Table of Contents
- Scope and ThemesWhat you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Market at a glance
- Product development hones in on health, flavor and convenience
- Specialty and premium teas are a fast growing niche
- Increasingly diverse U.S. population--suppliers miss opportunity
- Bag/loose tea is the only segment to lack sales growth
- Tea market is highly diversified--yet led by three top-level suppliers
- Supermarkets lead retail distribution of tea and RTD tea
- Personal usage profile for RTD iced tea
- Personal usage of RTD tea
- Household usage profile for regular (packaged) tea and instant iced tea
mixes
- Household usage of regular tea
- Household usage of instant iced tea mixes
- Personal use of freshly brewed iced tea
- Personal use of freshly brewed hot tea
- Personal use of bottled iced tea
- Personal use of canned iced tea
- Personal use of instant iced tea mixes
- Personal use of tea-based smoothies
- Attitudes & opinions about tea
- The future of the tea and RTD tea market
- Market Drivers
- U.S. consumer trend towards health and wellness drive tea growth
- Increasing attention to health-promoting properties of tea attracts
consumers
- Tea with functional health claims rise
- Organic claims cater to health-conscious consumer
- Need for convenience--an important growth driver
- Innovation geared towards convenience
- Specialty and premium tea drive growth
- Green tea
- Figure 1: Preferred tea flavors, February 2007
- Harvesting and processing techniques
- Fair Trade certification
- Artisan teas
- Growing diversity of U.S. population influences market
- Figure 2: Incidence of drinking tea and RTD tea, by race/ethnicity,
January-October 2006
- Figure 3: Population, by race and Hispanic origin, 2001 and 2006
- Hispanics and the tea market
- Figure 4: Household use of tea and RTD tea among Hispanics*, 2004 and
2006
- Boomers drive growth in the RTD iced tea
- Figure 5: Incidence of drinking RTD iced tea, by age, 2004 and 2006
- Figure 6: U.S. population and projections, 2001-11
- Market Size and Trends
- Market size
- Figure 7: Total U.S. retail sales of tea and RTD tea, at current and
constant prices, 2001-06
- Wal-Mart estimate
- Market trends
- New product introduction
- Figure 8: New tea and RTD tea products, 2001-07*
- Packaging trends
- RTD canned and bottled packaging
- Bag/loose tea packaging
- Instant tea mix packaging
- Refrigerated tea packaging
- New product claims
- Figure 9: New product claims for tea and RTD launches, 2001-07*
- The flavor factor
- Figure 10: flavors of new tea and RTD tea product launches, 2001-07*
- Market Segmentation
- Introduction
- Overview
- Figure 11: FDM* sales of tea and RTD tea, segmented by type, 2004 and
2006
- Ready-to-drink tea in cans and bottles
- Figure 12: FDM* sales of RTD tea cans/bottles, at current and constant
prices, 2001-06
- Bag/loose tea
- Figure 13: FDM* sales of bag/loose tea, at current and constant prices,
2001-06
- Instant iced tea mix
- Figure 14: FDM* sales of instant iced tea mix, at current and constant
prices, 2001-06
- Refrigerated tea
- Figure 15: FDM* sales of refrigerated tea, at current and constant
prices, 2001-06
- Supply Structure
- Foreign trade
- Imports
- Figure 16: U.S. imports of tea* by country, 2004 and 2006
- Exports
- Figure 17: U.S. exports of tea* by country, 2004 and 2006
- Companies and brands
- Growth in distribution channels for small players
- Merger and acquisition
- Distribution agreements
- Overview of company and brand sales
- Figure 18: FDM* sales of major manufacturers in the tea and RTD tea
market in the U.S., 2004 and 2006
- RTD tea in cans and bottles
- Figure 19: Selected brand sales and market share of tea in cans/bottles
at FDM* in the U.S., 2004 and 2006
- Bag/loose tea
- Figure 20: Selected brand sales and market share of bag/loose tea at
FDM* in the U.S., 2004 and 2006
- Instant iced tea
- Figure 21: Selected brand sales and market share of instant iced tea at
FDM* in the U.S., 2004 and 2006
- Refrigerated tea
- Figure 22: Selected brand sales and market share of refrigerated tea at
FDM* in the U.S., 2004 and 2006
- Private label
- Figure 23: FDM sales of private label tea and RTD tea, at current and
constant prices, 2001-06
- Figure 24: FDM sales of private label tea and RTD tea segmented by type,
2004 and 2006
- Advertising and Promotion
- Unilever Bestfoods/Lipton
- Figure 25: Lipton Green Tea--TV ad, 2006
- Figure 26: Lipton Pyramid Herbal Tea--TV ad, 2006
- Snapple Beverage Company
- Figure 27: Snapple Diet Raspberry Tea--TV ad, 2006
- Figure 28: Diet Snapple Iced Tea--TV ad, 2006
- Figure 29: Snapple Green Tea--TV ad, 2006
- Figure 30: Snapple White Tea--TV ad, 2006
- Retail Distribution
- Introduction
- Figure 31: U.S. retail sales of tea and RTD tea by channel, 2004 and 2006
- Supermarkets
- Figure 32: U.S. supermarket sales of tea and RTD tea, at current and
constant prices, 2001-06
- Convenience stores
- Figure 33: U.S. convenience store sales of tea and RTD tea, at current
and constant prices, 2001-06
- The Consumer: Usage, Type, Brand & Frequency
- Summary
- Personal usage of RTD iced tea and household usage of regular tea and
instant iced tea mixes--trend
- Figure 34: Incidence of individual consumption of RTD iced tea and
incidence of household consumption of instant iced tea mixes and bag/package
tea, 2002-06
- RTD iced tea
- Figure 35: Incidence of individual consumption of RTD iced tea,
January-October 2006
- Types of RTD iced tea
- Figure 36: Types of RTD iced tea used, regular vs diet, by key
demographics, January-October 2006
- Brand usage of RTD iced tea
- Figure 37: Brands of RTD iced tea used, by age, January-October 2006
- Teen use of RTD iced tea
- Figure 38: Incidence of consumption of various RTD non-alcoholic
beverages among teens, 2002-06
- Figure 39: Teen usage of RTD iced tea, by age and gender,
January-October 2006
- Figure 40: Teen use of RTD iced tea, by regular/diet, by age and gender,
January-October 2006
- Kids' use of RTD iced tea
- Figure 41: Kids' usage of RTD iced tea, by gender, January-October 2006
- Figure 42: Kids' use of RTD iced tea, by grade, January-October 2006
- Regular tea and instant iced tea mix
- Figure 43: Incidence of household consumption of bag/package tea and
instant iced tea mixes, by key demographics, January-October 2006
- Types & flavors of regular tea and instant iced tea mix
- Regular tea in bags/packages
- Figure 44: Types of regular tea used in households, by race/ethnicity,
January-October 2006
- Figure 45: Flavors of regular tea used, by race/ethnicity,
January-October 2006
- Instant iced tea mix
- Figure 46: Types of instant iced tea used, by race/ethnicity,
January-October 2006
- Brand usage of regular tea and instant iced tea mix
- Figure 47: Brands of tea used, January-October 2006
- Type of tea by frequency of use
- Figure 48: Types of tea by frequency of use, February 2007
- Figure 49: Types of tea used, by frequency of use and age, February 2007
- Figure 50: Types of tea used, by frequency of use and region of
residence, February 2007
- Number of servings consumed by frequent users for each type of tea
- Figure 51: number of servings drunk each week by type of tea, February
2007
- The Consumer: Attitudes and Preferences
- Summary
- Tea flavors
- Figure 52: Tea flavor preferences, by gender, February 2007
- Figure 53: Tea flavor preferences, by age, February 2007
- Figure 54: Flavor preferences, by region, February 2007
- What drinkers add to tea
- Figure 55: What drinkers add to tea, February 2007
- Bottled and canned iced tea preferences
- Figure 56: Bottled/canned iced tea preferences, by gender, February 2007
- Figure 57: Bottled/canned iced tea preferences, by ethnicity/race,
February 2007
- Occasions for drinking tea
- Figure 58: Occasions for drinking tea, by type of tea drunk, February
2007
- Reasons for drinking tea
- Figure 59: Reasons for drinking tea, by type of tea drunk, February 2007
- Interest in organic tea
- Figure 60: Attitudes towards organic tea, by gender, February 2007
- Figure 61: Attitudes towards organic tea, by age, February 2007
- Figure 62: Attitudes towards organic tea, by ethnicity/race, February
2007
- Future and Forecast
- Future trends
- New product launches will continue in abundance as suppliers continue to
search out tea niches
- Specialty teas
- Kids and teens offer untapped growth potential
- Figure 63: U.S. children and teen population and projections, 2006-11
- Increasing ethnic diversity
- Figure 64: Population by race and Hispanic origin, 2006-11
- White and red tea may follow the same success path as green tea
- Figure 65: Preferred tea flavors, February 2007
- Specialty and premium tea may benefit from increase in specialty tea
selection at hotels and restaurants
- Market forecast
- Tea and RTD tea market
- Figure 66: Forecast of total U.S. retail sales of tea and RTD tea, at
current and constant prices, 2007-12
- Figure 67: Forecast of tea and RTD tea, at current and constant prices,
2007-12
- Ready-to-drink tea in cans and bottles
- Figure 68: Forecast of U.S. sales of FDM RTD tea cans/bottles, at
current and constant prices, 2007-12
- Bag/loose tea
- Figure 69: Forecast of U.S. sales of FDM bag/loose tea, at current and
constant prices, 2007-12
- Instant iced tea mix
- Figure 70: Forecast of U.S. sales of FDM instant iced tea mix, at
current and constant prices, 2007-12
- Refrigerated tea
- Figure 71: Forecast of U.S. sales of FDM refrigertaed tea, at current
and constant prices, 2007-12
- Forecast factors
- Appendix: Trade Associations
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