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Tea and Ready-to-Drink (RTD) Tea in the U.S.: Retail, Foodservice and Consumer Trends

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  • 1.    Get more info on this report!Tea and Ready-to-Drink (RTD) Tea in the U.S.: Retail, Foodservice and ConsumerTrendsDecember 1, 2009Although the economic recession has clearly affected the U.S. tea market, slowingpreviously double-digit sales growth in the pricier RTD segment while slightly liftingsales in the more affordable bags/loose tea segment, tea’s appeal as an “affordableluxury” and its compelling image as a healthy product have kept sales in the black whenmany other CPG categories have seen declines. Moreover, considering the 2005-2009period overall, sales have done well, and as the economic picture brightens therecession may turn out to have a silver lining in that it has compelled tea marketers toinnovate along value-added lines likely to continue to resonate well with consumers inthe years ahead.Market thrusts examined in the report include exotic superfruit flavors; hybrid productsdesigned to compete with other beverage categories including bottled waters, energydrinks and sodas; new RTD spins on green tea that promise to mainstream this tea typeonce and for all; emerging segments including yerba mate and Kombucha; the upswingin fair trade and other “ethical” appeals; social marketing via nontraditional media likeFacebook and Twitter; and a strong tea push in the convenience store channel bymarketers and operators alike. At the same time, foodservice players from finerestaurants on down are expanding their tea offerings even as tea rooms and coffee/teashops surge, suggesting tea may be headed toward much broader levels of distributionand popularity à la Starbucks.This fully updated report examines the U.S. market for tea across the retail andfoodservice spectrum, including ready-to-drink (RTD) tea, leaf (bagged and loose) tea,and instant tea. Following an introductory chapter documenting tea types, packagingtrends, “the ethics of tea,” and global market trends, the report segments and quantifiesthe market by channel and product type, providing historical sales figures andprojections through 2014. The report examines market drivers and trends andthoroughly maps out the competitive situation to the marketer and brand share level,profiling brands including Arizona RTD Tea (Ferolito, Vultaggio & Sons), Bigelow Tea(R.C. Bigelow, Inc.), Celestial Seasonings (The Hain Celestial Group, Inc.), Honest Tea(Honest Tea, Inc.), Lipton (Unilever) and Starbucks and Tazo Tea (Starbucks Coffee
  • 2. Co.). Trends in new product introductions are analyzed at length, based on data fromDatamonitor’s Product Launch Analytics, as are trends in the c-store and foodservicechannels.An exclusive feature of this report is custom survey data from Packaged Facts’February 2009 online poll of 2,600 U.S. adults, which was conducted to measurepurchasing patterns, attitudes and demographics specific to tea and other functionalfoods and beverages. Drilling down to the brand level, the analysis also relies onconsumer survey data from Experian Simmons’ Spring 2009 National Consumer Studyto chart consumer demographic and psychographic trends, Information Resources, Inc.InfoScan Review data tracking product sales in mass-market channels, and wholesaledata from leading natural/specialty channel distributor United Natural Foods, Inc. (UNFI)to quantify sales and market shares of natural and specialty products.Table of ContentsChapter 1: Executive Summary Scope and Methodology Scope of Report Exclusions Report Methodology Market Trends Sales Notch Up to $8.5 Billion Retail vs. Foodservice Figure 1-1: Share of U.S. Sales of Tea: Retail vs. Foodservice, 2005-2009 (percent) RTD Tea Feels Economic Pinch Organic Tea Leads Growth in Natural Supermarket Channel Supermarkets and C-Stores Lead Looking Ahead The Marketers Range of Players Acquisitions, Alliances and Corporate Changes
  • 3. Crossing Category Lines Unilever Strong in Both Major Categories Top Natural Products Corporate Responsibility and Environmental Initiatives The New Marketing Buzz: Social Media C-store Trends Favor Tea Expansion Foodservice Trends Also Favorable Coffeehouses Focus on Tea New Product Trends Tea: A Healthy, Affordable Luxury Tea Intros Swell, Drop in Economic Recession “Upscale” Tops Marketing Claim/Package Tag List “Affordable Luxury” and Health Appeals Reign Supreme Green Tea Still Seeing Plenty of Action The Superfruit Surge Fast-Food Chains Increase Tea Offerings Consumer Trends Household Purchasing Rates for Retail Tea Products Figure 1-2: Household Purchasing of Retail Tea Products, 2009 (percent and number) Retail vs. Restaurant Purchasing Rates Purchasing PatternsChapter 2: Introduction Scope and Methodology Scope of Report Exclusions Report Methodology Types of Tea
  • 4. “Real” Tea and TisanesFour Basic Tea TypesA Fifth Tea Type: Pu’er TeaTisanes and Tea BlendsBubble Tea and ChaiThe Grading of TeaWhole LeafBroken LeafFanningsDustAdditional Modifiers for GradesGreen and Oolong TeasAdditional TermsPackaging Options and VariationsReady-to-Drink (RTD) OptionsBottles and CansBox and Bag-in-BoxJugs and CartonsLeaf Tea OptionsBagFilter Packs and PodsBulkTinOther Loose Tea FormatsInstant Tea Mix OptionsJars and CanistersOn-the-Go Packets and Caps
  • 5. Pumps and DroppersOverview of Government RegulationThe Role of the FDA and FTCTea LabelingAdvertising TeaOther Governmental EffortsThe Ethics of TeaDefining “Fair Trade”TransFair Monitors Fair Trade Products in U.SOther Organizations Monitoring TeaThe Ethical Tea PartnershipThe Rainforest AllianceUTZ Certified TeaGlobal Market OverviewTop Country Producers, Importers, and ExportersTable 2-1: Top 20 Global Tea-Producing Countries, 2007 (in thousands of metrictons)Table 2-2: Top 20 Countries by Tea Exports, 2007 (in thousands of metric tons)Table 2-3: Top 20 Countries by Tea Imports, 2007 (in thousands of metric tons)Climate Change May Impact Supply Quantity, QualityGrowth in U.S. Tea ImportsTable 2-4: Value of U.S. Tea Imports, 1999-2008 (in millions of dollars)Table 2-5: Value of U.S. Tea Imports by Country of Origin: 2000, 2004 and 2008(in millions of dollars)Green Tea Imports IncreaseGlobal Tea Product Launches Chart Steady IncreasesFigure 2-1: Number of Global Tea Product Launches: Reports and SKUs, 2005-2009
  • 6. Asia-Pacific Regions Leads in New Product Introductions Figure 2-2: Share of Global Tea Product Launches by Region: 2000, 2004 and 2008 (percent) Unilever, Ito En Lead Global Tea Introductions Table 2-6: Top 10 Global Marketers of Tea Based on Level of New Product Launches, 2005-2009 (number) Natural, Organic Are Top Global Tea Claims Table 2-7: Top 20 Package Tags/Marketing Claims: By Number of Global Tea Product Launches, 2005-2008 Table 2-8: Natural and Ethical Package Tags/Marketing Claims: By Number of Global Tea Product Launches, 2005-2009 Table 2-9: Functional Package Tags/Marketing Claims: By Number of Global Tea Product Launches, 2005-2008Chapter 3: Market Trends Market Size and Composition Sales Notch Up to $8.5 Billion Table 3-1: U.S. Sales of Tea: 2005-2009 (in millions of dollars) Retail vs. Foodservice Figure 3-1: Share of U.S. Sales of Tea: Retail vs. Foodservice, 2005-2009 (percent) Table 3-2: U.S. Sales of Tea: Retail vs. Foodservice, 2005-2009 (in millions of dollars) IRI-Tracked Tea Sales Flatten Table 3-3: IRI-Tracked Sales of Tea: 2005-2009 (in millions of dollars) Shelf-Stable RTD Tea Dominates Retail Market Figure 3-2: Share of IRI-Tracked Sales of Tea by Category: 2005, 2007 and 2009 (percent) RTD Tea Feels Economic Pinch Table 3-4: IRI-Tracked Sales of Tea: By Category, 2005-2009 (in millions of dollars) Table 3-5: Growth of IRI-Tracked Sales of Tea: By Category, 2006-2009 (percent)
  • 7. Table 3-6: IRI-Tracked Dollar Sales and Volume Sales of Tea: By Category,2009 (in millions of dollars and ounces)Organic Tea Leads Growth in Natural Supermarket ChannelTable 3-7: Market Share and Sales Growth of Leaf Tea Products in NaturalSupermarket Channel: By Category, 2008 (percent)Table 3-8: Market Share and Sales Growth of Leaf Tea Products in NaturalSupermarket Channel: By Organic Content, 2008 (percent)Specialty Teas Going StrongFigure 3-3: Growth of Leaf Tea Products in the Natural Supermarket Channel: ByProduct Type, 2008 (percent)Figure 3-4: Share of United Natural Foods, Inc. (UNFI)Wholesale Distribution of Leaf Tea by Type, 2009 (percent)Packaged RTD Tea Leads in FoodserviceTable 3-9: Share of U.S. Foodservice Sales of Tea: By Product Category, 2005-2009 (percent)Supermarkets and C-Stores LeadFigure 3-5: Share of U.S. Retail Sales of Packaged Tea by Channel, 2008 vs.2009 (percent)Market OutlookRecessionary Concerns LingerTable 3-10: Consumer Price Index for Food at Home and Beverage MaterialsIncluding Coffee and Tea: 1999-2009Tea Not Immune to Consumer CutbacksGourmet Teas Demonstrate Recession ResistanceTea’s Health HaloFDA Hedges with Green Tea ClaimsBut Canada Rulings May Pave Way for Additional ClaimsResearch Supports Tea’s Health BenefitsThe Wellness ConnectionPackaged Facts Survey Confirms Healthy Interest in Tea
  • 8. Table 3-11: Percent of U.S. Consumers Who Have Purchased BeverageProducts in the Last 12 Months Because of Special Nutritional Benefits, 2009Table 3-12: Percent of U.S. Consumers Who Have Purchased Food or BeverageProducts in the Last 12 Months Because of Specific Nutritional Content, 2009Table 3-13: Level of Agreement with Statement, “Rather ThanVitamin/Supplement Pills, I Prefer to Buy Foods or Beverages with SpecificNutritional Benefits,” February 2009 (percent of U.S. adults)Figure 3-6: Level of Agreement with Statement, “I Am Buying MoreFoods/Beverages Because of Their Specific Nutritional Benefits,” February 2009(percent of U.S. adults)Health Concerns Growing with Aging PopulationTable 3-14: Projected U.S. Population by Age Bracket: 2007, 2010 and 2015 (inthousands)Organic Growth Bodes Well for Tea CategoryTable 3-15: Consumer Attitudes About Buying Organic Foods and Beverages,2009 (percent of U.S. adults)Fair Trade Tea Gets Green LightCompetition from Other BeveragesTable 3-16a: Beverage Dollar Sales and Market Share by Category: 2005 (inmillions of dollars)Table 3-16b: Beverage Dollar Sales and Market Share by Category: 2007 (inmillions of dollars)Table 3-16c: Beverage Dollar Sales and Market Share by Category: 2009 (inmillions of dollars)Table 3-17: Beverage Category Growth Rates: July 2009 vs. Year Ago, and2005-2009 CAGR (in millions of dollars)Lessons from CoffeeTable 3-18: U.S. Per Capita Consumption of Tea vs. Coffee: 1998-2007 (ingallons)Energy Drinks Going StrongTough Times for Sugary Carbonated BeveragesHigh Interest in “Superfruit” Juices a Potential Tea Plus
  • 9. Table 3-19: New Product Introductions with Selected Superfruits: 2005-2009 (number) Table 3-20: Purchasing of Selected “Superfruit” Beverage Types Within The Past 12 Months, 2009 (percent of U.S. adults) Convenience vs. Environment Looking Ahead Steadily Increasing Annual Sales Gains Table 3-21: Projected U.S. Sales of Tea: 2009-2014 (in millions of dollars) Principal Market Drivers Retail to Outpace Foodservice Table 3-22: Share of U.S. Sales of Tea: Retail vs. Foodservice, 2009-2014 (percent) Table 3-23: Projected U.S. Sales of Tea: Retail vs. Foodservice, 2009-2014 (in millions of dollars) Retail Market Growth by Product Type Table 3-24: Projected U.S. Retail Sales of Tea: By Category, 2009 vs. 2014 (in millions of dollars) Table 3-25: Share of U.S. Retail Sales of Tea: By Category, 2009 vs. 2014 (percent) Good Prospects for Organic and Specialty Tea Weight Issue Not DeadChapter 4: The Marketers Competitive Overview Range of Players Acquisitions, Alliances and Corporate Changes Coca-Cola and PepsiCo Set Sights on Tea Category Nestlé Invests in Sweet Leaf Tea Acquisition Rumors Abound Cadbury Spin-Off Creates Dr Pepper Snapple Group
  • 10. Table 4-1: IRI-Tracked Sales and Share of Snapple RTD Canned and BottledTea, 2005-2009 (in millions of dollars and percent)The Case of EnvigaCrossing Category LinesMarketer and Brand SharesMethodologyUnilever Strong in Both Major CategoriesTable 4-2: Top Marketers of RTD Canned and Bottled and Bags/Loose Tea,2009 (percent)Arizona Charts Gains Amidst RTD Tea LossesTable 4-3: Top Marketers of RTD Canned and Bottled Tea by Share of IRI-Tracked Sales: 2005, 2007 and 2009 (percent)Table 4-4: Top Marketers and Brands of RTD Canned and Bottled Tea by IRI-Tracked Sales and Volume: 2009 vs. Year Ago (in millions of dollars and ounces)Lipton, Bigelow and Celestial Lead Bags/Loose Tea CategoryTable 4-5: Top Marketers of Bags/Loose Tea by Share of IRITracked Sales:2005, 2007 and 2009 (percent)Table 4-6: Top Marketers and Brands of Bags/Loose Tea by IRI-Tracked Salesand Volume: 2008 vs. 2009 (in millions of dollars and ounces)Refrigerated RTD and Instant Tea Mix MarketersPrivate-Label Up in Down EconomyTable 4-7: IRI-Tracked Sales of Private-Label Tea by Category: Bags/Loose andRTD Canned/Bottled, 2005-2009 (in millions of dollars)Private Label in General on the UpsRTD Market Ripe for Private-Label TeaTop Natura: l ProductsTable 4-8: Top 20 Natural Brands of Leaf Tea Distributed by United NaturalFoods, Inc. (UNFI): Wholesale Category Rank, Percentage Share, and Changein Dollar Volume, 2009 (percent)Table 4-9: Top 25 Natural Varieties of Leaf Tea Distributed by United NaturalFoods, Inc. (UNFI): Wholesale Category Rank, Brand, and Change in DollarVolume, 2009 (percent)
  • 11. Table 4-10: Top 25 Natural Varieties of RTD Tea Distributed by United NaturalFoods, Inc. (UNFI): Brand, Percentage Share, and Change in Dollar Volume,2009 (percent)Table 4-11: Top 10 Natural Brands of RTD Tea Distributed by United NaturalFoods, Inc. (UNFI): Wholesale Category Rank, Brand, Percentage Share, andChange in Dollar Volume, 2009 (percent)Marketing TrendsWhen the Going Gets ToughRTD Teas Combine Function and FlavorSparkling Teas Lure Soda and Bottled Water DrinkersLeaf Teas Offer Functional BenefitsCorporate Responsibility and Environmental InitiativesUnilever Adopts Rainforest Alliance GuidelinesRepublic of Tea Gives BackInko’s Supports Multiple CausesHain Celestial Committed to Corporate ResponsibilityEnvironmental InitiativesThe New Marketing Buzz: Social MediaSweet Leaf Tea Masters Viral MarketingC-stores Redefining ImageC-store Trends Favor Tea Expansion7-Eleven, Wawa, BP Tap RTD Tea MarketSweet Leaf Tea Pursues C-Store ChannelFoodservice TrendsChannel OverviewTable 4-12: Share of Dollar Sales of Meals and Snacks Away from Home: ByType of Outlet, 2005-2008 (percent)Restaurant Industry Sales Reach New RecordWhat’s Hot & What’s Not
  • 12. Foodservice Competition Grows More Establishments Offering Tea Iced Tea a Dining-Out Staple Delivering Quality to Discerning Customers Cocktails with a Twist Coffeehouses Focus on Tea The Coffee Bean & Tea Leaf Peet’s Coffee & Tea Seattle’s Best Coffee Tropical Smoothie The Perfect Breakfast Beverage Tea Rooms Offer High-Grade Tea, Calming Atmosphere Keurig Brings Foodservice Tea Out of the RestaurantChapter 5: Brand Profiles Arizona RTD Tea (Ferolito, Vultaggio & Sons) A Privately Owned Powerhouse Table 5-1: IRI-Tracked Sales of Arizona RTD Canned/Bottled and Bags/Loose Tea, 2005-2009 (in millions of dollars) Mass-Market Sales Outperform Market Thriving Amidst Controversy Distinctive Design, Distinctive Products Arizona Plus Nestlé/Poland Spring Arizona Kidz Tea Benefits Operation Smile Bigelow Tea (R.C. Bigelow, Inc.) A Family-Owned Leaf Tea Expert The American Tea Plantation Bigelow Brand Sales and Market Performance
  • 13. Table 5-2: IRI-Tracked Sales of Bigelow Bags/Loose Tea, 2005-2009 (in millionsof dollars)Table 5-3: Share of IRI-Tracked Sales of Bigelow Bags/Loose Teas by Variety:2005, 2007 and 2009 (percent)Table 5-4: Wholesale Ranking and Percentage Change in Sales vs. PreviousYear of Bigelow Leaf Tea Varieties Distributed by United Natural Foods, Inc.(UNFI), 2009 (percent)Responsible Tea ProductionThe Bigelow/Arizona PartnershipNew Products Promise Functional BenefitsCelestial Seasonings (The Hain Celestial Group, Inc.)Celestial Seasonings: A Potent “Wellness” BrandCelestial Seasonings Brand Sales and Market PerformanceTable 5-5: IRI-Tracked Sales of Celestial Seasonings Bags/Loose Tea, 2005-2009 (in millions of dollars)Table 5-6: Wholesale Ranking and Percentage Change in Sales vs. PreviousYear of Celestial Seasonings Leaf Tea Varieties Distributed by United NaturalFoods, Inc. (UNFI), 2009 (percent)Tea with a ConscienceRebranding and Cross-Category ExpansionNew Products Mix the Familiar with InnovationHain Buys into Kombucha MarketHonest Tea (Honest Tea, Inc.)The Organic Tea LeaderCoca-Cola and Honest TeaMass-Market Sales More Than DoubleTable 5-7: IRI-Tracked Sales of Honest Tea RTD Canned/Bottled Tea, 2005-2009 (in millions of dollars)Table 5-8: Top Honest Tea RTD Tea Varieties Distributed by United NaturalFoods, Inc. (UNFI), 2009 (percent)Social Responsibility Is Key to Success
  • 14. The Obama Factor New Products, New Markets New Plastic Bottles Save Plastic and Offer Mass Appeal Lipton (Unilever) The Global Tea Leader RTD Tea Nearly 70% of Lipton’s Mass-Market Sales Table 5-9: IRI-Tracked Sales of Lipton RTD Canned/Bottled and Bags/Loose Tea by Variety, 2005-2009 (in millions of dollars) Table 5-10: Share of IRI-Tracked Sales of Lipton Bags/Loose and RTD Canned/Bottled Tea by Variety: 2005, 2007 and 2009 (percent) Proprietary Tea Leaves Sustainable Practices Zero-Landfill Initiative Partnering with National Geographic The Pepsi-Lipton Tea Partnership Lipton’s Sparkling Surprise Starbucks and Tazo Tea (Starbucks Coffee Co.) Coffee Kingpin Responds to Competition, Economy From Coffeehouse to Tea Room? Tea: The Alternative Coffee Mass-Market Sales of Tazo Tea Grow Table 5-11: IRI-Tracked Sales of Tazo Bags/Loose and RTD Canned/Bottled Tea, 2005-2009 (in millions of dollars) Table 5-12: Wholesale Ranking and Percentage Change in Sales vs. Previous Year of Tazo Leaf Tea Varieties Distributed by United Natural Foods, Inc. (UNFI), 2009 (percent) Table 5-13: Top Tazo RTD Tea Varieties Distributed by UNFI, 2009 (percent)Chapter 6: New Product Trends Overview Tea: A Healthy, Affordable Luxury
  • 15. Tea Tops Beverage Category List by Number of New Product IntroductionsTable 6-1: Number of U.S. Beverage Product Reports/SKUs, 2009Tea Intros Swell, Drop in Economic Recession“Upscale” Tops Marketing Claim/Package Tag ListTable 6-2: Number of U.S. Tea Product Introductions: Reports and SKUs, 2005-2009Table 6-3: Top Marketing Claims/Package Tags for U.S. Tea ProductIntroductions, 2005-2009Herbal, Fruit-Flavored Teas Top IntroductionsFigure 6-1: Share of New Hot Tea Product Introductions by Category, 2005-2009(percent)Table 6-4a: Number of New Hot Tea Product Reports by Category, 2005-2009Table 6-4b: Number of New Hot Tea Product SKUs by Category, 2005-2009Republic of Tea Launches the Most New ProductsTable 6-5: Top Tea Marketers by Number of New Product Reports and SKUs,2005-2009Retail Product TrendsMarketers React to Economic Pressures“Affordable Luxury” and Health Appeals Reign SupremeGreen Tea Still Seeing Plenty of ActionTable 6-6: Number of New RTD Green Tea Product Reports and SKUs, 2005-2009The Superfruit SurgeTable 6-7: New Hot and RTD Tea Product Introductions with SelectedSuperfruits, 2005-2009 (number)Antioxidants and Anti-AgingRooibos and White Tea Offer Health Benefits, Milder FlavorKombucha and Yerba Mate on the UpsTea Category Leads by Number of “Ethical” Claims
  • 16. Table 6-8: Ethical Food and Beverage Product Introductions by ProductCategory, 2005-2009*Organic and Fair Trade TeasDessert Teas Echo Flavored Coffee AppealsTea for KidsInnovative Delivery Systems Offer Quality and ConvenienceHealthy ShotsGreen and White Tea ExtractsOther Beverage Types Tapping into TeaHere Comes SteviaFoodservice TrendsTea Offerings Expanding in Foodservice OutletsFrom Dining Staple to Specialty ItemThe New “Mocktail”Quality, Variety Key to Foodservice InnovationsCoca-Cola Increases Presence in Tea FoodserviceFast-Food, Casual Dining Chains Increase Tea OfferingsBubble Tea Offers Novelty, VarietyThe Word Tea ExpoTrade Show Tracks New Specialty Product TrendsThe World Tea ChampionshipTable 6-9a: World Tea Championship 2009 Winners, Hot Tea Class: SignatureFamous Tea CategoriesTable 6-9b: World Tea Championship 2009 Winners, Hot Tea Class: GeneralTea CategoriesTable 6-10a: World Tea Championship 2009 Winners, Iced Tea Class:Foodservice CategoriesTable 6-10b: World Tea Championship 2009 Winners, Iced Tea Class: Ready-To-Drink Categories
  • 17. Canadian Trade Shows Note Drop in Tea ProductsChapter 7: Consumer Trends Overview Note on Experian Simmons and Packaged Facts Surveys Household Purchasing Rates for Retail Tea Products Figure 7-1: Household Purchasing of Retail Tea Products, 2009 (percent and number) Table 7-1: Household Purchasing Rates for Retail Tea Products, 2005-2009 (percent of U.S. households) Table 7-2: Number of Households Purchasing Retail Tea Products, 2005-2009 (number of U.S. households in millions) Retail vs. Restaurant Purchasing Rates Figure 7-2: Tea Drinker Purchasing Patterns: Retail vs. Restaurant, February 2009 (percent) Figure 7-3: Tea Drinker Purchasing Patterns: Retail or Restaurant Purchasing Patterns for Selected Specialty Tea Products, February 2009 (percent) Consumer Demographics and Psychographics: Leaf Tea Overall Purchasing Patterns for Leaf Tea Table 7-3: Demographic Indicators for Purchasing of Leaf Tea, 2009 (percent, total number and index) Hot vs. Iced Tea Table 7-4: Household Purchasing of Leaf Tea by Purpose: Hot Tea vs. Iced Tea, 2009 (percent and number) Table 7-5: Demographic Indicators for Purchasing of Leaf Tea to Make Hot Tea, 2009 (percent, total number and index) Table 7-6: Psychographic Indicators for Purchasing of Leaf Tea to Make Hot Tea, 2009 (percent, total number and index) Table 7-7: Demographic Indicators for Purchasing of Leaf Tea to Make Iced Tea, 2009 (percent, total number and index) Bagged vs. Loose Tea Table 7-8: Household Purchasing of Leaf Tea by Type: Bagged vs. Loose, 2009 (percent and total number)
  • 18. Table 7-9: Demographic Indicators for Purchasing of Loose Leaf Tea, 2009(percent, total number and index)Table 7-10: Psychographic Indicators for Purchasing of Loose Leaf Tea, 2009(percent, total number and index)62% of Households Buy Regular TeaTable 7-11: Household Purchasing of Leaf Tea: Regular vs. Decaffeinated, 2009(percent and total number)Figure 7-4: Household Purchasing of Leaf Tea: Regular vs. Decaffeinated andBagged vs. Loose, 2009 (percent)Table 7-12: Demographic Indicators for Purchasing of Decaffeinated Tea, 2009(percent, total number and index)Table 7-13: Psychographic Indicators for Purchasing of Decaffeinated Tea, 2009(percent, total number and index)Flavor PreferencesTable 7-14: Household Purchasing of Leaf Tea by Flavor, 2009 (percent and totalnumber)Figure 7-5: Retail Tea Purchasing Patterns by Flavor, February 2009 (percent)Figure 7-6: Restaurant Tea Purchasing Patterns by Flavor, February 2009(percent)Herbal and Fruit/Spice-Flavored Tea DrinkersTable 7-15: Demographic Indicators for Purchasing of Herbal Tea, 2009 (percent,total number and index)Table 7-16: Psychographic Indicators for Purchasing of Herbal Tea, 2009(percent, total number and index)Table 7-17: Demographic Indicators for Purchasing of Fruit/Spice-Flavored Tea,2009 (percent, total number and index)Table 7-18: Psychographic Indicators for Purchasing of Fruit/Spice-Flavored Tea,2009 (percent, total number and index)11% of Households Are Heavy Consumers of Leaf TeaTable 7-19: Household Consumption Levels for Leaf Tea, 2009 (percent and totalnumber)Table 7-20: Demographic Indicators for Heavy Household Consumption of LeafTea, 2009 (percent, total number and index)
  • 19. Table 7-21: Psychographic Indicators for Heavy Consumption of Leaf Tea, 2009(percent, total number and index)43% of Households Buy Lipton Leaf TeaFigure 7-7: Top Brands of Leaf Tea by Household Purchasing Levels, 2009(percent)Table 7-22: Demographic Indicators for Purchasing of Leaf Tea: By Brand, 2009(index)Table 7-23: Psychographic Indicators for Purchasing of Leaf Tea: By Brand,2009 (index)Consumer Demographics and Psychographics: Ready-To-Drink Cold Tea45% of Households Purchase RTD Cold TeaFigure 7-8: Household Purchasing of RTD Cold Tea, 2009 (percent and number)Table 7-24: Demographic Indicators for Purchasing of RTD Cold Tea, 2009(percent, total number and index)Table 7-25: Psychographic Indicators for Purchasing of RTD Cold Tea, 2009(percent, total number and index)Regular vs. Diet RTD TeaTable 7-26: Demographic Indicators for Purchasing of Regular RTD Cold Tea,2009 (percent, total number and index)Table 7-27: Psychographic Indicators for Purchasing of Regular RTD Cold Tea,2009 (percent, total number and index)Table 7-28: Demographic Indicators for Purchasing of Diet RTD Cold Tea, 2009(percent, total number and index)Table 7-29: Psychographic Indicators for Purchasing of Diet RTD Cold Tea, 2009(percent, total number and index)22% of Households Buy RTD LiptonFigure 7-9: Top Brands of RTD Cold Tea by Household Purchasing Levels, 2009(percent)Patterns by BrandTable 7-30: Demographic Indicators for Purchasing of RTD Cold Tea: By Brand,2009 (index)Table 7-31: Psychographic Indicators for Purchasing of RTD Cold Tea: By Brand,2009 (index)
  • 20. Consumer Demographics and Psychographics: Instant Iced Tea Mix 27% of Households Buy Instant Iced Tea MixAvailable immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=1939949   US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093Fax: 240.747.3004 

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