Abstract
About this report
Following years of rapid growth driven by the healthy eating trend, the tea market sputtered in 2008 as consumers cut back spending amidst the economic downturn. Sales of ready-to-drink (RTD) tea - the largest and, until recently, fastest growing segment in the category - stalled as consumers switched to more economical options, including private label teas, self-brewed tea, and carbonated soft drinks.
This report discusses how consumer trends, the lagging economy, and product innovation are shaping the tea market. In addition to presenting sales data by segment, supplier and brand, the report considers a range of topics, including:
- The size of the tea market and how the healthy eating trend has driven market growth over the past five years - and how this growth will develop in the future
- How the current economic recession is impacting various segments within the tea market
- How some brands managed to thrive in 2008 despite an overall decline in RTD tea sales
- A spotlight on brands that have carved out distinct brand identities that have helped them succeed in an increasingly crowded category
- How the addition of Starbuck' s premium RTD Tazo Iced Tea to the Pepsi/Lipton Tea Partnership joint venture will impact the tea market
- The latest trends in product innovation, from "superfruit" flavors to a new line of kid-targeted teas from the Republic of Tea
- Which consumer groups offer the greatest potential for tea marketers
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