Sales forecasts are based on sales of appliances and capsules (average consumption of 2.5 capsules per appliance per day) which will represent by 2020 75% of the total revenues. Those forecasts are based only on the Belgian market. The company expects to reach new markets by awarding licenses that will generate additional revenues - via fixed and variable fees.
Tea is the second most drunk beverage worldwide after water. The global tea market represents 3,8 million tons and is growing 10,57 million tons production in 2015).
Global market of single-portioned coffee is extremely dynamic. Demand for single serve has grown by 25 percent (30 percent by value) over the 2008-2012 period. Tea capsules consumption is not fully positioned on the market yet.
DIRECT: Because of the patented developments, there are currently no direct competitors.
INDIRECT: There are other tea machines out there, but they don't (and can't) make use of our patented technologies.
In Western countries, tea is becoming increasingly popular (premium tea CAGR 12% between 2004 and 2009). "Healthier than coffee" is a key driver behind this trend. The lack of consumer knowledge of these beneficial assets limits the growth pace.