Coffee makes Germans lose their taste for tea

28th June 2007, Comments 0 comments

28 June 2007, Hamburg (dpa) - The hot weather and increased competition from coffee bars has the German tea industry in a sweat. Demand for black tea slumped 3 per cent last year to 17,350 tons, and is expected to drop further in 2007 because of the mild winter, the German Tea Association said Thursday. Germans guzzled 144 litres of coffee per head in 2006, but only 25 litres of tea. The tea industry would like to change this, but faces an uphill struggle in what is traditionally a coffee-drinking nation.

28 June 2007

Hamburg (dpa) - The hot weather and increased competition from coffee bars has the German tea industry in a sweat.

Demand for black tea slumped 3 per cent last year to 17,350 tons, and is expected to drop further in 2007 because of the mild winter, the German Tea Association said Thursday.

Germans guzzled 144 litres of coffee per head in 2006, but only 25 litres of tea.

The tea industry would like to change this, but faces an uphill struggle in what is traditionally a coffee-drinking nation.

"We're trying to take on the coffee specialists, but haven't found the right answer so far," says Jochen Spethmann, chairman of the German Tea Association.

One of their main problems is how to provide an alternative to coffee bars where people can nip in and order their lattes, decafs or cappuccinos to go.

A proper cup of tea, on the other hand, takes a good three minutes to prepare, says Spethmann.

Germany, along with many other countries in Europe, has witnessed a dramatic rise in the number of coffee bars in recent years, which the associaiton feels is wooing young people away from drinking tea.

The US concern Starbucks, the leader in the field, operated a total of 4,100 coffee shops in Europe at the end of last year, an increase of 20 per cent over 2005, according to the trade magazine FoodService Europe and the Middle East.

Most of the tea sold in Germany comes from the world's leading producer, China, which has a market share of 22.07 per cent. India in next with 14.9 per cent, closely followed by Indonesia on 14 per cent.

DPA

Subject: German news

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