PG Tips’ pyramid teabags have forged ahead of Tetley’s round teabags as brand leader, says the Unilever-owned Brooke Bond Tea Company.
It is the first time since 1990 that Brooke Bond, part of Van den Bergh Foods, has claimed brand leadership by volume for its PG brand in the standard teabag market. PG pyramid bags were launched in 1997.
The company claims that it has 19.2 per cent volume share of the standard teabag market (AC Nielsen), while Tetley has 17.4 per cent.
According to Brooke Bond, the standard teabag market category covers the normal leading teabag without product variants, and includes its own PG Tips pyramid bag and Tetley’s round bag.
The company also claims that PG Tips pyramid teabags account for 20.6 per cent of the value share of the standard tag bag market compared with Tetley’s 20.5 per cent.
Brooke Bond beverages category controller Steve Harrison says: “The Brooke Bond PG Tips volume leadership of the UK standard teabag sector is a combination of the ‘pyramid effect’ and the more recent value strategy.”
But Tetley claims that figures for the overall teabag market puts its own Tetley brand, which includes drawstring, gold and decaffeinated variants, ahead on value share.
It claims 23.2 per cent of the total teabag market (AC Nielsen) whereas PG Tips has 21 per cent. On volume, Tetley claims to have 19.4 per cent and PG Tips has 19.5 per cent (AC Nielsen).