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Tea and RTD Teas - US

Published Date: May 2009
Published By: Mintel International Group Ltd.
Page Count: 107
Order Code: R560-3919
 
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SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
EXECUTIVE SUMMARY
Tea market reached $4.3 billion in 2008
RTD teas have driven growth, but stumbled in 2008
Unilever/PepsiCo lead the tea market, but private label is gaining share
Widespread availability is driving growth
Organic, natural and “superfruit” flavors dominate new tea products
Tea consumption trends
Taste is the biggest attribute to motivate tea purchase
MARKET SIZE AND FORECAST
Key points
Healthy eating trend and product innovation driving growth
Figure 1: Total U.S. sales and forecast of regular and RTD tea, at current prices, 2003-13
Figure 2: Total U.S. sales and forecast of regular and RTD tea, at inflation-adjusted prices, 2003-13
Walmart sales
COMPETITIVE CONTEXT
Key points
Tea competes with a wide range of beverages
Tea no longer “owns” antioxidants
Figure 3: Trends in number of new products in non-alcoholic beverages with antioxidant claim, by segment,
2003-08
Tea prices are rising
Figure 4: Producer Price Index for tea, 2003-08
Figure 5: Average retail price for bagged/loose and RTD tea in FDMx, 2003-08
Pepsi and Unilever expand joint venture to include Tazo
SEGMENT PERFORMANCE
Key points
Healthy eating trend drives growth of RTD and bagged tea
Figure 6: FDMx sales and forecast of tea and RTD tea, at current prices, by segment, 2003-13
Figure 7: FDMx sales of regular and RTD tea, segmented by type, 2006 and 2008
SEGMENT PERFORMANCE—RTD SHELF-STABLE CANNED/BOTTLED TEA
Key points
Healthy eating trend good for RTD tea
More varieties—and more shelf space—translate to more sales
Premium and organic teas are to drive small growth
Figure 8: FDMx sales and forecast of RTD SS canned/bottled tea, 2003-13
SEGMENT PERFORMANCE—BAGGED/LOOSE TEA
Key points
Strong health perceptions continue to drive sales
Value trumps convenience in 2008
Figure 9: FDMx sales and forecast of bagged/loose tea, 2003-13
SEGMENT PERFORMANCE—INSTANT TEA MIXES
Key points
Lacking selection and “not quite as good-for-you” perceptions stunt growth
Instant tea mixes missed an opportunity in economic recession
Figure 10: FDMx sales and forecast of instant tea mixes, 2003-13
SEGMENT PERFORMANCE—RTD REFRIGERATED TEA
Key points
Healthy eating trend, advertising campaign boost sales
Poor economy hurts sales in 2008
Figure 11: FDMx sales and forecast of RTD refrigerated tea, 2003-13
RETAIL CHANNELS—OVERVIEW
Key points
Availability of tea has expanded
Figure 12: Total U.S. sales and forecast of regular and RTD tea, by retail channel, 2006 and 2008
RETAIL CHANNELS—SUPERMARKETS
Key points
Expanded selection and store brand products help drive sales
Figure 13: U.S. sales of tea at supermarkets, 2003-08
RETAIL CHANNELS—CONVENIENCE STORES
Key points
Increased tea consumption among teens fuels sales
Figure 14: U.S. sales of tea at convenience stores, 2003-08
RETAIL CHANNELS—DRUG AND OTHER
Key points
Mass merchandisers benefit from ailing economy
Figure 15: U.S. sales of tea at drug stores and other, 2003-08
RETAIL CHANNELS—NATURAL CHANNEL
Sales of tea and RTD tea in the natural channel
Figure 16: Natural product supermarket retail sales of tea and RTD tea, at current prices, 2007-09
Figure 17: Natural product supermarket retail sales of tea and RTD tea, at inflation-adjusted prices, 2007-09
Natural channel sales by segment
Figure 18: Natural product supermarket retail sales of tea and RTD tea, by segment, 2007 and 2009
Brand performance
Kombucha Tea Continues to Skyrocket and Dominate
Manufacturer and brand sales
Figure 19: Manufacturer brand natural supermarket sales of tea and RTD tea, 2007 and 2009
Natural channel sales of Tea and RTD Tea by organic
Figure 20: Natural product supermarket retail sales of tea and RTD tea, by organic, 2007 and 2009
Natural channel sales of organic tea and organic RTD tea by segment
Figure 21: Natural product supermarket retail sales of organic tea and organic RTD tea, by segment, 2007 and
2009
MARKET DRIVERS
Health and wellness trend is good for the tea market
Studies continue to prove tea’s health benefits
But not all news is good news
Baby Boomers drove category growth during 2004-08
Figure 22: U.S. population of adults aged 18 and over, by age group, 2003-13
Figure 23: Usage of various types of tea, by age, February 2009
Figure 24: Frequency of drinking freshly brewed iced and hot tea, by age, February 2009
Economic recession hurt RTD tea sales in 2008
Figure 25: Spending at restaurants compared to last year, by age, February 2009
Blacks and Asians are key user groups
Figure 26: Usage of various types of tea, by race/Hispanic origin, February 2009
Figure 27: Population, by race and Hispanic origin, 2003-13
LEADING COMPANIES
Key points
Unilever/PepsiCo
Ferolito, Vultaggio & Sons
Snapple Beverage Group
Nestlé and Coca-Cola
Kraft Foods
Private label
Manufacturer sales
Figure 28: FDMx sales of leading tea and RTD tea companies, 2008 and 2009
BRAND SHARE—RTD CANNED/BOTTLED TEA
Key points
Lipton maintains strong lead thanks to better-for-you offerings
Tazo poised for growth
AriZona and private label are shining stars in 2008
Manufacturer and brand sales
Figure 29: FDMx brand sales of RTD canned and bottled tea in the U.S., 2008 and 2009
BRAND SHARE—BAGGED/LOOSE TEA
Key points
Lipton leads the segment but is losing market share to smaller players
Private label drives segment growth in 2008
Manufacturer and brand sales
Figure 30: FDMx brand sales of bagged/loose tea in the U.S., 2008 and 2009
BRAND SHARE—INSTANT TEA MIXES
Key points
Shares of top two brands—Lipton and Crystal Light—slip in 2008
Private label gains one full share point
Manufacturer and brand sales
Figure 31: FDMx brand sales of instant tea mixes in the U.S., 2008 and 2009
BRAND SHARE—RTD REFRIGERATED TEA
Key points
Top three brands post big gains to grow the segment
Premium brands struggle amidst troubled economy
Manufacturer and brand sales
Figure 32: FDMx brand sales of RTD refrigerated tea in the U.S., 2008 and 2009
BRAND QUALITIES
AriZona Ice Tea—not just a pretty face
Honest Tea—tea with a conscience
INNOVATION AND INNOVATORS
Key points
Pace of RTD tea innovation picks up in 2008
Figure 33: Number of new tea introductions in the U.S, 2003-08
Top 15 claims in new tea products, 2005 and 2008
Figure 34: Top 15 claims in new tea products, 2005 and 2008
Organic growth
Country matters
Giving back
Going superfruity
Tea for tots
ADVERTISING AND PROMOTION
OVERVIEW
Television advertising
Nestea
Figure 35: Nestea Lemon television ad, 2008
Lipton
Figure 36: Lipton Green Tea television ad, 2008
Turkey Hill
Figure 37: Turkey Hill Iced Tea television ad, 2008
Luzianne
Figure 38: Luzianne television ad, 2008
Snapple
Figure 39: Snapple White Tea television ad, 2008
Print advertising
Figure 40: Oregon Chai print ad, 2000
THE CONSUMER: TEA USAGE, TYPE, BRANDS & FREQUENCY
Trended usage of tea—all types
Figure 41: Incidence of individual consumption of RTD iced tea and incidence of household consumption of
instant iced tea mixes and bagged tea, 2004-08
Usage of tea by type
Figure 42: Personal usage of various types of tea, by age, February 2009
Usage frequency by type
Figure 43: Personal usage frequency, by type of tea, February 2009
Drinking occasion by type
Figure 44: Occasions for drinking tea, by type of tea consumed, February 2009
RTD ICED TEA
RTD iced tea—usage by demographics
Figure 45: Incidence of personal consumption of RTD iced tea, by gender, age, race/Hispanic origin and region,
2006 and 2008
RTD iced tea—usage of diet vs. regular
Figure 46: Types of RTD iced tea drunk, regular vs. diet, by gender, age, race/Hispanic origin and region, July
2007-September 2008
RTD iced tea—brand usage of by age
Figure 47: Personal consumption of RTD iced tea, by brand, by age, July 2007-September 2008
RTD iced tea—brand usage by race/Hispanic origin
Figure 48: Personal consumption of RTD iced tea, by brands, by race/Hispanic origin, July 2007-September
2008
RTD iced tea—trended usage among teens
Figure 49: Incidence of drinking RTD iced tea among teens, 2004-08
Figure 50: Incidence of drinking RTD iced tea among teens, by age and gender, April 2007-June 2008
Figure 51: Incidence of drinking RTD iced tea among teens, by regular/diet, by age and gender, April 2007-
June 2008
RTD iced tea—brand usage among teens
Figure 52: Incidence of drinking RTD iced tea among teens, by brand, by age and gender, April 2007-
June 2008
BAGGED AND INSTANT ICED TEA
Bagged and instant iced tea—usage by demographics
Figure 53: Incidence of household consumption of bagged tea and instant iced tea mixes of RTD iced tea, by
gender, age, race/Hispanic origin and region, July 2007-September 2008
Bagged tea—usage of types & flavors
Bagged tea—regular vs. decaf
Figure 54: Types of bagged tea used in households, by race/Hispanic origin, July 2007-September 2008
Bagged tea—hot vs. cold
Figure 55: Household usage of bagged tea, by type of brewing, by race/Hispanic origin, July 2007-September
2008
Figure 56: Household usage of bagged tea, by type of brewing, by region, July 2007-September 2008
Bagged tea—popular flavors
Figure 57: Household usage of bagged tea, by types/flavors, by region, July 2007-September 2008
Bagged tea—brand usage by race/Hispanic origin
Figure 58: Household usage of bagged tea, by brand, by race/Hispanic, July 2007-September 2008
Instant iced tea mixes—usage by type
Figure 59: Household usage of instant iced tea mixes, by type, by race/Hispanic origin, July 2007-September
2008
Instant iced tea mixes—brand usage by race/Hispanic origin
Figure 60: Household usage of instant iced tea mixes, by brand, by race/Hispanic origin, July 2007-September
2008
THE CONSUMER—ATTITUDES AND MOTIVATIONS
Key points
Reasons for drinking tea
Figure 61: Reasons for drinking different types of tea, February 2009
Favorite tea flavors
Figure 62: Attitude toward various tea flavors, February 2009
What tea drinkers add to tea
Figure 63: Choice of additives in tea, February 2009
Perceptions of health benefits, organic tea and fair trade tea
Figure 64: Attitude toward health benefits, and organic and fair trade-certified tea, by age, February 2009
Impact of the recession and environmental concerns
Figure 65: Influence of sustainability awareness and recession on tea purchase behavior, by age, February
2009
APPENDIX: OTHER USEFUL CONSUMER TABLES
Brand usage of RTD Iced tea by gender
Figure 66: Personal consumption of RTD iced tea, by brand, by gender, July 2007-September 2008
Brand usage of RTD Iced tea by region
Figure 67: Personal consumption of RTD iced tea, by brand, by region, July 2007-September 2008
Tea flavors used by race/Hispanic origin
Figure 68: Household usage of bagged tea, by types/flavors, by race/Hispanic origin, July 2007-September
2008
Perceptions of health benefits, organic tea and fair trade tea by race/Hispanic origin
Figure 69: Attitude toward health benefits of and organic and fair trade-certified tea, by race/Hispanic origin,
February 2009
Impact of the recession and environmental concerns on tea by race/Hispanic origin and
household income
Figure 70: Influence of sustainability awareness and recession on tea purchase behavior, by race/Hispanic
origin, February 2009
Figure 71: Influence of sustainability awareness and recession on tea purchase behavior, by HH income,
February 2009
Preference for tea additives in freshly brewed iced tea by age, race/Hispanic origin, and region
Figure 72: Choice of additives in iced tea, by age, February 2009
Figure 73: Choice of additives in iced tea, by race/Hispanic origin, February 2009
Figure 74: Choice of additives in iced tea, by region, February 2009
Preference for tea additives in freshly brewed hot tea by age and race/Hispanic origin
Figure 75: Choice of additives in freshly brewed hot tea, by age, February 2009
Figure 76: Choice of additives in freshly brewed hot tea, by race/Hispanic origin, February 2009
Reasons for drinking bottled tea by gender
Figure 77: Reasons for drinking bottled iced tea, by gender, February 2009
Women have bigger flavor repertoire
Figure 78: Attitude toward various tea flavors that respondents like and sometimes drink, by gender, February
2009
Usage frequency of freshly brewed teas by age
Figure 79: Frequency of drinking freshly brewed iced and hot tea, by age, February 2009
APPENDIX: TRADE ASSOCIATIONS
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