Abstract
After many years as a stepchild to the specialty coffee market, tea is taking off in the United
States. The trend is fueled by good news about the health benefits of drinking tea, by new products
and appealing packaging, by an interest in alternatives to coffee or soda, and by lifestyles that
embrace both the luxury/ritual aspect of tea and the convenience of new bottled and ready-to-drink
teas.
Packaged Facts new report, The U.S. Market for Tea and Ready-to-Drink Tea, 2nd Edition, explores
teas new prominence and the impact on the market and the consumer psyche.
As the market grows, its also becoming much more segmented and competitive. Where black tea was
once the predominant choice available on supermarket shelves, there are now many varieties, each
with particular health and flavor aspects. These include green tea, white tea, red tea, herbal tea,
medicinal tea, chai, yerba mate, and blends of all the above. Tea drinkers can now truly be tea
connoisseurs, using different teas for different occasions, just as with wine or specialty coffees.
Many small companies are serving this market, setting up the possibility of future merger and
consolidation activity.
The growing popularity of tea is reflected in the foodservice arena, where tea houses are luring
former coffeehouse customers with a calmer, more serene ambience. Because tea is a global and
agricultural commodity, theres also interest in organic tea production and labels such as
"fair trade" that ensure a socially responsible purchasing system.
Report Methodology
The information in The U.S. Market for Tea and Ready-to-Drink Tea is based on both primary and
secondary research. Primary research involved on-site examination of the retail milieu, interviews
with marketing, public relations and industry analysts within the beverage market and consultants to
the industry. Market size data was derived from Information Resources, Inc. Secondary research
entailed data-gathering from relevant trade, business, and government sources, including company
literature. New product information is gathered via literature research, personal interviews and
data compiled by ProductScan, a service of Marketing Intelligence Service Ltd. Consumer information
was derived from Simmons Market Research Bureau, fall 2004 National Consumer Survey.
About the Author
Elaine Lipson is a writer, editor and communications consultant who has specialized in consumer
education about organic foods. She is the author of The Organic Foods Sourcebook (McGraw-Hill,
2001), a consumer guide to the meaning and benefits of organics. Her articles have appeared in
Delicious Living, Natural Foods Merchandiser, TheOrganicReport.com, Organic Valleys Rootstock, and
other publications. Elaine has written a monthly column on sustainable eating for the Boulder Daily
Camera, and writes a quarterly column on organics for Natural Grocery Buyer. She has also written
and consulted on educational and marketing communications for some of the natural products
industrys most successful companies and organizations. Elaine was formerly a senior editor for the
Natural Business LOHAS Journal and public relations specialist for Alfalfas Markets, Inc. Elaines
most recent report for Packaged Facts was the October 2004 edition of The U.S. Market for Organic
Foods and Beverages.
What Youll Get in this Report
The U.S. Market for Tea and Ready-to-Drink Tea makes important predictions and recommendations
regarding the future of this market, and pinpoints ways current and prospective marketers can
capitalize on current trends and spearhead new ones. No other market research report provides both
the comprehensive analysis and extensive data that The U.S. Market for Tea and Ready-to-Drink Tea
offers. The report addresses the following segments:
- The Market (including market size and composition, and projected market growth)
- The Marketers (including discussions of specific marketer brand and market shares)
- Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players,
and analyses of the products they market)
- Retail and Foodservice Strategies
- The Consumer (whos buying what, and where)
- The Products
- Trends and Opportunities
Plus, youll benefit from extensive data, presented in easy-to-read and practical charts, tables
and graphs.
How You Will Benefit from this Report
If your company is already competing in the food/beverage industry, or is considering making the
leap, you will find this report invaluable, as it provides a comprehensive package of information
and insight not offered in any other single source. You will gain a thorough understanding of the
current market for tea and ready-to-drink tea, as well as projected sales and trends through 2009.
Contributing to that understanding will be a complete analysis of sales data, and a detailed
discussion of the consumer for tea based on Simmons data.
This report will help:
- Marketing Managers identify market opportunities and develop targeted promotion plans for tea
and ready-to-drink tea.
- Research and development professionals stay on top of competitor initiatives and explore demand
for tea products.
- Advertising agencies working with clients in the food/beverage industry understand the product
buyer to develop messages and images that compel consumers to purchase these products.
- Business development executives understand the dynamics of the market and identify possible
partnerships.
- Information and research center librarians provide market researchers, brand and product
managers and other colleagues with the vital information they need to do their jobs more
effectively.
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