Tea and RTD Teas - US - July 2013
“The rise in tea’s popularity in the U.S. has opened the market for manufacturers to emphasize the natural taste of tea, range of tea types, and various preparation options. Through education, manufacturers have the potential to elevate tea to the level of other premium beverages, such as coffee, that are respected for their growing region, production method, and preparation types.”
– Jennifer Zegler, Beverage Analyst
Some questions answered in this report include:
- How can tea break from tradition and appeal to new day-parts?
- Green tea envy: Is there a way for other teas to appeal to Millennials?
- How can the struggling tea mix segment be revived?
Consumers’ increasing attention on health and wellness has boosted tea sales. The refrigerated ready-to-drink tea segment as well as sales of bagged, loose leaf, and single-cup tea have risen rapidly because these segments generally contain fewer sweeteners than the dominant canned or bottled RTD segment. Overall, tea is on a growth path of annual increases through 2018, according to Mintel data. The increasing adoption of tea should be considered an opportunity for manufacturers to introduce consumers to new taste profiles and various varieties of tea. Marketing should focus on the wide range of day-parts, occasions, and locations in which consumers could enjoy tea.
By presenting tea as a universal (and healthy) beverage, tea and RTD tea stands to benefit from all-day consumption without asking consumers to sacrifice their seemingly insatiable thirst for variety.
This report covers the retail market for tea purchased for at-home as well as out-of-home consumption, such as bottled and canned ready-to-drink tea purchased at convenience stores.
The following segments are included:
- Ready-to-Drink (RTD) tea, including the following:
- Shelf-stable ready-to-drink bottled or canned iced tea
- Refrigerated brewed or ready-to-drink iced tea, including bulk or jug brewed tea
- Ready-to-Brew (RTB) tea, including the following:
- Bagged, loose leaf, or single-cup tea, including black, green, and fruit/herbal teas
- Instant iced tea mixes, including powdered and liquid products
This report covers tea sold through all retail outlets and nonstore retailers, such as catalog, mail order, internet, etc. Teas sold through restaurants, cafeterias, coffee shops, vending machines, and other foodservice venues are not covered in this report.
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