The tea market in the U.S. continues to enjoy mass appeal in the U.S. The category's performance in the last couple of years, particularly in ready-to-drink segments, has shown the strong durability of the market.
Tea is experiencing growth, impacted by factors including: an interest in tea culture at foodservice; new products that emphasize tea's functionality; trends towards premium and specialized products in bagged, loose and ready-to-drink tea; and Starbucks' push into RTD tea through its partnership with Anheuser-Busch.
The report "Tea and Ready-to-Drink Tea: U.S. Retail Market, 6th Edition" focuses on the dynamic market for packaged tea, particularly with respect to the impact of current product, marketing, and consumer trends. The report offers market size and growth projections for tea and features the results of an exclusive national online consumer survey of tea drinkers' tendencies, preferences, and purchase influences.
Scope and Methodology
Market trends and market size estimates within Tea and Ready-to-Drink Tea: U.S. Retail Market, 6th Edition are based on both public and syndicated data sources. Sales, market size, and consumer data sources drawn upon include:
IRI sales tracking through U.S. supermarkets and grocery stores, drugstores, and mass merchandisers with annual sales of $2 million or more;
Published company reports and news releases.
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- CHAPTER 1 EXECUTIVE SUMMARY
- Scope of Report
- Report Methodology
- Teo Sales Rise to $7.3 billion
- Table 1-1 Tea sales in the U.S.,2011-2015 (in billions of dollars and percent)
- Teo by Chonnel
- IRI-trocked Teo Shoots Up
- Table 1-2IRI-Tracked SalesofTea: Overall and by segment, 2016 (in millions)
- Looking Ahead
- Table 1-3 Tea sales in the U.S.,2016-2020 (in billions of dollars and percent)
- Teo Culture Blossoms
- Functional: The Next Wove
- ConsumerShifts Create Opportunity and Peril
- Powerhouse Brands Target RTDTeo
- Teo Market Shore Spread Out
- Marketing Trends
- Praduct Trends
- Retail Trends
- Tea Market Share Spread Out
- Tea Consumption Trends
- Hot and Cold Tea Usage by Gender
- Table 1-4 Tea Usage by Gender, 2016
- CHAPTER 2 TEATRENDS & OPPORTUNITIES
- KEY OpPORTUNITIES
- Tea Culture Blossoms
- Gourmet Gear
- Functional: The Next Wave
- Illustration 2-1 Republic ofTea's UoMatcha Charcoal
- FACTORS TOMARKET GROWTH
- Consumer Shifts Create Opportunity and Peril
- Powerhouse Brands Target RTDTea
- CHAPTER 3 MARKETSIZE AND PROJECTIONS
- MARKET SIZE ANDSEGMENTATION
- Tea Sales Rise to $7.3 billion
- Table 3-1 Tea Sales in the U.S., 2011-2015 (in billions of dollars and percent)
- Teo by Chonnel..
- Table 3-2 Share of U.S. Sales ofTea by Channel, 2016 (percent)
- IRI-trocked Teo Shoots Up lB
- Table 3-3IRI-Tracked Sales ofTea: Overall and by Segment, 2016 (in millions)
- Looking Ahead
- Table 3-4 Projected Tea Sales in the U.S., 2016-2020 (in billions of dollars and percent)
- CHAPTER 4 THE MARKETERS
- MARKETER SHARES
- Teo Market Share Spread Out
- Table 4-1 Top Marketers ofTea at Food, Drug and Mass Merchandisers, 2016 (in millions)
- Pepsi Lipton Tea Partnership Tops RTDTea
- Table 4-2 Top Marketers of Canned and Bottled Tea, 2016 (in millions)
- Table 4-3 8iggest Canned and Bottled Tea 8rand Line Gainers, 2016 (in millions)
- Gold Peak Tops Refrigerated Tea
- Table 4-4 Top Marketers of Refrigerated Tea, 2016 (in millions)
- Table4-5 Biggest Refrigerated Tea Brand line Gainers, 2016 (in millions)
- Lipton Tops Bagged/Loose Tea Segment
- Table 4-6 Top Marketers ofTea (Bags/Loose), 2016 (in millions)
- Table 4-7 Blggest Tea (Bags/Loose) Brand Line Gainers, 2016 (in millions)
- Four Players with Double Digit Share in Single-Cup Tea
- Table 4-8 Top Marketers of Single-Cup Tea, 2016 (in millions)
- Table 4-9 Biggest Single-Cup Tea Brand Line Gainers, 2016 (in millions)
- Private Label Tea Market Feels the Pain
- Table 4-10 Private Label Tea, 2016 (in millions)
- CHAPTER 5 MARKETING AND NEW PRODUCT TRENDS
- RANGE OFApPROACHES
- Global Positioning at Lipton
- Illustration 5-1 Lipton's Bright Bites Website
- Experiential Effortfor Lipton Sparkling Ice Tea
- Pure LeafMoves into Television
- Illustration 5-2 Pure Leaf Recipes onYouTube
- Brisk Targets Urban Teens
- Gold Peak Tokes It Home
- Illustration 5-3 Gold Peak TV Spot
- Snapple Goes Madcap
- Illustration 5-4 Snapple "Bees" TV Spot
- "Butterflyz"at Fuze
- AriZona ond Marketing
- The Honesty Index
- Celestial Makeover Misstep
- Illustration 5-5 Celestial Seasoning: Image Makeover
- PRODUCT TRENDS
- Expanding Premium Tier
- Natural Strategies
- Illustration 5-6 AriZona Good Brew
- Sparkling Products in the Spotlight
- Tea Lattes Proliferote
- Illustration 5-7 Hain Celestial: Celestial Lattes Line
- Exotic Flavor Directions
- Specialty TeasAdvancing
- Matcha: The Super/ood Tea
- Illustration 5-8 New Brisk Tea Flavor: Brisk Mate
- Unrest in Kombucha
- Single-Serve Form
- Instant Tea
- Segmentation in Hot Tea
- Illustration 5-9 Pure Leaf Bagged and Loose Leaf Tea
- Illustration 5-10 Bigelow: New Steep Brand
- Illustration 5-11 Tazo Grand Tour Collection
- CHAPTER 6 RETAIL TRENDS
- CHANGING RETAIL LANDSCAPE
- Consumer Mindsets Are Shifting
- Developments in Mass Channels
- Tea Retailers
- Illustration 6-1 T2: New York SoHo Location
- Tea Cafes
- Online Channel
- Illustration 6-2 Tea Category: Amazon Dash Buttons
- Illustration 6-3 Online Ad for DAVIDsTEA
- CHAPTER 7 THE TEACONSUMER
- Tea Consumption Trends
- Table 7-1 Usage Rates for Leaf and Instant Tea, 2009-2016 (percent)
- Table 7-2 Usage Rates for Ready-to-Drink Tea, 2009-2016 (percent)
- Hot and Cold Tea Usage by Gender
- Table 7-3 Tea Usage Rates by Gender, 2016
- Gender Differences in Frequency of Consumption
- Table7-4 Numberof Teaor TeaDrinks Consumed PerDay: Overall and by Gender, 2016
- Teo Channel Shopping by Gender
- Table 7-5 Tea Purchasing Patterns by Retail Channel: By Gender, 2016
- Teo Type Preferences
- Table7-5 Caffeinated Y5. Decaffeinated Y5. Herbal TeaConsumption Patterns, 2016
- Table 7-6 Tea Usage Rates by Form: Overall and by Age Bracket, 2016
- Table 7-7 Types ofTea Drunk at Home: Overall and by Age Bracket, 2016
- Table 7-8 Types ofTea at Drunk at Restaurants/Cafes: Overall and by Age Bracket, 2016
- Table 7-9 Types ofTea Drunk Most Often at Home or Restaurants/cafes: Overall and by Age Bracket,2016
- Brand Preference Trends
- Table 7-10 Regular Tea (in Bagsor Packages)Consumption Trends by Brand, 2008-2016 (percent)
- Table 7-11 Instant Ice Tea Mix Consumption Trends by Brand, 2008-2016 (percent)
- Table 7-12 Ready-to-Drink Iced Tea Consumption Trends by Brand, 2008-2016 (percent)
- Tea Consumer Demographics
- Table 7-13 Demographics of Tea Consumers (Bagged/Packages and Instant) by Select Brands, 2016(Index)
- Table 7-14 Demographics of Ready-to-Drink Tea Consumers by Select Brands, 2016 (Index)
