Tea brand awareness assessment in Ukraine
| Date of Preparation: | February 2026 year |
| Number of pages: | 50, Arial, 1 interval, 10 skittles |
| Graphs and charts: | 22 |
| Tables: | 75 |
| Payment method: | prepayment |
| Production method: | e-mail or courier electronically or in printed form |
| Report language: | Ukrainian, Russian, English |
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Detailed contents:
Introduction (research methodology)
2. Portrait of a tea consumer: demographics, lifestyle, usage & attidude examining
3. Segmentation of consumers by type of tea, preferences, motives for choice
4. Determination of demand, current needs and regularity of tea purchase
5. Measurement of brand awareness (unaided and aided), consumption and attitude towards them and sets of associations
6. Analysis of tea purchasing behaviour (taste, aroma, price, brand, packaging, etc.) and the importance of criteria of choice
7. Study on points of purchase: supermarkets, online, specialized stores, etc.
8. Evaluation of the impact of advertising and marketing channels on brand choice
9. Determination of brand loyalty and reasons for switching or refusal
10. Consumer satisfaction evaluation with current brand products
11. Conclusions and recommendations
Appendix 1 – Structure of survey respondents
Appendix 2 – To Section 2
Appendix 3 – To Section 3
Appendix 4 – To Section 6
List of Tables:
1. Preliminary sample of the tea brand awareness study, January 2026
2. Research hypotheses regarding tea consumer portraits
3. Segmentation of tea consumers by type depending on occupation*, %**
4. Segmentation of tea consumers by type depending on income level*, %**
5. Segmentation of tea consumers by format depending on occupation*, %**
6. Segmentation of tea consumers by format depending on income level*, %**
7. Distribution of respondents into segments by purchase of TM N tea with a prompt*, number of responses, %**
8. Assessment of the level of spontaneous recognition of tea brands among survey participants, number of responses*, %
9. Assessment of spontaneous awareness of tea brands by cities, number of responses*
10. Assessment of spontaneous awareness* of tea brands by cities, gender and age, number responses*
11. Structure of spontaneous awareness of tea brands by occupation, number of responses*, %**
12. Assessment of spontaneous awareness of tea brands by income level, number of responses*, %**
13. Structure of consumption of tea brands among survey participants without prompting, number of responses*, %
14. Tea consumption by place of origin and variety, number of responses*
15. Structure of consumption of brand N without prompting by city, gender and age, number of responses*
16. Structure of consumption of brand N without prompting by occupation, number of responses
17. Distribution of consumption of brand N without prompting by income level, number of responses
18. Associative series with tea N, number of responses*
19. Willingness to pay more for tea that you like, number of responses*
20. Willingness to pay more for tea that you like, depending on type of employment*, %**
21. Willingness to pay more for tea that you like, depending on income level*, %**
22. Structure of points of purchase of tea varieties by type*, number of responses**
23. Structure of points of purchase of tea by formats*, number of responses
24. Structure of surveyed tea buyers in supermarkets by gender, age and city, number of responses
25. Sources of information and important news, number of responses, %
26. Structure of information channels among consumers of different tea formats, %
27. Structure of spontaneous awareness of tea brands by sources of information*, number of responses, %**
28. Structure of spontaneously aware of TM N by cities and sources of information, number of responses*
29. Structure of channels of obtaining information among consumers of tea brand N by city, number of responses, %
30. Structure of use of information channels among spontaneously aware consumers of TM N by city, gender and age, number of responses*
31. Structure of information channel usage among those unfamiliar with brand N by city, gender and age, number of responses*
32. Assessment of consumer satisfaction with brand N with the selected brand, weighted average score*
33. Structure of respondents who indicated “Other” in the reasons for not buying TM N, by gender, age, city, occupation and competitor brand, number of respondents*
34. Structure of respondents who indicated “Other” in the reasons for not buying TM N by income, occupation, competitor brand, number of respondents*
35. Distribution of respondents who do not like the taste of N, by gender, age, city, occupation and competitor brand, number of respondents*
36. Distribution of respondents who do not like the taste of N, by income, occupation, competitor brand, number of responses
37. Distribution of respondents who indicated the absence of tea N in at the point of sale visited by gender, age, city, occupation and competitor brand, number of responses*
38. Distribution of respondents who noted the absence of tea N at the point of sale visited by income, occupation, competitor brand, number of responses*
39. Distribution of respondents who noted low brand recognition of tea N by gender, age, city, occupation and competitor brand, number of responses*
40. Distribution of respondents who noted low brand recognition of tea N by income, occupation, competitor brand, number of responses*
41. Distribution of respondents who noted the high price of tea N by gender, age, city, occupation and competitor brand, number of responses*
42. Distribution of respondents who noted low brand recognition of tea N by income, occupation, competitor brand, number*
43. Cross-sectional analysis of purchasing behavior for TM N and motivators, number
44. Distribution of respondents by gender, age and city, number, %
45. Structure of respondents by occupation and city, number
46. Structure of respondents by occupation, gender, age and city, number
47. Distribution of respondents by frequency of tea consumption depending on gender, age and city, number
48. Distribution of respondents by frequency of tea consumption depending on occupation, number, %
49. Distribution of respondents by frequency of tea consumption depending on sources of information, number, %
50. Distribution of respondents by frequency of tea consumption depending on income level, number, %
51. Tea consumption at home depending on gender, age and city, number
52. Tea consumption at home depending on occupation, number, %
53. Tea consumption at home depending on sources of information, number, %
54. Tea consumption at home depending on income level, number, %
55. Tea consumption at work/study depending on gender, age and city, number
56. Tea consumption at work/study depending on occupation, number,
57. Tea consumption at work/study depending on sources of information, number, %
58. Tea consumption at work/study depending on income level, number, %
59. Tea consumption for warming/relaxation depending on income level depending on gender, age and city, number
60. Tea consumption for warming/relaxation depending on occupation, number, %
61. Consumption of tea for warming / relaxation depending on the sources of information, number, %
62. Consumption of tea for warming / relaxation depending on the income level, number, %
63. Consumption of tea for therapeutic or prophylactic purposes depending on the income level depending on gender, age and city, number
64. Consumption of tea for therapeutic or prophylactic purposes depending on occupation, number, %
65. Consumption of tea for therapeutic or prophylactic purposes depending on the sources of information, number, %
66. Consumption of tea for therapeutic or prophylactic purposes depending on the income level, number, %
67. Consumption of tea in cafes / restaurants depending on the income level depending on gender, age and city, number
68. Consumption of tea in cafes / restaurants depending on the occupation, number, %
69. Consumption of tea in cafes / restaurants depending on the income level, number, %
70. Consumption tea while traveling depending on gender, age and city, number
71. Tea consumption while traveling depending on occupation, number, %
72. Tea consumption while traveling depending on income level, number, %
73. Distribution of respondents by type of tea consumed depending on gender, age and city, number
74. Distribution of respondents by format of tea consumed depending on gender, age and city, number
75. Willingness to pay more for tea you like, depending on city, gender and age, number of respondents
List of graphs and charts:
1. Regularity of tea consumption, %
2. Tea usage&attitude situations, number of responses*
3. Tea usage&attitude structure by type, number of responses*
4. Tea usage&attitude structure by format, number of responses*
5. Reasons for infrequent purchase of TM N, number of responses*
6. Brand awareness of trade mark N aided, number of responses, %*
7. Motivators for choosing tea when buying and consuming, number of responses
8. Acceptable price for a 100 g package of loose tea, number of responses*
9. Perception of tea in a higher price segment, number of responses*
10. Points of tea purchase, number of responses*
11. Communication channels through which tea brand advertising or promotions have been introduced recently, number of responses*
12. Recent coverage of advertising or promotions of any tea brands, %
13. Segmentation of tea consumers by loyalty to their own brand, %*
14. Purchasing tea not of their own brand exclusively due to a promotion or reduced price, number responses
15. Consumer segmentation model by brand loyalty level
16. Consumer segmentation by brand loyalty level N, %
17. Reasons for consumers switching from brand to brand in the tea category, number*
18. Competitive advantages of brand N, number of responses*
19. Reasons for not purchasing TM N, number of responses
20. Motivators that can encourage the purchase of TM N, number*
21. Distribution of respondents by gender, age and IDP status, January 2026, %
22. Structure of respondents by income level, %
