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Generally tea consumption is being driven by growing health consciousness among middle- and higher-income consumers. Compared to coffee and “other” hot drinks, consumers perceive that drinking tea is more beneficial to the body, especially as some herbs and leaves being used to manufacture tea are known to ameliorate particular diseases. For instance, tea made from ampalaya (bitter gourd) leaves is widely perceived to heal diabetes, while green tea’s high antioxidant content facilitates body cleansing. Such perceptions have continued to drive the consumption of tea products in a predominantly coffee drinking market.
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