Apr 1, 2021|

JD Big Data: Young People Drive Consumption for Spring Tea


by Ling Cao

JD’s data shows that young customers between 26-35 years old have become a rising consumption force for sales of Dragon Well green tea, while customers who are 25 and under tend to buy white tea.

As tea farmers across China are busily collecting fresh leaves during the current spring tea season, JD Big Data Research Institute has published a report on tea consumption and shopping behaviors in China on Mar. 26. According to the report, the top three spring tea varieties by sales are Dragon Well from Hangzhou, Zhejiang, Zhuyeqing from Sichuan and Maojian from Xinyang, Henan.

Sai Wang, head of the tea department at JD Super said, “More and more young people tend to buy tea, and they care more about the quality. Customers are concentrating on a healthy lifestyle.”

The report reveals that customers who purchase spring tea often buy other food products, such as cakes, snacks, condiments, milk and dairy products, as well as instant food. Among these, beverages with zero calories, black chocolate, low-calorie cake and sugar-free coffee are popular. Data shows that sales of instant food with low calories, sugar-free coffee or milk tea products increased 432% and 100%, respectively, comparing the first three weeks in March 2021 with same period the previous month.

Online channels are gradually increasing for the tea market, with market share continuously growing from 2016 to 2020, according to an industry report. Despite COVID-19, the online tea market was valued at RMB 28 billion yuan at the end of 2020, an increase of 15.23% YOY, according to the report.