The Tea Revolution
The Business Issue
The exponential growth of the tea category across flavours, formats and functions led our client to the need to build a foundational understanding of tea consumption, enabling identification of opportunities to unlock growth.
The Research
Online quantitative study with 2,300+ consumers across four European markets, exploring adult and Gen Alpha tea attitudes, consumption occasions, and evaluation of early innovation concepts.
The Outcome
Clear strategic direction to guide campaign development via:
- Consumer segmentation.
- Creation of interactive AI personas.
- Early Gen Alpha insights on tea and innovation.
This gave us very clear insights on the way forward and enabled us to develop prototypes to meet the needs of each segment
