From Shelf to Experience: How to Merchandise Tea in Your Store

Tea has long been woven into the fabric of British life. From the refined ritual of afternoon tea to the simple morning brew that kickstarts millions of days across the nation, it holds a special place in the hearts of consumers. In fact, tea remains one of the UK’s most consumed beverages, second only to water. Recent estimates show that people in Britain drink around 100 million cups of tea every day, which adds up to over 36 billion cups per year. Despite shifting habits, rising health consciousness, and the growth of coffee culture, tea retains a strong foothold in the marketplace.

For retailers, this presents both a challenge and an opportunity. Simply lining up boxes of teabags on a shelf is no longer enough. Consumers are becoming more discerning, looking for premium quality, authentic stories, and even experiential value when they purchase tea. This means that the merchandising strategy — the way tea is presented in-store — has become just as important as the product itself.

This article will guide you through the latest UK market insights, explain the consumer trends shaping the tea category, and provide practical strategies for turning your tea section from a simple shelf into a memorable customer experience. Along the way, we’ll draw from tea’s long history, showing how centuries of ritual and trade continue to influence its place in British retail today.

Why Tea Still Matters in the UK

Tea continues to be a cornerstone of British life, with around 100 million cups consumed every day. Black tea remains the most popular, but green, herbal, and specialty teas are steadily growing as consumers seek wellness benefits, unique flavours, and premium experiences.

The UK tea market is valued at GBP 1.05 billion in 2024 , projected to reach GBP 1.52 billion by 2030 (CAGR ~6.5%). Interestingly, while overall consumption volumes are expected to decline by 8%, the value is increasing, highlighting a clear trend toward premiumisation.

Matcha and herbal teas are key growth areas: matcha benefits from the café culture and wellness trend, while herbal teas appeal to health-conscious consumers looking for functional blends supporting sleep, digestion, or relaxation.

Tea’s enduring popularity, combined with these evolving trends, shows that the category remains both culturally significant and commercially promising for UK retailers.

From Shelf to Experience: What Great Tea Merchandising Looks Like

For decades, tea in the UK retail environment has often been presented as a commodity. Shelves lined with boxes of black tea bags, stacked high and competing primarily on price, have been the norm. But consumer expectations have shifted. Today’s shoppers are seeking more than just convenience — they want products that feel authentic, that tell a story, and that connect with their lifestyle aspirations.

Moving beyond the basic shelf

The transformation from shelf to experience is about turning the act of buying tea into something memorable. Instead of simply placing tea packs on a row, retailers can curate the category in ways that engage multiple senses — sight, smell, and even touch. Imagine a tea bay that greets customers with calming colours, glass jars of loose leaves that showcase textures, or aromatic stations where they can explore different blends before committing to a purchase.

The three pillars of experiential merchandising

1. Discovery

   • Consumers want to explore. Highlight origins (Darjeeling, Assam, Yunnan), varieties (black, green, herbal, matcha, oolong), and tasting notes.

   • Shelf talkers and signage can serve as “mini-education boards,” guiding customers through flavour profiles and brewing techniques.

2. Ritual

   • Brewing tea is as important as drinking it. Showcasing teapots, infusers, and accessories alongside the teas themselves reinforces this ritual.

   • Demonstrations or short video guides (accessible via QR codes) can encourage customers to feel confident about trying loose-leaf teas or specialty styles like matcha.

3. Gifting

   • Tea is a natural gift item. Bundling attractive teas with accessories like infusers, mugs, or storage boxes creates ready-made gifting solutions.

   • Seasonal end-caps can be transformed into gift displays (Mother’s Day, Christmas, wellness-themed New Year promotions).

Layout principles for impact

• De-cluttered focal bays: Instead of overwhelming customers with endless boxes, arrange teas into clear categories. Use colour-blocking for visual appeal.

• Good/Better/Best tiers: Position everyday staples at entry price points, mid-tier wellness or speciality teas at eye level, and premium or rare teas in distinctive packaging to capture attention.

• Navigation by need state: Beyond tea type, organise shelves by consumer needs such as “Energy & Focus,” “Calm & Relax,” or “Daily Comfort.” This makes the category feel personalised and relevant.

Storytelling and sensory engagement

Good merchandising tells stories. Tea, with its rich history and variety of origins, lends itself perfectly to this. Use point-of-sale materials that communicate:

• Where the tea comes from (maps, photos of tea gardens, cultural references).

• Why it matters (health benefits, ethical sourcing, sustainability).

• How to enjoy it best (serving suggestions, pairing with foods).

Adding sensory elements strengthens the experience: aroma jars for loose-leaf teas, textured packaging, or even soft background music in the “tea corner” can make a difference.

Why it works

The UK tea market is undergoing premiumisation — people are drinking less but spending more. By merchandising tea as a discovery-led, ritual-rich, and gift-friendly category, retailers can align with this trend and capture greater value per transaction.

Build the Right Assortment (and Prove It on Shelf)

Getting the range right is fundamental. An effective tea assortment balances the reliable staples that drive volume with the innovative products that attract new shoppers and encourage premium purchases.

The backbone: black tea

Black tea remains the anchor of the UK market. It’s the everyday brew for millions and the foundation of traditional British tea culture. Retailers should always dedicate ample space to black tea, but even within this segment, differentiation is possible. Highlight classic English Breakfast or Earl Grey alongside stronger brews or more aromatic blends. This reassures traditional customers while still offering choice.

The growth engines: herbal, green, and matcha

• Herbal teas
  Functional wellness blends are one of the fastest-growing categories. Shoppers are increasingly drawn to teas that support specific needs such as sleep, digestion, immunity, or relaxation. A “wellness wall” in the tea section can group these blends together for maximum visibility.

• Green tea
  With its associations with antioxidants and general wellbeing, green tea has become a staple for health-conscious consumers. Stocking both plain green teas and flavoured varieties (e.g., jasmine or lemon green tea) broadens appeal.

• Matcha
  The UK matcha market is expanding rapidly, reflecting café culture influences and social media trends. Beyond stocking matcha powders, consider offering accessories such as bamboo whisks, bowls, or starter kits. This not only increases basket value but also positions your store as an authority on this premium product.

Specialty and emerging varieties

Although smaller in volume, oolong tea is expected to grow at the fastest rate in the UK market. Stocking even a small selection of oolong can signal to consumers that your store is “ahead of the curve.” Similarly, limited-edition or seasonal blends (e.g., spiced teas in winter, floral teas in spring) can keep the category fresh and encourage repeat visits.

Format matters: bags vs. loose leaf

While tea bags still dominate UK consumption due to convenience, loose-leaf teas are gaining traction as a premium alternative. Merchandising both formats side by side helps shoppers trade up. For loose-leaf, consider using glass jars or transparent packaging that allows customers to see the quality of the leaves — something hidden in standard tea bags.

Shelf planning: where and how to place products

• Eye-level: speciality and wellness teas — this is where customers are most likely to notice and be inspired.

• Waist-level: everyday black teas — easy to grab, high turnover.

• End-caps: thematic displays (wellness, gifting, seasonal).

Cross-merchandising opportunities can also increase sales. Pair teas with honey, biscuits, teapots, bottles or mugs to encourage larger baskets. Even simple signposting like “Perfect with shortbread” can nudge impulse purchases.

Educational cues

Many consumers are still hesitant to experiment with teas beyond their usual black teabag. To address this, include simple educational materials:

• Brew time and temperature icons.

• Caffeine level indicators.

• Short descriptions of flavour notes (e.g., “malty,” “floral,” “earthy”).

These small touches reduce friction and make customers more confident about trying something new.

Create Micro-Experiences In-Store

Transforming your tea section into an experience means engaging customers beyond simple product selection. Retailers who bring the ritual, aroma, and story of tea to life can inspire exploration, increase dwell time, and drive higher-value purchases.

The “Brew Bar”

A small tasting station can introduce shoppers to different teas without the commitment of buying a full pack. Consider:

• Rotation: feature one everyday black tea, one herbal wellness tea, and one specialty tea each week.

• Sampling size: 30–50 ml cups to encourage tasting.

• Education: include short notes on steeping time, water temperature, and flavour profile.

This not only engages shoppers but also encourages them to experiment with teas they may not usually purchase.

Aroma Discovery Table

Scent is a powerful driver of purchasing decisions. Providing sealed aroma jars lets customers:

• Smell different loose-leaf teas (malty, floral, earthy, smoky).

• Compare and learn the subtle differences between blends.

• Make more confident buying decisions, particularly for premium or unusual teas.

Guided Choice and Interactive Signage

Simplify selection with tools such as:

• Short decision trees (“Need calm, focus, or boost?”).

• QR codes linking to quick brewing tutorials.

• Icons for caffeine level, flavour profile, or brewing temperature.

Even small interactive elements make customers feel involved and more likely to explore new teas.

By integrating tasting, education, and storytelling into the tea section, retailers can turn browsing into a multi-sensory journey that drives both sales and customer loyalty.

Seasonal & Thematic Merchandising

Seasonality can transform your tea section into a dynamic, engaging space that encourages repeat visits. Consumers respond to both functional needs and emotional triggers, and seasonal merchandising aligns perfectly with these motivations.

Quarterly Themes for Retailers

Q1 – Winter Wellness & New Year Reset

• Promote herbal teas for digestion, sleep, or immunity.

• Display green teas and matcha kits for detox and energy support.

• Signage ideas: “New Year, New Rituals,” “Start Your Day with Calm & Focus.”

Q2 – Spring & National Tea Day

• Highlight floral and fruit-infused teas (chamomile, hibiscus, berry blends).

• Offer themed gift sets for Easter or spring celebrations.

• Create an in-store “discovery corner” for tasting lighter, fragrant blends.

Q3 – Summer & Back-to-Routine

• Focus on iced teas, refreshing green or herbal blends, and caffeine-light options.

• Encourage “grab-and-go” purchases for office workers or commuters.

• Display infusers and portable teaware alongside teas for convenience.

Q4 – Autumn/Winter & Gifting Season

• Premium and rare teas, holiday gift packs, and accessory bundles.

• Themed end-caps: “Evening Relaxation,” “Festive Flavours,” or “Winter Wellness.”

• Promote bundled products with decorative tins, mugs, or honey sticks to maximize basket value.

By aligning tea displays with seasonal moments, retailers can maintain freshness in their merchandising and provide a reason for customers to return throughout the year.

Conclusion

Merchandising tea effectively in today’s UK market requires more than stacking boxes on a shelf. By curating experiences that engage the senses, tell a story, and reflect seasonal trends, retailers can elevate tea from a routine purchase to a memorable, premium experience. Combining thoughtful assortment planning with interactive displays, educational cues, and digital extensions allows shoppers to explore, experiment, and trade up with confidence. When tea is presented as both a daily ritual and a gift-worthy product, it becomes a standout category in-store, driving loyalty, higher basket values, and long-term growth.