea, for the first time, lost its dominance as the outright leader of loose and bagged tea sales in US retail outlets.

預計到 2028年,全球綠茶銷售額將增長11.9%,達到340億美元,但植物飲料更有可能成為之前紅茶飲用者們的首選。

Sales of green tea globally are projected to grow 11.9% through 2028 to $34 billion, but botanicals are more likely the infusion of choice for former black tea drinkers.


除美國外,大多數國家都喜歡在家喝茶。在美國,戶外消費的冰茶和即飲茶幾乎占銷售額的一半。2021年,以促進健康和便捷消費為導向的零售形式(如冰茶便利店)推動了家庭消費。

Taking tea at home is preferred in most countries except the US, where iced and ready-to-drink teas, consumed away from home, account for almost half of sales. In 2021 sales of tea online promoting health benefits and convenience-focused retail formats like iced-tea drive-thru outlets boosted at-home consumption.

根據總部位于芝加哥的市場研究公司 IRI 的數據,包裝茶的銷售額在2021年下降了6%,至14億美元。每單位的價格隨著通貨膨脹而上漲(0.07美元至3.53美元)。袋泡茶和散茶的單位銷售額下降了7.8%。相比之下,罐裝和瓶裝茶的銷售額增長4.4% ,至43億美元,但單位銷售額也下降了 2.8%,主要是由于餐飲服務關閉。

According to IRI, a Chicago-based market research firm, sales of packaged tea declined 6% in 2021 to $1.4 billion. The price per unit increased ($0.07 to $3.53) in step with inflation. Unit sales of tea bags and loose leaf tea declined 7.8%. In contrast, sales of canned and bottled teas grew 4.4% to $4.3 billion, but here, too, unit sales declined 2.8%, mainly due to foodservice closures.

Euromonitor在其美國茶葉報告中寫道:“紅茶的市場占比一直在減少,尤其是水果茶和花草茶,它們似乎更好地解決了消費者的擔憂?!?/p>

“Black tea has been consistently losing share to other formats, above all fruit and herbal tea, which appeared to better address consumer concerns,” writes Euromonitor in its tea in the US report.


Euromonitor飲料分析師 Matthew Barry 寫道:“美國的茶特別容易受到新冠疫情的影響,因為其中很大一部分是在餐飲服務中消費的?!?Statista 估計,到 2025 年,茶葉領域 52% 的支出和 5% 的消費量將來自戶外。2019年,這一比例為 48%。在美國,下降最為明顯的是午餐搭配的冰茶,以及在茶室、旅游景點和酒店的慶祝場合飲用的熱茶。

“Tea in the United States was uniquely vulnerable to (COVID-19) since an unusually high proportion of it is consumed at foodservice,” writes Euromonitor beverage analyst Matthew Barry. Statista estimates that 52% of spending and 5% of volume consumption in the tea segment will be out-of-home by 2025. In 2019, that proportion was 48%. In the US, the decline is most evident as iced tea at lunch occasions plummeted along with hot tea served as celebratory occasions in tearooms, tourist locations, and hotels.

根據“未來市場觀察”的數據,到 2022年,全球即飲飲料市場價值約174 億美元,預計將以 6.5% 的復合年增長率增長,到 2032 年將產生 280 億美元的銷售額。

Globally the ready-to-drink beverage market was valued at $17.4 billion in 2022 and is expected to grow at a compound annual rate of 6.5%, according to Future Market Insights generating an estimated $28 billion in sales by 2032.

未完待續

本文章刊于2022年2月第480期《茶世界》雜志

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