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In KSA and Gulf, Lipton is a market leader with 75% share of the tea market. So how does Lipton continue to grow its share in a category with 90% penetration? The answer lies in growing the value of the category by converting the users of loose tea to tea bags which offer three times as much value but accounts for just 40% of all tea consumed. Lipton will attempt to do this by targeting the Arab woman, who has been identified as a large user of loose tea but is reluctant to use teabags as it is perceived as lacking effort. Lipton addresses this issue with its latest 360 degree campaign of “staying involved” – with Lipton teabags helping them make great “kettle tea” worthy of their social rituals.

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