China grows a taste for UK tea blends

Matthew Davies, head of International Sales at Taylors of Harrogate.[Photo provided to China Daily]

"Previously, Chinese consumers were more exposed to American culture, McDonalds and Hollywood-style things. These few years, because of the popular British TV dramas, Chinese consumers are more exposed to British brands and the lifestyle," says Hope Lee, senior drinks analyst at Euromonitor International.

Another reason for the popularity of British imported tea is the seemingly endless string of food scandals.

Imported premium British tea brands are perceived as being safer and of higher quality.

Paradoxically, some of the British tea sold in China is originally grown in China. However, it represents only a small amount of British exports there - about 3 percent, according to Frost & Sullivan, a market research company.

British tea makers mainly import leaves from Africa and India, regions where the taste for British tea blends has not grown in the same way, for economic and cultural reasons.

Despite the recent slowdown in the Chinese economy, Taylors of Harrogate and many other companies and industry experts are optimistic about the country's consumers.

"We are continuing to strengthen our links in China," says Davies.