新冠疫情增加了消費(fèi)者在家喝茶的機(jī)會(huì)，主要是因?yàn)槭兄行牡纳习嘧宀辉偃ス?yīng)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(tǒng)的袋泡茶和散茶則越來(lái)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(guó)和歐洲的冷藏、冷泡和冰茶的銷量創(chuàng)下新高。然而，最顯著的趨勢(shì)要追溯到 2020 年，當(dāng)時(shí)紅茶首次失去其主導(dǎo)地位，紅茶曾是美國(guó)零售店散茶和袋泡茶的絕對(duì)領(lǐng)導(dǎo)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(yù)計(jì)到 2028年，全球綠茶銷售額將增長(zhǎng)11.9%，達(dá)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(guó)外，大多數(shù)國(guó)家都喜歡在家喝茶。在美國(guó)，戶外消費(fèi)的冰茶和即飲茶幾乎占銷售額的一半。2021年，以促進(jìn)健康和便捷消費(fèi)為導(dǎo)向的零售形式(如冰茶便利店)推動(dòng)了家庭消費(fèi)。
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(jù)總部位于芝加哥的市場(chǎng)研究公司 IRI 的數(shù)據(jù)，包裝茶的銷售額在2021年下降了6%，至14億美元。每單位的價(jià)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(zhǎng)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(wù)關(guān)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(guó)茶葉報(bào)告中寫道：“紅茶的市場(chǎng)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(fèi)者的擔(dān)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(guó)的茶特別容易受到新冠疫情的影響，因?yàn)槠渲泻艽笠徊糠质窃诓惋嫹?wù)中消費(fèi)的?！?Statista 估計(jì)，到 2025 年，茶葉領(lǐng)域 52% 的支出和 5% 的消費(fèi)量將來(lái)自戶外。2019年，這一比例為 48%。在美國(guó)，下降最為明顯的是午餐搭配的冰茶，以及在茶室、旅游景點(diǎn)和酒店的慶祝場(chǎng)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(jù)“未來(lái)市場(chǎng)觀察”的數(shù)據(jù)，到 2022年，全球即飲飲料市場(chǎng)價(jià)值約174 億美元，預(yù)計(jì)將以 6.5% 的復(fù)合年增長(zhǎng)率增長(zhǎng)，到 2032 年將產(chǎn)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.
來(lái)源：中國(guó)茶葉流通協(xié)會(huì)
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