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Canadian Market Overview Presentation by: Louise Roberge, President, Tea Association of Canada June 8 th , 2007 AGENDA Introduction Market Place Overview Trends & Opportunities Barriers Tea Association of Canada Programs Who are Canadians? The Evolving Canadian Consumer Age 65+

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Canadian Market Overview

Presentation by: Louise Roberge,

President, Tea Association of Canada

June 8th, 2007


AGENDA

  • Introduction

  • Market Place Overview

  • Trends & Opportunities

  • Barriers

  • Tea Association of Canada Programs


Who are Canadians?


The Evolving Canadian Consumer

Age 65+

19618%

200513%

202621%

Income >$75K

20012006

23%32%

Income >$70K

200123%

200632%

Employed Women

200155%

200658%

70% Full Time

Age 65+

196120052026

8%13%21%

Employed Women

20012006

55% 58%

70% Full Time

Try to Eat Healthier

86%

Try to Eat Healthier

86%

Older

More Affluent

Time Pressured

Wellbeing Focused

Internet Connected

Fragmented

Demanding & Discerning

Source: ACNielsen Homescan –Statistics Canada


MARKET PLACE OVERVIEW

  • Tea Imports

  • Market Share by Country of Origin

  • Consumption

  • Grocery Sales

  • Foodservice Sales


Tea ImportsVolume Metric Tons (000,000)

Source: International Tea Committee


Tea Imports 2006 Category Percentage

21%

79%

Source: International Tea Committee


Producing Country Canadian Market Share Black Tea (2006)

Source: International Tea Committee


Producing Country Canadian Market Share Green Tea (2006)

Source: International Tea Committee


MARKET PLACE OVERVIEW

  • Tea Imports

  • Market Share by Country of Origin

  • Consumption

  • Grocery Sales

  • Foodservice Sales


Consumption


Canadian Beverage Consumption Share of Throat(Litres per Person)


MARKET PLACE OVERVIEW

  • Tea Imports

  • Market Share by Country of Origin

  • Consumption

  • Grocery Sales

  • Foodservice Sales


Tea Sales by Category(Dollars)


Tea Sales Yearly Trend (2003 – 2006)

Dollars (000,000’s)

Regular Tea Bags

SpecialtyTeaBags


Tea Sales by Type

Dollars (000,000’s)


Green Tea Sales

Dollars (000,000’s)


Tea Sales by Region

32%

42%

10%

16%


Tea rebounded in shelf presence at Grocery retailers driven by Green Tea and Flavoured Black Tea SKUs

Source: ACNielsen MarketTrack, National Grocery Banner - Latest 52 Weeks Ending January 20, 2007


MARKET PLACE OVERVIEW

  • Tea Imports

  • Market Share by Country of Origin

  • Consumption

  • Grocery Sales

  • Foodservice Sales


Tea occasions outside the home peak in the afternoon whereas evening is the peak for inside the home.

Tea Consumption (Time of Day) - % Inside versus Outside the Home

Almost ¾’s of respondents consume tea at home in the evening

Base = Hot tea drinkers, N=11,234


Three out of ten hot tea drinkers have consumed hot tea at the workplace or family restaurant.

Thinking about the last three months, where have you consumed Hot Tea when you are outside of your home?*

Base = Hot tea drinkers that drink hot tea outside of their home, N=7,497 *Multiple mentions

Source NPD Group Canada


Key Learning's For Tea in Commercial Foodservice…

Key Trends in Commercial Foodservice:

  • Ethnic

  • Health

  • Snacking

Tea, more so than any other beverage, can capitalize on these influential trends


CANADIAN TRENDS & OPPORTUNITIES


Trends & Opportunities

  • Green Tea

  • Tea as an ingredient in cooking and cocktails

  • Tea as a health and beauty aid

  • Fancy Tea bags

  • Cause related Tea

  • Organic Tea & foods in general


Health Claim

  • After a period of extensive review, the NHPD has approved three health claims for tea. All types of tea infusions (black, green and oolong) are recognized as:

    • a source of antioxidants for the maintenance of good health.

    • Tea is approved for increasing alertness.

    • Tea is further accredited as helping to maintain and/or support cardiovascular health.


BARRIERS


Regulatory Issues

HIGH Priority

MEDIUM Priority

  • Healthy Living

PESTICIDE

MRL’S

CBSA-CFIA

HIGHLIGHTED

INGREDIENTS

NHP’s

Product Specific

Health Claims

MANDATORY

NUTRITION

LABELLING

Generic Health

Claim

WHO report

Fortification

Codex

Caffeine

Labelling

Health &Safety

Act

Stewardship

Ontario

LOW Priority

On the Radar


Pest Management Regulatory Agency (PMRA)

  • Canadian MRL’s (default 0.01 ppm)

  • TAC Working Group


Current Framework

Legislators:

Producer countries &

Consumer countries

Tea Associations:

FAO IGG

Dr T C Chaudhuri,

Co-Leader

Andrew Scott

Co-Leader

Tea Assn of Canada

Louise Roberge,

Phil Berenger

JS AC AS

Tea Boards:

Experts in

Producer Countries

Tea Assn of the USA

Joe Simrany,

Frank Farrell,

JS AC AS

Co-ordination:

Andy Crimes (Unilever)

John Snell (VRNA)

Andrew Scott (Tetley)

Eg India

Dr Chaudhuri, ITB

Tata Tea (Percy Siganporia),

Hindustan Lever,

Toklai, Upasi etc

ETC

C Pineau,

T Henn,

M Beutgen, AC

Eg China

Professor Chen

(TRI Hangzhou)

Tea Industry Forum (Aus)

Janet McDonald, David Mould

AC AOS

Eg Indonesia, Sri Lanka,

Kenya, Malawi, Argentina ….

Pesticide

Manufacturers


New Canadian Organic Regulations

  • December 22, 2006- Final publication in Canada Gazette II

  • To be phased in over a two year period

  • Product must meet revised CGSB standard as well as the New Organic regulations

  • Must contain at least 95% organic ingredients


After The Two Year Transition Period

  • All organic products must be certified for international trade

  • Canada joins more than 40 other countries world-wide with organic regulations


Organic Logo

  • Canadian logo permitted on food meeting the revised standard for organic production

  • Imported Products require an attestation from country of origin that the product meets Canadian organic requirements

  • The logo may be either in black & white or in colour (green and red on a white background with white lettering )


PROGRAMS


Media


Tea Certification

In efforts to streamline tea education across

Canada, the Tea Association of Canada in

collaboration with George

Brown College has

founded the Tea Sommelier

Program started Fall 2006.

Tea Appreciation Certificate

Tea Sommelier


www.tea.ca


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