Strategies for Success in the Business of Tea
Is the US Tea Industry strong and growing, or is it currently characterized by struggle and heartbreak, where only a few survive?
The answer might be... both! Without question, there is a ton of money to be made in tea, and a lot of fun to be had along the way, but any business venture holds the potential for failure.
Our conversations with many tea retailers and wholesalers shape these views. This anecdotal evidence suggests that most tea businesses have seen sizable increases in sales with consumers seeking leafy beverages for a variety of reasons. While retailing in physical shops has taken a backseat during the heart of the pandemic, consumers are happy to have in-person tea consultations as well as buy tea online. Tea is now widely accepted for its vast range of flavors as well as for its inherent benefits. With more and more consumers adding tea as an essential part of their daily lives, the category seems well set for continued expansion.)
The more complicated truth is that while the quantity of tea shops in the US has roughly doubled over the last decade, start-ups are inherently characterized by risk. The US economy has seen incredible expansion and prosperity over the past 50 years. Yet, during this time, we’ve also seen 2/3 of new businesses fail, so careful research is wise and pays for itself in success.
There is a lot of opportunity out there for tea selling. We can tell you stories of incredible success achieved through sound strategy and hard work. It is possible. But be critical, be careful, and do your homework. Vision, passion, and a romantic idea are simply not enough. Relying on the feedback of friends (which is often irrationally optimistic) and the feedback of passionate tea connoisseurs (which is fantastic but far from mainstream), too many people get sucked into ideas that just don’t have legs. Too many people decide to move forward based on vision and gut feel while ignoring the numbers. Aim to avoid such pitfalls.
The answer might be... both! Without question, there is a ton of money to be made in tea, and a lot of fun to be had along the way, but any business venture holds the potential for failure.
Our conversations with many tea retailers and wholesalers shape these views. This anecdotal evidence suggests that most tea businesses have seen sizable increases in sales with consumers seeking leafy beverages for a variety of reasons. While retailing in physical shops has taken a backseat during the heart of the pandemic, consumers are happy to have in-person tea consultations as well as buy tea online. Tea is now widely accepted for its vast range of flavors as well as for its inherent benefits. With more and more consumers adding tea as an essential part of their daily lives, the category seems well set for continued expansion.)
The more complicated truth is that while the quantity of tea shops in the US has roughly doubled over the last decade, start-ups are inherently characterized by risk. The US economy has seen incredible expansion and prosperity over the past 50 years. Yet, during this time, we’ve also seen 2/3 of new businesses fail, so careful research is wise and pays for itself in success.
There is a lot of opportunity out there for tea selling. We can tell you stories of incredible success achieved through sound strategy and hard work. It is possible. But be critical, be careful, and do your homework. Vision, passion, and a romantic idea are simply not enough. Relying on the feedback of friends (which is often irrationally optimistic) and the feedback of passionate tea connoisseurs (which is fantastic but far from mainstream), too many people get sucked into ideas that just don’t have legs. Too many people decide to move forward based on vision and gut feel while ignoring the numbers. Aim to avoid such pitfalls.