We’re undoubtedly a nation of tea-drinkers here in the sub-continent. It’s tea over coffee almost every time. It’s tea – specifically sweet, milky chai that we’re fond of. So we thought why not look at what’s going on online and decided to compare two household names – Nescafe and Tetley Tea.
Talkwalker, a social media analytics company, based in Luxembourg, takes a closer look at the buzz, using their platform. Talkwalker Analytics analyses the performance of mentions all over the internet and provides key metrics such as engagement, related themes, demographic data, geographic data and influencer data.
Data from the last three months suggests that Nescafe is ahead of the curve – but specifically due to a single dominant peak this January – but this had to do more with a competitor – Bru which is also the name of a tribe in the north-eastern part of India. Additionally, it also has to do with the coffee capsule market finding a place in India – which has so far been saturated with instant coffee. Tetley is more consistent but considering it’s a Tata brand, these numbers are probably not indicative of popularity – but just buzz.
So who’s talking about tea vs coffee? Mostly men who are millennials. But it appears that the split is more even when it comes to tea – a much larger percentage of women are talking about tea as compared to coffee. Millennials are the target market for both and the percentage is roughly the same. Tea seems to be more popular with the 35-44 year olds in India than coffee though.