Increase in popularity of flavoured tea: The case of Kenyan tea industries

Abstract

The aim of the study was to explore the increase in popularity of flavoured tea brands as well as to investigate their marketing effects vis-à-vis non-flavoured brands. Tea is one of the most popular beverages consumed in Kenya. Over time, companies have started adding flavours to plain tea to enhance taste and create diversity of taste for the consumer. Additives may be in forms of flowers, fruits, herbs and other natural flavours added to tea to produce flavours such as jasmine tea, masala tea, lemon grass tea, and green tea. The research was done by analysing literature and administering questionnaires. Findings indicate that with increased diversity of flavours, consumers responded by changing their purchasing patterns and incorporating flavoured tea in their consumption. This in turn has increased the popularity of flavoured tea brands in the market. From these observations, it is clear that the market for flavoured tea brands is more likely to grow due to consumer satisfaction and continual creation and diversification of flavoured.