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Tea and RTD Teas - US - July 2011

This report explores the tea and ready-to-drink (RTD) tea market, which grew 31% from 2006-11, primarily on the strength of the RTD segment. The market continues to thrive on the pro-health perception of tea coupled with the fact that manufacturers have been savvy in bringing out consumer-preferred teas in innovative flavors and the convenient RTD format. Sales of tea and RTD tea nevertheless face a number of challenges, such as stagnant growth in two of its four segments and consumer trend away from mid-priced brands. This report addresses these and other issues and explores growth-driving opportunities including:

  • The current state of the tea industry—sales trends in the total market, as well as the four tea segments
  • The importance of having a premium brand in a portfolio to drive growth
  • Importance of packaging in attaining growth in the market
  • Prospects of Kombucha tea: before and after the recall
  • New tea products—claims and flavors exploration
  • Growing importance of the teen consumer
  • Importance of removing artificial sweeteners from RTD teas
  • Tea drinkers’ attitudes toward sugar in RTD teas
  • Exploration of the growth prospects for single-cup tea pods

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Tea market sales growth remains strong; a positive future outlook
                        • The RTD segments continue to be popular
                          • Bagged/loose tea exhibits little growth; instant tea mixes decline
                            • Top five companies account for 51% of the market share
                              • Blacks are the key RTD tea consumers
                                • Teen are an important consumer in the market
                                  • Green tea is the topmost variety consumed in the U.S.
                                    • Flavor is the top reason to drink tea; health also important
                                      • Value-priced packaging can offer growth in the market
                                        • Tea drinkers have been paying attention to tea sweeteners
                                        • Insights and Opportunities

                                          • Premium teas to offer growth
                                            • New research contends RTD tea not as healthy as freshly brewed tea
                                              • “Can” format to brew growth
                                              • Inspire Trends

                                                  • Inspire Trend: “A Simple Balance for Health”
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Sales growth remains healthy in 2011; a positive future outlook
                                                        • FDMx sales and forecast of tea and RTD tea
                                                          • Figure 1: FDMx and convenience store sales and forecast of tea and RTD tea, at current prices, 2006-16
                                                          • Figure 2: FDMx and convenience store sales and forecast of tea and RTD tea, at inflation-adjusted prices, 2006-16
                                                        • Fan-chart forecast
                                                            • Figure 3: Fan chart forecast of FDMx and convenience store sales of tea and RTD tea, at current prices, 2006-16
                                                          • Walmart sales
                                                          • Market Drivers

                                                            • Health and wellness trends
                                                              • Obesity rates steady, but still a cause for concern
                                                                • Figure 4: Percentage of population aged 20+ who are overweight, obese, or extremely obese, 1988-2008
                                                              • Obesity rates among teens continue to grow
                                                                • Figure 5: Prevalence of obesity among children and adolescents aged 2-19, 1976-2008
                                                              • More than half of all adults watch their diets; a majority of those seek low-fat/low-sugar food
                                                                • Figure 6: Trends in watching diet among adults aged 18+, 2005-10
                                                                • Figure 7: Trends in food attributes sought by adults watching/controlling their diet, May 2005- Sept. 2010
                                                              • High-fructose corn syrup continues to bother consumers
                                                                • Demographic and economic factors
                                                                  • Teen population offered little growth for 2006-11, better outlook during 2011-16
                                                                    • Figure 8: Teen population by age, 2006-16
                                                                  • Blacks and Hispanics are growth-driving population groups
                                                                    • Figure 9: Population, by race and Hispanic origin, 2006-16
                                                                  • Key RTD tea consumers continue to struggle with unemployment woes
                                                                    • Figure 10: Unemployment status (seasonally adjusted) among civilian non institutional population, by age, gender, and race/Hispanic origin, May 2010–May 2011
                                                                • Competitive Context

                                                                  • Key points
                                                                    • Tea’s antioxidant platform faces multipronged competitive threat
                                                                      • Figure 11: New beverage and vitamin/supplement products using “antioxidant” claim, 2006-11*
                                                                    • Coffefruit—yet another competitor to tea in offering natural antioxidants
                                                                      • Figure 12: New nonalcoholic beverage products with pomegranate and açaí, by beverage segment, 2010
                                                                    • Tea appears as an ingredient/flavor in other beverage categories
                                                                      • Juice category debuts juice + tea trend
                                                                        • Natural energy drinks rely on green tea extract for antioxidant and energy claim
                                                                          • Enhanced water uses tea in flavors, ingredient list to augment health quotient
                                                                            • Competition within the dairy case gets intense
                                                                              • Acquisition activity heats up; competition among premium brands to grow
                                                                                • Nontraditional players invade the RTD tea territory
                                                                                • Segment Performance

                                                                                  • Key points
                                                                                    • FDMx sales and forecast of tea and RTD tea, by segment
                                                                                      • Figure 13: FDMx sales and forecast tea and RTD tea, at current prices, by segment, 2006-16
                                                                                      • Figure 14: FDMx sales of tea and RTD tea, by segment, 2009 and 2011
                                                                                  • Segment Performance—RTD Shelf-stable Canned/Bottled Tea

                                                                                    • Key points
                                                                                      • Value and health are the key growth drivers in the segment
                                                                                        • Premium teas offer differentiation and growth
                                                                                          • Mid-priced brands’ revival can bring incremental growth
                                                                                            • Growing competition within RTD tea
                                                                                              • FDMx sales and forecast of RTD shelf-stable canned/bottled tea
                                                                                                • Figure 15: FDMx sales and forecast of RTD shelf-stable canned and bottled tea, 2006-16
                                                                                            • Segment Performance—Bagged/Loose Tea

                                                                                              • Key points
                                                                                                • Bagged/loose tea needs to spiff up its image
                                                                                                  • Single-cup tea pods can potentially offer growth
                                                                                                    • FDMx sales and forecast of bagged/loose tea
                                                                                                      • Figure 16: FDMx sales and forecast of bagged/loose tea, 2006-16
                                                                                                  • Segment Performance—RTD Refrigerated Tea

                                                                                                    • Key points
                                                                                                      • RTD refrigerated tea has growth potential, but not without challenges
                                                                                                        • FDMx sales and forecast of RTD refrigerated tea
                                                                                                          • Figure 17: FDMx sales and forecast of RTD refrigerated tea, 2006-16
                                                                                                      • Segment Performance—Instant Tea Mixes

                                                                                                        • Key points
                                                                                                          • Instant tea mixes face competition from other teas and beverage mixes
                                                                                                            • FDMx sales and forecast of instant tea mixes
                                                                                                              • Figure 18: FDMx sales and forecast of instant tea mixes, 2006-16
                                                                                                          • Retail Channels

                                                                                                            • Key points
                                                                                                              • Supermarkets lose market share to convenience stores
                                                                                                                • Figure 19: U.S. FDMx and convenience stores sales of tea and RTD tea, by channel, 2009 and 2011
                                                                                                            • Retail Channels—Supermarkets

                                                                                                              • Supermarkets tea sales recover after a dip in 2008
                                                                                                                • Figure 20: U.S. sales of tea and RTD tea at supermarkets, 2006-11
                                                                                                            • Retail Channels—Convenience Stores

                                                                                                              • RTD tea gains share from other beverages in convenience stores
                                                                                                                • Figure 21: U.S. sales of RTD tea at convenience stores, 2006-11
                                                                                                            • Retail Channels—Natural Supermarkets

                                                                                                              • Key points
                                                                                                                • Kombucha’s decline influences tea sales in natural channel
                                                                                                                  • Sales of tea and RTD teas in the natural channel
                                                                                                                    • Figure 22: Natural supermarket sales of teas and RTD tea, at current prices, 2009-11*
                                                                                                                  • Natural channel sales by segment
                                                                                                                    • Figure 23: Natural supermarket sales of teas and RTD tea, by segment, 2009 and 2011*
                                                                                                                  • Kombucha—before and after the recall
                                                                                                                    • Leading brands
                                                                                                                      • Figure 24: leading natural supermarket brand sales of teas and RTD tea, by brand 2009* and 2011*
                                                                                                                    • Natural channel sales by organic content
                                                                                                                      • Figure 25: Natural supermarket sales of teas and RTD tea, by organic content, 2009* and 2011*
                                                                                                                  • Companies and Brands

                                                                                                                    • Key points
                                                                                                                      • PepsiCo/Lipton partnership loses market share
                                                                                                                        • Ferolito, Vultaggio & Sons’ AriZona takes the top position
                                                                                                                          • Coca-Cola gains market share on the strength of Gold Peak
                                                                                                                            • Nestlé expands its portfolio into RTD segment; acquires Sweet Leaf Tea
                                                                                                                              • Private labels grow sales but lose market share
                                                                                                                                • Figure 26: FDMx tea and RTD tea sales of leading companies, 2010 and 2011
                                                                                                                            • Brand Share—RTD Shelf-stable Canned/Bottled Tea

                                                                                                                              • Key points
                                                                                                                                • Most Lipton varieties lose market share; brand focuses on all-natural claim
                                                                                                                                  • AriZona faces tough competition as competitors emulate strategies
                                                                                                                                    • Nestea loses sales; Gold Peak gains
                                                                                                                                      • Private label continues to attract price-sensitive consumers
                                                                                                                                        • Among “other” brands Peace Tea shows promising growth
                                                                                                                                          • Figure 27: FDMx brand sales of canned and bottled tea, 2010 and 2011
                                                                                                                                      • Brand Share—Bagged/Loose Tea

                                                                                                                                        • Key points
                                                                                                                                          • Unilever’s Lipton continues to decline
                                                                                                                                            • Premium brands show small growth
                                                                                                                                              • Single-cup brands small but growing
                                                                                                                                                • Figure 28: FDMx brand sales of bagged/loose tea, part 1, 2010 and 2011
                                                                                                                                                • Figure 29: FDMx brand sales of bagged/loose tea, part 2, 2010 and 2011
                                                                                                                                            • Brand Share—RTD Refrigerated Tea

                                                                                                                                              • Key points
                                                                                                                                                • Turkey Hill tops the list; faces growing competition from national brands
                                                                                                                                                  • Private labels are the second-biggest player in the segment
                                                                                                                                                    • Figure 30: FDMx brand sales of refrigerated tea, 2010 and 2011
                                                                                                                                                • Brand Share—Instant Tea Mixes

                                                                                                                                                  • Key points
                                                                                                                                                    • Kraft and Unilever retain top positions, but lose market share
                                                                                                                                                      • Figure 31: FDMx brand sales of instant tea mixes, 2010 and 2011
                                                                                                                                                  • Innovations and Innovators

                                                                                                                                                      • Figure 32: Number of new regular tea* and RTD (iced) tea product introductions in the U.S. 2006-11***
                                                                                                                                                    • Innovation in RTD tea segment
                                                                                                                                                      • Figure 33: Top 10 claims in new RTD (iced) tea products in the U.S., 2006-11*
                                                                                                                                                    • Purity-based innovations complement tea’s pro-health platform
                                                                                                                                                      • Sweet tea and homemade claims strong
                                                                                                                                                        • Cane sugar and stevia gain ground; lightly sweetened instead of liquid candy
                                                                                                                                                          • Fruit flavors dominate in RTD tea
                                                                                                                                                            • Figure 34: Top 10 flavors in new RTD (iced) tea products in the U.S., 2006-11*
                                                                                                                                                          • Innovation in regular tea segment
                                                                                                                                                            • Top claims underscore pro-health attributes
                                                                                                                                                                • Figure 35: Top 10 claims in new regular tea products in the U.S., 2006-11*
                                                                                                                                                              • Chocolate flavor popularity grows in new regular tea products
                                                                                                                                                                • The rise of tea pods
                                                                                                                                                                • Marketing Strategies

                                                                                                                                                                  • Engaging a “celebrity” to become a spokesperson for the brand
                                                                                                                                                                    • TV advertisements
                                                                                                                                                                      • Lipton Brisk engages Eminem—a move to attract teens and young adults
                                                                                                                                                                        • Figure 36: Lipton Brisk—Eminem has demands for his commercial, TV ad, 2011
                                                                                                                                                                      • Snapple touts real tea and taste attributes in diet tea
                                                                                                                                                                        • Figure 37: Diet Snapple—tour guide drives around factory, TV ad, 2011
                                                                                                                                                                      • Yogi Tea emphasizes taste and ingredients
                                                                                                                                                                        • Figure 38: Diet Snapple—Animated women do cartwheels, spin, and dance, TV ad, 2011
                                                                                                                                                                      • Tea brands connect with consumers through social media
                                                                                                                                                                        • Snapple’s Facebook is an extension of its other marketing efforts
                                                                                                                                                                        • The Adult Tea Consumer: Usage, Type, Brands, and Frequency

                                                                                                                                                                          • Key points
                                                                                                                                                                            • RTD iced tea gains consumers
                                                                                                                                                                                • Figure 39: Incidence of individual consumption of RTD iced tea and incidence of household consumption of instant iced tea mixes and bagged/packaged tea, January 2006-December 2010
                                                                                                                                                                              • Adults aged 18-24 show growing interest in RTD tea
                                                                                                                                                                                  • Figure 40: Incidence of individual consumption of RTD iced tea, by key demographic groups, January 2006-December 2010
                                                                                                                                                                                • Most RTD tea drinkers prefer regular calorie tea, compared to diet
                                                                                                                                                                                    • Figure 41: RTD iced tea usage, regular vs. diet, by key demographics, October 2009-December 2010
                                                                                                                                                                                  • Lipton is the top RTD iced tea brand
                                                                                                                                                                                      • Figure 42: Personal consumption of iced tea by choice of brands, by age, October 2009-December 2010
                                                                                                                                                                                      • Figure 43: Personal consumption of iced tea by choice of brands, by household income, October 2009-December 2010
                                                                                                                                                                                    • Household consumption of regular bagged/loose tea and instant tea mixes
                                                                                                                                                                                        • Figure 44: Incidence of household consumption of regular tea and instant iced tea mixes, October 2009-December 2010
                                                                                                                                                                                      • Trends in household volume consumption of bagged/loose tea and instant tea mixes
                                                                                                                                                                                        • Figure 45: Household frequency of drinking bagged/loose tea and instant tea mixes on an average day, January 2006-December 2010
                                                                                                                                                                                      • Types and flavors of regular tea and instant iced tea mix
                                                                                                                                                                                        • Regular tea in bags/packages
                                                                                                                                                                                            • Figure 46: Types of regular tea used in households, by household income, October 2009-December 2010
                                                                                                                                                                                          • Regular tea more popular to make hot tea than iced tea
                                                                                                                                                                                            • Figure 47: Household usage of regular tea by types of brewing, by region, October 2009-December 2010
                                                                                                                                                                                          • Regular blend is more popular compared to other types of tea
                                                                                                                                                                                              • Figure 48: Household usage of regular tea by types of flavor, by region, October 2009-December 2010
                                                                                                                                                                                            • Lipton continues its number one position in regular tea brands
                                                                                                                                                                                                • Figure 49: Household usage of regular tea by choice of brands, by household income, October 2009-December 2010
                                                                                                                                                                                              • Presweetened instant iced tea mixes more popular than unsweetened mixes
                                                                                                                                                                                                  • Figure 50: Household usage of instant iced tea mixes by type, by age of householder, October 2009-December 2010
                                                                                                                                                                                                • Lipton is the topmost brand of instant tea mixes
                                                                                                                                                                                                  • Figure 51: Household usage of instant iced tea mixes by choice of brands, by age of householder, October 2009-December 2010
                                                                                                                                                                                                • Freshly brewed hot tea is the most popular tea format
                                                                                                                                                                                                    • Figure 52: Types of tea by frequency of use, March 2011
                                                                                                                                                                                                    • Figure 53: Personal incidence of drinking different types of tea, by age, March 2011
                                                                                                                                                                                                  • Non-organic more popular than organic
                                                                                                                                                                                                      • Figure 54: Incidence of drinking tea by organic and non-organic, by age, March 2011
                                                                                                                                                                                                    • Green is the most consumed tea in the U.S.
                                                                                                                                                                                                        • Figure 55: Incidence of drinking tea by type, by gender, March 2011
                                                                                                                                                                                                        • Figure 56: Incidence of drinking tea by type, by age, March 2011
                                                                                                                                                                                                      • Green tea is the favorite flavor for most tea drinkers
                                                                                                                                                                                                          • Figure 57: Favorite tea flavors, March 2011
                                                                                                                                                                                                        • Incidence of drinking tea types by occasion of drinking tea
                                                                                                                                                                                                            • Figure 58: Favorite tea flavors, by occasion of drinking tea, March 2011
                                                                                                                                                                                                        • The Tea Consumer—Attitudes and Behavior

                                                                                                                                                                                                          • Attitudes toward organic and Fair Trade -certified tea
                                                                                                                                                                                                              • Figure 59: Attitudes toward and behavior in using organic and Fair Trade-certified tea, by age, March 2011
                                                                                                                                                                                                            • Reasons for drinking tea and attitudes toward packaging/RTD tea sweeteners
                                                                                                                                                                                                              • Flavor is the top attribute among tea drinkers
                                                                                                                                                                                                                • Tea drinkers turn to value-priced packaging
                                                                                                                                                                                                                  • Tea drinkers have been paying attention to tea sweeteners
                                                                                                                                                                                                                      • Figure 60: Reasons for drinking tea and attitudes toward packaging and RTD tea sweeteners, by age, March 2011
                                                                                                                                                                                                                    • Most tea drinkers brew one cup of tea at a time
                                                                                                                                                                                                                      • Tea drinkers look for premium tea
                                                                                                                                                                                                                        • One in 10 tea drinkers likes to visit social media website of favorite tea brand
                                                                                                                                                                                                                          • Figure 61: Tea brewing habits and tea drinking and buying behavior, by gender, March 2011
                                                                                                                                                                                                                          • Figure 62: Tea brewing habits and tea drinking and buying behavior, by age, March 2011
                                                                                                                                                                                                                        • Attitudes toward different types of tea format and tea usage in making other foods and beverages
                                                                                                                                                                                                                          • Carbonated tea has potential for success
                                                                                                                                                                                                                            • Tea growth possible through using tea in other food and beverages
                                                                                                                                                                                                                              • Figure 63: Attitudes toward different types of tea format and tea usage in making other foods and beverages, by gender, March 2011
                                                                                                                                                                                                                              • Figure 64: Attitudes toward different types of tea format and tea usage in making other foods and beverages, by age, March 2011
                                                                                                                                                                                                                          • Impact of Race/Hispanic Origin

                                                                                                                                                                                                                            • Blacks are the key consumer for RTD iced tea; Hispanics showing growth
                                                                                                                                                                                                                              • Figure 65: Incidence of individual consumption of RTD iced tea, by race/Hispanic origin, January 2006-December 2010
                                                                                                                                                                                                                            • Blacks prefer regular iced tea compared to diet
                                                                                                                                                                                                                              • Figure 66: RTD iced tea usage, regular vs. diet, by race/Hispanic origin, October 2009-December 2010
                                                                                                                                                                                                                              • Figure 67: Personal consumption of iced tea by choice of brands, by race/Hispanic origin, October 2009-December 2010
                                                                                                                                                                                                                            • Black and Hispanic households are the key instant iced tea consumers
                                                                                                                                                                                                                              • Figure 68: Incidence of household consumption of regular tea and instant iced tea mixes, by race/Hispanic origin, October 2009-December 2010
                                                                                                                                                                                                                              • Figure 69: Household usage of instant iced tea mixes by type, by race/Hispanic origin, October 2009-December 2010
                                                                                                                                                                                                                              • Figure 70: Incidence of drinking tea by type, by race/Hispanic origin, February 2010
                                                                                                                                                                                                                            • Blacks most likely to use family-size packaging
                                                                                                                                                                                                                              • Figure 71: Reasons for drinking tea and attitudes toward packaging and RTD tea sweeteners, by race/Hispanic origin, March 2011
                                                                                                                                                                                                                          • The Teen Consumer: Usage, Types, and Brands

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Teen consumer base for RTD tea grows
                                                                                                                                                                                                                                • Figure 72: Personal consumption of iced tea among teens, January 2006–December 2010
                                                                                                                                                                                                                              • Teen girls more interested in iced tea compared to boys
                                                                                                                                                                                                                                • Figure 73: Personal consumption of iced tea among teens, by gender and age, October 2009–December 2010
                                                                                                                                                                                                                              • Black teens are the key consumers
                                                                                                                                                                                                                                • Figure 74: Personal consumption of iced tea among teens, by race/Hispanic origin, October 2009–December 2010
                                                                                                                                                                                                                              • Most teens prefer regular iced tea compared to diet
                                                                                                                                                                                                                                • Figure 75: Iced tea usage among teens by regular or diet, by age and gender, October 2009–December 2010
                                                                                                                                                                                                                              • Black and Hispanic teens prefer regular RTD tea
                                                                                                                                                                                                                                • Figure 76: Iced tea usage among teens by regular or diet, by race/Hispanic origin, October 2009–December 2010
                                                                                                                                                                                                                              • AriZona shows considerable growth in teen consumer base
                                                                                                                                                                                                                                  • Figure 77: Iced tea consumption among teens by brands, by gender and age, October 2009–December 2010
                                                                                                                                                                                                                                • Black teens show higher-than-average usage for most brands
                                                                                                                                                                                                                                  • Figure 78: Iced tea consumption among teens by brands, by race/Hispanic origin, October 2009–December 2010
                                                                                                                                                                                                                              • The Custom Consumer

                                                                                                                                                                                                                                • Gender- and age-based differences exist in choosing different types of tea
                                                                                                                                                                                                                                  • Figure 79: Incidence of drinking different types of tea, by age and gender, March 2011
                                                                                                                                                                                                                                • Men aged 18-34 are the primary organic tea consumer
                                                                                                                                                                                                                                  • Figure 80: Incidence of drinking organic and non-organic tea, by age and gender, March 2011
                                                                                                                                                                                                                                • Green tea more popular among young adults
                                                                                                                                                                                                                                    • Figure 81: Incidence of drinking organic and non-organic tea, by age and gender, March 2011
                                                                                                                                                                                                                                  • Smartphone owners more likely than non-owners to drink all types of tea
                                                                                                                                                                                                                                    • Figure 82: Incidence of drinking different types of tea, by Smartphone owners and non-owners, March 2011
                                                                                                                                                                                                                                  • Older black adults more likely than the younger ones to drink RTD tea
                                                                                                                                                                                                                                    • Figure 83: Incidence of drinking RTD tea among blacks, by age and gender, October 2009-December 2010
                                                                                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                                                                                    • Tepid Tea Drinkers
                                                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                                            • Judicious Tea Drinkers
                                                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                                    • Avid Tea Drinkers
                                                                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                                                            • Characteristic tables
                                                                                                                                                                                                                                                              • Figure 84: Tea drinker consumer clusters, March 2011
                                                                                                                                                                                                                                                              • Figure 85: Types of tea by frequency of use, by tea drinker consumer clusters, March 2011
                                                                                                                                                                                                                                                              • Figure 86: Incidence of drinking organic tea by type, by tea drinker consumer clusters, March 2011
                                                                                                                                                                                                                                                              • Figure 87: Incidence of drinking non-organic tea by type, by tea drinker consumer clusters, March 2011
                                                                                                                                                                                                                                                              • Figure 88: Incidence of not drinking teas by type, by tea drinker consumer clusters, March 2011
                                                                                                                                                                                                                                                              • Figure 89: Reasons for drinking tea and attitudes toward packaging and RTD tea sweeteners, by tea drinker consumer clusters, March 2011
                                                                                                                                                                                                                                                              • Figure 90: Attitudes toward and behavior in using organic and Fair Trade-certified tea, by tea drinker consumer clusters, March 2011
                                                                                                                                                                                                                                                              • Figure 91: Tea brewing habits and tea drinking and buying behavior, by tea drinker consumer clusters, March 2011
                                                                                                                                                                                                                                                              • Figure 92: Attitudes toward different types of tea format and tea usage in making other foods and beverages, by tea drinker consumer clusters, March 2011
                                                                                                                                                                                                                                                            • Demographic tables
                                                                                                                                                                                                                                                              • Figure 93: Tea drinker consumer clusters, by gender, March 2011
                                                                                                                                                                                                                                                              • Figure 94: Tea drinker consumer clusters, by age, March 2011
                                                                                                                                                                                                                                                              • Figure 95: Tea drinker consumer clusters, by household income, March 2011
                                                                                                                                                                                                                                                              • Figure 96: Tea drinker consumer clusters, by race, March 2011
                                                                                                                                                                                                                                                              • Figure 97: Tea drinker consumer clusters, by race/Hispanic origin, March 2011
                                                                                                                                                                                                                                                            • Cluster methodology:
                                                                                                                                                                                                                                                            • SymphonyIRI/Builders Panel Data: Key Household Purchase Measures

                                                                                                                                                                                                                                                                • Canned and bottled tea: key household purchase measures
                                                                                                                                                                                                                                                                  • Overview
                                                                                                                                                                                                                                                                    • Canned and bottled tea: consumer insights on key purchase measures
                                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                                        • Figure 98: Brand map, selected brands of canned and bottled tea buying rate by household penetration, 2010*
                                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                                          • Figure 99: Key purchase measures for the top brands of canned and bottled tea, by household penetration, 2010*
                                                                                                                                                                                                                                                                        • Bags/loose tea—key household purchase measures
                                                                                                                                                                                                                                                                          • Bags/loose tea: consumer insights on key purchase measures
                                                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                                                              • Figure 100: Brand map, selected brands of bags/loose tea buying rate by household penetration, 2010*
                                                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                                                • Figure 101: Key purchase measures for the top brands of bags/loose tea, by household penetration, 2010*
                                                                                                                                                                                                                                                                              • Instant tea mixes—key household purchase measures
                                                                                                                                                                                                                                                                                • Consumer insights on key purchase measures—instant tea mixes
                                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                                    • Figure 102: Brand map, selected brands of instant tea mixes buying rate by household penetration, 2010*
                                                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                                                      • Figure 103: Key purchase measures for the top brands of instant tea mixes, by household penetration, 2010*
                                                                                                                                                                                                                                                                                  • Appendix—IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                                                                    • Appendix—Other Useful Tables

                                                                                                                                                                                                                                                                                      • Brand usage of RTD iced tea
                                                                                                                                                                                                                                                                                        • Figure 104: Personal consumption of iced tea by choice of brands, by gender, October 2009-December 2010
                                                                                                                                                                                                                                                                                        • Figure 105: Personal consumption of iced tea by choice of brands, by region, October 2009-December 2010
                                                                                                                                                                                                                                                                                      • Attitude toward organic and Fair Trade-certified tea
                                                                                                                                                                                                                                                                                        • Figure 106: Attitudes toward and behavior in using organic and Fair Trade-certified tea, by household income, March 2011
                                                                                                                                                                                                                                                                                      • Reasons for drinking tea and attitudes toward packaging/RTD tea sweeteners
                                                                                                                                                                                                                                                                                        • Figure 107: Reasons for drinking tea and attitudes toward packaging and RTD tea sweeteners, by gender, March 2011
                                                                                                                                                                                                                                                                                      • Impact of race/Hispanic origin
                                                                                                                                                                                                                                                                                        • Figure 108: Types of regular tea used in households, by race/Hispanic origin, October 2009-December 2010
                                                                                                                                                                                                                                                                                        • Figure 109: Household usage of regular tea by types of flavor, by race/Hispanic origin, October 2009-December 2010
                                                                                                                                                                                                                                                                                        • Figure 110: Household usage of regular tea by choice of brands, by race/Hispanic, October 2009-December 2010
                                                                                                                                                                                                                                                                                        • Figure 111: Household usage of instant iced tea mixes by choice of brands, by race/Hispanic, October 2009-December 2010
                                                                                                                                                                                                                                                                                        • Figure 112: Household usage of regular tea by type of brewing, by race/Hispanic origin, October 2009-December 2010
                                                                                                                                                                                                                                                                                        • Figure 113: Personal incidence of drinking different types of tea, by race/Hispanic origin March 2011
                                                                                                                                                                                                                                                                                        • Figure 114: Tea brewing habits and tea drinking and buying behavior, by race/Hispanic origin, March 2011
                                                                                                                                                                                                                                                                                        • Figure 115: Attitudes toward different types of tea format and tea usage in making other foods and beverages, by race/Hispanic origin, March 2011
                                                                                                                                                                                                                                                                                    • Appendix—Trade Associations

                                                                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                                                                      • Beverage Digest
                                                                                                                                                                                                                                                                                      • Campbell Soup Company
                                                                                                                                                                                                                                                                                      • Centers for Disease Control and Prevention
                                                                                                                                                                                                                                                                                      • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                                                                                      • Corn Refiners Association, Inc.
                                                                                                                                                                                                                                                                                      • Dean Foods Company
                                                                                                                                                                                                                                                                                      • Dr Andrew Weil
                                                                                                                                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                                                                                                                                      • Ferolito, Vultaggio & Sons
                                                                                                                                                                                                                                                                                      • Food Lion
                                                                                                                                                                                                                                                                                      • Food Marketing Institute
                                                                                                                                                                                                                                                                                      • Fuze Beverage LLC
                                                                                                                                                                                                                                                                                      • Good Earth Natural Foods
                                                                                                                                                                                                                                                                                      • Green Mountain Coffee Roasters, Inc.
                                                                                                                                                                                                                                                                                      • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                                                                                                      • Hansen Natural Corporation
                                                                                                                                                                                                                                                                                      • Herb Research Foundation (HRF)
                                                                                                                                                                                                                                                                                      • Honest Tea Inc.
                                                                                                                                                                                                                                                                                      • Institute of Food Technologists (IFT)
                                                                                                                                                                                                                                                                                      • International Food Information Council Foundation (IFIC)
                                                                                                                                                                                                                                                                                      • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                                                                      • McNeil Consumer Nutritionals UK Ltd
                                                                                                                                                                                                                                                                                      • Milo's Tea Company Inc.
                                                                                                                                                                                                                                                                                      • National Beverage Corp.
                                                                                                                                                                                                                                                                                      • National Cancer Institute (NCI)
                                                                                                                                                                                                                                                                                      • National Soft Drink Association
                                                                                                                                                                                                                                                                                      • Nestlé USA
                                                                                                                                                                                                                                                                                      • Ocean Spray Cranberries, Inc
                                                                                                                                                                                                                                                                                      • Old Orchard Brands LLC
                                                                                                                                                                                                                                                                                      • Organic Trade Association
                                                                                                                                                                                                                                                                                      • Peet's Coffee & Tea, Inc.
                                                                                                                                                                                                                                                                                      • Pepsi-Cola North America
                                                                                                                                                                                                                                                                                      • PepsiCo Inc
                                                                                                                                                                                                                                                                                      • R Twining and Company Limited
                                                                                                                                                                                                                                                                                      • R.C. Bigelow Inc.
                                                                                                                                                                                                                                                                                      • Rainforest Alliance
                                                                                                                                                                                                                                                                                      • Red Diamond Inc.
                                                                                                                                                                                                                                                                                      • Redco Foods Inc.
                                                                                                                                                                                                                                                                                      • Republic of Tea Inc., The
                                                                                                                                                                                                                                                                                      • Revolution Tea LLC
                                                                                                                                                                                                                                                                                      • Snapple Beverage Corporation
                                                                                                                                                                                                                                                                                      • Starbucks Corporation
                                                                                                                                                                                                                                                                                      • Sunsweet Growers Inc.
                                                                                                                                                                                                                                                                                      • Tea Association of the USA Inc.
                                                                                                                                                                                                                                                                                      • Tetley Group
                                                                                                                                                                                                                                                                                      • The Hain Celestial Group, Inc.
                                                                                                                                                                                                                                                                                      • Tradewinds Beverage Co, The
                                                                                                                                                                                                                                                                                      • Turkey Hill Dairy
                                                                                                                                                                                                                                                                                      • Twitter, Inc.
                                                                                                                                                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                      • U.S. Bureau of the Census
                                                                                                                                                                                                                                                                                      • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                                      • Unilever USA
                                                                                                                                                                                                                                                                                      • US Department of Commerce
                                                                                                                                                                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                      • Wegmans Food Markets, Inc
                                                                                                                                                                                                                                                                                      • Whole Foods Market Inc
                                                                                                                                                                                                                                                                                      • Wm. Bolthouse Farms Inc.

                                                                                                                                                                                                                                                                                      Tea and RTD Teas - US - July 2011

                                                                                                                                                                                                                                                                                      £3,199.84 (Excl.Tax)