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Tea and RTD Teas - US - May 2010

This report explores the tea and ready-to-drink (RTD) tea market. While 77% market penetration for regular (loose/bag) tea among US households (HHs) indicates maturity, the low 45% for RTD iced tea suggests continued opportunities to expand sales. As with other products in the food and beverage industry— value perceptions, convenience and health are all key drivers in influencing tea purchasing habits. This report explores these aspects of the market as well as others including:

  • The size of the market, its growth potential and how manufacturers can create differentiation between seemingly similar products
  • What manufacturers and retailers can do to expand the market to new users
  • Key brands’ performance in each segment, challenges they face and how manufacturers endeavor to differentiate themselves from other non-alcoholic beverages
  • The impact of demographic shifts on product needs during 2004-09; how 2009-14 population projections will affect changes in the market
  • What innovative product positioning and attributes would best attract the increasingly health conscious society
  • What new flavors and ingredients marketers have used in new tea formulations to maintain consumer interest
  • Exploration of how the economy has influenced advertising and promotional activity as well as discussion of what marketing strategies marketers are employing to reach its core demographic of Asians and blacks

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Table of contents

  1. Scope and Themes

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

                      • Tea market reached $3.9 billion in 2009
                        • RTD tea leads growth
                          • Supermarkets command the biggest share in the tea market
                            • RTD kombucha becoming a power house in Natural channel
                              • Product innovation is a must to compete successfully
                                • Brand qualities that define growth avenues
                                  • The tea and RTD tea consumer
                                    • Personal consumption
                                      • Household usage
                                        • Reasons for drinking different types of teas
                                          • Attitudes towards various tea flavors
                                            • What tea drinkers add to tea
                                              • Attitudes toward health benefits of tea, and organic and fair-trade certified tea
                                              • Insights and Opportunities

                                                • RTD tea can take flavors inspiration from regions in the U.S.
                                                  • Super-premium teas with a flowery twist
                                                    • Tea-based smoothies for dessert
                                                      • Instant Matcha tea a versatile ingredient
                                                        • Premium bulk tea
                                                          • Sparkling and carbonated tea: Can they replace soda?
                                                          • Inspire Trends

                                                              • Trend 1: Fair-trade revolution set to continue
                                                                • What we’ve seen?
                                                                  • Implications for the tea industry
                                                                    • Trend 2: Tea and beauty
                                                                      • What we’ve seen?
                                                                        • Implications for the tea industry
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Bagged/loose tea sales pick up—will it last?
                                                                              • Wellness trend and product innovation driving growth
                                                                                • Sales and forecast of market
                                                                                  • Figure 1: FDMx and convenience store sales and forecast of tea and RTD tea, at current prices, 2004-14
                                                                                  • Figure 2: FDMx and convenience store sales and forecast of tea and RTD tea, at inflation-adjusted prices, 2004-14
                                                                                • Walmart sales
                                                                                • Competitive Context

                                                                                  • Key points
                                                                                    • Competition within the tea market
                                                                                      • Growing battle for shelf space—dairy producers and fruit juice manufacturers enter tea space
                                                                                        • External competition from other non-alcoholic beverages heats up
                                                                                          • Figure 3: Number of new U.S. tea and RTD (iced) tea introductions using “antioxidant” claims, 2005-09
                                                                                        • Juice and enhanced water
                                                                                          • Energy drinks
                                                                                          • Segment Performance

                                                                                            • Key points
                                                                                              • Pricing increases lead to market gains
                                                                                                • Figure 4: Mombasa auction tea prices, 2002-09
                                                                                                • Figure 5: FDMx tea and RTD tea cost per unit, 2007 and 2009
                                                                                              • FDMx sales and forecast of tea and RTD tea, by segment
                                                                                                • Figure 6: FDMx sales and forecast tea and RTD tea, at current prices, by segment, 2004-14
                                                                                                • Figure 7: FDMx sales of tea and RTD tea, by segment, 2007 and 2009
                                                                                            • Segment Performance—RTD Shelf-stable Canned/ Bottled Tea

                                                                                              • Key points
                                                                                                • The recession negatively influences RTD tea
                                                                                                  • Single-serve tea gives way to RTD multipacks and gallon jugs
                                                                                                    • Sales and forecast of RTD shelf-stable canned/bottled tea
                                                                                                      • Figure 8: FDMx sales and forecast of RTD shelf-stable canned/bottled tea, 2004-14
                                                                                                  • Segment Performance— Bagged/Loose Tea

                                                                                                    • Key points
                                                                                                      • Higher pricing bolsters market expansion
                                                                                                        • Bagged tea wins price-sensitive RTD customers
                                                                                                          • Sales and forecast of bagged/loose tea
                                                                                                            • Figure 9: FDMx sales and forecast of bagged/loose tea, 2004-14
                                                                                                        • Segment Performance—RTD Refrigerated Tea

                                                                                                          • Key points
                                                                                                            • Distribution is key to growth
                                                                                                              • Sales and forecast of RTD refrigerated tea
                                                                                                                • Figure 10: FDMx sales and forecast of RTD refrigerated tea, 2004-14
                                                                                                            • Segment Performance—Instant Tea Mixes

                                                                                                              • Key points
                                                                                                                • Lack of innovation leads to declining market penetration
                                                                                                                  • Figure 11: U.S. Number of new instant tea introductions 2005-10
                                                                                                                • Sales and forecast of instant tea mixes
                                                                                                                  • Figure 12: FDMx sales and forecast of instant tea mixes, 2004-14
                                                                                                              • Retail Channels

                                                                                                                • Key points
                                                                                                                  • Grocery channel losing its edge
                                                                                                                    • Convenience stores showcase new products
                                                                                                                      • Sales of tea and RTD tea, by channel
                                                                                                                        • Figure 13: FDMx and c-store sales of tea and RTD tea, by retail channel, 2007 and 2009
                                                                                                                    • Retail Channels—Supermarkets

                                                                                                                      • Key points
                                                                                                                        • Competition for tea away from home poses the greatest challenge
                                                                                                                          • Figure 14: U.S. sales of tea and RTD tea at supermarkets, 2004-09
                                                                                                                      • Retail Channels—Drug and Other

                                                                                                                        • Key points
                                                                                                                          • Impulse purchases and value priced multipacks can increase volume
                                                                                                                            • Figure 15: U.S. sales of tea and RTD tea at drug and other FDMx channels, 2004-09
                                                                                                                        • Retail Channels—Convenience Stores

                                                                                                                          • Key points
                                                                                                                            • Convenience stores finding success in RTD canned/bottle tea sales
                                                                                                                              • Figure 16: U.S. sales of tea and RTD tea at convenience stores, 2004-09
                                                                                                                          • Retail Channels—Natural Channels

                                                                                                                            • Premium product sales shift to FDM outlets
                                                                                                                              • Marketing basics could boost dried tea sales
                                                                                                                                  • Figure 17: Natural supermarket sales of tea and RTD teas, at current prices, March 2008- March 2010
                                                                                                                                  • Figure 18: Natural supermarket sales of tea and RTD teas, at inflation-adjusted prices, 2008- 2010
                                                                                                                                • Natural channel sales by segment
                                                                                                                                    • Figure 19: Natural supermarket sales of tea and RTD teas, by segment, 2008 and 2010
                                                                                                                                  • Brand table: Tea & RTD teas
                                                                                                                                      • Figure 20: Manufacturer brand natural supermarket sales of dried and loose tea, 2008 and 2010
                                                                                                                                    • Natural channel sales of tea & RTD teas by organic
                                                                                                                                      • Figure 21: Natural supermarket sales of dried and loose tea, by organic vs. non-organic, 2008 and 2010
                                                                                                                                  • Market Drivers

                                                                                                                                    • Key points
                                                                                                                                      • Adult obesity levels in the U.S. stabilize but still remain a cause of concern
                                                                                                                                        • Figure 22: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
                                                                                                                                      • Adults watching their diet seek low-fat, low-sugar food products
                                                                                                                                        • Figure 23: Reasons for watching/controlling diet, 2006 and 2009
                                                                                                                                        • Figure 24: Attributes diet watchers look for in food, 2006 and 2009
                                                                                                                                      • Government concerns for obesity-related issues elicits reaction from non-alcoholic beverage manufactures
                                                                                                                                        • Sweeteners are a problem in RTD teas
                                                                                                                                          • Figure 25: Number of new RTD tea products made with juice, 2006, 2008 and 2010
                                                                                                                                        • Teen population to remain flat; tea makers need to work on frequency of consumption
                                                                                                                                          • Figure 26: U.S. Teen population, 2004-14
                                                                                                                                        • Black and Asian population projections offer growth potential
                                                                                                                                          • Figure 27: U.S. Population, by race and Hispanic origin, 2004-14
                                                                                                                                        • Recession negatively influences household spending on teas
                                                                                                                                        • Companies and Brands

                                                                                                                                          • Key points
                                                                                                                                            • Unilever sales stalled due to lack of innovation
                                                                                                                                              • Bigelow—Provides variety at value prices
                                                                                                                                                • Private labels thrive in a down economy
                                                                                                                                                  • Company sales
                                                                                                                                                    • Figure 28: FDMx tea and RTD tea sales of leading companies, 2009 and 2010
                                                                                                                                                • Brand Share— RTD Canned/Bottled Tea

                                                                                                                                                  • Key points
                                                                                                                                                    • Better for you makes winning combination for Lipton and Honest Tea
                                                                                                                                                      • Premium teas winning sales despite economy
                                                                                                                                                        • Manufacturer and brand shares
                                                                                                                                                          • Figure 29: FDMx brand sales of RTD canned/bottled tea in the U.S., 2009 and 2010
                                                                                                                                                      • Brand Share—Bagged/loose Tea

                                                                                                                                                        • Key points
                                                                                                                                                          • A plethora of premium wins favor
                                                                                                                                                            • New products key to continued growth
                                                                                                                                                              • Figure 30: Number of new regular tea products, by top ten brands, 2006 and 2009
                                                                                                                                                            • Manufacturer and brand shares
                                                                                                                                                              • Figure 31: FDMx brand sales of bagged/loose tea in the U.S., part 1, 2009 and 2010
                                                                                                                                                              • Figure 32: FDMx brand sales of bagged/loose tea in the U.S., part 2, 2009 and 2010
                                                                                                                                                          • Brand Share—RTD Refrigerated Tea

                                                                                                                                                            • Key points
                                                                                                                                                              • Dairy industry key to growth
                                                                                                                                                                • Fruit and tea a winning combination
                                                                                                                                                                  • Manufacturer and brand shares
                                                                                                                                                                    • Figure 33: FDMx brand sales of RTD refrigerated tea in the U.S., 2008 and 2009
                                                                                                                                                                • Brand Share—Instant Tea Mixes

                                                                                                                                                                  • Key points
                                                                                                                                                                    • On-the-go packs on their way out…
                                                                                                                                                                      • … Matcha is on the way in
                                                                                                                                                                        • Source: Mintel GNPD
                                                                                                                                                                      • Manufacturer and brand shares
                                                                                                                                                                        • Figure 34: FDMx brand sales of instant tea mixes in the U.S., 2009 and 2010
                                                                                                                                                                    • Brand Qualities

                                                                                                                                                                        • Lipton: Global tea giant with opportunity to build character
                                                                                                                                                                          • Using international insight to build character
                                                                                                                                                                            • Traditional Medicinals: American leader in using tea as medicine
                                                                                                                                                                            • Innovation and Innovators

                                                                                                                                                                                • Figure 35: Number of new regular tea* and RTD (iced) tea product introductions in the U.S. 2005-10**
                                                                                                                                                                              • Purity claims
                                                                                                                                                                                • Premium
                                                                                                                                                                                  • Ethical—environmentally friendly packaging
                                                                                                                                                                                    • Figure 36: Top ten claims in new tea products in the U.S., 2006-09
                                                                                                                                                                                  • Innovations by segment
                                                                                                                                                                                    • RTD tea
                                                                                                                                                                                      • Figure 37: Claims in RTD tea New product launches, 2005, 2007 and 2009
                                                                                                                                                                                    • Regular tea
                                                                                                                                                                                      • Figure 38: Claims in regular tea new product launches, 2005, 2007 and 2009
                                                                                                                                                                                  • Advertising and Promotion

                                                                                                                                                                                    • Overview
                                                                                                                                                                                      • Capitalizing on a healthy image
                                                                                                                                                                                        • Diet Snapple
                                                                                                                                                                                          • Figure 39: Diet Snapple, TV ad made from the best diet stuff on earth, 2010
                                                                                                                                                                                          • Figure 40: Diet Snapple, TV ad, tour of a Snapple manufacturing plant, 2010
                                                                                                                                                                                        • Traditional Medicinals Tea
                                                                                                                                                                                          • Figure 41: Traditional Medicinals Tea, TV ad, 2009
                                                                                                                                                                                        • Ads tout the most sought after attribute in tea—refreshment
                                                                                                                                                                                          • Luzianne sipping tea on a lazy summer afternoon
                                                                                                                                                                                            • Figure 42: Luzianne, TV ad, relaxing on a porch swing, 2009
                                                                                                                                                                                          • Lipton Sparkling Green Tea
                                                                                                                                                                                            • Figure 43: Lipton Sparkling Green Tea, TV ad, 2009
                                                                                                                                                                                          • Oregon Chai Tea Lattes
                                                                                                                                                                                            • Figure 44: Oregon Chai Tea Lattes, TV ad, 2009
                                                                                                                                                                                        • The Consumer: Tea Usage, Type, Brands and Frequency

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Trends in personal usage of RTD iced tea and household usage of regular tea and instant iced tea mixes
                                                                                                                                                                                                • Figure 45: Incidence of individual consumption of RTD iced tea and incidence of household consumption of instant iced tea mixes and bag/package tea, 2005-09
                                                                                                                                                                                              • RTD iced tea
                                                                                                                                                                                                  • Figure 46: Incidence of individual consumption of RTD iced tea, 2005-09
                                                                                                                                                                                                • Personal consumption of RTD iced tea by type
                                                                                                                                                                                                    • Figure 47: RTD iced tea usage, regular vs. diet, by key demographics, April 2008-June 2009
                                                                                                                                                                                                    • Figure 48: Personal consumption of iced tea by choice of brands, by age, April 2008-June 2009
                                                                                                                                                                                                • The Consumer: Household Tea Consumption

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Household consumption of regular (bag/loose) tea and instant tea mixes
                                                                                                                                                                                                        • Figure 49: Incidence of household consumption of regular tea and instant iced tea mixes, April 2008-June 2009
                                                                                                                                                                                                      • Types and flavors of regular tea and instant iced tea mix
                                                                                                                                                                                                        • Regular tea in bags/packages
                                                                                                                                                                                                            • Figure 50: Household usage of regular tea by types of brewing, by region, April 2008-June 2009
                                                                                                                                                                                                          • Household usage of regular tea by flavor
                                                                                                                                                                                                            • Figure 51: Household usage of regular tea by types of flavors, by region, April 2008-June 2009
                                                                                                                                                                                                          • Household usage of regular tea (in bags/packages) by brand
                                                                                                                                                                                                              • Figure 52: Household usage of regular tea brands, by household income, April 2008-June 2009
                                                                                                                                                                                                            • Instant iced tea mixes usage by type
                                                                                                                                                                                                                • Figure 53: Household usage of instant iced tea mixes by type, by age of householder, April 2008-June 2009
                                                                                                                                                                                                              • Household usage of instant iced tea mixes by brand
                                                                                                                                                                                                                • Figure 54: Household usage of instant iced tea mix brands, by age of householder, April 2008-June 2009
                                                                                                                                                                                                              • Types of tea, by frequency of use
                                                                                                                                                                                                                  • Figure 55: Types of tea, by frequency of use, February 2010
                                                                                                                                                                                                                • Weekly frequency of drinking different types of tea
                                                                                                                                                                                                                    • Figure 56: Frequency of drinking different types of tea in week, February 2010
                                                                                                                                                                                                                  • Frequency of drinking freshly brewed teas (iced and hot) higher among adults aged 45+
                                                                                                                                                                                                                    • Figure 57: Frequency of drinking freshly brewed iced and hot tea, by age, February 2009
                                                                                                                                                                                                                • Reasons for Drinking Different Types of Teas

                                                                                                                                                                                                                  • Taste and refreshment dominate
                                                                                                                                                                                                                    • Figure 58: Reasons for drinking different types of tea, February 2010
                                                                                                                                                                                                                  • Bottled iced tea: women look for taste and refreshment while men want antioxidants and boost
                                                                                                                                                                                                                    • Figure 59: Reasons for drinking bottled iced tea, by gender, February 2010
                                                                                                                                                                                                                • Attitudes Toward Various Tea Flavors

                                                                                                                                                                                                                  • Green tea is the most popular type of tea
                                                                                                                                                                                                                    • Figure 60: Attitudes toward various tea flavors, February 2010
                                                                                                                                                                                                                  • Women have bigger flavor repertoire
                                                                                                                                                                                                                    • Figure 61: Preference for various tea flavors, by gender, February 2010
                                                                                                                                                                                                                • Consumer Attitudes and Behavior

                                                                                                                                                                                                                  • What tea drinkers add to tea
                                                                                                                                                                                                                      • Figure 62: Choice of additives in iced/hot tea, February 2010
                                                                                                                                                                                                                    • Preference for tea additives in freshly brewed iced tea
                                                                                                                                                                                                                        • Figure 63: Choice of additives in iced tea, by age, February 2010
                                                                                                                                                                                                                      • Attitudes toward health benefits of tea, and organic and fair trade certified tea
                                                                                                                                                                                                                          • Figure 64: Attitudes toward health benefits and organic and fair-trade certified tea, by age, February 2010
                                                                                                                                                                                                                        • Influence of backlash against plastic bottles and recession
                                                                                                                                                                                                                            • Figure 65: Influence of plastic bottles/packaging and recession on tea purchase behavior, by household income, February 2010
                                                                                                                                                                                                                          • Attitude toward tea sweeteners and new tea products
                                                                                                                                                                                                                              • Figure 66: Attitudes toward tea sweeteners and new tea products, by gender, February 2010
                                                                                                                                                                                                                            • Occasions for drinking tea
                                                                                                                                                                                                                                • Figure 67: Occasions for drinking tea, by type of tea consumed, February 2010
                                                                                                                                                                                                                              • Tea flavor choice by occasion of consumption
                                                                                                                                                                                                                                  • Figure 68: Tea flavor choice, by occasion of consumption, February 2009
                                                                                                                                                                                                                              • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                                • RTD iced tea consumption
                                                                                                                                                                                                                                  • Figure 69: Incidence of individual consumption of RTD iced tea, by race/Hispanic origin, 2005-09
                                                                                                                                                                                                                                • Personal consumption of RTD iced tea by type
                                                                                                                                                                                                                                  • Figure 70: RTD iced tea usage, regular vs. diet, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                                                                                • Household consumption of regular tea and instant tea mixes
                                                                                                                                                                                                                                  • Figure 71: Incidence of household consumption of regular tea and instant iced tea mixes, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                                                                                • Regular tea in bags/packages
                                                                                                                                                                                                                                  • Figure 72: Types of regular tea used in households, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                                                                                  • Figure 73: Household usage of regular tea by type of brewing, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                                                                                • Household usage of regular tea by flavor
                                                                                                                                                                                                                                  • Figure 74: Household usage of regular tea by types of flavors, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                                                                                • Household usage of regular tea (in bags/packages) by brand
                                                                                                                                                                                                                                  • Figure 75: Household usage of regular tea by choice of brands, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                                                                                • Instant iced tea mixes usage by type
                                                                                                                                                                                                                                  • Figure 76: Household usage of instant iced tea mixes by type, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                                                                                • Household usage of instant iced tea mixes by brand
                                                                                                                                                                                                                                  • Figure 77: Household usage of instant iced tea mixes by choice of brands, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                                                                                • Attitudes towards health benefits of, and organic and fair-trade certified tea
                                                                                                                                                                                                                                  • Figure 78: Attitudes towards health benefits and organic and fair-trade certified tea, by race/Hispanic origin, February 2010
                                                                                                                                                                                                                                • Attitudes towards tea sweeteners and new tea products
                                                                                                                                                                                                                                  • Figure 79: Attitudes towards tea sweeteners and new tea products, by race/Hispanic origin, February 2010
                                                                                                                                                                                                                              • The Teen Consumer

                                                                                                                                                                                                                                • Teen use of RTD iced tea
                                                                                                                                                                                                                                  • Figure 80: Incidence of individual consumption of RTD iced tea among teens, May 2004-June 2009
                                                                                                                                                                                                                                  • Figure 81: Incidence of drinking RTD iced tea among teens, by age and gender, April 2008-June 2009
                                                                                                                                                                                                                                  • Figure 82: Teen use of RTD iced tea, by regular/diet, by age and gender, April 2007-June 2008
                                                                                                                                                                                                                                  • Figure 83: Teen consumption of iced tea by choice of brands, by age and gender, April 2008-June 2009
                                                                                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                                                                                  • Flavorers
                                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                                                        • Mainstreams
                                                                                                                                                                                                                                          • Demographics
                                                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                                                                • Alternatives
                                                                                                                                                                                                                                                  • Demographics
                                                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                                                                        • Cluster characteristics
                                                                                                                                                                                                                                                          • Figure 84: Tea clusters, February 2010
                                                                                                                                                                                                                                                          • Figure 85: Attitudes towards various tea flavors, by tea clusters, February 2010
                                                                                                                                                                                                                                                          • Figure 86: Attitudes towards health benefits and organic and fair-trade certified tea, by tea clusters, February 2010
                                                                                                                                                                                                                                                          • Figure 87: Attitudes towards tea sweeteners and new tea products, by tea clusters, February 2010
                                                                                                                                                                                                                                                          • Figure 88: Influence of plastic bottles and recession on tea purchase behavior, by tea clusters, February 2010
                                                                                                                                                                                                                                                        • Cluster demographics
                                                                                                                                                                                                                                                          • Figure 89: Tea clusters, by gender, February 2010
                                                                                                                                                                                                                                                          • Figure 90: Tea clusters, by age group, February 2010
                                                                                                                                                                                                                                                          • Figure 91: Tea clusters, by household income group, February 2010
                                                                                                                                                                                                                                                          • Figure 92: Tea clusters, by race, February 2010
                                                                                                                                                                                                                                                          • Figure 93: Tea clusters, by Hispanic origin, February 2010
                                                                                                                                                                                                                                                        • Cluster methodology
                                                                                                                                                                                                                                                        • Custom Consumer Groups

                                                                                                                                                                                                                                                          • Black women aged 35-54 are the key RTD tea consumer
                                                                                                                                                                                                                                                            • Figure 94: Incidence of individual consumption of RTD iced tea, by black demographic gender and age, April 2008-June 2009
                                                                                                                                                                                                                                                          • RTD tea brand choice varies widely among different age groups in blacks
                                                                                                                                                                                                                                                              • Figure 95: Personal usage of RTD iced tea by choice of brands, by black demographics by age and gender, April 2008-June 2009
                                                                                                                                                                                                                                                          • IRI/Builders Panel Data: Key Household Purchase Measures

                                                                                                                                                                                                                                                              • Canned and bottled tea: key household purchase measures
                                                                                                                                                                                                                                                                • Overview
                                                                                                                                                                                                                                                                  • Canned and bottle tea: Consumer insights on key purchase measures
                                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                                      • Figure 96: Brand map, selected brands of canned and bottled tea, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                                        • Figure 97: Key purchase measures for the top brands of canned and bottled tea, by household penetration, 2009*
                                                                                                                                                                                                                                                                      • Bag/loose tea: Key household purchase measures
                                                                                                                                                                                                                                                                        • Bag/loose tea—consumer insights on key purchase measures
                                                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                                                            • Figure 98: Brand map, selected brands of tea bags/loose tea, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                                                              • Figure 99: Key purchase measures for the top brands of tea bags/loose tea, by household penetration, 2009*
                                                                                                                                                                                                                                                                            • Instant tea mixes: Key household purchase measures
                                                                                                                                                                                                                                                                              • Instant tea mixes
                                                                                                                                                                                                                                                                                • Instant tea mixes—consumer insights on key purchase measures
                                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                                    • Figure 100: Brand map, selected brands of instant tea mixes, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                                                      • Figure 101: Key purchase measures for the top brands of instant tea mixes, by household penetration, 2009*
                                                                                                                                                                                                                                                                                  • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                                                                    • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                      • Attitudes and purchase influencers
                                                                                                                                                                                                                                                                                        • Figure 102: Influence of plastic bottles and recession on tea purchase behavior, by household income, February 2010
                                                                                                                                                                                                                                                                                        • Figure 103: Attitudes toward tea sweeteners and new tea products, by gender, February 2010
                                                                                                                                                                                                                                                                                        • Figure 104: Attitudes toward tea sweeteners and new tea products, by household income, February 2010
                                                                                                                                                                                                                                                                                      • Brand usage of RTD Iced tea
                                                                                                                                                                                                                                                                                        • Figure 105: Personal consumption of iced tea by brands, by gender, April 2008-June 2009
                                                                                                                                                                                                                                                                                        • Figure 106: Personal consumption of iced tea by brands, by age, April 2008-June 2009
                                                                                                                                                                                                                                                                                        • Figure 107: Personal consumption of iced tea by brands, by region, April 2008-June 2009
                                                                                                                                                                                                                                                                                      • Brand usage of RTD iced tea
                                                                                                                                                                                                                                                                                          • Figure 108: Personal consumption of iced tea by brands, by household income, April 2008-June 2009
                                                                                                                                                                                                                                                                                        • Types and flavors of regular tea and instant iced tea mix
                                                                                                                                                                                                                                                                                          • Regular tea in bags/packages
                                                                                                                                                                                                                                                                                            • Figure 109: Types of regular tea used in households, by household income, April 2008-June 2009
                                                                                                                                                                                                                                                                                          • Instant iced tea mixes usage by type
                                                                                                                                                                                                                                                                                            • Figure 110: Household usage of instant iced tea mixes by type, by age of householder, April 2008-June 2009
                                                                                                                                                                                                                                                                                          • Household usage of instant iced tea mixes by brand
                                                                                                                                                                                                                                                                                            • Figure 111: Household usage of instant iced tea mixes by brand, by age of householder, April 2008-June 2009
                                                                                                                                                                                                                                                                                          • Household usage of regular tea by flavor
                                                                                                                                                                                                                                                                                            • Figure 112: Household usage of regular tea by types of flavors, by region, April 2008-June 2009
                                                                                                                                                                                                                                                                                          • What tea drinkers add to tea
                                                                                                                                                                                                                                                                                              • Figure 113: Choice of additives in iced tea, by race/Hispanic origin, February 2010
                                                                                                                                                                                                                                                                                              • Figure 114: Choice of additives in iced tea, by region, February 2010
                                                                                                                                                                                                                                                                                            • Blacks are most active in seeking favorite tea types and flavors
                                                                                                                                                                                                                                                                                                • Figure 115: Preference for top tea types and favorite flavors, by race/Hispanic origin, February 2010
                                                                                                                                                                                                                                                                                              • Preference for tea additives in freshly brewed hot tea
                                                                                                                                                                                                                                                                                                • Figure 116: Choice of additives in freshly brewed hot tea, by age, February 2010
                                                                                                                                                                                                                                                                                                • Figure 117: Choice of additives in freshly brewed hot tea, by race/Hispanic origin, February 2010
                                                                                                                                                                                                                                                                                              • Influence of backlash against plastic bottles and recession on tea-purchase behavior
                                                                                                                                                                                                                                                                                                • Figure 118: Influence of plastic bottles and recession on tea purchase behavior, by age, February 2010
                                                                                                                                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                                                                                              • American Beverage Association, The
                                                                                                                                                                                                                                                                                              • American Medical Association (AMA)
                                                                                                                                                                                                                                                                                              • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                                                                                                                                              • Ferolito, Vultaggio & Sons
                                                                                                                                                                                                                                                                                              • Food and Drug Administration
                                                                                                                                                                                                                                                                                              • Food Marketing Institute
                                                                                                                                                                                                                                                                                              • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                                                                                                              • Herb Research Foundation (HRF)
                                                                                                                                                                                                                                                                                              • Institute of Food Technologists (IFT)
                                                                                                                                                                                                                                                                                              • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                                                                              • Milo's Tea Company Inc.
                                                                                                                                                                                                                                                                                              • Nestlé USA
                                                                                                                                                                                                                                                                                              • Organic Trade Association
                                                                                                                                                                                                                                                                                              • PepsiCo Inc
                                                                                                                                                                                                                                                                                              • R Twining and Company Limited
                                                                                                                                                                                                                                                                                              • R.C. Bigelow Inc.
                                                                                                                                                                                                                                                                                              • Rainforest Alliance
                                                                                                                                                                                                                                                                                              • Red Diamond Inc.
                                                                                                                                                                                                                                                                                              • Redco Foods Inc.
                                                                                                                                                                                                                                                                                              • Republic of Tea Inc., The
                                                                                                                                                                                                                                                                                              • Snapple Beverage Corporation
                                                                                                                                                                                                                                                                                              • Starbucks Corporation
                                                                                                                                                                                                                                                                                              • Supervalu Inc
                                                                                                                                                                                                                                                                                              • Tetley Group
                                                                                                                                                                                                                                                                                              • The Hain Celestial Group, Inc.
                                                                                                                                                                                                                                                                                              • Trader Joe's Company Inc
                                                                                                                                                                                                                                                                                              • Turkey Hill Dairy
                                                                                                                                                                                                                                                                                              • Twitter, Inc.
                                                                                                                                                                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                              • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                                              • Unilever USA
                                                                                                                                                                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                              • Wm. Bolthouse Farms Inc.

                                                                                                                                                                                                                                                                                              Tea and RTD Teas - US - May 2010

                                                                                                                                                                                                                                                                                              £3,174.67 (Excl.Tax)