Tea and RTD Tea in the U.S.

Table of Contents

Chapter 1 Executive Summary

• Markets Analyzed
• Products Outside Scope
• The Products
  • A Note About Nomenclature
  • Grading Is an Art, Not a Science
  • Segments and Packaging Options
  • Regulatory Overview

• Size and Growth of Market
  • 2007 Sales Ring in at $7.4 Billion
  • 2012 Sales Projected to Reach Almost $15 Billion
  • Table 1-1 U.S. Sales of Tea and RTD Tea, 2003-2012 (in millions of dollars)
  • RTD-Packaged Tea Rules the Market
  • Figure 1-1 Total U.S. Sales of Tea and RTD Tea by Product Category, 2007 (percent share)
  • Retail Sales Are More than Half of All Tea Sales
  • Figure 1-2 Total U.S. Sales of Tea and RTD Tea: Retail vs. Foodservice, 2007 (percent share)
  • Total RTD Is Three-Fourths of All Sales
  • Figure 1-3 Total U.S. Sales of Tea and RTD Tea: RTD vs. All Other Forms, 2007 (percent share)
  • Specialty Tea Is More Than a Third of All Sales
  • Figure 1-4 Total U.S. Sales of Tea and RTD Tea: Specialty Tea vs. Mainstream Tea, 2007 (percent share)

• Market Drivers
  • Numerous Drivers for Tea Sales Growth

• The Marketers
  • Complex International Structure
  • Marketers Are the Focus of This Study
  • All Types of Marketers Serve the Industry
  • Retail Category Leaders
  • Market Leaders Are Big Spenders
  • Trade Advertisement Is Strong for Tea

• Tea in Foodservice Channels
  • Tea Becomes More Readily Available in Foodservice
  • Dispensed Ice Tea Options
  • Steeping a Cup of Hot Tea
  • Tea Room by Any Other Name

• The Retail Tea Business
  • How Tea Gets to Retail Venues
  • Where Is Most Retail Tea Purchased?
  • Table 1-2 U.S. Retail Tea and RTD Tea: Share of Dollar Sales by Outlet, 2007
  • What Is Selling and Where?

• The Tea Consumer
  • The Amount and Type of Tea that Americans Consume
  • Consumers Are in an Overall Health and Wellness Revolution
  • Is Organic an Important Positioning for Tea Consumers?
  • Tea and RTD Usage Levels
  • Table 1-3 Percentage Who Use Tea and RTD Tea, by Product Type

• New Products and Trends
  • What Is Driving New Products and Trends in Tea?
  • Table 1-4 Total Number of Tea SKUs Introduced to the U.S. Marketplace, July 2006 to June 2007
  • Table 1- 5 Rank in the Most Used Flavors in New Tea Drinks, 2006

Chapter 2 The Products

• Key Points:
• Four Segments of Tea Market
  • Four Broad Tea Segments
  • Market Scope
  • Products Outside Scope
  • Tea, Time, and Spirit

• Types of Tea
  • Teas vs. Tisanes
  • Four Basic Tea Types
  • A Fifth Tea Type- But It' s Not Widely Known
  • Americans Acquiring Tea Connoisseurship
  • If It Is Safe for Consumption, It Can Be a Tisane
  • Tea Brewing Cheat Sheet
  • Table 2-1 Suggested Brewing Times and Temperatures for Select Teas
  • Bubble Tea and Chai
  • Bubble Tea
  • Chai

• The Grading of Tea
  • Grading Is an Art, Not a Science
  • Whole Leaf
  • Broken Leaf
  • Fannings
  • Dust
  • Additional Modifiers for Grades
  • Extra Descriptors for Green and Oolong Teas
  • Additional Terms

• Packaging Options and Variations
  • Segments and Packaging Options
  • Bag-in-Box
  • Bag
  • Bottle
  • Box
  • Bulk
  • Canister
  • Can
  • Cap with Mix
  • Carton
  • Disk
  • Dispenser
  • Eye Dropper Bottle
  • Flower
  • Filter Packs for a Pot
  • Jar
  • Jug
  • On-the-Go Packet
  • Pod
  • Spoon
  • Stick
  • Tin

• Overview of Government Regulation
  • Post-Boston Tea Party
  • Figure 2-1 Exerts from FDA Deputy Commissioner' s Speech to Tea Association of the U.S.A., October 18, 2002
  • The Role of the FDA
  • Labeling Overview
  • Provide the Facts: Nutritional Information Musts
  • Exempt Products
  • Country of Origin
  • Nutrition Regulations in Foodservice
  • Health, Nutrient Content and Structure/Function Claims
  • Significant Scientific Agreement Health Claims
  • Qualified Health Claims
  • Nutrient Content Claims
  • Structure/Function Claims

• Tea as Health and Wellness Phenomenon
  • Recent Research Supports “Healthy Halo”
  • FDA Rejects Green Tea Health Claim
  • Canada Approves Claims- So Time May Be on Tea' s Side
  • U.S. Marketers Promote Green Tea
  • Enviga and Its “Negative Calorie Effect”
  • Challenge to Enviga from the CSPI

• Allergen Issues and Product Recalls
  • Allergies and Americans
  • Tea Product Recalls
  • Figure 2-2 Product Recall: Caribbean Dreams Cerasee Tea, May 19, 2006
  • Figure 2-3 Product Recall: Neighbors Coffee Tea, Aug. 16, 2004
  • Figure 2-4 Product Recall: South Beach Beverage Green Tea,
  • Dec. 13, 2002
  • How a Recall Impacts Consumers and Businesses
  • Strong Brands Weather Storms

• The Ethics of Tea
  • Organic Tea
  • Fair Trade Tea and Tisanes
  • Ethical Tea Partnership
  • Tea and the Rainforest Alliance
  • Nepalese Alliance for Orthodox Tea and Coffee

Chapter 3 The Market

• Key Points:
• The Current Tea Situation
  • 2007 Sales Ring in at $7.4 Billion
  • Table 3-1 Total U.S. Sales of Tea and RTD Tea, 2003-2007 (in millions of dollars)
  • Figure 3-1 Total U.S. Sales of Tea and RTD Tea, 2003-2007 (in millions of dollars)
  • Retail Sales Are More Than Half of All Tea Sales
  • Table 3-2 Total U.S. Sales of Tea and RTD Tea: Retail vs. Foodservice, 2003-2007 (in millions of dollars)
  • Read the Tea Leaves to Determine the Tea Form Driving Growth
  • Table 3-3 Total U.S. Sales of Tea and RTD Tea by Product Category, 2003-2007 (in millions of dollars)
  • Table 3-4 Total U.S. Retail Sales of Tea and RTD Tea by Product Category, 2003-2007 (in millions of dollars)
  • Table 3-5 Total U.S. Retail Sales of RTD-Packaged Tea: Refrigerated vs. Shelf-Stable, 2003-2007 (in millions of dollars)
  • Table 3-6 Total U.S. Foodservice Sales of Tea and RTD Tea by Product Category, 2003-2007 (in millions of dollars)

• Current Market Composition
  • RTD-Packaged Tea Rules the Market
  • Figure 3-2 Total U.S. Sales of Tea and RTD Tea by Product Category, 2007 (percent share)
  • Total RTD Is Three-Fourths of All Sales
  • Figure 3-3 Total U.S. Sales of Tea and RTD Tea: RTD vs. All Other Forms, 2007 (percent share)
  • Premium Skew for Packaged RTD Tea
  • Americans Drink Most of Their Tea Cold
  • Figure 3-4 Total U.S. Sales of Tea and RTD Tea: Cold vs. Hot, 2007 (percent share)
  • Most U.S. Tea Is Purchased Through Retail Venues
  • Figure 3-5 Total U.S. Sales of Tea and RTD Tea: Retail vs. Foodservice, 2007 (percent share)
  • Retail Owns the Leaf Tea Business
  • Figure 3-6 Total U.S. Sales of Leaf Tea: Retail vs. Foodservice, 2007 (percent share)
  • RTD-Packaged Tea Is Also Twice as Likely to Come from Retail
  • Figure 3-7 Total U.S. Sales of RTD-Packaged Tea: Retail vs. Foodservice, 2007 (percent share)
  • RTD-Shelf-Stable Is Big Business in Retail
  • Figure 3-8 Total U.S. Retail Sales of Tea and RTD Tea by Product Category, 2007 (percent share)
  • RTD-Packaged Refrigerated Tea Is a Very Small Piece of the Pie
  • Figure 3-9 Total U.S. Retail Sales of RTD Tea: Refrigerated vs. Shelf-Stable, 2007 (percent share)
  • Foodservice RTD-Tea Is Almost a Split Business
  • Figure 3-10 Total U.S. Foodservice Sales of RTD Tea: Dispensed vs. Packaged, 2007 (percent share)
  • Specialty Tea Is More Than a Third of All Sales
  • Figure 3-11 Total U.S. Sales of Tea and RTD Tea: Specialty Tea vs. Mainstream Tea, 2007 (percent share)
  • Figure 3-12 Total U.S. Sales of Specialty Tea by Tea Variety, 2007 (percent share)
  • 4% of All Tea Sales in the U.S. Are Organic
  • Figure 3-13 Total U.S. Sales of Specialty Tea: Organic vs. Non-Organic, 2007 (percent share)

• Market Drivers
  • Numerous Drivers for Tea Sales Growth
  • Healthful Halo Surrounding Tea
  • Ongoing, Supportive Research Keeps Focus on Tea Benefits
  • Aging Baby Boomers Seeks Out Wellness Products
  • Tea May Be Ultimate “Functional Beverage”
  • Tea as a Better-For-You Alternative to Soda
  • Tea as a Coffee Alternative
  • Tea Appearing in Countless Products

• The Projected Tea Situation
  • 2012 Sales Projected to Reach Almost $15 Billion
  • Table 3-7 Projected Total U.S. Sales of Tea and RTD Tea, 2007-2012 (in millions of dollars)
  • Figure 3-14 Projected Total U.S. Sales of Tea and RTD Tea, 2007-2012 (in millions of dollars)
  • Retail Sales Projected at $8.9 Billion in 2012
  • Table 3-8 Projected Total U.S. Sales of Tea and RTD Tea by Market, 2007-2012 (in millions of dollars)
  • Retail Sales to Gain a Bit of Share
  • Figure 3-15 Projected Total U.S. Sales of Tea and RTD Tea: Retail vs. Foodservice, 2012 (percent share)
  • Instant Tea Is Projected to Show the Least Growth
  • Table 3-9 Projected Total U.S. Sales of Tea and RTD Tea by Product Category, 2007-2012 (in millions of dollars)
  • Table 3-10 Projected Total U.S. Retail Sales of Tea and RTD Tea by Product Category, 2007-2012 (in millions of dollars)
  • Figure 3-16 Projected Total U.S. Sales of Tea and RTD Tea by Product Category, 2012 (percent share)
  • Source: Packaged Facts
  • Opportunities for Innovation in Liquid Concentrate
  • 20% CAGR for RTD-Dispensed Tea
  • Table 3-11 Projected Total U.S. Foodservice Sales of Tea and RTD Tea by Product Category, 2007-2012 (in millions of dollars)
  • 3.5% CAGR for Tea Leaves
  • RTD Tea to Command 86% of Market
  • Figure 3-17 Projected Total U.S. Sales of Tea and RTD Tea: RTD vs. All Other Forms, 2012 (percent share)
  • RTD-Packaged Tea Grows Double-Digits in All Venues
  • Specialty Tea Will Command Half of All Sales
  • Figure 3-18 Projected Total U.S. Sales of Tea and RTD Tea: Specialty Tea vs. Mainstream Tea, 2012 (percent share)
  • Organic Tea Grows, Too
  • Figure 3-19 Projected Total U.S. Sales of Tea and RTD Tea: Organic vs. Non-Organic, 2012 (percent share)

Chapter 4 The Marketers

• Key Points:
• Marketer Overview
• Complex International Structure
• Marketers Are the Focus of This Study
• All Types of Marketers Serve the Industry
• Select Marketers of Tea and RTD in the United States

• Leading Brands
• Interpreting the Sales Data
• Instant Tea Leaders Are Quite Varied
• Table 4-1 U.S. Mainstream Retail Sales of Instant Tea: Top-Five Brands by Sales and Share, 2007 (in millions of dollars)
• Leaf Tea Has Many Players
• Table 4-2 U.S. Mainstream Retail Sales of Packaged Leaf Tea: Top-10 Brands by Sales and Share, 2007 (in millions of dollars)
• With Liquid Concentrate, Oregon Chai Is Almost It
• Refrigerated Iced Tea Booms in the Southeast
• Table 4-3 U.S. Mainstream Retail Sales of RTD-Packaged, Refrigerated Tea: Top-10 Brands by Sales and Share, 2007 (in millions of dollars)
• Turkey Hill Means Tea to Many in Northeast and Southeast
• Milo' s: A Chilling Story
• Shelf-Stable Has Many, Many Players
• Table 4-4 U.S. Mainstream Retail Sales of RTD-Packaged, Shelf-Stable Tea: Top-10 Brands by Sales and Share, 2007 (in millions of dollars)

• Competitive Situation
• The Buzz in the Industry
• More on the FUZE Deal
• Who is Raising Arizona?
• Both Companies Want Snapple, Too
• Just Who Is Tata Tea?

• Marketers: Established Leaders
• Company Profile: R.C. Bigelow, Inc.
• Constant Comment
• The Charleston Tea Plantation
• New Products
• Company Profile: The Hain Celestial Group, Inc.
• In the Beginning
• New Packaging and Positioning
• Figure 4-1 New Celestial Seasonings
• Figure 4-2 Old Celestial Seasonings
• New Products
• Tea for Heart Health
• Company Profile: Nestle USA-Beverage Division
• The Ever-Changing Deal with Coke
• Enviga Gets Mixed Reactions
• Other New Products
• Company Profile: Redco Foods, Inc.
• The European Connection
• Greentea.com
• Company Profile: Reily Companies
• The Reily Family Business
• Company Profile: Unilever United States, Inc.
• Overview
• Pepsi Joint Partnership
• Lipton Tea Gets Health Seal of Approval
• Keeping Things Green

• Marketers: Strong Players
• Company Profile: Honest Tea, Inc.
• From Concept to Bottle
• Glass vs. Plastic
• Financials and Investments
• What' s New
• Going for the Green
• Company Profile: Ito En
• Distribution and Acquisition
• Company Profile: Numi Tea, Inc.
• About the World-Traveling Rahim Siblings
• About Flowering Teas
• Company Profile: Starbucks Coffee Co.
• The Latest on Starbucks as a Company
• About Tazo
• Company Profile: The Republic of Tea, Inc.
• Overview

• Marketers: Up and Comers
• Company Profile: Adagio Teas
• In the Beginning
• Specialties
• Figure 4-3 Adagio Ingenuitea Teapot
• Figure 4-4 Adagio Display Tea
• Figure 4-5 Adagio Anteadote
• Company Profile: Good Earth Teas
• New Organic Teas
• Company Profile: Pixie Mate, LLC
• Product Lineup
• Company Profile: Sweet Leaf Tea Co.
• Figure 4-6 The Original Sweet Leaf
• Growing, Growing and Growing
• Expansion Plans
• Company Profile: Tempest Tea
• Just What Happened in 2002?
• Where You Can Get Tempted by Tempest
• Expansion Plans
• Rapid Growth in the near Future
• Company Profile: Traditional Medicinals
• Consumer-Targeted Products
• Figure 4-7 Traditional Medicinals Organic Mothers Milk Tea
• Figure 4-8 Traditional Medicinals Organic Nighty Night Tea

Chapter 5 Foodservice

• Key Points:
• Foodservice Tea Options
  • Tea Becomes More Readily Available in Foodservice
  • Foodservice Continues to Grow; Opportunity to Sell More Tea
  • Consumer and Menu Trends
  • How Establishments Get Their Wares
  • Table 5-1 Top-10 U.S. Foodservice Distributors by Dollar Sales, 2006
  • Grocery Wholesalers
  • Sara Lee Offers Numerous Teas to Foodservice Accounts
  • S&D Leads in Iced Tea Bagged Leaves for Foodservice

• Hot Tea and the Tea House
  • The Tea Leaf Foodservice Business
  • Tea Room by Any Other Name
  • The Number of Tea Houses Is Booming
  • Model Tea House Continues to Open More Locations
  • Who Is Dr. Tea?
  • Strength and Weakness of Tea Houses
  • Teaism: One Way to Overcome Some Weaknesses
  • Another Way Is to Sell Coffee, Too
  • Milking Tea . . . and Brewing Coffee
  • Mom-and-Pop Tea Houses Dominate the Tea House Landscape
  • Tea Service in Hotels and Restaurants
  • Tea and the Spa Market

• Mainstream Foodservice Iced Tea Offerings
  • Where RTD Dispensed Tea Comes From
  • Some Iced Tea Highlights in Foodservice
  • Something New Is Brewing at Dunkin' Donuts . . . Iced Tea!
  • McD' s Adds Bottles; Expanding Relations Beyond Coke
  • Speaking of Coke, Here' s What' s New in Foodservice
  • More New Product Details

Chapter 6 Retail

• Key Points:
  • Retail Distribution
  • How Tea Gets to Retail Venues
  • Direct Delivery Advantages
  • The Cost of Face-To-Face Business
  • Advantages of Warehouse Delivery
  • Smaller Marketers Work through Brokers
  • Smaller Brands Hitch a Ride with Other Beverage Distributors
  • Making Coffee and Tea More Prominent in Supermarkets
  • How a Small RTD Player Gets into Many Channels
  • Distribution Is Second Highest Cost Next to Production
  • Electronic Data Aids in Restocking

• Retail Outlets
  • The Retail Environment
  • Shopping Options Are Plentiful
  • Where Are Consumers Shopping for Groceries?
  • Traditional Supermarkets on the Decline
  • Where Is Most Retail Tea Purchased?
  • Table 6-1 U.S. Retail Tea and RTD Tea: Share of Dollar Sales by Outlet, 2007
  • Figure 6-1 U.S. Retail Sales of Tea and RTD Tea, by Outlet, 2007
  • Supermarkets Have the Space
  • RTD Shelf-Stable Tea Leads in Share in Almost All Venues
  • Table 6-2 U.S. Retail Tea and RTD Tea: Share of Dollar Sales for Product Categories by Outlet, 2007
  • Share Breakdown by Retail Venue
  • Figure 6-2 U.S. Retail Sales of Tea and RTD Tea, via Supermarkets, 2007
  • Figure 6-3 U.S. Retail Sales of Tea and RTD Tea, via Mass Merchandisers, 2007
  • Health/Natural Foods Stores Are Big with Leaves
  • Figure 6-4 U.S. Retail Sales of Tea and RTD Tea, via Health/Natural Foods Stores, 2007
  • Which Channels Teas Sell in Most
  • Table 6-3 U.S. Retail Tea and RTD Tea: Share of Dollar Sales for Outlets by Product Category, 2007
  • Figure 6-5 U.S. Retail Sales of Instant Tea, by Outlet, 2007
  • Figure 6-6 U.S. Retail Sales of Leaf Tea, by Outlet, 2007
  • Figure 6-7 U.S. Retail Sales of Liquid Concentrate Tea, by Outlet, 2007
  • Figure 6-8 U.S. Retail Sales of RTD-Packaged, Refrigerated Tea, by Outlet, 2007
  • Figure 6-9 U.S. Retail Sales of RTD-Packaged, Shelf-Stable Tea, by Outlet, 2007

• The Leading Retailers
  • Which Tea Retailers Are the Largest?
  • Table 6-4 Top Five U.S. Supermarket Chains, by Dollar Sales and Number of Stores, 2007
  • Table 6-5 Top Five U.S. Discount-Style Food Store Chains, by Dollar Sales and Number of Stores, 2007
  • Banner Year for Leading Chains
  • Changes in the Competitive Landscape
  • The Wal-Mart Factor
  • Niche Players Are Specialty Tea Pros
  • Table 6-6 U.S. Retail RTD Tea, Private Label Offerings from Trader Joe' s, 2007
  • Table 6-7 U.S. Retail Tea Leaf Bags: Private Label Retail Price, 2007
  • RTD Private Label Is an Opportunity
  • Retail Pricing Strategies
  • Table 6-8 U.S. Instant Tea: Suggested Retail Price of Selected Brands, 2007
  • Table 6-9 U.S. Leaf Tea: Suggested Retail Price of Selected Brands, 2007
  • Table 6-10 U.S. Liquid Concentrate Tea: Suggested Retail Price of Selected Brands, 2007
  • Table 6-11 U.S. RTD-Packaged, Refrigerated Tea: Suggested Retail Price of Selected Brands, 2007
  • Table 6-12 U.S. RTD-Packaged, Shelf-Stable Tea: Suggested Retail Price of Selected Brands, 2007
  • The Club Store Price Advantage
  • Club Stores Offer the Most Savings
  • Table 6-13 U.S. Tea and RTD Tea: Suggested Retail Price of Selected Brands and Club Store Price vs. Supermarket Price, 2007

Chapter 7 The Consumer

• Key Points:
• Tea Consumption Patterns
• The Amount and Type of Tea that Americans Consume
• Hot vs. Iced
• Per Capita Consumption Tracked by the Government
• Table 7-1 U.S Tea and RTD Tea: Per Capita Consumption, 1991-2005
• Consumer Concern about Caffeine Consumption
• Consumers Are in an Overall Health and Wellness Revolution
• Is Organic an Important Positioning for Tea Consumers?
• To Some, Organic Labeling Is a Plus
• Education Levels Higher for Organic Shoppers
• Lower-Income Shoppers Have Many Unmet Needs
• Lower-Income Micro Segments
• Get Inside the Shoppers Mind

• Tea Consumers in America
• Tea Drinking Is Here and Growing
• Simmons Consumer Survey
• Interpreting the data
• Tea and RTD Usage Levels
• Table 7-2 Percentage Who Use Tea and RTD Tea, by Product Type and Brand
• Most Households Report Using Two Servings a Tea Daily
• Table 7-3 Percentage of U.S. Households Who Use Specified Number of Tea Servings per Day
• Taking a Closer Look at RTD Iced Tea Users
• Table 7-4 Demographic Indicators Favoring Various Types of RTD
• Iced Tea
• Users of Iced Tea Mix
• Table 7-5 Demographic Indicators Favoring Various Types of Instant Iced Tea Mix
• Tea Bags Are Used by Many
• Table 7-6 Demographic Indicators Favoring Various Types of Tea Bags
• Some Brands Dominate Certain Parts of the Country
• Table 7-7 Percentage Who Use Tea and RTD Tea, by Brand and Region
• Southerners Drink the Most Tea
• Table 7-8 Percentage of U.S. Households Who Use Specified Number of Tea Servings per Day, by Region

• Segmenting the Consumer
  • Different Demographic Indicators
  • Table 7-9 U.S. Tea and RTD Tea: What Adults 18- to 24-Years Old Use and Resist
  • Table 7-10 U.S. Tea and RTD Tea: What Adults 25- to 34-Years Old Use and Resist
  • Table 7-11 U.S. Tea and RTD Tea: What Adults 35- to 44-Years Old Use and Resist
  • Younger Baby Boomers Don' t Resist Any Type of Tea
  • Table 7-12 U.S. Tea and RTD Tea: What Adults 45- to 54-Years Old Use and Resist
  • Older Boomers Are a Bit More Picky
  • Table 7-13 U.S. Tea and RTD Tea: What Adults 55- to 64-Years Old Use and Resist
  • Older Tea Users Are Much More Discriminating
  • Table 7-14 U.S. Tea and RTD Tea: What Adults 65- to 74-Years Old Use and Resist
  • Table 7-15 U.S. Tea and RTD Tea: What Adults 75-plus Years Old Use and Resist
  • What Do Women Like . . . and What They Don' t
  • Table 7-16 U.S. Tea and RTD Tea: What Adults Women Use
  • Central Regions Tea Users Are the Most Amicable
  • Table 7-17 U.S. Tea and RTD Tea: What Adults in the Northeast Use and Resist
  • Table 7-18 U.S. Tea and RTD Tea: What Adults in Central United States Use and Resist
  • Don' t Mess with Tea Users in the South and the West
  • Table 7-19 U.S. Tea and RTD Tea: What Adults in the Southeast Use and Resist
  • Table 7-20 U.S. Tea and RTD Tea: What Adults in the Southwest Use and Resist
  • Table 7-21 U.S. Tea and RTD Tea: What Adults in the Pacific United States Use and Resist
  • Segmentation by Race
  • Table 7-22 U.S. Tea and RTD Tea: What White, Non-Hispanic
  • Adults Resist
  • Table 7-23 U.S. Tea and RTD Tea: What Hispanic Adults Use and Resist
  • Table 7-24 U.S. Tea and RTD Tea: What Black Adults Use and Resist
  • Table 7-25 U.S. Tea and RTD Tea: What Asian Adults Use and Resist

Chapter 8 New Products and Trends

• Key Points:
• Industry Trends
  • What Is Driving New Products and Trends in Tea?
  • Tea Leads in Number of New Beverage Introductions
  • Table 8-1 Total Number of Tea SKUs Introduced to the U.S. Marketplace, July 2006 to June 2007
  • Product Variety Makes It Easier to Reach for Tea
  • Figure 8-2 Bigelow Green Tea with Blueberry
  • Table 8-2: Most Frequently Used Flavors in New Tea Drinks, 2006
  • On a Healthy Note
  • The Science on Tea' s Side
  • Changing the Tea Drinker Stereotype
  • Ethnic Opportunities
  • More and More Places Are Offering Tea
  • More and More Places to Source Tea
  • The Teas of Today and Tomorrow
  • Industry Suppliers See Ample Opportunity in Tea

• Recent Product Introductions
  • Coca-Cola' s Controversial Tea
  • Figure 8-2 Enviga
  • Other Tea-Based Energy Drinks Enter Marketplace
  • Figure 8-3 BAZZA
  • Figure 8-4 Inko' s White Tea Energy
  • Figure 8-5 Guayaki Yerba Mate
  • Move Over, EGCG: Other Green Tea Components
  • Gender-Specific Tea Products
  • Figure 8-6 Luna Nutritional Iced Tea for Women
  • Figure 8-7 Sipping Beauty Forever Young
  • RTD Tea That' s a Bit More Back-to-Classic
  • Figure 8-8 Snapple Classic Black Teas
  • Figure 8-9 Lipton PureLeaf
  • Figure 8-10 Lipton Tea To Go
  • Making Tea Time, Anytime
  • Figure 8-11 Crystal Light On The Go
  • Figure 8-12 Crystal Light Green Tea
  • Tea Bag Innovations Are Plentiful, Too
  • Figure 8-13 Lipton Pyramid Tea Bags
  • Coffee and Tea Can Live in Harmony
  • Figure 8-14 Tazo Tea Bags
  • Loose Leaf Teas Become More Mainstream
  • Figure 8-15 Organic India Tulsi Tea
  • Figure 8-16 The Republic of Tea
  • Figure 8-17 Rishi Tea
  • More Tea Offerings for Foodservice
  • Plastic vs. Glass for RTD
  • Figure 8-18 Hansen' s Natural Teas in PET Plastic Bottles
  • Unique Forms of Tea
  • Figure 8-19 Delta Blues Iced Tea
  • Spoon Creates a Stir
  • In the End, the Doctor Knows Best
  • Figure 8-20 Dr. Andrew Weil for Tea
  • Figure 8-21 Dr. Andrew Weil for Tea- RTD Cans
  • Non-Beverage Tea Innovations
  • Figure 8-22 Tzu The T-Bar
  • Figure 8-23 Tracy Stern Salon Tea Bath Tea
  • Figure 8-24 Blessed Botanicals Salt of the Earth

Appendix: Select Marketers' Contact Information