News article
Interview with Lorela Lohan, WanderlusTea
Lorela Lohan, founder of a Brussels-based specialty tea consultancy, discusses matcha's growth trajectory in Europe relative to loose-leaf tea and consumer perceptions of origin and quality. Drawing on five years advising small and mid-sized tea brands and tastings of over a hundred matchas across European cities, Lohan addresses market differentiation challenges and positioning strategies for new matcha entrants.
Key points
- Matcha has outpaced loose-leaf tea adoption in Europe; consultancy advisor identifies positioning and differentiation as…
- Over 100 matcha products tasted across European markets reveal commodity-like brand similarity; origin and quality disti…
- Consumer attitudes toward origin and Chinese matcha entering European market inform competitive strategy for specialty p…
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