2011 RTD Tea in the U.S.

READY TO GO.

This report examines the total U.S. tea market with a focus on ready-to-drink tea. It provides data on regional markets as well as leading companies and brands for the New Age beverage segment. RTD tea packaging, distribution, advertising expenditures and demographics are discussed in detail. This report also projects the market five years into the future. Also covers Kombucha. NEW IN 2011: Features expanded coverage of RTD and other tea companies.

Report extract

After cooling down for two straight years, ready-to-drink (RTD) tea grew strongly in 2010.

· The late 1980s and early 1990s saw the explosion of premium hot-fill brands such as Snapple, which were packaged in glass bottles and sold one at a time in down-the-street outlets. The innovations of Snapple - still entirely relevant two decades later - included use of a wide-mouth 16-ounce glass bottle that until recently still was the default packaging choice for high-end beverage newcomers and an all-natural formulation that eschewed the use of preservatives in favor of pasteurization (the so-called hot-fill process).
· Arizona entered the category in 1992 and demonstrated the power of flashy packaging to develop consumer awareness and loyalty even in the absence of more formal marketing efforts.
· Snapple and Arizona's success drew entries from Coca-Cola (via a partnership with Nestlé under the Nestea brand) and PepsiCo (via a partnership with Lipton under that brand name) in the 1990s. These popular-priced, cold-fill brands (Nestea Cool and Lipton Brisk, respectively) - packaged in plastic bottles and cans - soon took the market lead from premium teas.
· After the initial push provided by Brisk and Cool, RTD tea started to cool. Since it shares a hydration function with water, RTD tea was one of the segments most negatively affected by the rapid advancement of retail PET water. In the late 1990s, hot-fill, premium teas began to outperform cold-fill, popular teas - mostly because of the resurgence of Arizona.
· SoBe and Snapple attracted the attention of the major carbonated soft drink (CSD) companies, placing RTD tea at the vortex of consolidation trends. Under its new corporate master, SoBe has gradually faded away in the RTD tea segment. For most of its tenure during Cadbury Schweppes (now, Dr Pepper Snapple) , it can also be said that Snapple was mostly stagnant - although it has shown signs of turning around recently.

One of the main dividing lines in the RTD tea industry was between hot-fill, premium teas and popular, cold-fill teas.

· The hot-fill teas enjoyed a perception of better taste and premium positioning while cold-fill teas enjoyed a price advantage and widespread availability. While cold-fill entries took over the lead in the 1990s, hot-fill brands regained the lead in 2002.

Table of contents

1. THE U.S. NEW AGE & TEA MARKETS
The 2010 New Age Market
Overview of the U.S. Retail Tea Market
The 2010 Tea Market
• Volume
• Per Capital Consumption
• Retail Dollar Sales
Exhibits
• New Age Beverage Market Segments Estimated Wholesale Dollar Sales 2005 – 2010
• New Age Beverage Market Segments Share of Wholesale Dollar Sales 2005 – 2010
• New Age Beverage Market Segments Change in Wholesale Dollar Sales 2006 – 2010
• U.S. Tea Market Estimated Consumption by Segment 2005 – 2010
• U.S. Tea Market Share of Consumption by Segment 2005 – 2010
• U.S. Tea Market Change in Consumption by Segment 2006 – 2010
• U.S. Tea Market Per Capita Consumption by Segment 2005 – 2010
• U.S. Tea Market Estimated Retail Sales by Segment 2006 – 2010
• U.S. Tea Market Share of Retail Sales by Segment 2006 – 2010
• U.S. Tea Market Change in Retail Sales by Segment 2007 – 2010
2. THE NATIONAL READY-TO-DRINK TEA MARKET
RTD Tea Market Trends
• Overview
• RTD Tea Dollar and Case Volume
• RTD Tea Pricing
• Per Capita RTD Tea Consumption
• RTD Tea Seasonality
RTD Tea Market Segmentation
RTD Tea Market by Type and Flavor
Exhibits
• The National RTD Tea Market Dollar and Case Volume 1988 – 2010
• The National RTD Tea Market Dollar and Case Volume Growth 1989 – 2010
• The National RTD Tea Market Per Capita Consumption 1988 – 2010
• The National RTD Tea Market Quarterly Volume Shares 2003 – 2010
• The National RTD Tea Market Volume by Price Segment 2005 – 2010
• The National RTD Tea Market Share of Volume by Price Segment 2005 – 2010
• The National RTD Tea Market Change in Volume by Price Segment 2006 – 2010
• The National RTD Tea Market Volume by Tea Type and Flavor in Grocery, Drug and Mass Merchandisers 2005 – 2010
• The National RTD Tea Market Share of Volume by Tea Type and Flavor in Grocery, Drug and Mass Merchandisers 2005 – 2010
• The National RTD Tea Market Change in Volume by Tea Type and Flavor in Grocery, Drug and Mass Merchandisers 2006 – 2010
3. THE REGIONAL READY-TO-DRINK TEA MARKETS
Regional RTD Tea Markets
• Overview
• The South
• The Midwest
• The West
• The Northeast
Exhibits
• The Regional RTD Tea Markets Wholesale Dollar Sales 2005 – 2010
• The Regional RTD Tea Markets Dollar Share 2005 – 2010
• The Regional RTD Tea Markets Dollar Growth 2006 – 2010
• The Regional RTD Tea Markets Case Volume 2005 – 2010
• The Regional RTD Tea Markets Case Volume Share 2005 – 2010
• The Regional RTD Tea Markets Case Volume Growth 2006 – 2010
• The Regional RTD Tea Markets Per Capita Consumption 2005 – 2010
4. READY-TO-DRINK TEA PACKAGING RTD
Tea Packaging Types
• Overview
• Glass Bottles
• Cans
• Plastic Bottles
• Cartons
• Fountain/Aseptic
Exhibits
• RTD Tea Volume by Package Size and Type 2005 – 2010
• RTD Tea Share by Package Size and Type 2005 – 2010
• RTD Tea Growth by Package Size and Type 2006 – 2010
5. THE LEADING READY-TO-DRINK TEA COMPANIES AND THEIR BRANDS
The Leading Companies
PepsiCo, Inc.
• Overview
• PLTP – Overview
• PLTP – Marketing
• PLTP – Distribution
• SoBe – Overview
• SoBe – Marketing
• SoBe – Distribution
Coca-Cola Company
• Nestea – Overview
• Nestea – Marketing
• Nestea – Distribution
• Fuze Beverage – Overview
• Fuze Beverage – Marketing
• Fuze Beverage – Distribution
• Honest Tea – Overview
• Honest Tea – Marketing
• Honest Tea – Distribution
• Sokenbicha – Overview
Snapple Beverage Group
• Overview
• Marketing
• Distribution
Ferolito, Vultaggio & Sons
• Overview
• Marketing
• Distribution
Other RTD Tea Brands
Leading Grocery and Drug Store RTD Tea Brands
Exhibits
• Leading RTD Tea Brands Estimated Wholesale Dollar Sales 2005 – 2010
• Leading RTD Tea Brands Estimated Dollar Share 2005 – 2010
• Leading RTD Tea Brands Estimated Dollar Growth 2006 – 2010
• Leading RTD Tea Brands Estimated Case Volume 2005 – 2010
• Leading RTD Tea Brands Estimated Case Volume Share 2005 – 2010
• Leading RTD Tea Brands Estimated Case Volume Growth 2006 – 2010
• The Leading RTD Tea Trademarks in Grocery Stores by Retail Sales 2010
• The Leading RTD Tea Trademarks in Drug Stores by Retail Sales 2010
• The Leading RTD Tea Trademarks in Grocery Stores by Volume 2010
• The Leading RTD Tea Trademarks in Drug Stores by Volume 2010
6. THE KOMBUCHA MARKET
Kombucha
• Overview
• Leading Brands
Exhibit
• The Kombucha Market Estimated Wholesale Dollar Sales, Volume and Growth 2006 – 2010
7. READY-TO-DRINK TEA DISTRIBUTION CHANNELS
RTD Tea Distribution Channels
Exhibits
• RTD Tea Volume by Distribution Channel 2005 – 2010
• RTD Tea Share of Volume by Distribution Channel 2005 – 2010
• RTD Tea Change in Volume by Distribution Channel 2006 – 2010
8. U.S. TEA ADVERTISING EXPENDITURES
The Leading Advertised RTD Tea Brands
RTD Tea Advertising by Medium
The Leading Advertised Tea Brands
Tea Advertising by Medium
Exhibits
• Ready-to-Drink Tea Advertising Expenditures 2005 – 2010
• Ready-to-Drink Tea Share of Advertising Expenditures 2005 – 2010
• Ready-to-Drink Tea Change in Advertising Expenditures 2006 – 2010
• Ready-to-Drink Tea Advertising Expenditures by Media 2005 – 2010
• Ready-to-Drink Tea Share of Advertising Expenditures by Media 2005 – 2010
• Ready-to-Drink Tea Change in Advertising Expenditures by Media 2006 – 2010
• U.S. Non-RTD Tea Market Advertising Expenditures 2005 – 2010
• U.S. Non-RTD Tea Market Share of Advertising Expenditures 2005 – 2010
• U.S. Non-RTD Tea Market Change in Advertising Expenditures 2006 – 2010
• U.S. Non-RTD Tea Market Advertising Expenditures by Media 2005 – 2010
• U.S. Non-RTD Tea Market Share of Advertising Expenditures by Media 2005 – 2010
• U.S. Non-RTD Tea Market Change in Advertising Expenditures by Media 2006 – 2010
9. U.S. TEA DEMOGRAPHICS
Demographics of the RTD Tea Consumer
• Overview
• Comparative Demographics of RTD Tea Brands
Exhibits
• Demographics of the RTD Tea Consumer 2010
• Demographics of the Arizona Tea Consumer 2010
• Demographics of the Lipton Brisk Consumer 2010
• Demographics of the Nestea Consumer 2010
10. U.S. TEA IMPORTS AND EXPORTS
Imported Tea
Exported Tea
Exhibits
• U.S. Tea Market Imports (Metric Tons) by Tea Type 2005 – 2010
• U.S. Tea Market Share of Imports by Tea Type 2005 – 2010
• U.S. Tea Market Change in Imports by Tea Type 2006 – 2010
• U.S. Black Tea Market Imports (Metric Tons) by Leading Countries 2005 – 2010
• U.S. Black Tea Market Share of Imports by Leading Countries 2005 – 2010
• U.S. Black Tea Market Change in Imports by Leading Countries 2006 – 2010
• U.S. Green Tea Market Imports (Metric Tons) by Leading Countries 2005 – 2010
• U.S. Green Tea Market Share of Imports by Leading Countries 2005 – 2010
• U.S. Green Tea Market Change in Imports by Leading Countries 2006 – 2010
• U.S. Tea Market Exports (Metric Tons) by Tea Type 2005 – 2010
• U.S. Tea Market Share of Exports by Tea Type 2005 – 2010
• U.S. Tea Market Change in Exports by Tea Type 2006 – 2010
• U.S. Black Tea Market Exports (Metric Tons) by Leading Countries 2005 – 2010
• U.S. Black Tea Market Share of Exports by Leading Countries 2005 – 2010
• U.S. Black Tea Market Change in Exports by Leading Countries 2006 – 2010
• U.S. Green Tea Market Exports (Metric Tons) by Leading Countries 2005 – 2010
• U.S. Green Tea Market Share of Exports by Leading Countries 2005 – 2010
• U.S. Green Tea Market Change in Exports by Leading Countries 2006 – 2010
11. TEA INDUSTRY PRICING IN THE U.S.
Price Indexes
• Consumer Prices
• Producer Prices
Exhibits
• Change in Consumer Price Index for Tea and Other Items 1999 – 2010
• Change in Producer Price Index for Tea and All Commodities 1995 – 2010
12. THE PROJECTED TEA MARKET
The Projected RTD Tea Market
Exhibits
• Projected RTD Tea Market Wholesale Dollar Sales 2010 – 2015
• Projected RTD Tea Market Compound Annual Sales Growth 2010 – 2015
• Projected RTD Tea Market Estimated Case Volume and Growth 1993 – 2015
• Projected RTD Tea Market Compound Annual Volume Growth 1993 – 2015
• Projected Tea Market Estimated Consumption by Segment 2005 – 2015
• Projected Tea Market Share of Consumption by Segment 2005 – 2015
• Projected Tea Market Compound Annual Growth by Segment 2010 – 2015
• Projected RTD Tea Market Volume by Price Segment 2005 – 2015
• Projected RTD Tea Market Share of Volume by Price Segment 2005 – 2015
• Projected RTD Tea Market Compound Annual Growth by Price Segment 2010 – 2015

Tweet

Related research categories

By sector: Ready-to-drink, Tea (in Hot drinks)

By market: United States (in North America)