Tea Statistics Report 2015

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1 Tea Statistics Report 215

2 Introduction This report presents the scope and scale of the UTZ tea program in 215. Throughout this report tea also includes rooibos unless otherwise specified. The statistics report is written in order to inform our stakeholders and is part of our commitment to transparency. The Statistics Report focuses on key indicators related to: Market uptake: sales of UTZ certified tea Program reach: UTZ Certified tea production and multi-certification of this production This report is part of the UTZ monitoring and evaluation system. Most of the data in this report is collected via our traceability system, the Good Inside Portal. We recognize that there may be shortcomings with the reliability of the data. We look forward to receiving your feedback. For more information, please contact the Monitoring & Evaluation Department at 216 UTZ Information presented here is for informative purposes only. UTZ grants permission to use information for personal, non-commercial use, without any right to resell or redistribute information or to compile or create derivative works therefrom.

3 1. Reach 2. Sales 1. Global 2. Per origin country 3. Per subproduct 4. Market uptake 3. Premiums 4. Estimated production 1. Global 2. Per origin country 3. Per subproduct 5. Supply-demand ratio 6. Multi-certification 7. Rooibos 8. Conclusions & outlook

4 1. Reach UTZ tea was produced in 12 countries and consumed in 49 countries UTZ CERTIFIED GLOBAL PRESENCE Buyer countries Producer countries Buyer and producer countries UTZ tea is produced in 12 countries and consumed in 49 countries

5 X 1 farmers x 1 workers x 1 hectares 1. Reach The reach of the UTZ tea program has been increasing; in 215 UTZ tea* was produced in 12 countries by 7, farmers and workers UTZ Certified tea area UTZ tea producing countries Global UTZ Certified tea farmers UTZ Certified tea workers ** 215 In five years production area almost doubled, with members from 12 different countries being in the program In total 13, farmers (of which more than 7% from Kenya) and 58, workers (of which 5% from India and 17% from Sri Lanka) work on UTZ tea farms Of the 58, workers in 215, the majority (almost 75%) are permanent workers * Tea including Rooibos **Number of workers in 214 has changed compared to last statistics report, due to error in one license

6 2.1 Global sales UTZ tea sales* have continuously increased; in 215 the growth was 27% MT 6, Global UTZ Certified first buyer tea sales First buyers sales origin (215) 5,763 5, 4, % 4, 3, 2,939 +5% 3,74 +27% 3, % 23% 8% 2, 68% 1, % change vs year ago Africa Asia Latin America UTZ first buyers tea sales have continuously increased since 211; from 2,939 MT in 211 to 5,763 MT in 215 Also in 215, the UTZ tea sales have shown a large growth, with an increase of 27% Africa still accounts for the largest part of the sales, but the percentage declined; from 73% in 214 to 68% in 215 *Sales are First Buyers Sales from the producer to the first buyer

7 2.2 Sales per origin country While sales* from Malawi remained stable, sales from South Africa, India and Kenya increased significantly MT UTZ Certified first buyer tea sales - per origin 2, 1, ,5 1, 1, Malawi South Africa India Kenya Zimbabwe Argentina Indonesia China Sri Lanka Many origin countries saw an increase in their first buyers sales; together Malawi, South Africa and India make up 63% of total UTZ first buyer tea sales South Africa** sales increased by 3% to 1,76 MT due to increased demand for Rooibos tea India and Kenya both experienced an increased by 74% and 113% respectively, accounting for almost 1,4 MT together Indonesia and Sri Lanka saw a reduction in first buyers sales, because they face challenges meeting the product requirements of the European market * Sales are First Buyers Sales from the producer to the first buyer. ** South Africa refers only to Rooibos sales.

8 2.3 Sales per sub product CTC Black tea makes up almost half of the first buyers sales, green tea is gaining in popularity Sales in MT UTZ Certified first buyers tea sales- per sub product (215) 3, 2,563 1% UTZ Certified first buyer tea salesdistribution of sub products 17% 18% 19% 2, 21% 17% 17% 1, 1,158 1, % 12% 9% 5% 55% 2% 44% CTC / STP Black Tea Green Tea Rooibos Orthodox Black Tea 5 White Tea % CTC /STP Black Tea Green Tea Orthodox Black Tea Rooibos CTC / STP Black tea makes up almost half of the first buyers sales, of which almost 7% originates from Malawi The portion of CTC / STP Black tea first buyers sales reduced from 55% in 214 to 44% in 215 We see an increase in the share of UTZ green tea sold compared to previous years (from 9% in 214 to 2% in 215); green tea sales from China multiplied by more than 1-fold Most countries only sell one specific sub product; only Kenya, India and Sri Lanka sell more sub products

9 2.4 Market uptake Increasing market interest with an increase in new supply chain actors, new approved UTZ labeled SKUs Region Europe 23 Africa 2 Asia 5 Oceania 1 # New supply chain actors Approved UTZ labeled products** (SKUs) North America 2 Middle East Latin America Total In 215 there were 38 new supply chain actors* registered, 4 more than last year This year there were more new SCAs from Asia than from Europe Supply chain actors include traders, blenders, packers, retailers, etc. The amount of approved UTZ labeled tea products remained stable in this year In line with 214, in 215 there were 114 SKUs approved UTZ tea is consumed in 49 different countries *Supply chain actors, excluding producers (can have multiple roles such as exporter, grinder, manufacturer etc.) ** Approved UTZ labeled products (SKUs) in specific year. In 212 amount is high because in that year all layouts had to be (re)approved. We are improving our system so that next year we can show UTZ labeled SKUs per country. SKU= Stock Keeping Unit

10 3. Premiums The weighted average tea premium remained stable, around 4.6 euro cents per kilogram 6 4 Global UTZ tea premium* ( cents/ kg) The UTZ traceability system reflects cash payments of the premium from the first buyer to the certificate holder Over the time period the global weighted average premium remained stable 2 The weighted average premium in 215 was 4.6 euro cents per kilogram of UTZ Certified tea The height of the premium paid differs per first buyer and origin country * This premium is a weighted average of all first buyers sales volume. Extreme outliers and countries with low sample size were not included in the analysis.

11 x 1 MT 4.1 Global estimated production The UTZ Certified tea volume (estimated production) has continuously increased Global UTZ Certified tea volume (estimated production) in MT % 65-8% 6 +19% % 86 UTZ certified volume (estimated production) origin (215) 43% 4% 53% % change vs year ago Africa Asia Latin America The growth in the UTZ certified tea volume has increased from 213 onwards and 86,294 MT of tea was UTZ certified in 215, which is 21% more than the previous year* In line with previous years, the majority of the UTZ certified tea is produced in Africa and Asia In 215, 54 certificate holders were active in the UTZ tea program (7 more than in 214); new certificate holders joined in China, Japan, India, Sri Lanka, Kenya and Argentina. * We use a cut-off date of to determine the certificate holders active in 215. Certified volume is an estimation of the production of the license year

12 4.2 Estimated production per origin country Certified volume (estimated production) from largest producers Kenya and India increased x 1 MT 4 UTZ Certified tea volume (estimated production) - per origin Kenya India Malawi Indonesia Sri Lanka Zimbabwe Argentina China South Africa Others* Kenya and India saw an increase in their certified tea volume; together these countries account for more than 5% (48,31 MT) of the total UTZ tea volume The increase in both countries is mainly due to new certificate holders entering the program A new producing country, Japan, entered the UTZ tea program this year * Other countries in 215 were Colombia, Vietnam, Japan (new producing country).

13 4.3 Estimated production per sub product Majority of certified tea volume is black tea (87%), followed by green tea (11%) Tea certified volume (estimated production)- per sub product Certified tea sub product per origin Pu-Er Tea Oolong Tea White Tea Rooibos Green Tea ,264 9,923 1% 5% % Orthodox Black 3,15 CTC / STP Black MT 44,948 CTC /STP Black Tea Green Tea White Tea Orthodox Black Tea Rooibos Oolong Tea UTZ Black tea (CTC/ STP as well as Orthodox) make up a large part (87%) of the total UTZ Certified tea volume Many countries produce only one specific sub product; Vietnam and India produce green tea, Malawi and Zimbabwe produce CTC/ STP black tea and South Africa produces rooibos Kenya produces more than half of the CTC/ STP Black tea, while India produces more than half of the orthodox black tea; white tea is produced in India and China

14 5. Supply-demand ratio The percentage of UTZ tea volume sold as UTZ remains low but stable 1% % of UTZ Certified tea sold as UTZ 5% % of UTZ Certified tea sold as UTZ- per region Africa Asia Latin America 5% 5% 7% 6% 7% 25% 27% 29% % % 14% 7% 4% 7% 6% 9% 7% 9% 3% 4% In line with previous years, the overall supply-demand ratio has also remained stable in 215 Latin-America shows an increase, mainly due to increased first buyers sales from Argentina Asia remained stable, and relatively low compared to the average supply-demand ratio With the exception of South Africa (where the percentage of UTZ Certified Rooibos being sold as UTZ increased), the supply-demand ratio remained stable

15 6. Multi-certification The level of multi-certification has reduced in 215 1% 75% 5% 25% % of UTZ Certificate Holder multi-certified 76% 79% 91% 73% 1% 75% 5% 25% % UTZ Certificate Holders multi-certifiedper region 23% 12% 18% 59% 54% 25% 54% 12% 34% 5% 29% % % Fair Trade RA Organic Africa Asia Latin America Global The level of multi-certification has reduced in the last year Double certification UTZ-Organic remained stable (3% in 214; 29% in 215), most UTZ-Organic certificate holders are from Latin- America Double certification UTZ- Rainforest Alliance decreased slightly (57% in 214; 54% in 215) UTZ Fair Trade double certification remained stable and is highest in Asia Multi-certification with labels other than Organic, Fair Trade or Rain Forest Alliance reduced*, although multi-certification with Trustea increased (2% of Indian certificate holders in 215) * Others include ISO 22, Global GAP, Trustea, etc.

16 7. Rooibos In the past years the market uptake for Rooibos has increased. As a result certificate holders sell a big part of their volume as UTZ 1,8 South African production & sales (MT) 1, ,79 1, ,264 1, Certified volume First buyers sales South Africa Rooibos Multicertification Certificate holders Certified area (ha) 5,974 3,149 2,252 3,22 6,56 RFA 13% % FT 25% 29% Organic 38% 29%

17 8. Conclusions Continuous growth of the UTZ tea program is shown by an increased reach growth of market interest for UTZ Certified tea... estimated UTZ Certified production Due to growing market uptake, the UTZ tea program has been able to increase its reach: The program saw further growth in the number of certificate holders The production area almost doubled in five years time The UTZ tea program now covers more than 7, farmers and workers The level of multi-certification has reduced in the last year We see a growing interest in UTZ Certified tea: In line with previous years, the global UTZ tea sales grew this year. Almost all origin countries increased their sales UTZ tea is consumed in 49 countries and 114 UTZ labeled SKUs were approved in 215 The UTZ cash premium paid to certificate holders is stable, and is on average 4.6 Eurocents per kilogram Supply of UTZ Certified tea had grown over the years: New countries are entering the UTZ tea program; new in 215 was Japan Estimated UTZ Certified production increased In 215 the first UTZ herbals production and first buyers sales started The percentage of UTZ tea volume sold as UTZ remains low but stable

18 8. Outlook Climate change affects production Drought in Zimbabwe, Malawi & South Africa affects UTZ tea and rooibos producers. Climate change requirements were introduced in the new code as of June 215, however it is a sector wide issue affecting agriculture in general, hence a coordinated approach beyond certification is needed. UTZ is looking into how to scale up its experience with smallholder climate change adaptation & mitigation Growth in herbal tea Herbal tea expected to grow in 216 with new product launches in the pipeline. Production growth in China & Africa Certified volume expected to further develop in China & Mozambique. Interest from buyers in Uganda & Tanzania will determine how certified supply can kick off in these origin countries Multi-certification will remain stable Certificate holders will keep multi-certifying as a tool to have sufficient market access (match supply & demand) Expected growth, but stronger market uptake needed European retailers continue to set the pace for UTZ teas, Germany in particular experienced a growing interest during 215. Stronger market uptake is necessary for producers to be able to compensate their investment through UTZ certification in sustainable practices. MRL- concern remain MRLs stay a point of concern in the sector especially across Europe. UTZ develops tools for UTZ producers & working with members to address this via a Working Group on Residues

19 Tea Statistics Report 215

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