green-tea-in-australia澳大利亚绿茶市场分析.doc

n of
the Green Tea market, in each state and territory in Australia, from
1998 until today.

I also want to know who are the major manufacturers, importers,
distributors and retailers, together with a list of their most
successful products and the market share each company and each product
has controlled over the past 5 years.

Answer

Subject: Re: Green Tea market in Australia
Answered By: belindalevez-ga on 02 May 2003 14:40 PDT
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with demand for convenient and exciting new products. The popularity
of tea is still growing with the innovation of ready to drink
products.
The liquid green tea market in Japan grew by 46 percent per annum
between 1990 and 1999. Singapore has also experienced a year on year
growth of 30 percent.

Tea growing in Australia.

The Japanese green tea processor, Ito En, has contracts with 27
growers in Australia who cultivate on average 1000ha each.
The company is planning
to set up extra production facilities in Victoria's Alexandra-Eildon
region. The additional plant is needed as the company had reached
acreage capacity at its Mount Beauty plant. By spring this year, the
company in conjunction with local farmers will have established 130
hectares of planted tea in Victoria. Its target is to produce 50,000
tonnes of tea a year by 2015 using the additional production
facilities. Ito En has been in Victoria since 1994. The company
produces and distributes a variety of green tea products, including an
innovative canned, green tea beverage known as Ooi Ocha.
http://216.239.51.100/search?q=cache:IBKVh2p0C4AC:.au/business/2001/07/09/FFXVF08PVOC.html+%22green+tea%22+australian+bureau+of+statistics&hl=en&ie=UTF-8

Green tea was planted in Tasmania in 1993. There are trials in the
northeast with a further site to be planted in the south of the state.

Gordon Brown grows green tea at Allens Rivulet, south of Hobart in
Tasmania. http://216.239.51.100/search?q=cache:M5P1Syy7RAMC:au/rural/telegraph/today.htm+%22green+tea%22+south+australia&hl=en&ie=UTF-8

The Tea industry forum provides a lot of information about the tea
industry.
http://www.tea.org.au/forum/sub3.html

There is currently 1,500 tonnes of processed black tea produced from
700ha of plantations in Australia.
http://www.rirdc.gov.au/pub/compendium/1995/pr-025.html

A study shows that 30 percent of consumers prefer the ‘made in
Australia’ feature on the packaging.
http://216.239.51.100/search?q=cache:mck7xJgT-OcC:www.rirdc.gov.au/reports/NPP/AGT-5A.doc+%22australian+tea+industry%22&hl=en&ie=UTF-8
Twinings predicts significant growth in the demand for green tea.
Green tea is found to have cholesterol reducing benefits.
http://216.239.51.100/search?q=cache:lOZXjg75RXIC:gray-seddon-

Tea consumption in Australia.

The current consumption of green tea in Australia is about 2,000
tonnes per year. In contrast 17,000 tonnes of black tea is consumed.
Most tea drunk is Australia is imported, the country grows around 2000
tonnes of black tea and has recently begun production of green tea
which is mostly exported to Japan. Tasmanians drink the most tea.

Tea consumption is influenced by age and ethnic background.
According to a national nutrition survey, adults aged 25 and over were
more likely to drink tea. Adults born in the United Kingdom, Ireland
and New Zealand had the highest mean intake of tea. More coffee than
tea was consumed
by adults aged 19-44. Adults over 45 consumed more tea than coffee.
http://www.abs.gov.au/Ausstats/abs@.nsf/e8ae5488b598839cca25682000131612/9a125034802f94ceca2568a9001393ce
A full copy of this survey can be purchased from the Australian Bureau
of Statistics at a cost of $32, alternatively the publication can be
downloaded for free at some libraries.
http://www.abs.gov.au/Ausstats/abs@.nsf/Lookup/E6EFC36BF13206EBCA256888001CD460

Tasmanians drink the most tea
.au/mercury/mathguys/articles/1999/990129a2.htm

Australia produces 1,600 tonnes of tea each year.
83 percent of households use tea-bags. Each household uses 600 bags
per year.
Daily consumption of tea is 22 million cups or 44 tonnes per day and
16,060 each year.
Tea accounts for 18% of all drinks.
http://www.tea.org.au/cuppa/sub5.html

Manufacturers

The Major manufacturers are Unilever, Tetley, Twinings and Dilmah.
Unilever with its Lipton brand is the market leader in the Australian
tea market. Tetley has the number two position. However newcomer
Dilmah which entered the market 12 years ago is now vying for second
place.

Unilever

Unilever is the worlds largest tea company. In Australia its brands
include Lipton, Bushells and Lanchoo tea. Unilever Australia also
sells ready to drink ice tea under the Lipton brand. Lipton is
Australia's number one Tea Brand. Unilever has a 24 percent share of
the Australian tea market. Lipton Tea Bags Jasmine Green are sold
through Woolworths supermarkets.

Unilever Australia
Cambridge Street
Epping NSW 2121
Contact: Garry West
Ph 02 9869 6100
Fax [phone]
Email Tea-Australia@U

Tetley Australia Pty. Ltd.
Tetley is the second largest tea-bag brand worldwide, with brand
leadership in the UK and Canada. In Australia it is the "number two"
tea packer and marketer. Tetley has been marketing its products in
Australia since 1963. Its products are now manufactured in India.
Although the Tetley brand has been selling in Australia since 1963, it
was in July 1988 that the company Tetley Australia was formed. It has
introduced new brands like Big Cuppa and relaunched Billy Tea. A
recent study by A C Nielsen has shown that Tetley is one of the
fastest growing tea brands in Australia

Tetley’s market share in Australia is 18 percent, up from 14 percent.
It is currently ranked number 2 after Unilever which has a 24 percent
share. Australia account for 4 percent of Tetley’s world sales. The
company predicts a rise in sales to 2005

In 1996, Tetley launched Emperor’s Garden Green Tea in Australia which
was aimed at the health conscious consumer. It is sold in packs of 10,
50 and 100. It is stocked by Coles supermarket.

Tetley Australia Pty. Ltd.
12 Yarra Street
South Yarra Vic 3141
Ph 03 9825 3300
Fax [phone]
Web
Email TetleyAustralia@Tetley-G
The company has started production of organic green tea.

Twinings

Twinings is one of the oldest tea companies and brand names in the
world. It leads the market in speciality teas. With the benefit of
nearly 300 years experience, a wide range of high quality blends in
tins, cartons and tea-bags are distributed and enjoyed in more than 90
countries throughout the world.
Twinings markets three green teas in Australia – Early Grey Green,
Jasmine Green Tea and Java Green Tea. The teas were launched in 2000.
Manassen Foods
PO Box 2446
Rowville Vic 3178
Ph 03 9763 3044
Fax [phone]
Email tea@.au
Web

Dilmah

Products - Green Tea Jasmine 50’s
Dilmah has an 8.6 percent market share of Australia’s speciality tea
market.
.sg/teacomp.html
Dilmah brand accounts for a 12 percent market share of the Australian
market.
Dilmah is currently competing for second place in the Australian
market.
The tea is one of the most expensive brands on the Australian market.
The company entered the Australian market 12 years ago.
It achieved its market share through promotion on radio, TV and the
print media

Onno Behrends
A German based manufacturer who markets their herbal teas in
Australia.
OTG is the largest tea producer in Germany with a market share of 43
%. In the sectors of herbal and fruit tea bags - its largest segment
of the tea market – it achieved an increase in turnover of 26 %.
http://www.lsh-ag.de/index.php3
Distributor
Sandra Kapp  
Abel Lemon Distribution PTY LTD
PO BOX 292
Concord NSW 2137
Products – A variety of herbal teas including Onno Behrends Lemon
Green Tea.
A traditional China green tea with a subtle lemon flavour.
Sold in health food stores and in major retail outlets like Woolworths
and Coles.
.au/onno/onno.htm

Funxion Enterprises Pty Ltd

Level 6, 38 York Street
SYDNEY, NSW, 2000
Australia
Telephone [phone]
Mr Richard Sexton, Director
Email: richard@.au
Products
Iced green tea with herbal infusions of Siberian Ginseng and Gingko
Biloba. All natural ingredients. Funxion

Background - Founded in 2001 to exploit the underdeveloped market for
herbal-enhanced non-carbonated functional drinks in Australia. The
first flavour (lemon) was produced in November 2001, and has enjoyed
considerable success. Based on the success of overseas iced tea
manufacturers, a mango flavour will be produced in June 2002.
Target market - young and busy 18-40 year olds who have a desire for
"easy health" and need a little extra out of their drinks, but don't
want an energy drink or fizzy soft drink.
.au/
http://www2.austrade.gov.au/AOD/Page59124.asp

The Kombucha House Pty Ltd

30 Climax Court
Canungra
Queensland 4275
A family run business selling beverage products domestically and to
the European, Asian and U.S. market.
Products – Veronica’s Green Tea Kombucha – a beverage based on green
tea.
http://www.kombucha-

Madura Tea Estates

Madura Tea Estates, established in 1978, is a 25 hectare tea
plantation near Murwillumbah, NSW, where tea is grown in near-perfect
subtropical conditions.
Madura Tea Estates
PO Box 702
Murwillumbah NSW 2484
Ph 02 6677 7215
Fax [phone]