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Tea and Ready-to-Drink (RTD) Tea in the U.S.: Retail, Foodservice and Consumer Trends


Attention: There is an updated edition available for this report.

Although the economic recession has clearly affected the U.S. tea market, slowing previously double-digit sales growth in the pricier RTD segment while slightly lifting sales in the more affordable bags/loose tea segment, tea’s appeal as an “affordable luxury” and its compelling image as a healthy product have kept sales in the black when many other CPG categories have seen declines. Moreover, considering the 2005-2009 period overall, sales have done well, and as the economic picture brightens the recession may turn out to have a silver lining in that it has compelled tea marketers to innovate along value-added lines likely to continue to resonate well with consumers in the years ahead.

Market thrusts examined in the report include exotic superfruit flavors; hybrid products designed to compete with other beverage categories including bottled waters, energy drinks and sodas; new RTD spins on green tea that promise to mainstream this tea type once and for all; emerging segments including yerba mate and Kombucha; the upswing in fair trade and other “ethical” appeals; social marketing via nontraditional media like Facebook and Twitter; and a strong tea push in the convenience store channel by marketers and operators alike. At the same time, foodservice players from fine restaurants on down are expanding their tea offerings even as tea rooms and coffee/tea shops surge, suggesting tea may be headed toward much broader levels of distribution and popularity à la Starbucks.

This fully updated report examines the U.S. market for tea across the retail and foodservice spectrum, including ready-to-drink (RTD) tea, leaf (bagged and loose) tea, and instant tea. Following an introductory chapter documenting tea types, packaging trends, “the ethics of tea,” and global market trends, the report segments and quantifies the market by channel and product type, providing historical sales figures and projections through 2014. The report examines market drivers and trends and thoroughly maps out the competitive situation to the marketer and brand share level, profiling brands including Arizona RTD Tea (Ferolito, Vultaggio & Sons), Bigelow Tea (R.C. Bigelow, Inc.), Celestial Seasonings (The Hain Celestial Group, Inc.), Honest Tea (Honest Tea, Inc.), Lipton (Unilever) and Starbucks and Tazo Tea (Starbucks Coffee Co.). Trends in new product introductions are analyzed at length, based on data from Datamonitor’s Product Launch Analytics, as are trends in the c-store and foodservice channels.

An exclusive feature of this report is custom survey data from Packaged Facts’ February 2009 online poll of 2,600 U.S. adults, which was conducted to measure purchasing patterns, attitudes and demographics specific to tea and other functional foods and beverages. Drilling down to the brand level, the analysis also relies on consumer survey data from Experian Simmons’ Spring 2009 National Consumer Study to chart consumer demographic and psychographic trends, Information Resources, Inc. InfoScan Review data tracking product sales in mass-market channels, and wholesale data from leading natural/specialty channel distributor United Natural Foods, Inc. (UNFI) to quantify sales and market shares of natural and specialty products.

Read an excerpt from this report below.


Market Insights: A Selection From The Report


Green Tea Still Seeing Plenty of Action

Consumer interest in green tea is at an all-time high, with green tea showing up as the top tea “flavor” both at retail (cited by 43% of consumers) and in the foodservice channel (16%), according to Packaged Facts’ February 2009 online survey. At the same time, some of the new product activity appears to be shifting from the hot side of the market to the RTD side, making it clear that green tea is officially entering the mainstream as tea marketers attempt to leverage the flavor and functional properties of green tea in products that are trendier and more convenient. During 2008, PLA registered a record 69 new RTD green tea product reports and 235 SKUS (up from 12 and 33 in 2005, respectively), and based on the returns as of September, 2009 may be an even stronger year. New green tea choices also continue to appear on the hot tea side of the aisle. Among the biggest entries of 2009 was Celestial Seasonings’ August launch of a line of green teas including Authentic, Honey Lemon Ginseng, and Goji Berry Pomegranate. In the instant tea segment Kraft’s Crystal Light has released an Antioxidant Green Tea mix, which is said to provide 55 mg of natural green tea antioxidants in addition to tea flavor.

The Superfruit Surge

The unusual flavors, high antioxidant content, and associated health benefits of superfruits continue to win consumers over, spanning many food and beverage categories and resonating especially well in the tea market. Among all new food and beverage product introductions, blueberry, cranberry and pomegranate are the most popular superfruits as of 2008 and 2009, with açai and goji berry also on the rise (see Chapter 3, “High Interest in ‘Superfruit’ Juices a Potential Tea Plus”). By including superfruits in their products, tea marketers can kill two birds with one stone, adding “a taste of the exotic” to their beverages and parlaying in added health benefits, while also ramping up their products’ competitive appeal vis-à-vis other beverage categories.

Fast-Food Chains Increase Tea Offerings

As part of its effort to expand its beverage line-up, fast-food giant McDonald’s added sweet tea to its menus in mid-2008, along with a line of iced coffee drinks. Summer 2009 heralded a flurry of new iced tea offerings by fast-food chains, with Subway, Jack in the Box, and Jamba Juice all adding iced tea options to their beverage menu. The Subway restaurant chain teamed up with Coca-Cola Co. to bring Fuze iced tea to its nearly 22,500 restaurants throughout the United States. Also in Summer 2009, Jack in the Box added Flavored Iced Teas to its menu, in Mango, Peach and Raspberry varieties. For its part, smoothie chain Jamba Juice has introduced a line of cold-tea infusions—part of the chain’s broader strategy to transform its overall retail concept, expanding into multiple dayparts to serve as a healthy mealtime destination.

In the News


Tea Positioned as Healthy, Affordable Luxury Keeps Consumers Spending

New York, November 5, 2009 If the recession has proven anything, it’s that American consumers are willing to pay a premium for healthy products.  Due to its compelling image as an innovative yet accessible beverage that is good tasting, good for you, and budget friendly, tea has remained profitable, with 2% annual gains in 2008 and 2009, according to Tea and Ready-to-Drink (RTD) Tea in the U.S.: Retail, Foodservice and Consumer Trends, by leading market research publisher Packaged Facts. 

Over the next several years, tea’s health halo will gradually return the market to the double-digit gains it experienced prior to the recession, particularly as additional research solidifies tea’s healthful and functional properties. Packaged Facts estimates the U.S. market for tea sold through retail and foodservice channels at $9 billion in 2009, forecasting a 5% increase in 2010. Steadily rising annual percentage gains are projected through 2014, when growth will reach 10% and sales will exceed $12 billion.

Consumers also flocked to tea due to the high quality of the beverage. Many new product introductions in the tea category include exotic flavored teas, tea and fruit infusions, and premium loose tea bags that are at the forefront of innovations in both the retail and foodservice arenas.

“Tea’s healthfulness is still, of course, the beverage’s primary appeal, but in the current market environment consumers are increasingly recognizing good quality, customized tea as a comforting, affordable premium beverage splurge,” says Don Montuori, publisher of Packaged Facts.

Additional factors driving overall market growth will be the greater involvement of international beverage behemoths including Coca-Cola, PepsiCo and Nestlé; a greater emphasis on tea in the foodservice channel via expansion of specialty brews into restaurants of all kinds, as well as coffee/tea chains à la Starbucks and Peet’s Coffee & Tea; hybrid tea beverages crossing over into competitive categories including sparkling water, energy drinks and superfruit juices; and the additional penetration of RTD teas into convenience channels including convenience stores and alternative outlets such as bookstores.

Tea and Ready-to-Drink (RTD) Tea in the U.S. examines the market for tea across the retail and foodservice spectrum, including ready-to-drink tea, leaf (bagged and loose) tea, and instant tea. The report provides historical sales figures and projections through 2014, in addition to examining market drivers and trends. An exclusive feature of this report is custom survey data from Packaged Facts’ February 2009 online poll of 2,600 U.S. adults, which was conducted to measure purchasing patterns, attitudes and demographics specific to tea and other functional foods and beverages.

About Packaged Facts - Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer goods and retailing, foods and beverages, demographics, pet products and services, and financial products.  Packaged Facts also offers a full range of custom research services.

  • Executive Summary
    • Scope and Methodology
      • Scope of Report
      • Report Methodology
    • Market Trends
      • Sales Notch Up to $8.5 Billion
      • Retail vs. Foodservice
      • RTD Tea Feels Economic Pinch
      • Organic Tea Leads Growth in Natural Supermarket Channel
      • Supermarkets and C-Stores Lead
      • Looking Ahead
    • The Marketers
      • Range of Players
      • Acquisitions, Alliances and Corporate Changes
      • Crossing Category Lines
      • Unilever Strong in Both Major Categories
      • Top Natural Products
      • Corporate Responsibility and Environmental Initiatives
      • The New Marketing Buzz: Social Media
      • C-store Trends Favor Tea Expansion
      • Foodservice Trends Also Favorable
      • Coffeehouses Focus on Tea
    • New Product Trends
      • Tea: A Healthy, Affordable Luxury
      • Tea Intros Swell, Drop in Economic Recession
      • "Upscale" Tops Marketing Claim/Package Tag List
      • "Affordable Luxury" and Health Appeals Reign Supreme
      • Green Tea Still Seeing Plenty of Action
      • The Superfruit Surge
      • Fast-Food Chains Increase Tea Offerings
    • Consumer Trends
      • Household Purchasing Rates for Retail Tea Products
      • Retail vs. Restaurant Purchasing Rates
      • Purchasing Patterns
  • Highlights Introduction
  • Introduction
    • Scope and Methodology
      • Scope of Report
      • Report Methodology
    • Types of Tea
      • "Real" Tea and Tisanes
      • Four Basic Tea Types
      • Tisanes and Tea Blends
      • Bubble Tea and Chai
      • The Grading of Tea
      • Green and Oolong Teas
      • Additional Terms
    • Packaging Options and Variations
      • Ready-to-Drink (RTD) Options
      • Leaf Tea Options
      • Instant Tea Mix Options
    • Overview of Government Regulation
      • The Role of the FDA and FTC
      • Tea Labeling
      • Other Governmental Efforts
    • The Ethics of Tea
      • Defining "Fair Trade"
      • TransFair Monitors Fair Trade Products in U.S.
      • Other Organizations Monitoring Tea
    • Global Market Overview
      • Top Country Producers, Importers, and Exporters
        • Table Top 20 Global Tea-Producing Countries, 2007 (in thousands of metric tons)
        • Table Top 20 Countries by Tea Exports, 2007 (in thousands of metric tons)
        • Table Top 20 Countries by Tea Imports, 2007 (in thousands of metric tons)
      • Climate Change May Impact Supply Quantity, Quality
      • Growth in U.S. Tea Imports
        • Table Value of U.S. Tea Imports, 1999-2008 (in millions of dollars)
        • Table Value of U.S. Tea Imports by Country of Origin: 2000, 2004 and 2008 (in millions of dollars)
      • Global Tea Product Launches Chart Steady Increases
      • Asia-Pacific Regions Leads in New Product Introductions
      • Unilever, Ito En Lead Global Tea Introductions
        • Table Top 10 Global Marketers of Tea Based on Level of New Product Launches, 2005-2009 (number)
      • Natural, Organic Are Top Global Tea Claims
        • Table Top 20 Package Tags/Marketing Claims: By Number of Global Tea Product Launches, 2005-2008
        • Table Natural and Ethical Package Tags/Marketing Claims: By Number of Global Tea Product Launches, 2005-2009
        • Table Functional Package Tags/Marketing Claims: y Number of Global Tea Product Launches, 2005-2008
  • Highlights Market Trends
  • Market Trends
    • Market Size and Composition
      • Sales Notch Up to $8.5 Billion
        • Table U.S. Sales of Tea: 2005-2009 (in millions of dollars)
      • Retail vs. Foodservice
        • Table U.S. Sales of Tea: Retail vs. Foodservice, 2005-2009 (in millions of dollars)
      • IRI-Tracked Tea Sales Flatten
        • Table IRI-Tracked Sales of Tea: 2005-2009 (in millions of dollars)
        • Table IRI-Tracked Sales of Tea: By Category, 2005-2009 (in millions of dollars)
        • Table Growth of IRI-Tracked Sales of Tea: By Category, 2006-2009 (percent)
        • Table IRI-Tracked Dollar Sales and Volume Sales of Tea: By Category, 2009 (in millions of dollars and ounces)
      • Organic Tea Leads Growth in Natural Supermarket Channel
        • Table Market Share and Sales Growth of Leaf Tea Products in Natural Supermarket Channel: By Category, 2008 (percent)
        • Table Market Share and Sales Growth of Leaf Tea Products in Natural Supermarket Channel: By Organic Content, 2008 (percent)
      • Specialty Teas Going Strong
      • Packaged RTD Tea Leads in Foodservice
        • Table Share of U.S. Foodservice Sales of Tea: By Product Category, 2005-2009 (percent)
      • Supermarkets and C-Stores Lead
    • Market Outlook
      • Recessionary Concerns Linger
        • Table Consumer Price Index for Food at Home and Beverage Materials Including Coffee and Tea: 1999-2009
      • Tea's Health Halo
      • The Wellness Connection
      • Packaged Facts Survey Confirms Healthy Interest in Tea
        • Table Percent of U.S. Consumers Who Have Purchased Beverage Products in the Last 12 Months Because of Special Nutritional Benefits, 2009
        • Table Percent of U.S. Consumers Who Have Purchased Food or Beverage Products in the Last 12 Months Because of Specific Nutritional Content, 2009
        • Table Level of Agreement with Statement, "Rather Than Vitamin/Supplement Pills, I Prefer to Buy Foods or Beverages with Specific Nutritional Benefits," February 2009 (percent of U.S. adults)
      • Health Concerns Growing with Aging Population
        • Table Projected U.S. Population by Age Bracket: 2007, 2010 and 2015 (in thousands)
      • Organic Growth Bodes Well for Tea Category
        • Table Consumer Attitudes About Buying Organic Foods and Beverages, 2009 (percent of U.S. adults)
      • Fair Trade Tea Gets Green Light
      • Competition from Other Beverages
        • Table Beverage Dollar Sales and Market Share by Category: 2005 (in millions of dollars)
        • Table Beverage Dollar Sales and Market Share by Category: 2007 (in millions of dollars)
        • Table Beverage Dollar Sales and Market Share by Category: 2009 (in millions of dollars)
        • Table Beverage Category Growth Rates: July 2009 vs. Year Ago, and 2005-2009 CAGR (in millions of dollars)
        • Table U.S. Per Capita Consumption of Tea vs. Coffee: 1998-2007 (in gallons)
        • Table New Product Introductions with Selected Superfruits: 2005-2009 (number)
        • Table Purchasing of Selected "Superfruit" Beverage Types Within The Past 12 Months, 2009 (percent of U.S. adults)
      • Convenience vs. Environment
    • Looking Ahead
      • Steadily Increasing Annual Sales Gains
        • Table Projected U.S. Sales of Tea: 2009-2014 (in millions of dollars)
        • Table Share of U.S. Sales of Tea: Retail vs. Foodservice, 2009-2014 (percent)
        • Table Projected U.S. Sales of Tea: Retail vs. Foodservice, 2009-2014 (in millions of dollars)
        • Table Projected U.S. Retail Sales of Tea: By Category, 2009 vs. 2014 (in millions of dollars)
        • Table Share of U.S. Retail Sales of Tea: By Category, 2009 vs. 2014 (percent)
  • Highlights The Marketers
  • The Marketers
    • Competitive Overview
      • Range of Players
      • Acquisitions, Alliances and Corporate Changes
        • Table IRI-Tracked Sales and Share of Snapple RTD Canned and Bottled Tea, 2005-2009 (in millions of dollars and percent)
      • The Case of Enviga
      • Crossing Category Lines
    • Marketer and Brand Shares
      • Methodology
      • Unilever Strong in Both Major Categories
        • Table Top Marketers of RTD Canned and Bottled and Bags/Loose Tea, 2009 (percent)
      • Arizona Charts Gains Amidst RTD Tea Losses
        • Table Top Marketers of RTD Canned and Bottled Tea by Share of IRI-Tracked Sales: 2005, 2007 and 2009 (percent)
        • Table Top Marketers and Brands of RTD Canned and Bottled Tea by IRI-Tracked Sales and Volume: 2009 vs. Year Ago (in millions of dollars and ounces)
      • Lipton, Bigelow and Celestial Lead Bags/Loose Tea Category
        • Table Top Marketers of Bags/Loose Tea by Share of IRI-Tracked Sales: 2005, 2007 and 2009 (percent)
        • Table Top Marketers and Brands of Bags/Loose Tea by IRI-Tracked Sales and Volume: 2008 vs. 2009 (in millions of dollars and ounces)
      • Refrigerated RTD and Instant Tea Mix Marketers
      • Private-Label Up in Down Economy
        • Table IRI-Tracked Sales of Private-Label Tea by Category: Bags/Loose and RTD Canned/Bottled, 2005-2009 (in millions of dollars)
      • Top Natural Products
        • Table Top 20 Natural Brands of Leaf Tea Distributed by United Natural Foods, Inc. (UNFI): Wholesale Category Rank, Percentage Share, and Change in Dollar Volume, 2009 (percent)
        • Table Top 25 Natural Varieties of Leaf Tea Distributed by United Natural Foods, Inc. (UNFI): Wholesale Category Rank, Brand, and Change in Dollar Volume, 2009 (percent)
        • Table Top 25 Natural Varieties of RTD Tea Distributed by United Natural Foods, Inc. (UNFI): Brand, Percentage Share, and Change in Dollar Volume, 2009 (percent)
        • Table Top 10 Natural Brands of RTD Tea Distributed by United Natural Foods, Inc. (UNFI): Wholesale Category Rank, Brand, Percentage Share, and Change in Dollar Volume, 2009(percent)
    • Marketing Trends
      • When the Going Gets Tough
      • RTD Teas Combine Function and Flavor
      • Sparkling Teas Lure Soda and Bottled Water Drinkers
      • Leaf Teas Offer Functional Benefits
      • Corporate Responsibility and Environmental Initiatives
      • The New Marketing Buzz: Social Media
      • C-stores Redefining Image
    • Foodservice Trends
      • Channel Overview
        • Table Share of Dollar Sales of Meals and Snacks Away from Home: By Type of Outlet, 2005-2008 (percent)
      • Foodservice Competition Grows
      • More Establishments Offering Tea
      • Iced Tea a Dining-Out Staple
      • Coffeehouses Focus on Tea
      • The Perfect Breakfast Beverage
      • Tea Rooms Offer High-Grade Tea, Calming Atmosphere
      • Keurig Brings Foodservice Tea Out of the Restaurant
  • Highlights Brand Profiles
  • Brand Profiles
    • Arizona RTD Tea (Ferolito, Vultaggio & Sons)
      • A Privately Owned Powerhouse
        • Table IRI-Tracked Sales of Arizona RTD Canned/Bottled and Bags/Loose Tea, 2005-2009 (in millions of dollars)
      • Mass-Market Sales Outperform Market
      • Thriving Amidst Controversy
      • Distinctive Design, Distinctive Products
      • Arizona Plus Nestlé/Poland Spring
      • Arizona Kidz Tea Benefits Operation Smile
    • Bigelow Tea (R.C. Bigelow, Inc.)
      • A Family-Owned Leaf Tea Expert
      • The American Tea Plantation
      • Bigelow Brand Sales and Market Performance
        • Table IRI-Tracked Sales of Bigelow Bags/Loose Tea, 2005-2009 (in millions of dollars)
        • Table Share of IRI-Tracked Sales of Bigelow Bags/Loose Teas by Variety: 2005, 2007 and 2009 (percent)
        • Table Wholesale Ranking and Percentage Change in Sales vs. Previous Year of Bigelow Leaf Tea Varieties Distributed by United Natural Foods, Inc. (UNFI), 2009 (percent)
      • Responsible Tea Production
      • The Bigelow/Arizona Partnership
      • New Products Promise Functional Benefits
    • Celestial Seasonings (The Hain Celestial Group, Inc.)
      • Celestial Seasonings: A Potent "Wellness" Brand
      • Celestial Seasonings Brand Sales and Market Performance
        • Table IRI-Tracked Sales of Celestial Seasonings Bags/Loose Tea, 2005-2009 (in millions of dollars)
        • Table Wholesale Ranking and Percentage Change in Sales vs. Previous Year of Celestial Seasonings Leaf Tea Varieties Distributed by United Natural Foods, Inc. (UNFI), 2009 (percent)
      • Tea with a Conscience
      • Rebranding and Cross-Category Expansion
      • New Products Mix the Familiar with Innovation
      • Hain Buys into Kombucha Market
    • Honest Tea (Honest Tea, Inc.)
      • The Organic Tea Leader
      • Coca-Cola and Honest Tea
      • Mass-Market Sales More Than Double
        • Table IRI-Tracked Sales of Honest Tea RTD Canned/Bottled Tea, 2005-2009 (in millions of dollars)
        • Table Top Honest Tea RTD Tea Varieties Distributed by United Natural Foods, Inc. (UNFI), 2009 (percent)
      • Social Responsibility Is Key to Success
      • The Obama Factor
      • New Products, New Markets
      • New Plastic Bottles Save Plastic and Offer Mass Appeal
    • Lipton (Unilever)
      • The Global Tea Leader
      • RTD Tea Nearly 70% of Lipton's Mass-Market Sales
        • Table IRI-Tracked Sales of Lipton RTD Canned/Bottled and Bags/Loose Tea by Variety, 2005-2009 (in millions of dollars)
        • Table Share of IRI-Tracked Sales of Lipton Bags/Loose and RTD Canned/Bottled Tea by Variety: 2005, 2007 and 2009 (percent)
      • Proprietary Tea Leaves
      • Sustainable Practices
      • Partnering with National Geographic
      • The Pepsi-Lipton Tea Partnership
      • Lipton's Sparkling Surprise
    • Starbucks and Tazo Tea (Starbucks Coffee Co.)
      • Coffee Kingpin Responds to Competition, Economy
      • From Coffeehouse to Tea Room?
      • Mass-Market Sales of Tazo Tea Grow
        • Table IRI-Tracked Sales of Tazo Bags/Loose and RTD Canned/Bottled Tea, 2005-2009 (in millions of dollars)
        • Table Wholesale Ranking and Percentage Change in Sales vs. Previous Year of Tazo Leaf Tea Varieties Distributed by United Natural Foods, Inc. (UNFI), 2009 (percent)
        • Table Top Tazo RTD Tea Varieties Distributed by UNFI, 2009 (percent)
  • Highlights New Product Trends
  • New Product Trends
    • Overview
      • Tea: A Healthy, Affordable Luxury
      • Tea Tops Beverage Category List by Number of New Product Introductions
        • Table Number of U.S. Beverage Product Reports/SKUs, 2009 Category Reports SKUs
      • Tea Intros Swell, Drop in Economic Recession
      • "Upscale" Tops Marketing Claim/Package Tag List
        • Table Number of U.S. Tea Product Introductions: Reports and SKUs, 2005-2009
        • Table Top Marketing Claims/Package Tags for U.S. Tea Product Introductions, 2005-2009
      • Herbal, Fruit-Flavored Teas Top Introductions
        • Table Number of New Hot Tea Product Reports by Category, 2005-2009
        • Table Number of New Hot Tea Product SKUs by Category, 2005-2009
      • Republic of Tea Launches the Most New Products
        • Table Top Tea Marketers by Number of New Product Reports and SKUs, 2005-2009
    • Retail Product Trends
      • Marketers React to Economic Pressures
      • "Affordable Luxury" and Health Appeals Reign Supreme
      • Green Tea Still Seeing Plenty of Action
        • Table Number of New RTD Green Tea Product Reports and SKUs, 2005-2009
      • The Superfruit Surge
        • Table New Hot and RTD Tea Product Introductions with Selected Superfruits, 2005-2009 (number)
      • Antioxidants and Anti-Aging
      • Rooibos and White Tea Offer Health Benefits, Milder Flavor
      • Kombucha and Yerba Mate on the Ups
      • Tea Category Leads by Number of "Ethical" Claims
        • Table Ethical Food and Beverage Product Introductions by Product Category, 2005-2009*
      • Organic and Fair Trade Teas
      • Dessert Teas Echo Flavored Coffee Appeals
      • Tea for Kids
      • Innovative Delivery Systems Offer Quality and Convenience
      • Other Beverage Types Tapping into Tea
      • Here Comes Stevia
    • Foodservice Trends
      • Tea Offerings Expanding in Foodservice Outlets
      • From Dining Staple to Specialty Item
      • The New "Mocktail"
      • Quality, Variety Key to Foodservice Innovations
      • Coca-Cola Increases Presence in Tea Foodservice
      • Fast-Food, Casual Dining Chains Increase Tea Offerings
      • Bubble Tea Offers Novelty, Variety
    • The Word Tea Expo
      • Trade Show Tracks New Specialty Product Trends
        • Table World Tea Championship 2009 Winners, Hot Tea Class: Signature Famous Tea Categories
        • Table World Tea Championship 2009 Winners, Hot Tea Class: General Tea Categories
        • Table World Tea Championship 2009 Winners, Iced Tea Class: Foodservice Categories
        • Table World Tea Championship 2009 Winners, Iced Tea Class: Ready-To-Drink Categories
      • Canadian Trade Shows Note Drop in Tea Products
  • Highlights Consumer Trends
  • Consumer Trends
    • Overview
      • Note on Experian Simmons and Packaged Facts Surveys
      • Household Purchasing Rates for Retail Tea Products
        • Table Household Purchasing Rates for Retail Tea Products, 2005-2009 (percent of U.S. households)
        • Table Number of Households Purchasing Retail Tea Products, 2005-2009 (number of U.S. households in millions)
      • Retail vs. Restaurant Purchasing Rates
    • Consumer Demographics and Psychographics: Leaf Tea
      • Overall Purchasing Patterns for Leaf Tea
        • Table Demographic Indicators for Purchasing of Leaf Tea, 2009 (percent, total number and index)
      • Hot vs. Iced Tea
        • Table Household Purchasing of Leaf Tea by Purpose: Hot Tea vs. Iced Tea, 2009 (percent and number)
        • Table Demographic Indicators for Purchasing of Leaf Tea to Make Hot Tea, 2009 (percent, total number and index)
        • Table Psychographic Indicators for Purchasing of Leaf Tea to Make Hot Tea, 2009 (percent, total number and index)
        • Table Demographic Indicators for Purchasing of Leaf Tea to Make Iced Tea, 2009 (percent, total number and index)
      • Bagged vs. Loose Tea
        • Table Household Purchasing of Leaf Tea by Type: Bagged vs. Loose, 2009 (percent and total number)
        • Table Demographic Indicators for Purchasing of Loose Leaf Tea, 2009 (percent, total number and index)
        • Table Psychographic Indicators for Purchasing of Loose Leaf Tea, 2009 (percent, total number and index)
      • 62% of Households Buy Regular Tea
        • Table Household Purchasing of Leaf Tea: Regular vs. Decaffeinated, 2009 (percent and total number)
        • Table Demographic Indicators for Purchasing of Decaffeinated Tea, 2009 (percent, total number and index)
        • Table Psychographic Indicators for Purchasing of Decaffeinated Tea, 2009 (percent, total number and index)
      • Flavor Preferences
        • Table Household Purchasing of Leaf Tea by Flavor, 2009 (percent and total number)
      • Herbal and Fruit/Spice-Flavored Tea Drinkers
        • Table Demographic Indicators for Purchasing of Herbal Tea, 2009 (percent, total number and index)
        • Table Psychographic Indicators for Purchasing of Herbal Tea, 2009 (percent, total number and index)
        • Table Demographic Indicators for Purchasing of Fruit/Spice-Flavored Tea, 2009 (percent, total number and index)
        • Table Psychographic Indicators for Purchasing of Fruit/Spice-Flavored Tea, 2009 (percent, total number and index)
      • 11% of Households Are Heavy Consumers of Leaf Tea
        • Table Household Consumption Levels for Leaf Tea, 2009 (percent and total number)
        • Table Demographic Indicators for Heavy Household Consumption of Leaf Tea, 2009 (percent, total number and index)
        • Table Psychographic Indicators for Heavy Consumption of Leaf Tea, 2009 (percent, total number and index)
      • 43% of Households Buy Lipton Leaf Tea
        • Table Demographic Indicators for Purchasing of Leaf Tea: By Brand, 2009 (index)
        • Table Psychographic Indicators for Purchasing of Leaf Tea: By Brand, 2009 (index)
    • Consumer Demographics and Psychographics: Ready-To-Drink Cold Tea
      • 45% of Households Purchase RTD Cold Tea
        • Table Demographic Indicators for Purchasing of RTD Cold Tea, 2009 (percent, total number and index)
        • Table Psychographic Indicators for Purchasing of RTD Cold Tea, 2009 (percent, total number and index)
      • Regular vs. Diet RTD Tea
        • Table Demographic Indicators for Purchasing of Regular RTD Cold Tea, 2009 (percent, total number and index)
        • Table Psychographic Indicators for Purchasing of Regular RTD Cold Tea, 2009 (percent, total number and index)
        • Table Demographic Indicators for Purchasing of Diet RTD Cold Tea, 2009 (percent, total number and index)
        • Table Psychographic Indicators for Purchasing of Diet RTD Cold Tea, 2009 (percent, total number and index)
      • 22% of Households Buy RTD Lipton
      • Patterns by Brand
        • Table Demographic Indicators for Purchasing of RTD Cold Tea: By Brand, 2009 (index)
        • Table Psychographic Indicators for Purchasing of RTD Cold Tea: By Brand, 2009 (index)
    • Consumer Demographics and Psychographics: Instant Iced Tea Mix
      • 27% of Households Buy Instant Iced Tea Mix
        • Table Demographic Indicators for Purchasing of Instant Iced Tea Mix, 2009 (percent, total number and index)
        • Table Psychographic Indicators for Purchasing of Instant Iced Tea Mix, 2009 (percent, total number and index)
      • Patterns by Sweetened/Unsweetened Formula Type
        • Table Demographic Indicators for Purchasing of Sugar-Sweetened Instant Iced Tea Mix, 2009 (percent, total number and index)
        • Table Psychographic Indicators for Purchasing of Sugar-Sweetened Instant Iced Tea Mix, 2009 (percent, total number and index)
        • Table Demographic Indicators for Purchasing of Unsweetened Instant Iced Tea Mix, 2009 (percent, total number and index)
        • Table Psychographic Indicators for Purchasing of Unsweetened Instant Iced Tea Mix, 2009 (percent, total number and index)
        • Table Demographic Indicators for Purchasing of Sugar-Free Sweetened Instant Iced Tea Mix, 2009 (percent, total number and index)
        • Table Psychographic Indicators for Purchasing of Sugar-Free Sweetened Instant Iced Tea Mix, 2009 (percent, total number and index)
      • 11% of Households Are Heavy Consumers of Instant Iced Tea
        • Table Demographic Indicators for Heavy Household Consumption of Instant Iced Tea, 2009 (percent, total number and index)
        • Table Psychographic Indicators for Heavy Consumption of Instant Iced Tea, 2009 (percent, total number and index)
      • 13% of Households Buy Lipton Instant Iced Tea
        • Table Demographic Indicators for Purchasing of Instant Iced Tea Mix: By Brand, 2009 (index)
        • Table Psychographic Indicators for Purchasing of Instant Iced Tea Mix: By Brand, 2009 (index)

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