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市場調查報告書
美國的紅茶・RTD茶市場：第4版
Tea and Ready-to-Drink Tea in the U.S., 4th Edition
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美國的紅茶・RTD茶市場：第4版 是由出版商Packaged Facts在2011年10月所出版的。
這份英文市場調查報告書包含192 Pages 價格從美金3850起跳。
本報告書內容包括:美國的茶市場趨勢之調查分析、各種產品種類（RTD・茶葉茶・冰紅茶・沖泡茶等）的主要趨勢及市場規模實績・預測（∼2016年）、主要零售路徑（超級市場・食料雜貨店・便利商店等）及食品服務路徑（速食店・咖啡屋・喝茶室等）的佔有率、主要趨勢、大型銷售公司及各品牌的競爭狀況、詳細介紹、消費者的購買行動・購買心理等分析彙整、內容綱要摘記如下:
第1章 實施摘要
第2章 市場趨勢
- 零售市場的規模・構成
- 茶的零售銷售：65億美金的成長
- 有利的多路徑銷售
- 自然食品路徑的順暢之RTD茶
- 茶葉種類為領導的藥用茶
- 茶：飲料產業順暢的部門
- 食品服務部門的構成
- 「House Wine of the South」：食品服務部門的成長
- 「Money in a Cup」
- 食品服務的各種資料
- 自動販賣機：主要路徑
- 急速成長的企業
- 茶的習慣
- 市場力學
- 嚴苛的FDA
- 健康相關的研究擴大
- 商展的成長
- 企業的合併・分離
- 1杯用：新的成長因素
- 創造的銷售業者
- Tea 2.0
- 未來的展望
第3章 銷售公司
- 競爭概要：包裝產品
- 競爭概要：食品服務
- 競爭概要：喝茶室・專門店
第4章 品牌介紹
- AriZona（AriZona Beverage Co.）
- Bigelow Tea（R.C. Bigelow, Inc.）
- Celestial Seasonings（The Hain Celestial Group）
- Gold Peak（The Coca-Cola Company）
- Lipton（Unilever・PepsiCo）
- Nestea（Coca-Cola・Nestle）
- Red Diamond
- Snapple（Dr. Pepper Snapple Group）
- Turkey Hill
- Twinings
第5章 新產品的趨勢
- 概要
- 包裝產品的趨勢
- 食品服務部門的新產品趨勢
- World Tea Expo所矚目的商品
第6章 消費者趨勢
- 概要
- 消費者動態・心理圖形：茶葉
- 消費者動態・心理圖形：RTD冰紅茶
- 消費者動態・心理圖形：沖泡紅茶
Abstract
Tea continues to be a star in the U.S. beverage market. Bolstered by
consumers' thirst for tea' s variety of flavors and healthy qualities, the tea
market has shown considerable resilience in the economic downturn. The market
is experiencing solid growth, with double-digit gains from refrigerated tea.
Ready-to-drink tea in general has been especially strong, particularly in
natural food stores and convenience stores. And all teas are hot in
foodservice. This report takes a comprehensive look at the retail market for
packaged tea in the U.S., with reference to foodservice tea trends for
additional perspective. The report examines the key factors driving growth in
the category: readers will learn about critical merger and acquisition
activity that is changing the distribution landscape for niche organic brands;
the diverse range of tea offerings; tea' s functional benefits and the
regulatory challenge in promoting them; the embrace of tea by fast food
giants, coffeehouses, specialty retailers and tea rooms; trends in new product
claims; purchasing patterns, demographics and psychographics of the tea
consumer; and the new ways in which tea marketers are connecting with
customers, including through social media and apps.
The market analysis covers ready-to-drink (RTD) tea, leaf (bagged and loose)
tea, refrigerated tea and instant tea. The report segments and quantifies the
market by channel and product type, providing historical sales figures and
projections through 2016. The report examines market drivers and trends,
retail sales-tracking data from SymphonyIRI and SPINSscan, new product trends
based on data from Datamonitor' s Product Launch Analytics, and national
consumer survey data from Experian Simmons data, as well as a proprietary
consumer survey on beverage and tea trends conducted by Packaged Facts. The
report thoroughly maps out the competitive situation at the marketer and brand
levels, with detailed profiles of AriZona, Bigelow, Celestial Seasonings,
Coca-Cola (Gold Peak, Honest Tea and Nestea), Lipton (from Unilever and the
Pepsi Lipton Partnership), McDonald' s sweet tea, Nestea, Snapple, Starbuck' s
Tazo, Teavana, Turkey Hill and others.
Scope of Report
Retail channels covered include supermarkets and grocery stores, convenience
stores, supercenters/mass merchandisers, warehouse clubs, drugstores,
gourmet/specialty food stores, supplement chains, direct-sales channels
including catalogs and Internet, and alternative channels such as department
stores, kitchenware stores and bookstores. Foodservice channels include
restaurants, coffeehouses, tea rooms and tea retailers, cafes and bars, and
other foodservice establishments.
Report Methodology
The information contained in this report was obtained from primary and
secondary research. Primary research entailed consultations with beverage
market sources, on-site examination of retail venues, and fielding a
proprietary Packaged Facts online consumer survey focusing on beverage product
shopper insights. Secondary research included extensive Internet canvassing
and research- and data-gathering from relevant consumer business and trade
publications; company reports including annual reports, press releases, and
investor conference calls; company profiles in trade and consumer
publications; government reports; and other food and beverage market reports
by Packaged Facts.
Sales estimates are based on data from the above sources as well as
SymphonyIRI data for mass-market channels (supermarkets, drugstores and mass
merchandisers other than Walmart); SPINSscan data for natural supermarkets;
published and estimated sales of major market participants; market size
estimates from other sources, including those appearing in the trade press;
the performance of relevant retail venues; consumer usage rates for beverage
products; and new product introduction activity in the market. Data on new
product introductions are based on Product Launch Analytics, a Datamonitor
service.
Our consumer analysis draws primarily on two data sources. The first is
national consumer survey data from Experian Simmons in its Fall 2010 National
Consumer Study, which is based on 24,463 adult respondents surveyed from
October 2009 through December 2010, as well as previous-year Experian Simmons
surveys. Through an ongoing program of telephone and booklet questionnaire
surveys of a large probability sample of consumers who represent a
statistically accurate cross-section of the U.S. adult population, Simmons is
able construct detailed demographic profiles across various consumer product
and service markets, including the beverage market. The discussion of consumer
patterns also draws on proprietary Packaged Facts online consumer surveys,
including a May/June 2011 survey based on 2,000 U.S. adults (including 1,453
tea drinkers) who in aggregate are census representative on the primary
demographic measure of age, gender, geographic region, race/ethnicity, and
presence of children in the household.
Table of Contents
Chapter 1: Executive Summary
- Scope and Methodology
- Scope of Report
- Report Methodology
- Varieties of Tea
- Market Trends
- Tea Grow Despite Tough Economy
- Table 1-1: U.S. Retail Sales of Tea, 2007-2011 (in millions of dollars)
- Supermarkets at 28% Share
- Table 1-2: Share of U.S. Retail Sales of Packaged Tea by Channel, 2011
(percent)
- SymphonyIRI-tracked Sales Show Solid Growth
- Table 1-3: SymphonyIRI-tracked Sales of Tea: Overall and by Segment,
June 2011 (dollars and volume)
- RTD Tea Going Strong in Natural Foods Channel
- Table 1-4: Sales of Leaf and RTD Tea Products in Natural Supermarket
Channel, 2009-2011
- Varieties of Tea Purchased by Type
- Table 1-5: Tea Drinkers by Types of Tea Purchased, 2011
- Tea Is Good For You, But Be Careful How You Say That
- All' s Fair in the Tea Trade
- Merger Mania
- K-Cup Craze
- How Sweet It Is for Foodservice
- More Robust Tea Sales Growth on the Horizon
- Table 1-6: Projected U.S. Retail Sales of Tea, 2011-2016 (in millions)
- The Marketers
- The Power of Tea Concentrated Among a Few
- Table 1-7: Top Marketers of Tea at Food, Drug and Mass Merchandisers,
2010-11 (dollar sales and market share)
- Many Big Players in Foodservice
- Tea Retailers Take Center Stage
- New Product Trends
- Tea Leads All Beverages in Innovation
- Tea Begins Rebound from Recessionary Lows
- Table 1-8: Number of U.S. Tea Product Introductions: Reports and SKUs,
2007-2011
- "Natural" the Top Claim, "Upscale" Recedes
- Table 1-9: Top Marketing Claims/Package Tags for U.S. Tea Product
Introductions: 10-year vs. 1-year Trend for Period Ending July 2011
- Marketers Emphasize Functional Benefits
- Kombucha Creates a Stir
- New Products from Celebri-Teas
- Foodservice Chains Bet Big on Tea
- Consumer Trends
- Tea Remains a Consumer Favorite
- Figure 1-1: Household Purchasing of Retail Tea Products, 2010 (percent
and number)
- Table 1-10: U.S. Households Purchasing Retail Tea Products, 2006-2010
(number in millions and percent)
- Regular vs. Decaf
- Figure 1-2: Household Purchasing of Leaf Tea: Regular vs.
Decaffeinated and Bagged vs. Loose, 2010 (percent)
- 41% of Households Buy Lipton Leaf Tea
- Figure 1-3: Top Brands of Leaf Tea by Household Purchasing Levels,
2009 (percent)
- Purchasing Patterns Emerge
Chapter 2: Market Trends
- Retail Market Size and Composition
- Retail Tea Sales Rise to $6.5 billion
- Table 2-1: U.S. Retail Sales of Tea, 2007-2011 (in millions of dollars)
- A Multi-Channel Champion
- Table 2-2: Share of U.S. Retail Sales of Packaged Tea by Channel, 2011
(percent)
- SymphonyIRI-tracked Sales Show Solid Growth
- Table 2-3: SymphonyIRI-tracked Sales of Tea: Overall and by Segment,
June 2011 (dollars and volume)
- RTD Tea Going Strong in Natural Foods Channel
- Table 2-4: Sales of Leaf and RTD Tea Products in Natural Supermarket
Channel, April 2009 - April 2011
- Medicinal Tea Leads the Leaf Tea Category
- Table 2-5: Sales of Leaf Tea in the Natural Supermarket Channel, April
2009 - April 2011 (dollars)
- Tea Remains One of the Beverage Industry' s Bright Spots
- Table 2-6: Beverage Dollar Sales and Market Share by Category, June
2011
- Table 2-7: Fastest-Growing Beverage Categories, June 2011
- Foodservice Composition
- House Wine of the South Spurs Foodservice Growth
- "Money in a Cup"
- Foodservice Fast Facts
- Vending a Key Tea Channel
- Fast-Growing Tea Companies
- Tea Behaviors
- Varieties of Tea Consumed and Single-Serve Purchase Behavior
- Table 2-8: Tea Drinkers by Types of Tea Purchased, 2011
- Market Dynamics
- FDA Cracks Down
- Health Studies Abound
- Fair Trade Shows Big Jump
- Tea Companies Marry and Divorce
- Single Cup Platforms Become New Growth Drivers
- Tea Marketers Get Creative
- Tea 2.0
- Looking Ahead
- More Robust Tea Sales Growth on the Horizon
- Table 2-9: Projected U.S. Retail Sales of Tea, 2011-2016 (in millions)
Chapter 3: The Marketers
- Competitive Overview - Packaged Goods
- A Handful of Marketers Dominate
- Table 3-1: Leading Marketers of Tea at Food, Drug and Mass
Merchandisers, April 2011 (dollar sales and market share)
- Lipton Has Leaf Tea in the Bag
- Table 3-2: Top Marketers and Brands of Bags/Loose Tea by
SymphonyIRI-tracked Sales and Volume, April 2011
- RTD Marketers Forge Ahead
- Table 3-3 Top Marketers and Brands of RTD Tea by SymphonyIRI-tracked
Sales and Volume, April 2011
- Instant Provides Little Gratification
- Table 3-4: Top Marketers and Brands of Instant Tea by
SymphonyIRI-tracked Sales and Volume, April 2011
- Refrigerated Tea Makes a Case for Itself
- Table 3-5: Top Marketers and Brands of Refrigerated Tea by
SymphonyIRI-tracked Sales and Volume, April 2011
- Competitive Overview - Foodservice
- Many Foodservice Tea Suppliers
- Competitive Overview - Tearooms and Specialty Stores
- A Highly Fragmented Market
- The Teavana IPO
- Table 3-6: Teavana' s product mix, 2009-2011
- The Marketing of Teavana
Chapter 4: Brand Profiles
- AriZona (AriZona Beverage Co.)
- A Leader in RTD
- Growing and Sought After
- Capitalizing on a Legendary Golf Drink
- Caught in an Immigration Controversy
- AriZona Expands Its Packaging Options
- A Straightforward Strategy
- Bigelow Tea (R.C. Bigelow, Inc.)
- A Constant Contender
- Partnering with The Great One
- Healthy Introductions Abound
- Celestial Seasonings (The Hain Celestial Group)
- Herbal Leader Experiences Solid Growth
- Celestial Seasonings and K-Cups
- Couponing, In-store and Social Media
- Gold Peak (The Coca-Cola Company)
- Pushing for More Share
- New Packaging and Delivery Systems Drive Growth
- Lipton (Unilever and PepsiCo)
- Despite Weak Sales, Lipton Still Dominates
- How Pepsi-Lipton Segments the RTD Market
- Brisk Takes on the Year' s Biggest Audience
- Partnering with Green Lantern and Stickybits
- New Products Make a Splash
- Nestea (Coca-Cola and Nestle)
- Slipping Sales in RTD
- Nestea Emphasizes Online
- Red Diamond
- Rising Star in Refrigerated Tea
- Snapple (Dr. Pepper Snapple Group)
- A Turnaround Story
- The Northeast Is Snapple' s Stronghold
- The Importance of Packaging
- Capitalizing on TV Tie-Ins
- Turkey Hill
- Twinings
- By Appointment to Her Majesty
Chapter 5: New Product Trends
- Overview
- Tea Product Launches Pace All Categories
- Table 5-1: Number of U.S. Non-Alcoholic Beverage Product Reports/SKUs,
July 2011
- Tea Begins Rebound from Recessionary Lows
- Table 5-2: Number of U.S. Tea Product Introductions: Reports and SKUs,
July 2007 - July 2011
- What' s in a Claim?
- Table 5-3: Top Marketing Claims/Package Tags for U.S. Tea Product
Introductions: 10-year vs. 1-year Trend for Period Ending July 2011
- Packed Full of Flavors
- Table 5-4: Top Flavors in U.S. Tea Product Introductions: 10-years vs.
1-year Trend for Period Ending July 2011
- Same Players Introduce New Products
- Table 5-5: Top Companies in U.S. Tea Product Introductions, July 2001
- July 2011
- Table 5-6: Top Companies in U.S. Tea Product Introductions, July 2011
- Packaged Goods Trends
- Functional Benefits Popular in New Tea
- Coca-Cola' s "Teavolution of Water"
- The Curious Case of Kombucha
- Bigelow' s Healthy Offerings
- Could' ve Had a V8
- Tulsi Touches Down
- Celebrities Jump on the Tea Bandwagon
- New Product Trends in Foodservice
- The Big Chains Emphasize Tea
- Starbucks Gets Bigger
- Teavana Unveils New Teas for the 2010-11 Season
- Popeyes Gets Sweet
- Other New Products Debut in Foodservice
- Notable Products at the World Tea Expo
- 2011 World Tea Expo Best New Product Award Winners
- Tea as an Ingredient Winner (Tie)
- TEAS' TEA Low-Calories by ITO EN
- Packaging Winner (Tie)
- Tiesta Tea Tins by Planet Canit
- Packaging Winner (Tie)
- Innovation Winner
- Drip Tea by Sugimoto America, Inc
- Open Class Winner (Tie)
- Chaitea by Gourmetti Brands Inc.
- Open Class Winner (Tie)
- Incredible Lid V2 for Hot Beverage by Idea House International, Inc.
Chapter 6: Consumer Trends
- Overview
- Note on Experian Simmons and Packaged Facts Surveys
- Household Purchasing Rates for Retail Tea Products
- Figure 6-1: Household Purchasing of Retail Tea Products, 2010 (percent
and number)
- Table 6-1: U.S. Households Purchasing Retail Tea Products, 2006-2010
(number in millions and percent)
- Retail vs. Restaurant Purchasing Rates
- Figure 6-2: Tea Drinker Purchasing Patterns: Retail vs. Restaurant,
February 2009 (percent)
- Figure 6-3: Tea Drinker Purchasing Patterns: Retail or Restaurant
Purchasing Patterns for Selected Specialty Tea Products, February 2009
(percent)
- Consumer Demographics and Psychographics: Leaf Tea
- Overall Usage Patterns for Leaf Tea
- Table 6-3: Demographic Indicators for Purchasing Leaf Tea, 2010
(percent, total number and index)
- Table 6-4: Household Usage of Leaf Tea by Purpose: Hot Tea vs. Iced
Tea, 2010 (percent and number)
- Hot vs. Iced Tea
- Table 6-5: Select Demographic Indicators for Purchasing Leaf Tea to
Make Hot Tea, 2010 (percent, total number and index)
- Table 6-6: Psychographic Indicators for Using Leaf Tea to Make Hot
Tea, 2010 (percent, total number and index)
- Table 6-7: Demographic Indicators for Purchasing Leaf Tea to Make Iced
Tea, 2010 (percent, total number and index)
- Table 6-8: Psychographic Indicators for Purchasing Leaf Tea to Make
Iced Tea, 2010 (percent, total number and index)
- Bagged vs. Loose Tea
- Table 6-9: Household Purchasing of Leaf Tea by Type: Bagged vs. Loose,
2010 (percent and total number)
- Table 6-10: Demographic Indicators for Using Bagged Tea, 2010
(percent, total number and index)
- Table 6-11: Demographic Indicators for Using Loose Leaf Tea, 2010
(percent, total number and index)
- Table 6-12: Psychographic Indicators for Purchasing Loose Leaf Tea,
2010 (percent, total number and index)
- 61% of Households Buy Regular Tea
- Table 6-13: Household Purchasing of Leaf Tea: Regular vs.
Decaffeinated, 2009 (percent and total number)
- Figure 6-4: Household Purchasing of Leaf Tea: Regular vs.
Decaffeinated and Bagged vs. Loose, 2010 (percent)
- Flavor Preferences
- Table 6-14: Household Purchasing of Leaf Tea by Flavor, 2010 (percent
and total number)
- Figure 6-5: Retail Tea Purchasing Patterns by Flavor, February 2009
(percent)
- Figure 6-6: Restaurant Tea Purchasing Patterns by Flavor, February
2009 (percent)
- Regular Blend Drinkers
- Table 6-15: Demographic Indicators for Flavors Used: Regular Blend
Tea, 2010 (percent, total number and index)
- Green Tea Drinkers
- Table 6-16: Demographic Indicators for Flavors Used: Green Tea, 2010
(percent, total number and index)
- Table 6-17: Pyschographic Indicators for Flavors Used: Green Tea, 2010
(percent, total number and index)
- Herbal Tea Drinkers
- Table 6-18: Demographic Indicators for Flavors Used: Herbal Tea, 2010
(percent, total number and index)
- Table 6-19: Pyschographic Indicators for Flavors Used: Herbal Tea,
2010 (percent, total number and index)
- Fruit/Spice-Flavored Tea Drinkers
- Table 6-20: Demographic Indicators for Flavors Used:
Fruit/Spice-Flavored Tea, 2010 (percent, total number and index)
- Table 6-21: Pyschographic Indicators for Flavors Used:
Fruit/Spice-Flavored Tea, 2010 (percent, total number and index)
- 14% of Households Are Heavy Consumers of Leaf Tea
- Table 6-22: Household Consumption Levels for Leaf Tea, 2010 (percent
and total number)
- Table 6-23: Demographic Indicators for Heavy Household Consumption of
Leaf Tea, 2010 (percent, total number and index)
- Table 6-24: Psychographic Indicators for Heavy Consumption of Leaf
Tea, 2010 (percent, total number and index)
- 41% of Households Buy Lipton Leaf Tea
- Figure 6-7: Top Brands of Leaf Tea by Household Purchasing Levels,
2009 (percent)
- Table 6-25: Demographic Indicators for Purchasing Leaf Tea: By Brand,
2010 (index)
- Table 6-26: Psychographic Indicators for Purchasing Leaf Tea: By
Brand, 2010 (index)
- Consumer Demographics and Psychographics: Ready-To-Drink Cold Tea
- 45% of Households Purchase RTD Cold Tea
- Figure 6-8: Household Purchasing of RTD Cold Tea, 2010 (percent and
number)
- Table 6-27: Demographic Indicators for Purchasing RTD Cold Tea, 2010
(percent, total number and index)
- Table 6-28: Psychographic Indicators for Purchasing RTD Cold Tea, 2010
(percent, total number and index)
- Regular vs. Diet RTD Tea
- Table 6-29: Demographic Indicators for Purchasing Regular RTD Cold
Tea, 2010 (percent, total number and index)
- Table 6-30: Psychographic Indicators for Purchasing Regular RTD Cold
Tea, 2010 (percent, total number and index)
- Table 6-31: Demographic Indicators for Purchasing Diet RTD Cold Tea,
2010 (percent, total number and index)
- Table 6-32: Psychographic Indicators for Purchasing Diet RTD Cold Tea,
2010 (percent, total number and index)
- 22% of Households Buy RTD Lipton
- Figure 6-9: Top Brands of RTD Cold Tea by Household Purchasing Levels,
2010 (percent)
- Patterns by Brand
- Table 6-33: Demographic Indicators for Purchasing RTD Cold Tea: By
Brand, 2010 (index)
- Table 6-34: Psychographic Indicators for Purchasing RTD Cold Tea: By
Brand, 2010 (index)
- Consumer Demographics and Psychographics: Instant Iced Tea Mix
- 27% of Households Buy Instant Iced Tea Mix
- Figure 6-10: Household Purchasing Instant Iced Tea Mix, 2010 (percent
and number)
- Table 6-35: Demographic Indicators for Using Instant Iced Tea Mix,
2010 (percent, total number and index)
- Table 6-36: Psychographic Indicators for Using Instant Iced Tea Mix,
2010 (percent, total number and index)
- Patterns by Sweetened/Unsweetened Formula Type
- Table 6-37: Demographic Indicators for Using Sugar-Sweetened Instant
Iced Tea Mix, 2010 (percent, total number and index)
- Table 6-38: Psychographic Indicators for Using Sugar-Sweetened Instant
Iced Tea Mix, 2010 (percent, total number and index)
- Table 6-39: Demographic Indicators for Purchasing Unsweetened Instant
Iced Tea Mix, 2010 (percent, total number and index)
- Table 6-40: Psychographic Indicators for Using Unsweetened Instant
Iced Tea Mix, 2010 (percent, total number and index)
- Table 6-41: Demographic Indicators for Purchasing Sugar-Free Sweetened
Instant Iced Tea Mix, 2010 (percent, total number and index)
- Table 6-42: Psychographic Indicators for Using Sugar-Free Sweetened
Instant Iced Tea Mix, 2010 (percent, total number and index)
- 6% of Households Are Heavy Consumers of Instant Iced Tea
- Figure 6-11: Household Consumption Levels for Instant Iced Tea: Number
of Glasses, 2010 (percent and total number)
- Table 6-43: Demographic Indicators for Heavy Household Consumption of
Instant Iced Tea, 2010 (percent, total number and index)
- Table 6-44: Psychographic Indicators for Heavy Consumption of Instant
Iced Tea, 2010 (percent, total number and index)
- 13% of Households Buy Lipton Instant Iced Tea
- Figure 6-12: Top Brands of Instant Iced Tea Mix by Household
Purchasing Levels, 2010 (percent)
- Table 6-45: Demographic Indicators for Purchasing Instant Iced Tea
Mix: By Brand, 2010 (index)
- Table 6-46: Psychographic Indicators for Using Instant Iced Tea Mix:
By Brand, 2010 (index)
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