Tea Consumption Culture Study

About the study

This study measures the place of tea in Turkish society, consumption frequency, the concepts and places associated with tea, preferences for drinking vessels, and purchasing criteria and channels; it describes tea as a “social platform”. It was published in the December 2018 issue of Marketing Türkiye.

Key findings

• Tea brings the Black Sea region to mind for 20.3% of respondents; it is associated with conversation, friendship, peace, happiness and family.
• 44.3% of respondents drink tea more than once a day; 41.3% say, “I cannot do without tea.” 21% prefer a mug, while 9.5% prefer the “Ajda tea glass”.
• Quality (39.7%), having tried the product before (31%) and brand (10%) determine tea selection. 83.8% buy tea from supermarkets/hypermarkets, and 12.2% from neighbourhood grocery shops.

Methodology

The study was conducted with 600 people aged 16–55, comprising 50% women and 50% men, with age, gender and SES quotas across NUTS1 regions representative of Türkiye.