Tea is a $1.7 billion category that is currently in a growth phase, one that Mintel expects to continue indefinitely. The main drivers spurring an increase in sales are convenience, health factors, and exotic flavors and innovation. Consumers simply are more pressed for time, an issue that has been in play for several years and is only getting worse, as employers are demanding more productivity from their workers and a shaky economy still leaves Americans fearing for their jobs. Thus, any products that fill a need for convenience and speed will gain a foothold in the typical American lifestyle, as tea has, and particularly RTD teas sold in single-serve containers.
However, the desire for convenience would not in and of itself have led to a resurgence of the tea market without the accompanying positive press that tea has received in recent years. Studies continue to show that tea has even more beneficial properties than previously reported, with health benefits ranging from lower cholesterol levels to improved arterial health and a decreasing chance of cancer. For aging Baby Boomers who are increasingly obsessed with their health, tea is a palatable option.
In that respect, manufacturers have stepped up to the plate by offering consumers a vast range of choices in their tea beverages. Not only are RTD teas available in numerous formulas and flavors, but bag/loose tea has delved into the realm of higher quality. Tea has also become the hip and trendy new beverage, a "must-have" for any kitchen. With something for everybody, the tea category is estimated to grow even faster in 2005, as more consumers flock to this category, which is far from saturated.
This report covers the retail market for tea purchased for at-home consumption. It includes teas pre-packaged in tea bags, loose-leaf varieties, bottled or canned RTD (ready-to-drink) tea, and refrigerated tea. By type, this report covers black, green, and herbal teas.
Since this report focuses on tea purchased for at-home consumption, it covers only tea sold through food stores, mass merchandisers, and drug stores. Tea sold through other types of outlets, such as restaurants, cafes, specialty shops (such as Starbucks), foodservice, convenience stores, and vending machines is generally for consumption away from home, is not covered in this report.
Contents
Introduction and Abbreviations
Introduction
Other relevant reports
Definition
Abbreviations & Terms
Abbreviations
Terms
Executive Summary
A revitalized market
RTD teas drive the market
Fragmentation leads to innovation
Supermarkets continue to dominate
Consumers flocking towards herbal and flavored teas
The future looks promising
Market Drivers
The health factor
Splendid Splenda
Increased availability of tea away from home - the convenience factor
- Figure 1: Average annual spending by consumer units on food and beverages at home and away from home, 1997 and 2001
Competition from other channels
Appealing to different demographics
- Figure 2: U.S. population projections, by age, 2000-2010
Household composition impacts segments
- Figure 3: American households, by race/ethnicity, 2000-2010
Market Size & Trends
Stronger growth from 2003-2004
- Figure 4: FDM sales of tea and RTD tea, at current and constant prices, 1999-2004
- Figure 5: Graph: Trends in FDM sales of tea and RTD tea, at current and constant prices, 1999-2004
Market Segmentation
Overview
- Figure 6: FDM sales of tea and RTD tea, by type, 2002 and 2004
- Figure 7: Graph: FDM sales of tea and RTD tea, by type, 2004
- Figure 8: Graph: Trends in sales of tea and RTD tea, by segment, at current and constant prices, 1999-2004
Bag/loose tea
- Figure 9: FDM Sales of bag/loose tea, at current and constant prices, 1999-2004
Ready-to-drink tea in cans or bottles
- Figure 10: FDM sales of RTD tea in cans or bottles, at current and constant prices, 1999-2004
Instant iced tea mix
- Figure 11: FDM sales of instant iced tea mix, at current and constant prices, 1999-2004
Refrigerated tea
- Figure 12: FDM sales of refrigerated tea, at current and constant prices, 1999-2004
Supply Structure
Foreign Trade
Imports
- Figure 13: U.S. imports of tea, by source countries/regions, 2002 and 2004
Exports
- Figure 14: U.S. exports of tea, by destination countries/regions, 2002 and 2004
Companies and brands
FDM sales by manufacturer
- Figure 15: FDM sales of tea, by manufacturer, 2003 and 2004
- Figure 16: Graph: FDM sales of tea and RTD tea, by manufacturer, 2004
FDM brand sales by segment
Bagged/loose tea
- Figure 17: FDM sales of bag/loose tea, by manufacturer and brand, 2002 and 2004
Ready-to-drink
- Figure 18: FDM sales of RTD tea, by manufacturer and brand, 2002 and 2004
Instant tea
- Figure 19: FDM sales of instant tea, by manufacturer and brand, 2002 and 2004
Refrigerated tea
- Figure 20: FDM sales of refrigerated tea, by manufacturer and brand, 2002 and 2004
Major companies and brands
Unilever
Nestl・/h4>
Cadbury Schweppes
The Hain Celestial Group, Inc.
Bigelow
Ferolito, Vultaggio & Sons
Advertising & Promotion
Introduction
Major manufacturers and brands
Hain Celestial
Snapple
Nestea
Twinings
Tetley
Unilever/Lipton
Retail Distribution
Introduction
- Figure 21: FDM sales of tea and RTD tea, by channel, 2002 and 2004
Supermarkets
- Figure 22: Supermarket sales of tea and RTD tea, by type, 2002 and 2004
The Consumer
Introduction
Household consumption of tea
- Figure 23: Household consumption of tea, January-September 2004
- Figure 24: Household consumption of tea, by race/ethnicity, January-September 2004
- Figure 25: Household consumption of tea, by age of head of household, January-September 2004
- Figure 26: Household consumption of tea, by region, January-September 2004
Bagged/loose tea
Types and flavors consumed
- Figure 27: Household usage of packaged tea, January-September 2004
- Figure 28: Household use of packaged tea, by race/ethnicity, January-September 2004
- Figure 29: Household use of packaged tea, by age of head of household, January-September 2004
- Figure 30: Household use of packaged tea, by household income, January-September 2004
- Figure 31: Household use of packaged tea, by region, January-September 2004
Brands consumed
- Figure 32: Brands of tea consumed, January-September 2004
Volume consumed
- Figure 33: Number of cups of packaged tea drunk, mean summary, January-September 2004
Instant iced tea
Types consumed
- Figure 34: Types of instant iced tea used, January-September 2004
- Figure 35: Types of instant iced tea used, by race/ethnicity, January-September 2004
- Figure 36: Types of instant iced tea used, by region, January-September 2004
Brands consumed
- Figure 37: Brands of instant iced tea consumed, January-September 2004
RTD iced tea
- Figure 38: Personal consumption of RTD instant iced tea, January-September 2004
- Figure 39: Personal consumption of RTD instant iced tea, by race/ethnicity, January-September 2004
- Figure 40: Personal consumption of RTD instant iced tea, by age, January-September 2004
Types consumed
- Figure 41: Types of instant iced tea used, January-September 2004
Brands consumed
- Figure 42: Brand of iced tea drunk, January-September 2004
Personal consumption of tea
- Figure 43: Types of tea consumed, March 2005
- Figure 44: Types of tea consumed, by gender, March 2005
- Figure 45: Types of tea consumed, by age, March 2005
- Figure 46: Types of tea consumed, by region, March 2005
Reasons for drinking tea
- Figure 47: Reasons for drinking tea, March 2005
- Figure 48: Reasons for drinking tea, March 2005
- Figure 49: Reasons for drinking tea, by age, March 2005
- Figure 50: Reasons for drinking tea, by region, March 2005
How tea is most often bought
- Figure 51: How tea is most often bought, March 2005
- Figure 52: How tea is most often bought, by age, March 2005
- Figure 53: How tea is most often bought, by age, March 2005
Where tea is typically bought
- Figure 54: Where tea is bought, March 2005
Coffee or tea specialty shops
Grocery stores
Convenience stores/gas stations
Natural and health food stores
Future & Forecast
Future trends
Even greater product innovation within each segment
Fair trade and organic products hit the tea category
Synergy of tea and juice
Tea as art
New delivery methods
List of tea ingredients continues to expand
Tea - not just for drinking anymore
Market forecast
Overview
- Figure 55: Forecast of FDM sales of tea and RTD tea, at current and constant prices, 2004-2009
- Figure 56: Graph: Forecast trends in FDM sales of tea and RTD tea, at current and constant prices, 2004-2009
- Figure 57: Graph: Forecast trends in FDM sales of tea and RTD tea, by segment, at current and constant prices, 2004-2009
Bag/loose tea
- Figure 58: Forecast of FDM sales of bag/loose tea, at current and constant prices, 2004-2009
Ready-to-drink tea
- Figure 59: Forecast of FDM sales of RTD tea in cans or bottles, at current and constant prices, 2004-2009
Instant iced tea mix
- Figure 60: Forecast of FDM sales of instant iced tea mix, at current and constant prices, 2004-2009
Refrigerated tea
- Figure 61: Forecast of FDM sales of refrigerated tea, at current and constant prices, 2004-2009
