Brand research
Surveys, competitors and brand numbers (invented data)
Customer segments
Survey of 612 customers, September 2026
Everyday tea enthusiasts46%25-40 years oldThey drink tea every day, want to understand what they buy and try new things without spending too much.
Gift buyers22%30-55 years oldThey buy mainly at Christmas and for birthdays, and look for beautiful packaging.
Passionate experts18%35-60 years oldThey know origins and vintages, and look for rare teas.
Wellbeing14%20-35 years oldThey choose herbal teas and matcha for their daily routine.
Competitors
| Shop | Price | Range | Explanations | Organic |
|---|---|---|---|---|
| Big tea chain | low | very wide | few, catalogue language | partly |
| Fine tea boutique | high | medium | in-depth but for experts | yes |
| General marketplace | low to medium | huge | none | mixed |
| Five Leaf | medium | 120 teas and herbal teas | simple guides for every tea | yes, all certified |
NPS month by month
«How likely are you to recommend Five Leaf to a friend, from 0 to 10?» Promoters 9-10, passives 7-8, detractors 0-6.
| Month | Responses | Promoters | Passives | Detractors |
|---|---|---|---|---|
| Jul 2026 | 210 | 58% | 33% | 9% |
| Aug 2026 | 188 | 61% | 31% | 8% |
| Sep 2026 | 230 | 60% | 32% | 8% |
| Oct 2026 | 251 | 45% | 41% | 14% |
NPS isn't calculated here: it's promoters minus detractors.
Why they give us 0-6 (October 2026)
- 48% Shipping late compared with the promise«The website says 24 hours, it arrived after 5 days.»
- 22% Too much plastic in the parcel«The box says sustainable, but inside there was bubble wrap.»
- 14% Price«Good but a bit expensive.»
- 9% Taste«The rooibos was different from usual.»
- 7% Other
Shipping: the website promises 24 hours. Average delivery time: September 1.8 days, October 4.1 working days. Since October the warehouse has changed courier: average deliveries have gone from 1.8 to 4.1 working days.
Searches for the name «Five Leaf» on Google
2025 2026
| Year | Jan | Feb | Mar | Apr | May | Jun | Jul | Aug | Sep | Oct | Nov | Dec |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 2025 | 1,450 | 1,380 | 1,300 | 1,250 | 1,520 | 1,900 | 2,150 | 2,050 | 1,700 | 1,430 | 1,820 | 2,400 |
| 2026 | 1,800 | 1,720 | 1,650 | 1,560 | 1,890 | 2,380 | 2,700 | 2,560 | 2,120 | 1,740 | – | – |
Awareness
Survey of 1,000 people who drink tea at least once a week. Unaided: Unprompted: «Which tea shops do you know?» Aided: With a list: «Which of these do you know?»
| Survey | Unaided | Aided |
|---|---|---|
| March 2026 | 4% | 16% |
| September 2026 | 4% | 21% |
Packaging sheet
Quality office, October 2026
- Aluminium tin: recyclable with metal waste.
- Inner bag in compostable paper certified to the EN 13432 standard.
- Shipping box in 80% recycled cardboard.
- Filler: since October plastic bubble wrap (the paper filler supplier ran out of stock). From 15 November it's back to paper.
- Shipping: emissions are offset with a reforestation project (offsetting, not reduction).
- All teas are certified organic under EU regulation 2018/848, with the control body's code on the label.