Consumer Choices and Habits Related to Tea Consumption by Poles

Abstract

Tea is one of the most consumed beverages in the world. In the literature, much attention is paid to the influence of tea and its components on human health and consumer purchasing behavior. The aim of the study was to analyze the habits of Polish consumers regarding tea consumption, brewing methods, and their choices related to tea, to describe the characteristics of tea consumers, and present their segmentation based on consumer choices and habits regarding tea consumption. The study was performed using the computer-assisted web interviewing (CAWI) method on a group of 1700 adult consumers of tea. Information about consumer choices and habits related to tea consumption was collected, including brewing method, place of tea consumption, and factors determining tea choices. Using cluster analysis, six groups of tea consumers were identified. These are “Occasional tea gourmets”, “Yerba mate drinkers”, “Tea gourmets”, “Occasional consumers”, “Undemanding tea consumers,” and “Occasional strong tea consumers”. In summary, it can be said that Poles are not tea gourmets; they prefer black tea, in bags, brewed in cups or glasses for up to 3 min, and usually drink teas without any additives, at home, several times a week, during breakfast and between meals. The most popular brand among the respondents was Lipton. Consumers have little knowledge of the health benefits of tea.