Lee Jamieson explores the emergence of tea connoisseurs in the region and what they’re doing to take the industry from strength to strength

The Middle East’s tea market is flourishing. As the region’s hospitality industry expands and diversifies, quality tea products have been pushed into the spotlight by F&B operators looking for imaginative ways to differentiate their offerings in a crowded marketplace.

Despite the fact that tea has a rich heritage in the region, growth in the market has been driven by Western lifestyle and consumer trends, expanding the range of tea products available and creating a ‘buzz’ around the product.

“In the UAE, tea is traded as a commodity on the commodity exchange; but it’s not on the world commodity market,” explains Ryan Godinho, operations manager at International Conferences and Exhibitions – the company behind the Middle East Coffee and Tea Convention. “I think that alone speaks volumes.

“Tea is the highest consumed beverage in the region, but the types of tea being consumed is changing. Traditionally, black tea was the only product readily-available, but today there are many on the market. We had a company specialising in luxury teas participating at the 2011 Coffee and Tea Convention and they had a product range of 11,000 teas from around the world!”

The proliferation of tea products and increased market competition is consumer led; operators and suppliers are reacting to the more adventurous palates of the region’s consumers as they seek out new tea experiences.

“Recently we have seen the demand for green teas, wellness teas and blended herbal infusions grow,” explains Ronnefeldt Tea Company managing owner, Jan-Berend Holzapfel.

“The influx of different nationalities in the Middle East has had an affect on the market and last year we saw an increase in Asian tourists which increased demand for green teas. Currently, there’s also higher demand for high-quality tea and organic tea – trends that constantly increase our range.”

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