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Tea and RTD Teas - US - July 2012

Tea and RTD tea market sales are estimated at $6.7 billion in 2012. While the market exhibited a healthy growth of 15% during 2007-12, the growth slowed considerably in 2011 and 2012 as the biggest market segment, shelf-stable ready-to-drink (RTD) canned/bottled tea showed signs of stagnation. Additionally, the instant tea mixes segment continued its downward slide in 2011. The refrigerated RTD tea segment contributed most significantly to the 2011-12 growth. Mintel believes that the RTD canned/bottled segment has been facing competition from other non-alcoholic beverage (NAB) categories such as juice drinks, energy drinks, etc., that have successfully introduced tea-based products. Tea and RTD tea has potential for growth, but manufacturers need to create ample differentiation from other beverage categories. Mintel forecasts the market to grow by 18% to $7.9 billion during 2012-17.

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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

                        • The market
                          • Figure 1: Total U.S. retail sales and forecast of tea and RTD tea products, at current prices, 2007-17
                        • Ready-to-drink canned/bottled tea remain the largest segment
                          • Figure 2: Tea and RTD tea market share, by segment, 2012 (est.)
                        • Forecast
                          • Figure 3: FDMx sales and fan chart forecast of tea and RTD tea, at current prices, 2007-17
                        • Market factors
                          • Unemployment rate among the key demographic groups remains high
                            • Figure 4: Unemployment status (seasonally adjusted) among civilian non-institutional population, by age, gender, and race/Hispanic origin, May 2011-May 2012
                          • Asians, blacks, and Hispanics offer growth opportunities through favorable population projections
                            • Figure 5: Rate of change in the U.S. population, by blacks/Asians/Hispanic origin, 2007-17
                          • Companies, brands, and innovation
                            • Ferolito, Vultaggio & Sons tops FDMx market with AriZona RTD tea
                              • Figure 6: FDMx manufacturers sales of tea and RTD Tea, 2012*
                            • Private labels discontinue the growth streak in most segments during 2011-12
                              • Figure 7: Percent change in FDMx private label dollar sales, by segments, 2008-12
                            • Innovation pace strong in 2011
                              • Figure 8: Number of new regular tea* and RTD (iced) tea product introductions in the U.S. 2007-11
                            • The consumer
                              • Ready-to-drink tea consumer base grows through population increases
                                • Figure 9: Incidence of individual consumption of RTD iced tea and incidence of household consumption of instant iced tea mixes and bagged/packaged tea, January 2007-November 2011
                              • Teen consumer base for RTD tea declines in 2011
                                • Figure 10: Personal consumption of iced tea among teens, January 2007-November 2011
                              • Bags/loose tea more popular than RTD tea
                                • Figure 11: Tea purchase by packaging format and type, March 2012
                              • Home is the top location to consume tea
                                • Figure 12: Incidence of drinking tea by location, March 2012
                              • Choice of tea type, flavors, and brand name top factors in buying RTD tea
                                • Figure 13: Degree of influence of various factors in RTD tea purchase decision, March 2012
                              • Loose leaf tea presents opportunities, manufacturers need to overcome a few hurdles
                                • Figure 14: Attitudes toward bagged/loose tea, March 2012
                              • What we think
                              • Issues in the Market

                                  • Can the tea and RTD tea market grow its consumer base?
                                    • Have the manufacturers engaged in innovation?
                                      • Do private labels influence the market growth curve?
                                        • Do pro-health attributes in RTD tea influence consumer purchase decision?
                                        • Insights and Opportunity

                                            • Differentiate RTD tea from other tea-based non-alcoholic beverages
                                              • In-store demonstrations and trial can benefit loose tea
                                              • Inspire Insights

                                                  • Trend: Guiding Choices
                                                    • Trend: Transumers
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Growth slows in 2011 and estimated 2012
                                                          • Health concerns may limit potential for larger growth
                                                            • Demographic population growth should help boost sales
                                                              • Tea and RTD tea products market size and forecast
                                                                • Figure 15: Total U.S. retail sales and forecast of tea and RTD tea products, at current prices, 2007-17
                                                                • Figure 16: Total U.S. retail sales and forecast of tea and RTD tea products, at inflation-adjusted prices, 2007-17
                                                              • Fan chart forecast
                                                                  • Figure 17: Total U.S. sales and fan chart forecast of tea and RTD tea, at current prices, 2007-17
                                                                • Walmart sales
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Health and wellness trends and their impact on the market
                                                                      • Adult obesity rates increase in 2009-10
                                                                        • Figure 18: Percentage of population aged 20+ who are overweight, obese, or extremely obese, 1988-2010
                                                                      • Teen obesity rates
                                                                        • Figure 19: Prevalence of obesity among children and adolescents aged 2-19, 1976-2010
                                                                      • More than half of adults watch their diets; close to four in 10 look for sugar-free foods
                                                                        • Figure 20: Trends in diet control among adults aged 18+, 2005-11
                                                                      • Demographic and economic factors
                                                                        • Teen population growth between 2012 and 2017 should help spur further sales
                                                                          • Figure 21: Teen population, by age, 2007-17
                                                                        • Blacks, Hispanics, and Asians drink RTD tea more than whites do
                                                                          • Figure 22: Population by race and Hispanic origin, 2007-17
                                                                        • Key user groups hit hardest by unemployment
                                                                          • Figure 23: Unemployment status (seasonally adjusted) among civilian non-institutional population, by age, gender, and race/Hispanic origin, May 2011-May 2012
                                                                      • Competitive Context

                                                                        • Beverages containing tea compete with the RTD tea segment
                                                                          • Figure 24: Trop50 television ad, 2012
                                                                        • Vitamins and supplements offer health claims similar to tea
                                                                          • Tea bags spotlight price and sustainability to compete with pods
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • RTD tea comprises nearly 60% share
                                                                                • Bags/loose tea account for nearly a quarter share
                                                                                  • Refrigerated tea grows sales, offers convenience in large packaging
                                                                                    • Instant tea drops sales
                                                                                      • Sales of tea and RTD tea products by segment
                                                                                        • Figure 25: Sales of selected tea and RTD tea products at current prices, by segment, 2007-17
                                                                                        • Figure 26: U.S. sales of tea and RTD tea, by segment, 2010-12
                                                                                    • Segment Performance—RTD Canned/Bottled Tea (Shelf-Stable)

                                                                                      • Key points
                                                                                        • Health and value continue to drive sales of RTD tea
                                                                                          • Premium RTD teas seek distinction from everyday brands
                                                                                            • Sales and forecast of RTD tea
                                                                                              • Figure 27: Sales and forecast of RTD tea, at current prices, 2007-17
                                                                                          • Segment Performance—Bags/Loose Tea

                                                                                            • Key points
                                                                                              • Bags/loose tea grows steadily
                                                                                                • Single-cup pods help the segment stay innovative
                                                                                                  • Fair trade concerns attract consumers to bags/loose tea
                                                                                                    • Sales and forecast of bags/loose tea
                                                                                                      • Figure 28: Sales and forecast of bags/loose tea, at current prices, 2007-17
                                                                                                  • Segment Performance—RTD Refrigerated Tea

                                                                                                    • Key points
                                                                                                      • Growth slows but remains strong
                                                                                                        • Juice drinks challenge RTD refrigerated tea
                                                                                                          • Sales and forecast of RTD refrigerated tea
                                                                                                            • Figure 29: Sales and forecast of RTD refrigerated tea, at current prices, 2007-17
                                                                                                        • Segment Performance—Instant Tea Mixes

                                                                                                          • Key points
                                                                                                            • Instant tea needs a makeover
                                                                                                              • Sales and forecast of instant tea mixes
                                                                                                                • Figure 30: Sales and forecast of instant tea mixes, at current prices, 2007-17
                                                                                                            • Retail Channels

                                                                                                              • Key points
                                                                                                                • Supermarkets comprise more than a third of the market
                                                                                                                  • Convenience stores and supercenters grow most
                                                                                                                    • Drug stores trail, drop 1.5% in 2012
                                                                                                                      • Channel sales of tea and RTD tea products
                                                                                                                        • Figure 31: U.S. sales of tea and RTD tea products, by channel, at current prices, 2011 and 2012
                                                                                                                    • Retail Channels—Supermarkets

                                                                                                                      • Key points
                                                                                                                        • Supermarkets leverage family-sizes during challenging economy
                                                                                                                          • Store brands widen supermarket selection
                                                                                                                            • Supermarket sales of tea and RTD tea products
                                                                                                                              • Figure 32: Supermarket sales of tea and RTD tea products, at current prices, 2007-12
                                                                                                                          • Retail Channels—Convenience Stores

                                                                                                                            • Key points
                                                                                                                              • Convenience stores appeal to on-the-go shoppers
                                                                                                                                • Convenience store sales of tea and RTD tea products
                                                                                                                                  • Figure 33: Convenience store sales of tea and RTD tea products, at current prices, 2007-11
                                                                                                                              • Retail Channels—Supercenters and Warehouse Clubs

                                                                                                                                • Key points
                                                                                                                                  • Supercenters/warehouse clubs offer lowest price points
                                                                                                                                    • Supercenter and warehouse club sales of tea and RTD tea products
                                                                                                                                      • Figure 34: Supercenter and warehouse club sales of tea and RTD tea products, at current prices, 2007-12 (est.)
                                                                                                                                  • Retail Channels—Drug Stores

                                                                                                                                    • Key points
                                                                                                                                      • Drug stores show strongest year-to-year growth despite small sales
                                                                                                                                        • Drug store sales of tea and RTD tea products
                                                                                                                                          • Figure 35: Drug store sales of tea and RTD tea products, at current prices, 2007-12 (est.)
                                                                                                                                      • Retail Channels—Other Channels

                                                                                                                                        • Key point
                                                                                                                                          • Other channel sales slow considerably in estimated 2012
                                                                                                                                            • Other channel sales of tea and RTD tea products
                                                                                                                                              • Figure 36: Other channel sales of tea and RTD tea products, at current prices, 2007-12 (est.)
                                                                                                                                          • Retail Channels—Natural Supermarkets

                                                                                                                                            • Key points
                                                                                                                                              • Healthy sales growth despite the recession
                                                                                                                                                • Sales of tea and RTD tea in the natural channel
                                                                                                                                                  • Figure 37: Natural supermarket sales of tea and RTD tea, at current prices, 2009-11*
                                                                                                                                                  • Figure 38: Natural supermarket sales of tea and RTD tea, at inflation-adjusted prices, 2009-11*
                                                                                                                                                • Natural channel sales of tea and RTD tea by segment
                                                                                                                                                  • Figure 39: Natural supermarket sales of tea and RTD tea, by segment, 2009 and 2011*
                                                                                                                                                • Leading brands
                                                                                                                                                  • Figure 40: Selected natural supermarket brand sales of tea and RTD tea, 2009 and 2011*
                                                                                                                                                • Natural channel sales of tea and RTD tea by organic
                                                                                                                                                  • Figure 41: Natural supermarket sales of tea and rtd tea, by organic, 2009 and 2011*
                                                                                                                                              • Leading Companies

                                                                                                                                                • Key points
                                                                                                                                                  • Ferolito, Vultaggio & Sons tops FDMx market with AriZona RTD tea
                                                                                                                                                    • Pepsi Lipton Tea Partnership follows VF&S closely, but drops sales
                                                                                                                                                      • Dr Pepper/Snapple Group and Unilever vie for share, but Unilever declines
                                                                                                                                                        • Other players account for less than 4% share; Coca-Cola and R. Twining grow substantially
                                                                                                                                                          • Despite small declines, private label outsells eight of the leading companies
                                                                                                                                                            • Leading tea and RTD tea product companies
                                                                                                                                                              • Figure 42: Leading FDMx tea and RTD tea product companies, 2011-12
                                                                                                                                                          • Brand Share—RTD Tea

                                                                                                                                                            • Key points
                                                                                                                                                              • AriZona and Lipton fight for top positioning
                                                                                                                                                                • Figure 43: Lipton 100% Natural Iced Tea television ad, 2012
                                                                                                                                                              • Snapple gains 3.6% with Diet Snapple
                                                                                                                                                                • Coca-Cola declines 3.8% as Nestea and Fuze brands lose ground
                                                                                                                                                                  • Leading FDMx RTD tea products brands
                                                                                                                                                                    • Figure 44: Leading FDMx RTD tea products brands, 2011-12
                                                                                                                                                                • Brand Share—Bags/Loose Tea

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Lipton maintains top spot in FDMx bags/loose tea segment
                                                                                                                                                                      • Bigelow and Celestial Seasonings angle for second position
                                                                                                                                                                        • Twinings, Tazo, Traditional Medicinals all grow substantially
                                                                                                                                                                          • Private label comprises more share than five of the top companies
                                                                                                                                                                            • Leading FDMx bags/loose tea products brands
                                                                                                                                                                              • Figure 45: Leading FDMx bags/loose tea products brands, 2011-12
                                                                                                                                                                          • Brand Share—Refrigerated RTD Tea

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Gold Peak surges as Turkey Hill slips
                                                                                                                                                                                • Other leading brands grow FDMx sales
                                                                                                                                                                                  • Private label has strongest presence in the refrigerated RTD segment
                                                                                                                                                                                    • Leading FDMx refrigerated RTD tea product brands
                                                                                                                                                                                      • Figure 46: Leading FDMx refrigerated RTD tea product brands, 2011-12
                                                                                                                                                                                  • Brand Share—Instant Tea

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Crystal Light continues to cede sales to 4C, Nestea, and Tazo
                                                                                                                                                                                        • Lipton also declines
                                                                                                                                                                                          • Figure 47: Lipton Tea & Honey television ad, 2012
                                                                                                                                                                                        • Private label falls more than 10%
                                                                                                                                                                                          • Leading FDMx instant tea product brands
                                                                                                                                                                                            • Figure 48: Leading FDMx instant tea product brands, 2010-11
                                                                                                                                                                                        • Innovation and Innovators

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Innovation pace slows in 2012
                                                                                                                                                                                              • Figure 49: Number of new regular tea* and RTD (iced) tea product introductions in the U.S. 2007-12***
                                                                                                                                                                                            • RTD tea segment—innovation
                                                                                                                                                                                              • Figure 50: Top 10 claims in new RTD (iced) tea products in the U.S., 2006-12*
                                                                                                                                                                                            • Functional claims in RTD and bags/loose tea
                                                                                                                                                                                              • Names communicate the low-sugar proposition
                                                                                                                                                                                                • Coconut water makes appearance in RTD tea
                                                                                                                                                                                                  • Unusual packaging—hot tea on-the-go
                                                                                                                                                                                                    • Lemon outshines other flavors in RTD tea
                                                                                                                                                                                                      • Figure 51: Top 10 flavors in new RTD (iced) tea products in the U.S., 2006-12*
                                                                                                                                                                                                    • Regular tea
                                                                                                                                                                                                      • Figure 52: Top 10 claims in new regular tea products in the U.S., 2006-12*
                                                                                                                                                                                                    • Flowers and herbs proliferate in regular tea
                                                                                                                                                                                                      • Limited-edition to pique consumer interest
                                                                                                                                                                                                        • Single-cup pod selection continues to grow
                                                                                                                                                                                                        • Marketing Strategies

                                                                                                                                                                                                            • Overview
                                                                                                                                                                                                              • AriZona
                                                                                                                                                                                                                • Figure 53: Brand analysis of AriZona, 2011
                                                                                                                                                                                                              • Online initiatives
                                                                                                                                                                                                                • Lipton
                                                                                                                                                                                                                  • Figure 54: Brand analysis of Lipton, 2012
                                                                                                                                                                                                                • Lipton Brisk TV spot
                                                                                                                                                                                                                  • Figure 55: Lipton Brisk television ad, 2012
                                                                                                                                                                                                                • Online initiatives
                                                                                                                                                                                                                  • Snapple
                                                                                                                                                                                                                    • Figure 56: Brand analysis of Snapple, 2012
                                                                                                                                                                                                                  • Half ‘n Half Diet Snapple TV spot
                                                                                                                                                                                                                    • Figure 57: Half ‘n Half Diet Snapple television ad, 2012
                                                                                                                                                                                                                  • Snapple TV spot
                                                                                                                                                                                                                    • Figure 58: Snapple television ad, 2011
                                                                                                                                                                                                                  • Online initiatives
                                                                                                                                                                                                                    • Nestea
                                                                                                                                                                                                                      • Figure 59: Brand analysis of Nestea, 2012
                                                                                                                                                                                                                    • Nestea TV spot
                                                                                                                                                                                                                      • Figure 60: Nestea television ad, 2012
                                                                                                                                                                                                                    • Online initiatives
                                                                                                                                                                                                                    • The Adult Tea Consumer—Usage, Type, Brands, and Frequency

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • RTD iced tea consumption remains stable; consumer base growth through population increase
                                                                                                                                                                                                                          • Household usage of regular tea and instant tea mixes remains unchanged
                                                                                                                                                                                                                            • Figure 61: Incidence of individual consumption of RTD iced tea and incidence of household consumption of instant iced tea mixes and bagged/packaged tea, January 2007-November 2011
                                                                                                                                                                                                                          • Women, the key RTD tea consumer, prefer diet RTD tea over full-calorie version
                                                                                                                                                                                                                            • Figure 62: Personal consumption of RTD tea, by gender, October 2010-November 2011
                                                                                                                                                                                                                          • Adults aged 18-24 show higher-than-average interest in full-calorie RTD teas
                                                                                                                                                                                                                            • Figure 63: Personal consumption of RTD tea, by age, October 2010-November 2011
                                                                                                                                                                                                                          • AriZona increases consumer base during 2009-11
                                                                                                                                                                                                                              • Figure 64: Personal consumption of iced tea by choice of brands, by age, October 2010-November 2011
                                                                                                                                                                                                                            • Household consumption of regular tea remains stable
                                                                                                                                                                                                                              • Figure 65: Trends in household incidence and volume consumption bagged/packaged tea, January 2007-November 2011
                                                                                                                                                                                                                            • Regular tea primarily used to make hot tea
                                                                                                                                                                                                                              • Figure 66: Incidence of household consumption of regular tea, by brewing method, and caffeinated/decaffeinated, by household income, October 2010-November 2011
                                                                                                                                                                                                                            • Regular blend is the topmost type consumed
                                                                                                                                                                                                                              • Figure 67: Household usage of regular tea by types of flavor, by household income, October 2010-November 2011
                                                                                                                                                                                                                            • Lipton continues to be the top regular tea brand
                                                                                                                                                                                                                                • Figure 68: Household usage of regular tea by choice of brands, by household income, October 2010-November 2011
                                                                                                                                                                                                                              • Household consumption of instant tea mixes
                                                                                                                                                                                                                                • Figure 69: Trends in household incidence and volume consumption of instant tea mixes, January 2007-November 2011
                                                                                                                                                                                                                              • Presweetened instant iced tea mixes more popular than unsweetened mixes
                                                                                                                                                                                                                                • Figure 70: Household usage of instant iced tea mixes by type, by household income, October 2010-November 2011
                                                                                                                                                                                                                              • Lipton is the topmost brand of instant tea mixes
                                                                                                                                                                                                                                • Figure 71: Household usage of instant iced tea mixes by choice of brands, by household income, October 2010-November 2011
                                                                                                                                                                                                                              • Green tea is the most popular type of tea
                                                                                                                                                                                                                                • Figure 72: Incidence of personally drinking and buying different types of tea, March 2012
                                                                                                                                                                                                                            • Tea Consumption By Location

                                                                                                                                                                                                                              • Home is the top location to consume tea
                                                                                                                                                                                                                                • Figure 73: Incidence of drinking tea by location, by age, March 2012
                                                                                                                                                                                                                                • Figure 74: Incidence of drinking tea by location, by household income, March 2012
                                                                                                                                                                                                                            • Tea Purchase By Packaging Format and Type

                                                                                                                                                                                                                              • Bags/loose tea more popular than RTD tea
                                                                                                                                                                                                                                • Figure 75: Tea purchase by packaging format and type, March 2012
                                                                                                                                                                                                                              • Women are more likely than men to buy bags/loose packaging format
                                                                                                                                                                                                                                • Figure 76: Black tea purchase by packaging format, by gender, March 2012
                                                                                                                                                                                                                                • Figure 77: Green tea purchase by packaging format, by gender, March 2012
                                                                                                                                                                                                                                • Figure 78: Fruit/herbal tea purchase by packaging format, by gender, March 2012
                                                                                                                                                                                                                              • Tea shoppers aged 18-44 more interested in RTD tea
                                                                                                                                                                                                                                • Figure 79: Black tea purchase by packaging format, by age, March 2012
                                                                                                                                                                                                                                • Figure 80: Green tea purchase by packaging format, by age, March 2012
                                                                                                                                                                                                                                • Figure 81: Green tea purchase by packaging format, by age, March 2012
                                                                                                                                                                                                                              • Flavored RTD tea more popular than unflavored ones
                                                                                                                                                                                                                                • Figure 82: RTD tea consumption by flavored/unflavored and sweetened/unsweetened, by household income, March 2012
                                                                                                                                                                                                                            • Factors Influencing RTD Tea Purchase

                                                                                                                                                                                                                              • Choice of tea type, flavors top factors in buying RTD tea
                                                                                                                                                                                                                                • Brand name is important
                                                                                                                                                                                                                                  • Low price and price-based promotion important to shoppers
                                                                                                                                                                                                                                    • All-natural label and type of sugar makes a difference
                                                                                                                                                                                                                                      • Attractive packaging, in-store display, and premium look influences consumers
                                                                                                                                                                                                                                        • Figure 83: Degree of influence of various factors in RTD tea purchase decision, March 2012
                                                                                                                                                                                                                                        • Figure 84: Degree of influence of various factors in RTD tea purchase decision, by gender, March 2012
                                                                                                                                                                                                                                    • Attitudes Toward Bags/Loose Tea

                                                                                                                                                                                                                                      • Consumers tend to buy “regular” brand
                                                                                                                                                                                                                                        • Regular tea buyers perceive self-brewed tea healthier than RTD tea
                                                                                                                                                                                                                                          • Loose leaf tea presents opportunities, manufacturers need to overcome a few hurdles
                                                                                                                                                                                                                                            • Consumers face “too many choices” in buying bags/loose tea
                                                                                                                                                                                                                                              • Private labels perceived as good as branded tea
                                                                                                                                                                                                                                                • Figure 85: Attitudes toward bagged/loose tea, March 2012
                                                                                                                                                                                                                                                • Figure 86: Attitudes toward bagged/loose tea, by gender, March 2012
                                                                                                                                                                                                                                                • Figure 87: Attitudes toward bagged/loose tea, by age, March 2012
                                                                                                                                                                                                                                            • Impact of Race/Hispanic Origin

                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                • Blacks are the key RTD tea consumers
                                                                                                                                                                                                                                                  • Figure 88: Personal consumption of RTD tea, by race/Hispanic origin, October 2010-November 2011
                                                                                                                                                                                                                                                • Blacks show higher-than-average usage of most RTD tea brands
                                                                                                                                                                                                                                                  • Figure 89: Personal consumption of iced tea by choice of brands, by race/Hispanic origin, October 2010-November 2011
                                                                                                                                                                                                                                                • Hispanics show lower-than-average usage of regular tea
                                                                                                                                                                                                                                                  • Figure 90: Incidence of household consumption of regular tea, by brewing method, and caffeinated/ decaffeinated, by race/Hispanic origin, October 2010-November 2011
                                                                                                                                                                                                                                                  • Figure 91: Household usage of regular tea by types of flavor, by race/Hispanic origin, October 2010-November 2011
                                                                                                                                                                                                                                                • Blacks and Hispanics are the key instant tea mixes consumers
                                                                                                                                                                                                                                                  • Figure 92: Household incidence and volume consumption of instant tea mixes, by race/Hispanic origin, October 2010-November 2011
                                                                                                                                                                                                                                                  • Figure 93: Household usage of instant iced tea mixes by type, by race/Hispanic origin, October 2010-November 2011
                                                                                                                                                                                                                                                • Blacks and Hispanics offer growth opportunities for loose leaf tea
                                                                                                                                                                                                                                                  • Figure 94: Attitudes toward bagged/loose tea, by race/Hispanic origin, March 2012
                                                                                                                                                                                                                                              • Custom Consumer Group

                                                                                                                                                                                                                                                • Adults aged 18-34 more likely than the average to buy tea at tea rooms/shops
                                                                                                                                                                                                                                                    • Figure 95: Incidence of drinking tea at outlets outside home, by age, March 2012
                                                                                                                                                                                                                                                  • Tea drinkers with “fancy” tea repertoire more likely to drink at tea rooms/shops
                                                                                                                                                                                                                                                    • Figure 96: Incidence of drinking tea at outlets outside home, by incidence of drinking different types of tea, March 2012
                                                                                                                                                                                                                                                  • Hispanic RTD tea consumption differs by the level of acculturation
                                                                                                                                                                                                                                                      • Figure 97: Personal incidence of drinking RTD tea, by Hispanic origin/language spoken at home, October 2010-November 2011
                                                                                                                                                                                                                                                  • The Teen Consumer—Usage, Types, and Brands

                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                      • Teen consumer base for RTD tea declines in 2011
                                                                                                                                                                                                                                                          • Figure 98: Personal consumption of iced tea among teens, January 2007– November 2011
                                                                                                                                                                                                                                                        • Teen girls are the key consumer
                                                                                                                                                                                                                                                            • Figure 99: Personal consumption of iced tea among teens, by gender and age, October 2010-November 2011
                                                                                                                                                                                                                                                          • Black teens continue to be the key consumers; Hispanic teens show attrition
                                                                                                                                                                                                                                                            • Figure 100: personal consumption of iced tea among teens, by race/Hispanic origin, October 2010– November 2011
                                                                                                                                                                                                                                                          • Regular RTD tea more popular among teens compared to diet version
                                                                                                                                                                                                                                                            • Figure 101: Iced tea usage among teens by regular or diet, by age and gender, October 2010– November 2011
                                                                                                                                                                                                                                                          • Black teens prefer regular RTD tea
                                                                                                                                                                                                                                                            • Figure 102: Iced tea usage among teens by regular or diet, by race/Hispanic origin, October 2010– November 2011
                                                                                                                                                                                                                                                          • AriZona outpaced Lipton to become the top teen choice
                                                                                                                                                                                                                                                            • Figure 103: Iced tea consumption among teens by brands, by gender and age, October 2010– November 2011
                                                                                                                                                                                                                                                          • Black teens have a bigger brand repertoire
                                                                                                                                                                                                                                                            • Figure 104: Iced tea consumption among teens by brands, by race/Hispanic origin, October 2010– November 2011
                                                                                                                                                                                                                                                        • IRI/Builders Panel Data—Key Household Purchase Measures

                                                                                                                                                                                                                                                            • Canned and bottled tea—consumer insights on key purchase measures
                                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                                • Figure 105: Brand map, selected brands of canned and bottled tea buying rate, by household penetration, 2011*
                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                  • Figure 106: Key purchase measures for the top brands of canned and bottled tea, by household penetration, 2011*
                                                                                                                                                                                                                                                                • Bagged/loose tea—consumer insights on key purchase measures
                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                    • Figure 107: Brand map, selected brands of bags/loose tea buying rate, by household penetration, 2011*
                                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                                      • Figure 108: Key purchase measures for the top brands of bags/loose tea, by household penetration, 2011*
                                                                                                                                                                                                                                                                    • Instant tea mixes—consumer insights on key purchase measures
                                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                                        • Figure 109: Brand map, selected brands of instant tea mixes buying rate, by household penetration, 2011*
                                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                                          • Figure 110: Key purchase measures for the top brands of instant tea mixes, by household penetration, 2011*
                                                                                                                                                                                                                                                                      • Appendix—SymphonyIRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                                                        • Appendix—Other Useful Tables

                                                                                                                                                                                                                                                                          • Usage, type, brands, and frequency
                                                                                                                                                                                                                                                                            • Figure 111: Personal consumption of RTD tea, by household income, October 2010-November 2011
                                                                                                                                                                                                                                                                            • Figure 112: Personal consumption of RTD tea, by region, October 2010-November 2011
                                                                                                                                                                                                                                                                            • Figure 113: Personal consumption of iced tea by choice of brands, by gender, October 2010-November 2011
                                                                                                                                                                                                                                                                            • Figure 114: Personal consumption of iced tea by choice of brands, by household income, October 2010-November 2011
                                                                                                                                                                                                                                                                            • Figure 115: Personal consumption of iced tea by choice of brands, by region, October 2010-November 2011
                                                                                                                                                                                                                                                                            • Figure 116: Incidence of household consumption of regular tea, by brewing method, and caffeinated/decaffeinated, by region, October 2010-November 2011
                                                                                                                                                                                                                                                                            • Figure 117: Household usage of regular tea by types of flavor, by region, October 2010-November 2011
                                                                                                                                                                                                                                                                            • Figure 118: Household incidence and volume consumption of instant tea mixes, by household income, October 2010-November 2011
                                                                                                                                                                                                                                                                            • Figure 119: Household incidence and volume consumption of instant tea mixes, by region, October 2010-November 2011
                                                                                                                                                                                                                                                                          • Impact of race/Hispanic origin
                                                                                                                                                                                                                                                                            • Figure 120: Household usage of regular tea by choice of brands, by race/Hispanic origin, October 2010-November 2011
                                                                                                                                                                                                                                                                            • Figure 121: Household usage of instant iced tea mixes by choice of brands, by race/Hispanic origin, October 2010-November 2011
                                                                                                                                                                                                                                                                            • Figure 122: Black tea purchase by packaging format, by race/Hispanic origin, March 2012
                                                                                                                                                                                                                                                                        • Appendix—Trade Associations

                                                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                                                          • Centers for Disease Control and Prevention
                                                                                                                                                                                                                                                                          • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                                                                          • Costco Wholesale Corporation
                                                                                                                                                                                                                                                                          • Dr Pepper Snapple Group, Inc.
                                                                                                                                                                                                                                                                          • Ferolito, Vultaggio & Sons
                                                                                                                                                                                                                                                                          • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                                                          • Nestlé USA
                                                                                                                                                                                                                                                                          • PepsiCo Inc
                                                                                                                                                                                                                                                                          • R.C. Bigelow Inc.
                                                                                                                                                                                                                                                                          • Red Diamond Inc.
                                                                                                                                                                                                                                                                          • SAM's Club
                                                                                                                                                                                                                                                                          • Starbucks Corporation
                                                                                                                                                                                                                                                                          • The Hain Celestial Group, Inc.
                                                                                                                                                                                                                                                                          • The Kroger Co.
                                                                                                                                                                                                                                                                          • Traditional Medicinals
                                                                                                                                                                                                                                                                          • Turkey Hill Dairy
                                                                                                                                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                          • Unilever USA
                                                                                                                                                                                                                                                                          • Walgreen Co
                                                                                                                                                                                                                                                                          • Whole Foods Market Inc

                                                                                                                                                                                                                                                                          Tea and RTD Teas - US - July 2012

                                                                                                                                                                                                                                                                          £3,277.28 (Excl.Tax)