The victory of a new product format: Packet Tea and Tea Bags.

When making tea, we almost all routinely reach for tea bags.  Some would argue that packeted variety offers the tea-drinker a better experience, and that the greater level of effort is worthwhile.  Even so, that might only apply when we have the time or inclination for the ritual.  It was not ever thus.

As recently as 1970, over 90% of housewives were using packet tea; penetration of the new-fangled tea bags had just reached 30%.  But the convenience of tea bags soon won the day.

Usage of the two headed in opposite directions, and the trend lines soon crossed, with tea bags overhauling packet tea in 1977.

The more recent challenge to flat tea bags by pyramids feels like a minor skirmish by comparison.

Source: GB TGI

Source: GB TGI


TGI (Target Group Index) is a continuous survey which has been carried out in Great Britain since 1969, based on 25,000 adults per annum, who provide information on their use of all major products, brands and services.  Media exposure, attitudinal and demographic data are also included.  Kantar, who own and operate the TGI (Target Group Index), are making major donations of data to AMSR. 

To explore the TGI archive within AMSR, click here. (This link to the archive contents will open as a separate page).