Yorkshire Tea is getting an early birthday present this week as it becomes Britain’s number two brew, according to market research conducted by IRI.
New industry data has revealed that Yorkshire Tea’s market share continues to grow, so much so that the brand has now overtaken Tetley to claim the number two spot in the UK standard black tea market behind PG Tips.
Over the next six months, Yorkshire Tea will be investing £3million in its campaign to further secure its position as the place where everything's done properly, as it focuses on delivering further trend-bucking growth.
The data released earlier this week reveals the brand’s value share has risen to 22.9%.
And while 72% of UK households drink standard black tea, according to Kantar Worldpanel, the frequency is slowly declining as consumers broaden their repertoire with different types of beverages.
In contrast to the direction of the market, Yorkshire Tea’s value growth is being driven by consumers drinking the proper brew more frequently and switching over from other standard black tea brands.
Dom Dwight, marketing director at Taylors of Harrogate, who make Yorkshire Tea, said: “We’re incredibly proud to have achieved number two status for the first time in Yorkshire Tea’s 40 year history.
“Our growth has been driven by our dedication to doing things properly – from the way we source and blend our teas, to the relationships we've built with our growers, employees and, of course, consumers – more and more of whom appreciate the lengths we go to in crafting a proper brew.
“We couldn’t have got where we are without those Yorkshire Tea lovers who continue to choose a proper brew - thank you!"