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So why is tea still in second place? Truth is, we represents poor value for money. So how can this
do not know for sure, but it may be a dilemma only perception be challenged? The speciality narrative is
science can answer: coffee consumers acquire a taste vital in convincing consumers of the value of tea out-
or the ability to detect caffeine because of the learned of-home—and educating palettes to drive curiosity
positive reinforcement which caffeine elicits. This for new products. Despite hurdles to overcome, tea
means that people who have the ability to taste coffee’s rooms and coffee shops appear to be making some
bitterness, and the distinct flavours of caffeine are headway in winning younger consumers over—under
likely to associate good things with it. 30s surveyed by Allegra are more than twice as likely
Another challenge for the out-of-home market than older consumers to drink more tea out of home.
is convincing consumers that tea represents value for So it doesn’t matter if you are looking for that
money. It’s no easy task considering the beverage can brown bitter beverage to brighten your day or some
readily be made at home for fraction of the price-point beautiful bubbles of bouncy tapioca to tag along with
at cafés and coffee shops. Research by Allegra shows your tropical tea, the younger generation has places
almost a third of consumers believe tea out-of-home to be and they are bringing their tea.

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