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The U.S. market for tea is coming into its own. Emerging from the shadow of the coffee market, tea is enjoying new-found popularity among aging baby boomers and others who are embracing healthier or more interesting alternatives to soft drinks and coffee. Indeed, some see tea now as at the same stage coffee was a decade ago, before it exploded in popularity. This new, stand-alone Packaged Facts study of the tea comprehensively examines the new dynamics at work, profiling market leaders such as Nestle, Lipton, Tetley, Celestial Seasonings, and Starbucks--as well as other significant players--as they grapple with the challenges of fundamentally changed conditions. It also provides a quantitative analysis of sales trends, price movements, historical consumption rates, and marketer/brand shares, as well as a qualitative evaluation of factors in growth and decline, mass/specialty interaction, and increasingly rapid innovation. Other features of this study include a detailed listing of new products, an in-depth consideration
of the impact of tea shops on the at-home market, an assessment of advertising and promotional trends, a look at the market from supermarket and other retail perspectives, and complete consumer profiles of tea drinkers. | 
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