Would you like a pouch of tea?

Increasing demand for time-saving versions of hot drink products presents an opportunity to benefit from the lack of time consumers face. However ‘quick’ options are often viewed as offering inferior quality.

Market research company Canadean has identified some novel packaging solutions being used to break the stereotype of convenience-quality trade-off.

Canadean’s research into convenience hot drinks revealed that 14.5% of the total volume of hot drinks consumed worldwide are selected because they’re the most convenient product.

“A number of on-the-go solutions have already been rolled out to cater to these consumers, such as microwaveable ready-to-drink cups, or sealed cups that simply require hot water, and solid chocolate on a stick that allows consumers to brew their own hot chocolate without the need for a spoon,” said Veronika Zhupanova, analyst for Canadean.

Zhupanova contends that packaging innovation offers manufacturers the opportunity to market their products as being premium class.

In the tea sector, manufacturers have to find ways to cater to tea-loving, busy consumers either by highlighting the quality of tea bags or by developing solutions that allow them to enjoy loose tea on the go.

Recently, Grower's Cup rolled out the Teabrewer — a product packaged as a stand-up pouch that allows consumers to brew loose tea on the go. Additionally, the pouch can be refilled with consumers’ own loose tea, enabling them to save costs without compromising convenience or product taste.

“This product represents genuine innovation within the hot drinks market due to its refusal to compromise on quality despite being a convenience product, and its cost-saving, refillable design,” said Zhupanova.