TWININGS is now the nation’s best-selling brand of tea, overtaking PG Tips for the first time ever.
Sales of the posh teabags jumped by 3.9 per cent to £107.9 million in the 12 months to mid-July, according to data from Nielsen compiled for The Grocer.
In comparison, sales of the humble PG Tips dropped by 7.2 per cent to 98.7 million over the same period, as Britons ditched traditional drinks for healthier alternatives and upmarket brews.
While 72 per cent of UK households drink standard black tea, the frequency is slowly declining as consumers seek out other types of beverages, according to a separate research from Kantar Worldpanel.
The Queen’s teabag manufacturer’s trade was boosted by £10.5 million in sales of its Superblends and Cold In’fus – its new tea products which launched last year.
The Cold In’fuse teabags are a healthy, sugar-free alternative to fizzy drinks – with roughly two calories per 100 ml.
PG tips has also seen a bigger sales drip when it comes to traditional builder tea compared to its upmarket tea brand.
Yorkshire Tea came third with sales rising by 5 per cent to £97.6 million, according to Nielsen data.
The Grocer said: “Diversifying into areas such as cold infusions and functional teas has paid off for Twining, which gained nearly £4 million.
“Meanwhile, PG Tips slumped below the £100 million mark as it bore the brunt of the black tea decline.”
Last year, the Sun pit posh teabags against the humble PG Tips and concluded that most don’t live up to expectations.
We’ve also conducted a similar taste test also using Lidl products and found the majority of our tasters would swap staple goods for cheaper ones.
But if budget isn’t issue, a hotel that’s just across the road from Buckingham Palace is now service ‘UK’s most expensive cup of tea‘ that costs £500 for a pot.
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