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MARKET DYNAMICS
- Market context
- Market drivers
- Tariff impact on tea
- Modern tea market to face further hurdles in proving value
- Consumers enjoy financial cushion, yet face persistent uncertainty
- Graph 1: change in financial situation over the past 12 months, 2023-25
- Graph 2: financial situation, 2025
- Steep challenges are ahead for tea production
- Could health teas help fill the gap left by Medicaid cuts?
- Mental health conditions skew younger
- Graph 3: mental health conditions experienced in the past 12 months, 2024
- Young consumers focus on health now to age well later
- Graph 4: attitudes toward long-term impact of health decisions, by generation, 2025
- Graph 5: areas of their long term health that they are very concerned about, by generation, 2025
- Trouble is brewing for matcha
- Market size and forecast
- Inflation and potential tariff-driven price increases will sustain sales
- US tea market projected to hit $11 billion by 2030
- Growth is stable, but volume sales may paint a different picture
- Market segmentation
- RTD teas outpace growth in other segments, bringing instant gratification to the category
- Graph 6: total retail sales and forecast of tea and RTD tea, by segment, at current prices, 2019-30
- Retail sales of tea and RTD tea, by segment
- Convenience keeps demand hot for RTDs and refrigerated teas…
- Graph 7: market share of tea, by segments, 2025
- Graph 8: volume sale % change, by segment, 2021-24
- …but convenience can come at a cost
- Graph 9: price per unit of teas in MULO, 2021-25
- Market share/brand share
- Premium and value brands may better fill in the gap for consumers
- Graph 10: market share of tea, by company, 2025
- Graph 11: MULO sales of tea and RTD tea, by leading companies, rolling 52 weeks 2024 and 2025
- Milo’s tea company surpasses competition with top sales growth
- Ingredients targeting physical and mental health drive brands forward in the category
- Traditional Medicinals drives 14% sales growth through health-focused solutions
- Growth of brands like AriZona and Health-Ade show diverging strategies can succeed
- Milo’s focus on simplicity and affordability drives sales growth at a significantly higher rate than the category
- Instant teas offer the trifecta of convenience, affordability and quality…
- …But, there’s certainly room for growth still
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CONSUMER INSIGHTS
- Varieties of tea drinks consumed
- Tea consumption has steeped slightly lower than past years
- Graph 12: types of tea consumed, 2023-25
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APPENDIX
- Market definition
- Consumer research questions
- Market size methodology
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
- Data
- Total retail sales and forecast of tea and RTD tea, at inflation-adjusted prices, 2019-30
- Average annual household spending on tea and RTD tea, 2019-25
- Total retail sales of tea and RTD tea, by segment, at current prices, 2023 and 2025
- Total retail sales and forecast of bagged, loose leaf, single cup tea, at current prices, 2019-30
- Total retail sales and forecast of bagged, loose leaf, single cup tea, at inflation-adjusted prices, 2019-30
- Value, average price and volume of MULO bagged, loose leaf, single cup tea sales, 2020-24
- Total retail sales and forecast of RTD and refrigerated tea, at current prices, 2019-30
- Total retail sales and forecast of RTD and refrigerated tea, at inflation-adjusted prices, 2019-30
- Value, average price and volume of MULO RTD & refrigerated tea sales, 2020-24
- Total retail sales and forecast of instant tea mixes, at current prices, 2019-30
- Total retail sales and forecast of instant tea mixes, at inflation-adjusted prices, 2019-30
- Value, average price and volume of MULO instant tea mixes sales, 2020-24
- Total retail sales of tea and RTD tea, by channel, at current prices, 2019-25
- Total retail sales of tea and RTD tea, by channel, at current prices, 2023 and 2025
- Supermarket sales of tea and RTD tea, at current prices, 2019-25
- Convenience store sales of tea and RTD tea, at current prices, 2019-25
This Market Dynamics report features market data extracted from Mintel’s US Tea and RTD Tea Market Report 2025. Giving you direct access to key market information and analysis from our category experts. This report is ideal for those looking for a topline summary of the US tea market. The full US report is available to purchase here.
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