Twinings - why Sleep tea is leading the way in our Superblends ranges

From the 2022 Annual Report

It’s a similar situation in Australia. People look to manage and improve their sleep, which is impaired by stress, taking on new jobs, having children, the menopause, as well as pain and physical injuries.

The US has a population of more than 329 million, with over 35% of all adults saying that on average they get less than the recommended seven hours of sleep a night and more than half saying sleep is something that they are focused on improving. Amongst tea drinkers, sleep and unwinding is the second most prevalent area people want to address after overall health.

For those who do seek help in the UK and Australia, they predominantly look to herbal and alternative solutions before turning to medical solutions. For example, our research in Australia shows that 35% of all tea is consumed to unwind and take time out. Its growing popularity is demonstrated by the Sleep tea category growing by 35% in the last year. In the US, the total Sleep aid category has grown more than 15% in the last two years and the Sleep tea category by over 28% in the same period.

This is why we featured a specific Sleep tea as part of our benefit-led Superblends range launched in 2018 in the UK, followed by Superblends in the US and Live Well in Australia in 2021.

In the UK and Australia our Sleep teas are the leaders both in their ranges and the Sleep tea category. In the UK, Twinings’ Sleep and Unwind teas account for a 31% market share of the Sleep benefits category and in Australia we have a 34% market share in the Sleep tea category.

In the US, although our market share is relatively small in a Sleep tea category worth $63m, it’s still financially significant for our business.

Twinings is a trusted brand. We have more than 300 years of experience in blending nature’s finest teas, herbs and botanicals and are known for our quality, expertise and taste. We put taste at the heart of everything we do and our Sleep teas are no different. We use the expertise of our Master Blenders and Herbalists to create wellbeing experiences that are accessible and enjoyable for all. Each tea is designed to help support a consumer’s wellbeing with naturally effective herbs, and in some instances we fortify them for further support with vitamins or minerals.

In the UK we have two Sleep teas in our Superblends range, blended to appeal to different needs and tastes. Both contain passionflower, which contributes to normal sleep, as well as camomile. One also contains valerian root, a traditional herb used in Western medicine with relaxation benefits.

In Australia we have two Sleep teas: Sleep Well and Sleep+. Both contain camomile, known for its calming benefits, with over half of Australians associating camomile with relaxation and sleep. Our Sleep+ tea also contains valerian root, a herb which can help people to relax and wind down.

In the US our Sleep+ Superblends tea combines the sweet flavour of vanilla with warming cinnamon and camomile to help you relax for a good night’s sleep. It is also one of only two teas available in the US market that are fortified with melatonin, which brings more efficacy to the blend.

We see great potential for growth in Sleep teas across these geographies and will continue to develop our portfolio of teas to meet this growing consumer demand.