However, while world consumption has been growing, per capita consumption in different countries shows that there is a decline. While in some of the more developed countries, the decline is quite marked, the developing countries have also started showing this trend. There are some misconceptions on tea drinking which must be removed. Even today, Indian mothers continue to have reservations on their children drinking tea. The gradual trend away from hot drinks to cold is one of the most important issues facing the industry today.
Tea drinking is part of a healthy lifestyle, which includes regular exercise and eating moderately.
It is also vital that such a product so important to human health is of the highest quality. Though minimum quality standards have been laid down internationally in the form of ISO 3720, this is not being followed by most of the tea-producing or importing countries. The importing countries have an important role to accept, insist on and monitor this standard for their tea imports.