US specialty tea market driven by various novel strategies
The US tea market is estimated at $8 billion and encompasses more than 3000 specialty tea rooms and retail outlets across the country. According to experts, it increasingly relies on alternatives to the classic Victorian conception of tea. In fact, tea businesses are shifting away from Victorian-style tearooms into smaller, tea-concentrated urban models. Businesses have also begun adding other services such as bakeries or in-store dining. Some tea stores have branched off to related services like online sales and business-to-business tea consulting. This plethora of strategies is aiding the development of the category and recruiting a new customer base. Despite baby boomers being the most populous target group so far, businesses increasingly seek younger customers who are attracted by tea's unique culture.