Choice的报告展现了澳大利亚茶叶趋势

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时间:12-13 17:50认证作者: By Dan Bolton
  An independent ranking of Australia’s supermarket tea brands reveals useful insights into the global commoditization of tea, reinforces the popularity of tea bags and attests to the power of technology for making practical comparisons of everyday products.
 
  一份对澳大利亚超市茶叶品牌排名的研究调查报告展示了对全球茶叶商品化发展的趋势,促进了茶叶袋的受欢迎程度,并证明了技术在日常用品进行实用性比较中的力量。
  Australians favor tea. Half of the population (9.8 million tea drinkers among a population of 24.6 million) drink at least one cup of tea weekly. Australians drink an averages 9.5 cups per person per week with young people consuming 5.5 cups per week on average and those 65+ drinking 10.9 cups per week according to Roy Morgan Research. While only 32% of those aged 14-17 drink tea weekly, that percentage climbs to 61% for their parents (born 1961-75) and to 61% for their grandparents (born 1946-60). Consumption per capita is estimated at 1.5 lbs. (0.7 kg) in 2019.
 
  澳大利亚人钟爱茶。将近一半澳大利亚人(2460万人口中有980万饮茶)每周至少喝一杯茶。根据罗伊·摩根研究(RoyMorganResearch)公司的数据,澳大利亚人平均每人每周喝9.5杯茶,年轻人平均每周喝5.5杯,而65岁以上的人每周平均要喝10.9杯。在14-17岁的儿童中,有32%的人每周喝茶,而父母这一辈(1961-75年出生)中这一比例攀升至61%,祖父母这一辈人(1946-60年出生)的比例攀升至61%。预计2019年澳大利亚人均茶叶消费量为1.5磅(0.7公斤)。
  In America iced and ready-to-drink dominate and unlike Australia, millennials are the largest tea consumers. Only 1 million Australians (5%) drink iced tea weekly and 1.1 million drink iced coffee, according to Roy Morgan Single Source 2019. Australians born between 1976-1990 drink hot coffee (54%). Hot drinks are consumed by 15.2 million Australians weekly. Both the U.S. and Australia are witnessing soft prices and a decline in demand for commodity teas. “Coffee is growing its lead,” according to Roy Morgan. During the years 2014-18 Australia added 1 million coffee drinkers, compared to 300,000 new tea drinkers.
 
  与冰饮和即饮饮料占主导地位且千禧一代是最大茶叶消费者的美国不同,根据罗伊·摩根(RoyMorganSingleSource)2019年数据,在澳大利亚,每周只有100万澳大利亚人(5%)喝冰茶,110万喝冰咖啡。而1976年至1990年之间出生的澳大利亚人喝热咖啡(54%)。每周有1520万澳大利亚人消费热饮。美国和澳大利亚都在经历对商品茶的需求下降以及茶叶价格疲软问题。根据罗伊·摩根(RoyMorgan)所说:“咖啡正在扩大领先优势。”在2014-18年度,澳大利亚新增了100万咖啡饮用者,相比之下,只新增加了30万茶叶饮用者。
 
  The Australian tea market is valued at $1.2 billion and is growing at a compounded rate of 3.5% through 2023, according to Statista, a German-based market research firm. Packaged tea is valued at $324 million annually. Tea revenue per capita is $46.99, most of which is spent at supermarkets. Since teabags sell for 3- to 10-cents each, this is roughly equivalent to 10 boxes of 100-count tea annually. All those boxes add up to the 10,500 metric tons sold in grocery stores last year. There is a lively but much smaller specialty tea segment represented by T2, founded in Melbourne in 1996, acquired by Unilever in 2013 and now global with 110 outlets. In grocery, T2 teabags sell for an average 48-cents each.
 
  根据总部位于德国的市场研究公司Statista的数据,澳大利亚茶业市场的价值为12亿美元,并且在2023年以前将以3.5%的复合增长率增长。袋装茶(Packagedtea)的市场价值为每年3.24亿美元,人均袋装茶叶支出为46.99美元,其中大部分消费在了超市,由于袋泡茶的平均售价在3-10美分之间,也就是相当于每人每年要消费10盒(每盒100袋)的袋装茶。去年,在杂货店市场售出袋装茶达10500吨。例如,年轻但比较小众的特种茶品牌代表T2——一家1996年成立于墨尔本,并于2013年被联合利华(Unilever)收购的茶叶企业,目前在全球拥有110个营业网点,在杂货店中,T2袋装茶平均售价为48美分。
  Choice, a respected consumer advocate offering advice free of commercial bias, evaluated 16 bagged teas, subjecting each to a blind tasting by 62 tea drinkers and delving into the origin, format and calculating pricing by unit. Samples were drawn from stores in Sydney. Testing was completed in June and July 2019 and the interactive report was published last month.
 
  Choice——一  家致力于提供无商业偏见建议的消费者权益网站,在6月和7月,从悉尼商店抽取了16种袋装茶,邀请62位饮茶者对每种茶进行了盲品,并研究了每种茶的产地、加工形式和单价,并在上个月发布了报告。
 
  The Choice website is an extension of a consumer products magazine launched in the 1950s. Evaluations are extensive and typically focused on common consumer products and services. These include appliances such as refrigerators and vacuum cleaners, consumer electronics and services such as those offered by banks and insurance companies. The venture is non-profit, financed by members and similar to US-based Consumer Reports. Members pay $18.50 per quarter (AUS$26.95) to subscribe.
 
  Choice  网站是上世纪50年代发行的《消费品》杂志的延伸,其所评估的内容十分广泛,通常侧重于普通消费产品和服务,包括冰箱和吸尘器等电器,电子产品以及银行和保险公司提供的服务等。该机构是非营利性的,由会员提供资金,类似于美国的《消费者报告》(ConsumerReports),会员每季度支付18.50美元(26.95澳元)进行订阅。
 
  In October Choice published a buying guide titled: What’s the best tasting black tea? The report excluded loose leaf, ready-to-drink teas and herbals, concentrating on the most common tea in Australia – black tea in bags (tagged, tagless and round). All the majors were evaluated including global leaders Yorkshire, Lipton, Tetley, Twinings and Dilmah as well as national brands including Bushells Blue Label, Madura and Billy Tea Campfire Brew.
 
  在10月,Choice推出了一份购买指南,标题为:喝起来最好的红茶是什么?该报告不针对散叶,即饮茶和花草茶,而是集中于澳大利亚最常见的茶-袋装红茶(带标签,无标签和圆形)。评估包含了所有主要品牌,包括全球领导者约克郡(Yorkshire)、立顿(Lipton)、特特利(Tetley)、川宁(Twinings)和帝玛(Dilmah),以及包括BushellsBlueLabel,Madura和BillyTea Campfire Brew在内的澳大利亚本地品牌。
  The winner with a score of 80% was Taylors of Harrogate Yorkshire Proper Black Tea, a British-inspired blend packaged in the United Arab Emirates. Close at heel were Bushells Blue Label (77%) and Lipton English Breakfast (75%); Tetley (76%) and Madura Premium Blend (76%) complete the top five.
 
  冠军是TaylorsofHarrogateYorkshireProperBlackTea(80%),这是一种英国风格的在阿联酋包装的混合茶,紧随其后的是BushellsBlueLabel(77%)和LiptonEnglishBreakfast(75%);Tetley(76%)和MaduraPremiumBlend(76%)也排在前五。
  Results take into consideration taste and value. While Twinings (priced at 11-cents per teabag) is Australia’s best-selling tea, it scored 73% (below the 75% threshold for a Choice Recommendation). Yorkshire Tea (priced at 5-cents per tea bag) was rated the best tasting. One reviewer called it a “dark tea with a strong flavor. Very pleasant and smooth aftertaste.”
 
  综合考虑口感和价格。尽管Twinings(每袋11美分)是澳大利亚最畅销的茶叶,但它的得分为73%(低于75%的推荐标准),而约克郡茶(每袋5美分)被评为最美味的茶。一位评论者称其为“味道浓烈的红茶,但有着非常柔和的回味。”
  When evaluating supermarket brands, price is a primary consideration. The chart shows that commodity brands, like those in the U.S., are closely grouped around 5 cents per teabag. Specialty teabags are 10x more costly.
 
  在评估超市品牌时,价格是首要考虑因素。据图表显示,与美国的商品品牌一样,每个袋装茶的价格大约为5美分,而特种茶袋的价格相比要贵10倍。
 
  Individual brands are evaluated for key characteristics including format and origin. The website’s tools for searching and making comparisons are robust. Readers can make side-by-side comparisons for any combination of the 16 brands or see them all together.
 
  对各个品牌进行关键特征评估,包括加工方式和产地。该网站用于搜索和进行比较的工具功能十分强大,消费者可以对16个品牌的任意组合进行并排比较,也可以一起查看。
 
  Consumers in-store can also call up an abbreviated list by brand.
 
  店内消费者还可以按品牌调出评估简述。
  Roy Morgan CEO Michele Levine observes that “although consumers of both hot tea and iced tea are more likely to be women than men, the average hot tea drinker is likely to be prosperous, well-educated and living in an older household from which the kids have moved out.” In contrast, more than half the iced tea market is consumed by people under 35 years of age and concentrated in the youngest generation – Gen Z, she said.
 
  罗伊·摩根(RoyMorgan)首席执行官米歇尔·莱文(MicheleLevine)指出:“从性别来说,热茶和冰茶的消费者都更有可能是女性;另外热茶饮用者更可能是相对富裕、受过良好教育并且生活在没有小孩的老房子中。”她说,相比之下,超过一半的冰茶市场是由35岁以下的人消费的,并且集中在最年轻的一代–Z世代。
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