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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
Kombucha, an effervescent fermented tea drink, is discussed in natural retail channel sales. Usage of kombucha also is measured as part of Mintel’s consumer survey.

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.

 

 

Liqueurs - UK - January 2012

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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

                      • Overview
                        • The market
                          • Healthy reputation scheduled to boost tea and RTD tea sales through 2018
                            • Figure 1: Total U.S. sales and fan chart forecast of tea and RTD tea, at current prices, 2008-18
                          • Growing tea segments not rising enough to challenge canned/bottled RTD tea’s lead
                            • Figure 2: Total U.S. sales and forecast of tea and RTD tea, by segment, 2008-18
                          • Market factors
                            • Highly sweetened RTD teas face scrutiny from New York City health ads
                              • Tea is embraced by families, so decline in households with children not good news
                                • Yet the tea and RTD tea category could gain from multicultural population growth
                                  • Retail channels
                                    • RTD tea leads in convenience stores, remaining segments sell well across channels
                                      • Key players
                                        • PepsiCo, Coca-Cola increase competition in tea category with push on RTD teas
                                          • The consumer
                                            • Ready-to-drink teas appeal to younger consumers, ready-to-brew skews older
                                              • Figure 3: Purchase of tea, by types, by gender and age, March 2013
                                            • Afternoon most apt to be tea time for RTD, instant tea mixes
                                              • Figure 4: Personal consumption of tea by tea type and time of day, March 2013
                                            • Health a driver of tea purchases, especially compared to coffee or soft drinks
                                              • Figure 5: Attitudes and behaviors toward health and tea (any agree), by age, March 2013
                                            • What we think
                                            • Issues and Insights

                                                • How can tea break from tradition and appeal to new day-parts?
                                                  • Insight: Leverage tea’s healthy reputation to present it as the universal beverage
                                                    • Green tea envy: Is there a way for other teas to appeal to Millennials?
                                                      • Insight: Expand tea’s healthy reputation beyond green tea
                                                        • How can the struggling tea mix segment be revived?
                                                          • Insight: Emphasis on ingredients, new liquid formats could perk up segment
                                                          • Trend Applications

                                                              • Trend: Experience Is All
                                                                • Trend: The Real Thing
                                                                  • Mintel Futures: Old Gold
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Category reports annual growth fueled by desire for healthier beverages
                                                                        • Figure 6: Total U.S. retail sales and forecast of tea and RTD tea, at current prices, 2008-18
                                                                        • Figure 7: Total U.S. retail sales and forecast of tea and RTD tea, at inflation-adjusted prices, 2008-18
                                                                      • Fan chart forecast
                                                                          • Figure 8: Total U.S. sales and fan chart forecast of tea and RTD tea, at current prices, 2008-18
                                                                      • Market Drivers

                                                                        • Key points
                                                                          • Heavily sweetened teas land on naughty list, could confuse new users
                                                                            • Figure 9: New York City Department of Health, “Choose Health” television ad, 2013
                                                                          • Decline in households with children should be a concern for tea-makers
                                                                            • Figure 10: Purchase of tea, by types, by presence of children in household, March 2013
                                                                          • Hispanics lead tea consumption among multicultural consumers
                                                                            • Figure 11: Purchase of tea, by types, by race and Hispanic origin, March 2013
                                                                        • Competitive Context

                                                                          • Key points
                                                                            • RTD teas fall in shadow of water, CSD consumption
                                                                              • Figure 12: Change in personal non-alcoholic drinking habits, by category, November 2012
                                                                            • Restaurants expand tea menus to encourage beverage purchases
                                                                              • Figure 13: Top 10 tea flavors (fruit) at restaurants, by incidence, Q4 2009-12
                                                                            • Specialty tea shops emerge, creating a forum for tea connoisseurs
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Desire for freshness boosts ready-to-brew, refrigerated segments
                                                                                  • Figure 14: Total U.S. retail sales of tea and RTD tea, by segment, at current prices, 2011 and 2013
                                                                                • Refrigerated RTD tea to grow fastest, challenging shelf-stable RTD
                                                                                  • Figure 15: Total U.S. sales and forecast of tea and RTD tea, by segment, 2008-18
                                                                              • Retail Channels

                                                                                • Key points
                                                                                  • Other retail channel, supermarkets see growth in tea sales
                                                                                    • Figure 16: Total U.S. retail sales of tea and RTD tea, by channel, at current prices, 2011-13
                                                                                  • Drug stores should take cues from convenience stores to reverse slide
                                                                                    • Figure 17: Total U.S. retail sales of tea and RTD tea, by channel, at current prices, 2008-13
                                                                                  • Supermarkets continue to be preferred retailer for tea purchases
                                                                                    • Figure 18: Tea purchases, by retail channels, by age, March 2013
                                                                                  • Convenience stores remain an important channel for RTD purchases
                                                                                    • Figure 19: Tea purchases by retail channels by purchase of tea type, March 2013
                                                                                  • Kombucha sales surpass RTD in natural supermarket, continue to grow
                                                                                    • Figure 20: Natural supermarket sales of tea, RTD tea, and kombucha, by segment, 2011 and 2013*
                                                                                    • Figure 21: Natural supermarket sales of tea, RTD tea, and kombucha, at current prices, 2011-13*
                                                                                  • Brands of note from natural supermarkets
                                                                                    • Organic teas expand in natural channel, exceeding Fair Trade’s rise
                                                                                      • Figure 22: Natural supermarket sales of tea, RTD tea, and kombucha, by organic, 2010 and 2012*
                                                                                      • Figure 23: Natural supermarket sales of bagged or loose leaf tea, by fair trade, 2011 and 2013*
                                                                                  • Leading Companies

                                                                                    • Key points
                                                                                      • Majority of leaders stagnant, Coca-Cola sees largest rise in sales
                                                                                        • Figure 24: MULO sales of tea, by leading companies, rolling 52-weeks 2012 and 2013
                                                                                      • Coca-Cola drops Nestea partnership, focuses on Gold Peak, Fuze
                                                                                        • Lipton dominates, expands RTB options with Keurig partnership
                                                                                          • Celestial Seasonings builds on strength of Sleepytime to expand line
                                                                                          • Brand Share—Ready-to-Drink Tea

                                                                                            • Key points
                                                                                              • Premium-positioned, flavored canned/bottled RTD teas see success
                                                                                                • Figure 25: MULO sales of canned and bottled tea, by leading companies, rolling 52-weeks 2012 and 2013
                                                                                              • Snapple’s Snap Tea value brand could foster budget-focused loyalty
                                                                                                • Gold Peak, Turkey Hill Sun Brew report rapid rise in refrigerated RTD tea
                                                                                                  • Figure 26: MULO sales of ready-to-drink refrigerated tea, by leading companies, rolling 52-weeks 2012 and 2013
                                                                                                • Lipton leads across all races and ethnicities, but losing favor
                                                                                                  • Figure 27: Adult personal consumption of ready-to-drink iced tea by brands, by race/Hispanic origin, October 2011-November 2012
                                                                                                • AriZona establishes niche among teens, especially older girls
                                                                                                  • Figure 28: Teen personal consumption of ready-to-drink iced tea by brands, by gender and age, October 2011-November 2012
                                                                                              • Brand Share—Bagged, Loose Leaf, and Single-cup Teas

                                                                                                • Key points
                                                                                                  • Traditional brands see sales cool, functional and premium teas get hot
                                                                                                    • Figure 29: MULO sales of bagged, loose leaf, and single-cup tea, by leading companies, rolling 52-weeks 2012 and 2013
                                                                                                  • Amid increasing sales, Twinings focuses on variety in print ads
                                                                                                    • Figure 30: Twinings of London, print ad, October 2012
                                                                                                    • Figure 31: Twinings of London, print ad, December 2012
                                                                                                    • Figure 32: Twinings of London, print ad, January/February 2013
                                                                                                  • Black consumers seek brands, Asians look for different brands
                                                                                                    • Figure 33: Brands of bags or packages of tea used by households, by race/Hispanic origin, October 2011-November 2012
                                                                                                • Brand Share—Instant Tea Mixes

                                                                                                  • Key points
                                                                                                    • Half-and-half products not enough to revive instant tea mix market
                                                                                                      • Figure 34: MULO sales of instant tea, by leading companies, rolling 52-weeks 2012 and 2013
                                                                                                    • Blacks show strongest brand loyalty to instant tea mixes
                                                                                                      • Figure 35: Household use of instant tea mixes, by race/Hispanic origin, October 2011-November 2012
                                                                                                    • Sugar-sweetened mixes connect with youngest adult consumers
                                                                                                      • Figure 36: Household use of instant tea mixes, by age, October 2011-November 2012
                                                                                                    • Instant tea mixes could increase usage through portable formats
                                                                                                      • Figure 37: Personal consumption of instant tea mixes by location, by gender, March 2013
                                                                                                    • Liquid formats could provide renewed life to struggling segment
                                                                                                      • Figure 38: Attitudes toward liquid tea mixes (any agree), by age, March 2013
                                                                                                  • Innovations and Innovators

                                                                                                    • New teas must capitalize on open space to avoid over-saturation
                                                                                                      • Figure 39: New tea products, by subcategory, May 2012-May 2013
                                                                                                      • Figure 40: New tea products, by launch type, May 2012-May 2013
                                                                                                    • RTD provides familiar format to introduce new tea sources
                                                                                                      • Rising consumer interest in bagged teas presents options for growth
                                                                                                        • Variety packs
                                                                                                          • New usage occasions
                                                                                                            • Specific functionalities
                                                                                                              • Nontraditional flavors
                                                                                                                • Cultivate high-end tea drinkers with high-end tea options
                                                                                                                  • International innovations provide a fresh take in global category
                                                                                                                  • Marketing Strategies

                                                                                                                      • Brand analysis: Snapple
                                                                                                                        • Figure 41: Snapple Re-enFACTments, June 17, 2013
                                                                                                                      • TV presence
                                                                                                                        • Figure 42: Snapple, Half ’n Half television ad, 2013
                                                                                                                      • Brand analysis: Honest Tea
                                                                                                                        • Figure 43: Honest Tea, “Lemons” television ad, 2012
                                                                                                                      • Brand analysis: Lipton
                                                                                                                        • Ready-to-drink Lipton tea
                                                                                                                          • Figure 44: Lipton RTD tea, So Hot It’s Cool television ad, 2013
                                                                                                                        • Bagged/loose leaf Lipton tea
                                                                                                                          • Figure 45: Lipton bagged tea, Feel Inspired television ad, 2013
                                                                                                                        • Lipton instant tea mixes
                                                                                                                          • Figure 46: Lipton Tea & Honey, print ad, July 2012
                                                                                                                          • Figure 47: Lipton Tea & Honey, print ad, September 2012
                                                                                                                          • Figure 48: Lipton Tea & Honey, “It Tastes Great” television ad, 2013
                                                                                                                        • Brand analysis: Tazo
                                                                                                                        • Social Media

                                                                                                                          • Key points
                                                                                                                            • Social media metrics
                                                                                                                              • Figure 49: Key performance indicators, June 2013
                                                                                                                            • Market overview
                                                                                                                              • Brand usage and awareness
                                                                                                                                • Figure 50: Usage and awareness of selected tea and RTD tea brands, April 2013
                                                                                                                              • Interaction with tea and RTD tea brands
                                                                                                                                • Figure 51: Interaction with selected tea and RTD tea brands, April 2013
                                                                                                                              • Online conversations
                                                                                                                                  • Figure 52: Online conversations on selected tea brands, by day, May 18-June 17, 2013
                                                                                                                                • Where are people talking about tea and RTD tea brands?
                                                                                                                                  • Figure 53: Online conversations on selected tea brands, by page type, May 18-June 17, 2013
                                                                                                                                • What are people talking about?
                                                                                                                                  • Figure 54: Types of conversations around selected tea brands, May 18-June 17, 2013
                                                                                                                                  • Figure 55: Types of conversations around selected tea brands, by day, May 18-June 17, 2013
                                                                                                                                • Analysis by brand
                                                                                                                                  • Snapple
                                                                                                                                    • Figure 56: Snapple—key social media indicators, June 2013
                                                                                                                                  • Key online campaigns
                                                                                                                                    • Figure 57: Online mentions of 7-Eleven Snapple giveaway, by day, May 18-June 17, 2013
                                                                                                                                  • What we think
                                                                                                                                    • AriZona Iced Tea
                                                                                                                                      • Figure 58: AriZona Iced Tea—key social media indicators, June 2013
                                                                                                                                    • Key online campaigns
                                                                                                                                      • What we think
                                                                                                                                        • Lipton
                                                                                                                                          • Figure 59: Lipton—key social media indicators, June 2013
                                                                                                                                        • Key online campaigns
                                                                                                                                          • What we think
                                                                                                                                            • Tazo
                                                                                                                                              • Figure 60: Tazo—key social media indicators, June 2013
                                                                                                                                            • Key online campaigns
                                                                                                                                              • What we think
                                                                                                                                                • Honest Tea
                                                                                                                                                  • Figure 61: Honest Tea—key social media indicators, June 2013
                                                                                                                                                • Key online campaigns
                                                                                                                                                  • What we think
                                                                                                                                                    • Celestial Seasonings
                                                                                                                                                      • Figure 62: Celestial Seasonings—key social media indicators, June 2013
                                                                                                                                                    • Key online campaigns
                                                                                                                                                      • What we think
                                                                                                                                                      • The Consumer—Purchase of Tea by Types

                                                                                                                                                        • Key points
                                                                                                                                                          • Adults equally interested in both tea segments, RTD reigns with minors
                                                                                                                                                              • Figure 63: Purchase of tea by types, March 2013
                                                                                                                                                            • Ready-to-brew tea appeals to more women, young men prefer RTD teas
                                                                                                                                                              • Figure 64: Purchase of tea by types for personal use, by gender and age, March 2013
                                                                                                                                                            • Consumers explore the variety of teas available in both segments
                                                                                                                                                              • Figure 65: Factors influencing ready-to-brew tea purchases, by tea types influencing ready-to-drink tea purchases, March 2013
                                                                                                                                                              • Figure 66: Factors influencing ready-to-brew tea purchases, by product types influencing ready-to-drink tea purchases, March 2013
                                                                                                                                                            • Health a driver of tea purchases, especially compared to coffee
                                                                                                                                                                • Figure 67: Attitudes and behaviors toward health of tea (any agree), by age, March 2013
                                                                                                                                                            • The Consumer—Consumption Occasions and Locations

                                                                                                                                                              • Key points
                                                                                                                                                                • Home most popular venue for tea consumption
                                                                                                                                                                  • Figure 68: Personal consumption of tea by location, by gender and age, March 2013
                                                                                                                                                                  • Figure 69: Personal consumption of tea by tea type and location, March 2013
                                                                                                                                                                • Afternoon most apt to be tea time for RTD, instant tea mixes
                                                                                                                                                                  • Figure 70: Personal consumption of tea, by tea type and time of day, March 2013
                                                                                                                                                                • Morning consumption more likely to be out-of-home
                                                                                                                                                                    • Figure 71: Personal consumption of tea by location, by personal consumption of tea by time of day, March 2013
                                                                                                                                                                  • Consumers match tea type to occasion; RTD in p.m., brewed in a.m.
                                                                                                                                                                      • Figure 72: Personal consumption of tea by tea type and occasion, March 2013
                                                                                                                                                                  • The Consumer—RTD Tea Preferences, Occasions, and Attitudes

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Consumers most motivated to purchase green RTD tea rather than black
                                                                                                                                                                          • Figure 73: Factors influencing ready-to-drink tea purchases, by gender and age, March 2013
                                                                                                                                                                        • Demand for flavors crosses RTD tea types, most common with white tea
                                                                                                                                                                          • Figure 74: Factors influencing ready-to-drink tea purchases, by Factors influencing ready-to-drink tea purchases, March 2013
                                                                                                                                                                        • Promotion of RTD as a morning beverage could expand consumption
                                                                                                                                                                          • Figure 75: Personal consumption of single-serve ready-to-drink tea by time of day, by age, March 2013
                                                                                                                                                                        • Interest in diet RTD tea waning among younger consumers
                                                                                                                                                                          • Figure 76: Adult personal consumption of ready-to-drink iced tea by type, by gender and age, October 2011-November 2012
                                                                                                                                                                          • Figure 77: Teen personal consumption of ready-to-drink iced tea by type, by gender and age, October 2011-November 2012
                                                                                                                                                                        • Multiserving teas connect during dinner, socializing a growth point
                                                                                                                                                                          • Figure 78: Personal consumption of multiserving ready-to-drink tea by occasion, by age, March 2013
                                                                                                                                                                        • Youngest respondents most interested in RTD tea innovations
                                                                                                                                                                            • Figure 79: Attitudes and behaviors toward RTD tea (any agree), by age, March 2013
                                                                                                                                                                        • The Consumer—RTB Tea Preferences, Occasions, and Attitudes

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Green tea only slight edges out black tea as top type of RTB tea
                                                                                                                                                                                • Figure 80: Factors influencing ready-to-brew tea purchases, by gender and age, March 2013
                                                                                                                                                                              • Unblended black tea is more sought-after than plain green tea
                                                                                                                                                                                  • Figure 81: Product types influencing ready-to-brew tea purchases, by tea types influencing ready-to-brew tea purchases, March 2013
                                                                                                                                                                                • Youngest respondents show highest volume usage of bagged teas
                                                                                                                                                                                  • Figure 82: Household volume use of tea in bags or packages, by age, October 2011-November 2012
                                                                                                                                                                                • Value a consideration as bagged tea used most by lowest income
                                                                                                                                                                                  • Figure 83: Household volume use of tea in bags or packages, by household income, October 2011-November 2012
                                                                                                                                                                                • Black, fruit or herbal teas are most popular in the evening
                                                                                                                                                                                    • Figure 84: Personal consumption of ready-to-brew tea by time of day, by tea types influencing ready-to-brew tea purchases, March 2013
                                                                                                                                                                                  • Functional teas have evening appeal, caffeine-free in the morning
                                                                                                                                                                                      • Figure 85: Personal consumption of ready-to-brew tea by time of day, by product qualities influencing ready-to-brew tea purchases, March 2013
                                                                                                                                                                                    • Young men brew tea out of home, middle-aged men brew tea with meals
                                                                                                                                                                                      • Figure 86: Personal consumption of bagged or loose leaf tea by location, by gender and age, March 2013
                                                                                                                                                                                      • Figure 87: Personal consumption of bagged or loose leaf tea by occasion, by gender and age, March 2013
                                                                                                                                                                                    • Tea could benefit from additional education on usage, preparation
                                                                                                                                                                                        • Figure 88: Attitudes and behaviors toward ready-to-brew tea (any agree), by age, March 2013
                                                                                                                                                                                    • Race and Hispanic Origin

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Hispanics most engaged in tea category, equally interested in segments
                                                                                                                                                                                          • Figure 89: Purchase of tea, by types, by race and Hispanic origin, March 2013
                                                                                                                                                                                        • Other race more likely to shop for tea at warehouses, natural retailers
                                                                                                                                                                                          • Figure 90: Tea purchases, by retail channels, by race and Hispanic origin, March 2013
                                                                                                                                                                                        • Tea accompanies meals among blacks, other race drink in a.m.
                                                                                                                                                                                          • Figure 91: Personal consumption of tea by occasion, by race/Hispanic origin, March 2013
                                                                                                                                                                                        • Nearly all Asians brew tea hot, blacks most apt to make iced tea
                                                                                                                                                                                          • Figure 92: Use of bags or packages of tea, by households, by race/Hispanic origin, October 2011-November 2012
                                                                                                                                                                                        • Hispanics have the highest household volume usage of bagged teas
                                                                                                                                                                                          • Figure 93: Household volume use of tea in bags or packages, by race/Hispanic origin, October 2011-November 2012
                                                                                                                                                                                        • Blacks see tea as a healthy option, but not motivated to drink every day
                                                                                                                                                                                          • Figure 94: Attitudes and behaviors toward tea (any agree), by race and Hispanic origin, March 2013
                                                                                                                                                                                      • Cluster Analysis

                                                                                                                                                                                          • Tea Partiers
                                                                                                                                                                                            • Demographics
                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                  • RTD Fans
                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                          • Seldom Sippers
                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                  • Cluster characteristic tables
                                                                                                                                                                                                                    • Figure 95: Target clusters, March 2013
                                                                                                                                                                                                                    • Figure 96: Purchase of tea, by types, by target clusters, March 2013
                                                                                                                                                                                                                    • Figure 97: Purchase of tea, by types for personal use, by target clusters, March 2013
                                                                                                                                                                                                                    • Figure 98: Factors influencing ready-to-drink tea purchases, by target clusters, March 2013
                                                                                                                                                                                                                    • Figure 99: Factors influencing ready-to-brew tea purchases, by target clusters, March 2013
                                                                                                                                                                                                                    • Figure 100: Personal consumption of tea by time of day, by target clusters, March 2013
                                                                                                                                                                                                                    • Figure 101: Personal consumption of tea by occasion, by target clusters, March 2013
                                                                                                                                                                                                                    • Figure 102: Personal consumption of tea by location, by target clusters, March 2013
                                                                                                                                                                                                                    • Figure 103: Tea purchases by retail channels, by target clusters, March 2013
                                                                                                                                                                                                                  • Cluster demographic tables
                                                                                                                                                                                                                    • Figure 104: Target clusters, by demographic, March 2013
                                                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                                                    • Figure 105: Attitudes and behaviors toward tea (any agree), by target clusters, March 2013
                                                                                                                                                                                                                • Information Resources Inc. Builders Panel Data

                                                                                                                                                                                                                    • Canned and bottled RTD tea
                                                                                                                                                                                                                      • Consumer insights on key purchase measures: Canned or bottled RTD tea
                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                          • Figure 106: Brand map, selected brands of canned and bottled RTD tea buying rate, by household penetration, 2012*
                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                            • Figure 107: Key purchase measures for the top brands of canned and bottled RTD tea, by household penetration, 2012*
                                                                                                                                                                                                                          • Bagged or loose leaf tea
                                                                                                                                                                                                                            • Consumer insights on key purchase measures: Bagged/loose leaf tea
                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                • Figure 108: Brand map, selected brands of bagged/loose tea buying rate, by household penetration, 2012*
                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                  • Figure 109: Key purchase measures for the top brands of bagged/loose tea, by household penetration, 2012*
                                                                                                                                                                                                                                • Instant tea mixes
                                                                                                                                                                                                                                  • Consumer insights on key purchase measures: Instant tea mixes
                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                      • Figure 110: Brand map, selected brands of instant tea mixes buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                        • Figure 111: Key purchase measures for the top brands of instant tea mixes, by household penetration, 2012*
                                                                                                                                                                                                                                    • Appendix – Food and Drink Market Drivers

                                                                                                                                                                                                                                      • Obesity
                                                                                                                                                                                                                                        • Figure 112: U.S. obesity, by age group, 2008 and 2012
                                                                                                                                                                                                                                      • Childhood and teen obesity—highest in decades
                                                                                                                                                                                                                                        • Figure 113: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                                                                                      • Racial, ethnic population growth
                                                                                                                                                                                                                                        • Figure 114: U.S. population by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                                                                                        • Figure 115: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                                                                                                      • Shifting U.S. demographics
                                                                                                                                                                                                                                        • Figure 116: U.S. population, by age, 2008-18
                                                                                                                                                                                                                                        • Figure 117: U.S. households, by presence of own children, 2002-12
                                                                                                                                                                                                                                    • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                                      • Segment performance
                                                                                                                                                                                                                                        • Figure 118: Total U.S. sales and forecast of canned/bottled RTD tea, 2008-18
                                                                                                                                                                                                                                        • Figure 119: Total U.S. sales and forecast of bagged, loose leaf, and single-cup tea, 2008-18
                                                                                                                                                                                                                                        • Figure 120: Total U.S. sales and forecast of refrigerated RTD tea, 2008-18
                                                                                                                                                                                                                                        • Figure 121: Total U.S. sales and forecast of instant tea, 2008-18
                                                                                                                                                                                                                                      • Retail channels
                                                                                                                                                                                                                                        • Figure 122: U.S. supermarket sales of tea and RTD tea, at current prices, 2008-13
                                                                                                                                                                                                                                        • Figure 123: U.S. drug store sales of tea and RTD tea, at current prices, 2008-13
                                                                                                                                                                                                                                        • Figure 124: U.S. sales of tea and RTD tea, through other channels, at current prices, 2008-13
                                                                                                                                                                                                                                        • Figure 125: Tea purchases by retail channels, by household income, March 2013
                                                                                                                                                                                                                                        • Figure 126: Natural supermarket sales of tea, RTD tea, and kombucha, at inflation-adjusted prices, 2011-13*
                                                                                                                                                                                                                                      • Brand share—Bagged, loose leaf, and single-cup tea
                                                                                                                                                                                                                                        • Figure 127: Brands of bags or packages of tea used by households, by region, October 2011-November 2012
                                                                                                                                                                                                                                      • Brand share—Instant tea
                                                                                                                                                                                                                                        • Figure 128: Household use of instant tea mixes, by race/Hispanic origin, October 2011-November 2012
                                                                                                                                                                                                                                        • Figure 129: Household use of instant tea mixes, by region, October 2011-November 2012
                                                                                                                                                                                                                                        • Figure 130: Household volume use of instant tea mixes, by race/Hispanic origin, October 2011-November 2012
                                                                                                                                                                                                                                        • Figure 131: Household volume use of instant tea mixes, by household income, October 2011-November 2012
                                                                                                                                                                                                                                    • Appendix—Social Media—Teas and RTD Teas

                                                                                                                                                                                                                                      • Brand usage or awareness
                                                                                                                                                                                                                                        • Figure 132: Brand usage or awareness, April 2013
                                                                                                                                                                                                                                        • Figure 133: AriZona Iced Tea usage or awareness, April 2013
                                                                                                                                                                                                                                        • Figure 134: Snapple usage or awareness, April 2013
                                                                                                                                                                                                                                        • Figure 135: Honest tea usage or awareness, April 2013
                                                                                                                                                                                                                                        • Figure 136: Lipton usage or awareness, April 2013
                                                                                                                                                                                                                                        • Figure 137: Tazo usage or awareness, April 2013
                                                                                                                                                                                                                                        • Figure 138: Celestial seasonings usage or awareness, April 2013
                                                                                                                                                                                                                                      • Activities done
                                                                                                                                                                                                                                        • Figure 139: Activities done, April 2013
                                                                                                                                                                                                                                        • Figure 140: AriZona Iced Tea—Activities done, by demographics, April 2013
                                                                                                                                                                                                                                        • Figure 141: Snapple—Activities done, by demographics, April 2013
                                                                                                                                                                                                                                        • Figure 142: Honest Tea—Activities done, by demographics, April 2013
                                                                                                                                                                                                                                        • Figure 143: Lipton—Activities done, by demographics, April 2013
                                                                                                                                                                                                                                        • Figure 144: Tazo—Activities done, by demographics, April 2013
                                                                                                                                                                                                                                        • Figure 145: Celestial seasonings—Activities done, by demographics, April 2013
                                                                                                                                                                                                                                      • Online conversations
                                                                                                                                                                                                                                        • Figure 146: Online conversations on selected tea brands, by day, May 18-June 17, 2013
                                                                                                                                                                                                                                        • Figure 147: Online conversations on selected tea brands, by page type, May 18-June 17, 2013
                                                                                                                                                                                                                                        • Figure 148: Types of conversations around selected tea brands, May 18-June 17, 2013
                                                                                                                                                                                                                                        • Figure 149: Types of conversations around selected tea brands, by day, May 18-June 17, 2013
                                                                                                                                                                                                                                        • Figure 150: Online mentions of 7-Eleven Snapple giveaway, by day, May 18-June 17, 2013
                                                                                                                                                                                                                                      • The consumer—Purchase of tea by types
                                                                                                                                                                                                                                        • Figure 151: Purchase of tea, by types, by gender and age, March 2013
                                                                                                                                                                                                                                        • Figure 152: Purchase of tea, by types, by household income, March 2013
                                                                                                                                                                                                                                        • Figure 153: Purchase of tea by types for personal use, by generation, March 2013
                                                                                                                                                                                                                                        • Figure 154: Attitudes and behaviors toward tea (any agree), by household income, March 2013
                                                                                                                                                                                                                                        • Figure 155: Attitudes and behaviors toward tea (any agree), by purchase of tea, March 2013
                                                                                                                                                                                                                                      • The consumer—Consumption occasions and locations
                                                                                                                                                                                                                                        • Figure 156: Personal consumption of tea by location, by personal consumption of tea by time of day, March 2013
                                                                                                                                                                                                                                      • The consumer—Ready-to-drink tea preferences, occasions, and attitudes
                                                                                                                                                                                                                                        • Figure 157: Personal consumption of single-serve ready-to-drink tea by location, by age, March 2013
                                                                                                                                                                                                                                        • Figure 158: Factors influencing ready-to-drink tea purchases, by generation, March 2013
                                                                                                                                                                                                                                        • Figure 159: Personal consumption of single-serve ready-to-drink tea by occasion, by age, March 2013
                                                                                                                                                                                                                                        • Figure 160: Teen personal use of ready-to-drink iced tea, by gender and age, October 2011-November 2012
                                                                                                                                                                                                                                        • Figure 161: Attitudes and behaviors toward ready-to-drink tea (any agree), by purchase of tea, March 2013
                                                                                                                                                                                                                                      • The consumer—Ready-to-brew tea preferences, occasions, and attitudes
                                                                                                                                                                                                                                        • Figure 162: Types of bags or packages of tea used by households, by age, October 2011-November 2012
                                                                                                                                                                                                                                        • Figure 163: Personal consumption of instant tea mixes by occasion, by gender, March 2013
                                                                                                                                                                                                                                      • Race and Hispanic origin
                                                                                                                                                                                                                                        • Figure 164: Purchase of tea by types for personal use, by race/Hispanic origin, March 2013
                                                                                                                                                                                                                                        • Figure 165: Personal consumption of single-serve ready-to-drink tea by occasion, by race/Hispanic origin, March 2013
                                                                                                                                                                                                                                        • Figure 166: Personal consumption of ready-to-brew tea by time of day, by race/Hispanic origin, March 2013
                                                                                                                                                                                                                                        • Figure 167: Personal consumption of ready-to-brew tea by occasion, by race/Hispanic origin, March 2013
                                                                                                                                                                                                                                        • Figure 168: Types of bags or packages of tea used by households, by race/Hispanic origin, October 2011-November 2012
                                                                                                                                                                                                                                    • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                                                                                                        • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                                                                                                        • Appendix – Trade Associations

                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                          • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                                          • Dr Pepper Snapple Group, Inc.
                                                                                                                                                                                                                                          • Ferolito, Vultaggio & Sons
                                                                                                                                                                                                                                          • Fuze Beverage LLC
                                                                                                                                                                                                                                          • Green Mountain Coffee Roasters, Inc.
                                                                                                                                                                                                                                          • Honest Tea Inc.
                                                                                                                                                                                                                                          • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                          • Naked Juice Company
                                                                                                                                                                                                                                          • Nestlé USA
                                                                                                                                                                                                                                          • Pepsi-Cola North America
                                                                                                                                                                                                                                          • PepsiCo Inc
                                                                                                                                                                                                                                          • R.C. Bigelow Inc.
                                                                                                                                                                                                                                          • Red Diamond Inc.
                                                                                                                                                                                                                                          • Starbucks Corporation
                                                                                                                                                                                                                                          • The Hain Celestial Group, Inc.
                                                                                                                                                                                                                                          • Turkey Hill Dairy
                                                                                                                                                                                                                                          • Unilever USA
                                                                                                                                                                                                                                          • Walmart Stores (USA)

                                                                                                                                                                                                                                          Tea and RTD Teas - US - July 2013

                                                                                                                                                                                                                                          £3,199.84 (Excl.Tax)