2012 RTD Tea in the U.S.

Published: October 2012

Publisher: Beverage Marketing Corporation

Product ref: 150814

Pages: 261

Format: PDF

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Report description

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. The report also projects the market five years into the future. Also covers kombucha. New for 2012: Includes diet vs. regular RTD tea trends.

Report extract:

Specialty teas such as green tea, herbal tea and chai that have provided verve to the hot tea market, have also found their way into the RTD tea segment. These so-called superpremium teas emerged in part to fill a vacuum in the existing marketplace.

  • Green tea has a more healthful image than black tea, a fact recognized by Arizona when it released its line of green teas, which are among the company's most successful products.
  • As in other beverage segments where consolidation has taken place, new RTD tea entrants may need to find an unfulfilled niche in an attempt to differentiate themselves.
  • Foremost among these, at least in the public eye, has been Honest Tea, started in Bethesda, Maryland, by a financial services executive, Seth Goldman, and his business school professor Barry Nalebuff.
  • Goldman began with some home-brewed teas in unlabeled Snapple bottles that he took to the local Whole Foods buyer. Offered in intriguing flavors like Moroccan Mint and offering a lower sweetness level than conventional iced teas, the line went beyond the "all natural" claim of entries like Snapple to certified organic status, offering a strong differentiator, easing its way into natural foods stores and offering a nod of reassurance to consumers for whom organic, like kosher before it, may be becoming a general badge of quality. Honest Tea has also fostered an image of social responsibility that appeals to those upscale consumers who may be attracted to such a concept.
  • Japanese company Ito-En has also targeted consumers looking for "better" products. Following the example of Honest Tea, which demonstrated that not all consumers are seeking teas that are drowned in sweetness, Ito-En introduced a line of unsweetened green teas that found unexpected consumer acceptance.
  • These superpremium teas appeal to consumers who might not otherwise purchase RTD tea, thus providing an increasingly significant, incremental volume increase to the segment. Even beyond their actual volume contribution, superpremium teas have improved the image of RTD tea and have helped push the larger players to make RTD products better in terms of ingredients and health bona fides.
  • For example, Coca-Cola developed a premium brand styled Gold Peak, which made modest inroads into the market and began to grow at a brisker pace in 2011. Perhaps more significantly, Coca-Cola took a 40% stake in Honest Tea several years ago and wrested complete ownership of the company in February 2011.

Table of contents

1. THE U.S. NEW AGE & TEA MARKETS
The 2011 New Age Market
Overview of the U.S. Retail Tea Market
The 2011 Tea Market
• Volume
• Per Capital Consumption
• Retail Dollar Sales
Exhibits
New Age Beverage Market Segments Estimated Wholesale Dollar Sales 2006 – 2011
• New Age Beverage Market Segments Share of Wholesale Dollar Sales 2006 – 2011
• New Age Beverage Market Segments Change in Wholesale Dollar Sales 2007 – 2011
• U.S. Tea Market Estimated Consumption by Segment 2006 – 2011
• U.S. Tea Market Share of Consumption by Segment 2006 – 2011
• U.S. Tea Market Change in Consumption by Segment 2007 – 2011
• U.S. Tea Market Per Capita Consumption by Segment 2006 – 2011
• U.S. Tea Market Estimated Retail Sales by Segment 2006 – 2011
• U.S. Tea Market Share of Retail Sales by Segment 2006 – 2011
• U.S. Tea Market Change in Retail Sales by Segment 2007 – 2011

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 – 2011
• The National RTD Tea Market Dollar and Case Volume Growth 1989 – 2011
• The National RTD Tea Market Per Capita Consumption 1988 – 2011
• The National RTD Tea Market Quarterly Volume Shares 2003 – 2011
• The National RTD Tea Market Volume by Price Segment 2006 – 2011
• The National RTD Tea Market Share of Volume by Price Segment 2006 – 2011
• The National RTD Tea Market Change in Volume by Price Segment 2007 – 2011
• The National RTD Tea Market Volume by Tea Type and Flavor in Grocery, Drug and Mass Merchandisers 2006 – 2011
• The National RTD Tea Market Share of Volume by Tea Type and Flavor in Grocery, Drug and Mass Merchandisers 2006 – 2011
• The National RTD Tea Market Change in Volume by Tea Type and Flavor in Grocery, Drug and Mass Merchandisers 2007 – 2011

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 2006 – 2011
• The Regional RTD Tea Markets Dollar Share 2006 – 2011
• The Regional RTD Tea Markets Dollar Growth 2007 – 2011
• The Regional RTD Tea Markets Case Volume 2006 – 2011
• The Regional RTD Tea Markets Case Volume Share 2006 – 2011
• The Regional RTD Tea Markets Case Volume Growth 2007 – 2011
• The Regional RTD Tea Markets Per Capita Consumption 2006 – 2011

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 2006 – 2011
• RTD Tea Share by Package Size and Type 2006 – 2011
• RTD Tea Growth by Package Size and Type 2007 – 2011

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
• Gold Peak – Overview
• Peace Tea – Overview
• 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 2006 – 2011
• Leading RTD Tea Brands Estimated Dollar Share 2006 – 2011
• Leading RTD Tea Brands Estimated Dollar Growth 2007 – 2011
• Leading RTD Tea Brands Estimated Case Volume 2006 – 2011
• Leading RTD Tea Brands Estimated Case Volume Share 2006 – 2011
• Leading RTD Tea Brands Estimated Case Volume Growth 2007 – 2011
• The Leading RTD Tea Trademarks in Grocery Stores by Retail Sales 2011
• The Leading RTD Tea Trademarks in Drug Stores by Retail Sales 2011
• The Leading RTD Tea Trademarks in Grocery Stores by Volume 2011
• The Leading RTD Tea Trademarks in Drug Stores by Volume 2011

6. THE KOMBUCHA MARKET
Kombucha
• Overview
• Leading Brands
Exhibit
• The Kombucha Market Estimated Wholesale Dollar Sales, Volume and Growth 2006 – 2011

7. TEA DISTRIBUTION CHANNELS
RTD Tea Distribution Channels
Hot Tea Distribution Channels
Exhibits
• RTD Tea Volume by Distribution Channel 2006 – 2011
• RTD Tea Share of Volume by Distribution Channel 2006 – 2011
• RTD Tea Change in Volume by Distribution Channel 2007 – 2011
• Hot Tea Volume by Distribution Channel 2006 – 2011
• Hot Tea Share of Volume by Distribution Channel 2006 – 2011
• Hot Tea Change in Volume by Distribution Channel 2007 – 2011

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 2006 – 2011
• Ready-to-Drink Tea Share of Advertising Expenditures 2006 – 2011
• Ready-to-Drink Tea Change in Advertising Expenditures 2007 – 2011
• Ready-to-Drink Tea Advertising Expenditures by Media 2006 – 2011
• Ready-to-Drink Tea Share of Advertising Expenditures by Media 2006 – 2011
• Ready-to-Drink Tea Change in Advertising Expenditures by Media 2007 – 2011
• U.S. Non-RTD Tea Market Advertising Expenditures 2006 – 2011
• U.S. Non-RTD Tea Market Share of Advertising Expenditures 2006 – 2011
• U.S. Non-RTD Tea Market Change in Advertising Expenditures 2007 – 2011
• U.S. Non-RTD Tea Market Advertising Expenditures by Media 2006 – 2011
• U.S. Non-RTD Tea Market Share of Advertising Expenditures by Media 2006 – 2011
• U.S. Non-RTD Tea Market Change in Advertising Expenditures by Media 2007 – 2011

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 2011
• Demographics of the Arizona Tea Consumer 2011
• Demographics of the Lipton Brisk Consumer 2011
• Demographics of the Nestea Consumer 2011

10. U.S. TEA IMPORTS AND EXPORTS
Imported Tea
Exported Tea
Exhibits
• U.S. Tea Market Imports (Metric Tons) by Tea Type 2006 – 2011
• U.S. Tea Market Share of Imports by Tea Type 2006 – 2011
• U.S. Tea Market Change in Imports by Tea Type 2007 – 2011
• U.S. Black Tea Market Imports (Metric Tons) by Leading Countries 2006 – 2011
• U.S. Black Tea Market Share of Imports by Leading Countries 2006 – 2011
• U.S. Black Tea Market Change in Imports by Leading Countries 2007 – 2011
• U.S. Green Tea Market Imports (Metric Tons) by Leading Countries 2006 – 2011
• U.S. Green Tea Market Share of Imports by Leading Countries 2006 – 2011
• U.S. Green Tea Market Change in Imports by Leading Countries 2007 – 2011
• U.S. Tea Market Exports (Metric Tons) by Tea Type 2006 – 2011
• U.S. Tea Market Share of Exports by Tea Type 2006 – 2011
• U.S. Tea Market Change in Exports by Tea Type 2007 – 2011
• U.S. Black Tea Market Exports (Metric Tons) by Leading Countries 2006 – 2011
• U.S. Black Tea Market Share of Exports by Leading Countries 2006 – 2011
• U.S. Black Tea Market Change in Exports by Leading Countries 2007 – 2011
• U.S. Green Tea Market Exports (Metric Tons) by Leading Countries 2006 – 2011
• U.S. Green Tea Market Share of Exports by Leading Countries 2006 – 2011
• U.S. Green Tea Market Change in Exports by Leading Countries 2007 – 2011

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 – 2011
• Change in Producer Price Index for Tea and All Commodities 1995 – 2011

12. THE PROJECTED TEA MARKET
12.84 Projected RTD Tea Market Wholesale Dollar Sales 2011 - 2016
12.85 Projected RTD Tea Market Compound Annual Sales Growth 2011 - 2016
12.86 Projected RTD Tea Market Estimated Case Volume and Growth 1993 - 2016
12.87 Projected RTD Tea Market Compound Annual Volume Growth 1993 - 2016
12.88 Projected Tea Market Estimated Consumption by Segment 2006 - 2016
12.89 Projected Tea Market Share of Consumption by Segment 2006 - 2016
12.90 Projected Tea Market Compound Annual Growth by Segment 2011 - 2016
12.91 Projected RTD Tea Market Volume by Price Segment 2006 - 2016
12.92 Projected RTD Tea Market Share of Volume by Price Segment 2006 - 2016
12.93 Projected RTD Tea Market CAGR by Price Segment 2011 - 2016

Price: $ 5795.00

Related research categories

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

By market: United States (in North America)