Abstract
About this report
Following years of rapid growth driven by the healthy eating trend, the tea market sputtered in 2008 as consumers cut back spending amidst the economic downturn. Sales of ready-to-drink (RTD) tea - the largest and, until recently, fastest growing segment in the category - stalled as consumers switched to more economical options, including private label teas, self-brewed tea, and carbonated soft drinks.
This report discusses how consumer trends, the lagging economy, and product innovation are shaping the tea market. In addition to presenting sales data by segment, supplier and brand, the report considers a range of topics, including:
- The size of the tea market and how the healthy eating trend has driven market growth over the past five years - and how this growth will develop in the future
- How the current economic recession is impacting various segments within the tea market
- How some brands managed to thrive in 2008 despite an overall decline in RTD tea sales
- A spotlight on brands that have carved out distinct brand identities that have helped them succeed in an increasingly crowded category
- How the addition of Starbuck' s premium RTD Tazo Iced Tea to the Pepsi/Lipton Tea Partnership joint venture will impact the tea market
- The latest trends in product innovation, from "superfruit" flavors to a new line of kid-targeted teas from the Republic of Tea
- Which consumer groups offer the greatest potential for tea marketers
Table of Contents
- 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 85: Personal consumption of RTD iced tea, by brand, by gender,
July 2007-September 2008
- Brand usage of RTD Iced tea by region
- Figure 86: Personal consumption of RTD iced tea, by brand, by region,
July 2007-September 2008
- Tea flavors used by race/Hispanic origin
- Figure 87: 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 88: 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 89: Influence of sustainability awareness and recession on tea
purchase behavior, by race/Hispanic origin, February 2009
- Figure 90: 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 91: Choice of additives in iced tea, by age, February 2009
- Figure 92: Choice of additives in iced tea, by race/Hispanic origin,
February 2009
- Figure 93: 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 94: Choice of additives in freshly brewed hot tea, by age,
February 2009
- Figure 95: Choice of additives in freshly brewed hot tea, by
race/Hispanic origin, February 2009
- Reasons for drinking bottled tea by gender
- Figure 96: Reasons for drinking bottled iced tea, by gender, February
2009
- Women have bigger flavor repertoire
- Figure 97: Attitude toward various tea flavors that respondents like and
sometimes drink, by gender, February 2009
- Usage frequency of freshly brewed teas by age
- Figure 98: Frequency of drinking freshly brewed iced and hot tea, by
age, February 2009
- Appendix: Trade Associations
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