Ceylon Tea coming from the resplendent island nation, Sri Lanka is recognized for her well balanced tasting profile by tea connoisseurs all over the globe. Sri Lanka Tea Board is the government body which is responsible for international promotion of Pure Ceylon Tea. As Tea Board official website had reported, The Sri Lankan High Commission in South Africa and Sri Lanka Tea Board together organised a “Ceylon Tea demonstration and tasting” event at Brooklyn Mall on 27 March 2021. Two leading Ceylon Tea brands in this region, Dilmah and Basilur, joined hands with the Mission to demonstrate their new and existing products.  

Ambassador of Russia Ilya Ragachev, Ambassador of Iran Mehdi Agha Jafari, and High Commissioner of Mauritius in Dr. Prakamarjith Vijaye Lutchmun participated the occasion as the special guests. So many tea lovers in South Africa visited this special event and experienced the new varieties of Ceylon Tea.  

The average total consumption of black tea in South Africa is 27,000 metric tonnes per year, while Sri Lanka is contributing 10% of the total demand. The hot beverage market in South Africa is worth $ 600 million per annum and black tea comprises 5.8% of the market.

Other than Sri Lanka, Malawi, Zimbabwe, Tanzania, and Kenya are the leading tea-exporting nation to South Africa; altogether, these nations supply 14,000-18,000 metric tonnes of tea per year. Five Roses is the top tea brand in South Africa, having more than 50% of the market share, which produces a number of tea varieties including the Ceylon Blend and Pure Ceylon Breakfast Tea.

The key challenge faced in the region is the low consumer interest in Ceylon Tea, as coffee dominates in the hot beverage category. So, to penetrate in to this market, it is necessary to conduct strategic promotions to uplift the interests of the different consumer groups. Rising per capita income in this region may open new market segments for value-added tea. The tourism industry should be the next target market for Ceylon Tea which accounts for 25 million annual arrivals.

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References

1. Mani Source: http://www.srilankateaboard.lk/index.php/component/k2/item/236-ceylon-tea-demonstration-and-tasting-in-south-africa