Although the economic recession has clearly affected the U.S. tea market, slowing previously double-digit sales growth in the pricier RTD segment while slightly lifting sales in the more affordable bags/loose tea segment, tea’s appeal as an “affordable luxury” and its compelling image as a healthy product have kept sales in the black when many other CPG categories have seen declines. Moreover, considering the 2005-2009 period overall, sales have done well, and as the economic picture brightens the recession may turn out to have a silver lining in that it has compelled tea marketers to innovate along value-added lines likely to continue to resonate well with consumers in the years ahead.

Market thrusts examined in the report include exotic superfruit flavors; hybrid products designed to compete with other beverage categories including bottled waters, energy drinks and sodas; new RTD spins on green tea that promise to mainstream this tea type once and for all; emerging segments including yerba mate and Kombucha; the upswing in fair trade and other “ethical” appeals; social marketing via nontraditional media like Facebook and Twitter; and a strong tea push in the convenience store channel by marketers and operators alike. At the same time, foodservice players from fine restaurants on down are expanding their tea offerings even as tea rooms and coffee/tea shops surge, suggesting tea may be headed toward much broader levels of distribution and popularity à la Starbucks.

This fully updated report examines the U.S. market for tea across the retail and foodservice spectrum, including ready-to-drink (RTD) tea, leaf (bagged and loose) tea, and instant tea. Following an introductory chapter documenting tea types, packaging trends, “the ethics of tea,” and global market trends, the report segments and quantifies the market by channel and product type, providing historical sales figures and projections through 2014. The report examines market drivers and trends and thoroughly maps out the competitive situation to the marketer and brand share level, profiling brands including Arizona RTD Tea (Ferolito, Vultaggio & Sons), Bigelow Tea (R.C. Bigelow, Inc.), Celestial Seasonings (The Hain Celestial Group, Inc.), Honest Tea (Honest Tea, Inc.), Lipton (Unilever) and Starbucks and Tazo Tea (Starbucks Coffee Co.). Trends in new product introductions are analyzed at length, based on data from Datamonitor’s Product Launch Analytics, as are trends in the c-store and foodservice channels.

An exclusive feature of this report is custom survey data from Packaged Facts’ February 2009 online poll of 2,600 U.S. adults, which was conducted to measure purchasing patterns, attitudes and demographics specific to tea and other functional foods and beverages. Drilling down to the brand level, the analysis also relies on consumer survey data from Experian Simmons’ Spring 2009 National Consumer Study to chart consumer demographic and psychographic trends, Information Resources, Inc. InfoScan Review data tracking product sales in mass-market channels, and wholesale data from leading natural/specialty channel distributor United Natural Foods, Inc. (UNFI) to quantify sales and market shares of natural and specialty products.

Chapter 1: Executive Summary

Scope and Methodology

Scope of Report

Exclusions

Report Methodology

Market Trends

Sales Notch Up to $8.5 Billion

Retail vs. Foodservice

Figure 1-1: Share of U.S. Sales of Tea: Retail vs. Foodservice, 2005-2009 (percent)

RTD Tea Feels Economic Pinch

Organic Tea Leads Growth in Natural Supermarket Channel

Supermarkets and C-Stores Lead

Looking Ahead

The Marketers

Range of Players

Acquisitions, Alliances and Corporate Changes

Crossing Category Lines

Unilever Strong in Both Major Categories

Top Natural Products

Corporate Responsibility and Environmental Initiatives

The New Marketing Buzz: Social Media

C-store Trends Favor Tea Expansion

Foodservice Trends Also Favorable

Coffeehouses Focus on Tea

New Product Trends

Tea: A Healthy, Affordable Luxury

Tea Intros Swell, Drop in Economic Recession

“Upscale” Tops Marketing Claim/Package Tag List

“Affordable Luxury” and Health Appeals Reign Supreme

Green Tea Still Seeing Plenty of Action

The Superfruit Surge

Fast-Food Chains Increase Tea Offerings

Consumer Trends

Household Purchasing Rates for Retail Tea Products

Figure 1-2: Household Purchasing of Retail Tea Products, 2009 (percent and number)

Retail vs. Restaurant Purchasing Rates

Purchasing Patterns

 

 

Chapter 2: Introduction

Scope and Methodology

Scope of Report

Exclusions

Report Methodology

Types of Tea

“Real” Tea and Tisanes

Four Basic Tea Types

A Fifth Tea Type: Pu’er Tea

Tisanes and Tea Blends

Bubble Tea and Chai

The Grading of Tea

Whole Leaf

Broken Leaf

Fannings

Dust

Additional Modifiers for Grades

Green and Oolong Teas

Additional Terms

Packaging Options and Variations

Ready-to-Drink (RTD) Options

Bottles and Cans

Box and Bag-in-Box

Jugs and Cartons

Leaf Tea Options

Bag

Filter Packs and Pods

Bulk

Tin

Other Loose Tea Formats

Instant Tea Mix Options

Jars and Canisters

On-the-Go Packets and Caps

Pumps and Droppers

Overview of Government Regulation

The Role of the FDA and FTC

Tea Labeling

Advertising Tea

Other Governmental Efforts

The Ethics of Tea

Defining “Fair Trade”

TransFair Monitors Fair Trade Products in U.S

Other Organizations Monitoring Tea

The Ethical Tea Partnership

The Rainforest Alliance

UTZ Certified Tea

Global Market Overview

Top Country Producers, Importers, and Exporters

Table 2-1: Top 20 Global Tea-Producing Countries, 2007 (in thousands of metric tons)

Table 2-2: Top 20 Countries by Tea Exports, 2007 (in thousands of metric tons)

Table 2-3: Top 20 Countries by Tea Imports, 2007 (in thousands of metric tons)

Climate Change May Impact Supply Quantity, Quality

Growth in U.S. Tea Imports

Table 2-4: Value of U.S. Tea Imports, 1999-2008 (in millions of dollars)

Table 2-5: Value of U.S. Tea Imports by Country of Origin: 2000, 2004 and 2008 (in millions of dollars)

Green Tea Imports Increase

Global Tea Product Launches Chart Steady Increases

Figure 2-1: Number of Global Tea Product Launches: Reports and SKUs, 2005-2009

Asia-Pacific Regions Leads in New Product Introductions

Figure 2-2: Share of Global Tea Product Launches by Region: 2000, 2004 and 2008 (percent)

Unilever, Ito En Lead Global Tea Introductions

Table 2-6: Top 10 Global Marketers of Tea Based on Level of New Product Launches, 2005-2009 (number)

Natural, Organic Are Top Global Tea Claims

Table 2-7: Top 20 Package Tags/Marketing Claims: By Number of Global Tea Product Launches, 2005-2008

Table 2-8: Natural and Ethical Package Tags/Marketing Claims: By Number of Global Tea Product Launches, 2005-2009

Table 2-9: Functional Package Tags/Marketing Claims: By Number of Global Tea Product Launches, 2005-2008

 

 

Chapter 3: Market Trends

Market Size and Composition

Sales Notch Up to $8.5 Billion

Table 3-1: U.S. Sales of Tea: 2005-2009 (in millions of dollars)

Retail vs. Foodservice

Figure 3-1: Share of U.S. Sales of Tea: Retail vs. Foodservice, 2005-2009 (percent)

Table 3-2: U.S. Sales of Tea: Retail vs. Foodservice, 2005-2009 (in millions of dollars)

IRI-Tracked Tea Sales Flatten

Table 3-3: IRI-Tracked Sales of Tea: 2005-2009 (in millions of dollars)

Shelf-Stable RTD Tea Dominates Retail Market

Figure 3-2: Share of IRI-Tracked Sales of Tea by Category: 2005, 2007 and 2009 (percent)

RTD Tea Feels Economic Pinch

Table 3-4: IRI-Tracked Sales of Tea: By Category, 2005-2009 (in millions of dollars)

Table 3-5: Growth of IRI-Tracked Sales of Tea: By Category, 2006-2009 (percent)

Table 3-6: IRI-Tracked Dollar Sales and Volume Sales of Tea: By Category, 2009 (in millions of dollars and ounces)

Organic Tea Leads Growth in Natural Supermarket Channel

Table 3-7: Market Share and Sales Growth of Leaf Tea Products in Natural Supermarket Channel: By Category, 2008 (percent)

Table 3-8: Market Share and Sales Growth of Leaf Tea Products in Natural Supermarket Channel: By Organic Content, 2008 (percent)

Specialty Teas Going Strong

Figure 3-3: Growth of Leaf Tea Products in the Natural Supermarket Channel: By Product Type, 2008 (percent)

Figure 3-4: Share of United Natural Foods, Inc. (UNFI)

Wholesale Distribution of Leaf Tea by Type, 2009 (percent)

Packaged RTD Tea Leads in Foodservice

Table 3-9: Share of U.S. Foodservice Sales of Tea: By Product Category, 2005-2009 (percent)

Supermarkets and C-Stores Lead

Figure 3-5: Share of U.S. Retail Sales of Packaged Tea by Channel, 2008 vs. 2009 (percent)

Market Outlook

Recessionary Concerns Linger

Table 3-10: Consumer Price Index for Food at Home and Beverage Materials Including Coffee and Tea: 1999-2009

Tea Not Immune to Consumer Cutbacks

Gourmet Teas Demonstrate Recession Resistance

Tea’s Health Halo

FDA Hedges with Green Tea Claims

But Canada Rulings May Pave Way for Additional Claims

Research Supports Tea’s Health Benefits

The Wellness Connection

Packaged Facts Survey Confirms Healthy Interest in Tea

Table 3-11: Percent of U.S. Consumers Who Have Purchased Beverage Products in the Last 12 Months Because of Special Nutritional Benefits, 2009

Table 3-12: Percent of U.S. Consumers Who Have Purchased Food or Beverage Products in the Last 12 Months Because of Specific Nutritional Content, 2009

Table 3-13: Level of Agreement with Statement, “Rather Than Vitamin/Supplement Pills, I Prefer to Buy Foods or Beverages with Specific Nutritional Benefits,” February 2009 (percent of U.S. adults)

Figure 3-6: Level of Agreement with Statement, “I Am Buying More Foods/Beverages Because of Their Specific Nutritional Benefits,” February 2009 (percent of U.S. adults)

Health Concerns Growing with Aging Population

Table 3-14: Projected U.S. Population by Age Bracket: 2007, 2010 and 2015 (in thousands)

Organic Growth Bodes Well for Tea Category

Table 3-15: Consumer Attitudes About Buying Organic Foods and Beverages, 2009 (percent of U.S. adults)

Fair Trade Tea Gets Green Light

Competition from Other Beverages

Table 3-16a: Beverage Dollar Sales and Market Share by Category: 2005 (in millions of dollars)

Table 3-16b: Beverage Dollar Sales and Market Share by Category: 2007 (in millions of dollars)

Table 3-16c: Beverage Dollar Sales and Market Share by Category: 2009 (in millions of dollars)

Table 3-17: Beverage Category Growth Rates: July 2009 vs. Year Ago, and 2005-2009 CAGR (in millions of dollars)

Lessons from Coffee

Table 3-18: U.S. Per Capita Consumption of Tea vs. Coffee: 1998-2007 (in gallons)

Energy Drinks Going Strong

Tough Times for Sugary Carbonated Beverages

High Interest in “Superfruit” Juices a Potential Tea Plus

Table 3-19: New Product Introductions with Selected Superfruits: 2005-2009 (number)

Table 3-20: Purchasing of Selected “Superfruit” Beverage Types Within The Past 12 Months, 2009 (percent of U.S. adults)

Convenience vs. Environment

Looking Ahead

Steadily Increasing Annual Sales Gains

Table 3-21: Projected U.S. Sales of Tea: 2009-2014 (in millions of dollars)

Principal Market Drivers

Retail to Outpace Foodservice

Table 3-22: Share of U.S. Sales of Tea: Retail vs. Foodservice, 2009-2014 (percent)

Table 3-23: Projected U.S. Sales of Tea: Retail vs. Foodservice, 2009-2014 (in millions of dollars)

Retail Market Growth by Product Type

Table 3-24: Projected U.S. Retail Sales of Tea: By Category, 2009 vs. 2014 (in millions of dollars)

Table 3-25: Share of U.S. Retail Sales of Tea: By Category, 2009 vs. 2014 (percent)

Good Prospects for Organic and Specialty Tea

Weight Issue Not Dead

 

 

Chapter 4: The Marketers

Competitive Overview

Range of Players

Acquisitions, Alliances and Corporate Changes

Coca-Cola and PepsiCo Set Sights on Tea Category

Nestlé Invests in Sweet Leaf Tea

Acquisition Rumors Abound

Cadbury Spin-Off Creates Dr Pepper Snapple Group

Table 4-1: IRI-Tracked Sales and Share of Snapple RTD Canned and Bottled Tea, 2005-2009 (in millions of dollars and percent)

The Case of Enviga

Crossing Category Lines

Marketer and Brand Shares

Methodology

Unilever Strong in Both Major Categories

Table 4-2: Top Marketers of RTD Canned and Bottled and Bags/Loose Tea, 2009 (percent)

Arizona Charts Gains Amidst RTD Tea Losses

Table 4-3: Top Marketers of RTD Canned and Bottled Tea by Share of IRI-Tracked Sales: 2005, 2007 and 2009 (percent)

Table 4-4: Top Marketers and Brands of RTD Canned and Bottled Tea by IRI-Tracked Sales and Volume: 2009 vs. Year Ago (in millions of dollars and ounces)

Lipton, Bigelow and Celestial Lead Bags/Loose Tea Category

Table 4-5: Top Marketers of Bags/Loose Tea by Share of IRITracked Sales: 2005, 2007 and 2009 (percent)

Table 4-6: Top Marketers and Brands of Bags/Loose Tea by IRI-Tracked Sales and Volume: 2008 vs. 2009 (in millions of dollars and ounces)

Refrigerated RTD and Instant Tea Mix Marketers

Private-Label Up in Down Economy

Table 4-7: IRI-Tracked Sales of Private-Label Tea by Category: Bags/Loose and RTD Canned/Bottled, 2005-2009 (in millions of dollars)

Private Label in General on the Ups

RTD Market Ripe for Private-Label Tea

Top Natura: l Products

Table 4-8: Top 20 Natural Brands of Leaf Tea Distributed by United Natural Foods, Inc. (UNFI): Wholesale Category Rank, Percentage Share, and Change in Dollar Volume, 2009 (percent)

Table 4-9: Top 25 Natural Varieties of Leaf Tea Distributed by United Natural Foods, Inc. (UNFI): Wholesale Category Rank, Brand, and Change in Dollar Volume, 2009 (percent)

Table 4-10: Top 25 Natural Varieties of RTD Tea Distributed by United Natural Foods, Inc. (UNFI): Brand, Percentage Share, and Change in Dollar Volume, 2009 (percent)

Table 4-11: Top 10 Natural Brands of RTD Tea Distributed by United Natural Foods, Inc. (UNFI): Wholesale Category Rank, Brand, Percentage Share, and Change in Dollar Volume, 2009 (percent)

Marketing Trends

When the Going Gets Tough

RTD Teas Combine Function and Flavor

Sparkling Teas Lure Soda and Bottled Water Drinkers

Leaf Teas Offer Functional Benefits

Corporate Responsibility and Environmental Initiatives

Unilever Adopts Rainforest Alliance Guidelines

Republic of Tea Gives Back

Inko’s Supports Multiple Causes

Hain Celestial Committed to Corporate Responsibility

Environmental Initiatives

The New Marketing Buzz: Social Media

Sweet Leaf Tea Masters Viral Marketing

C-stores Redefining Image

C-store Trends Favor Tea Expansion

7-Eleven, Wawa, BP Tap RTD Tea Market

Sweet Leaf Tea Pursues C-Store Channel

Foodservice Trends

Channel Overview

Table 4-12: Share of Dollar Sales of Meals and Snacks Away from Home: By Type of Outlet, 2005-2008 (percent)

Restaurant Industry Sales Reach New Record

What’s Hot & What’s Not

Foodservice Competition Grows

More Establishments Offering Tea

Iced Tea a Dining-Out Staple

Delivering Quality to Discerning Customers

Cocktails with a Twist

Coffeehouses Focus on Tea

The Coffee Bean & Tea Leaf

Peet’s Coffee & Tea

Seattle’s Best Coffee

Tropical Smoothie

The Perfect Breakfast Beverage

Tea Rooms Offer High-Grade Tea, Calming Atmosphere

Keurig Brings Foodservice Tea Out of the Restaurant

 

 

Chapter 5: Brand Profiles

Arizona RTD Tea (Ferolito, Vultaggio & Sons)

A Privately Owned Powerhouse

Table 5-1: IRI-Tracked Sales of Arizona RTD Canned/Bottled and Bags/Loose Tea, 2005-2009 (in millions of dollars)

Mass-Market Sales Outperform Market

Thriving Amidst Controversy

Distinctive Design, Distinctive Products

Arizona Plus Nestlé/Poland Spring

Arizona Kidz Tea Benefits Operation Smile

Bigelow Tea (R.C. Bigelow, Inc.)

A Family-Owned Leaf Tea Expert

The American Tea Plantation

Bigelow Brand Sales and Market Performance

Table 5-2: IRI-Tracked Sales of Bigelow Bags/Loose Tea, 2005-2009 (in millions of dollars)

Table 5-3: Share of IRI-Tracked Sales of Bigelow Bags/Loose Teas by Variety: 2005, 2007 and 2009 (percent)

Table 5-4: Wholesale Ranking and Percentage Change in Sales vs. Previous Year of Bigelow Leaf Tea Varieties Distributed by United Natural Foods, Inc. (UNFI), 2009 (percent)

Responsible Tea Production

The Bigelow/Arizona Partnership

New Products Promise Functional Benefits

Celestial Seasonings (The Hain Celestial Group, Inc.)

Celestial Seasonings: A Potent “Wellness” Brand

Celestial Seasonings Brand Sales and Market Performance

Table 5-5: IRI-Tracked Sales of Celestial Seasonings Bags/Loose Tea, 2005-2009 (in millions of dollars)

Table 5-6: Wholesale Ranking and Percentage Change in Sales vs. Previous Year of Celestial Seasonings Leaf Tea Varieties Distributed by United Natural Foods, Inc. (UNFI), 2009 (percent)

Tea with a Conscience

Rebranding and Cross-Category Expansion

New Products Mix the Familiar with Innovation

Hain Buys into Kombucha Market

Honest Tea (Honest Tea, Inc.)

The Organic Tea Leader

Coca-Cola and Honest Tea

Mass-Market Sales More Than Double

Table 5-7: IRI-Tracked Sales of Honest Tea RTD Canned/Bottled Tea, 2005-2009 (in millions of dollars)

Table 5-8: Top Honest Tea RTD Tea Varieties Distributed by United Natural Foods, Inc. (UNFI), 2009 (percent)

Social Responsibility Is Key to Success

The Obama Factor

New Products, New Markets

New Plastic Bottles Save Plastic and Offer Mass Appeal

Lipton (Unilever)

The Global Tea Leader

RTD Tea Nearly 70% of Lipton’s Mass-Market Sales

Table 5-9: IRI-Tracked Sales of Lipton RTD Canned/Bottled and Bags/Loose Tea by Variety, 2005-2009 (in millions of dollars)

Table 5-10: Share of IRI-Tracked Sales of Lipton Bags/Loose and RTD Canned/Bottled Tea by Variety: 2005, 2007 and 2009 (percent)

Proprietary Tea Leaves

Sustainable Practices

Zero-Landfill Initiative

Partnering with National Geographic

The Pepsi-Lipton Tea Partnership

Lipton’s Sparkling Surprise

Starbucks and Tazo Tea (Starbucks Coffee Co.)

Coffee Kingpin Responds to Competition, Economy

From Coffeehouse to Tea Room?

Tea: The Alternative Coffee

Mass-Market Sales of Tazo Tea Grow

Table 5-11: IRI-Tracked Sales of Tazo Bags/Loose and RTD Canned/Bottled Tea, 2005-2009 (in millions of dollars)

Table 5-12: Wholesale Ranking and Percentage Change in Sales vs. Previous Year of Tazo Leaf Tea Varieties Distributed by United Natural Foods, Inc. (UNFI), 2009 (percent)

Table 5-13: Top Tazo RTD Tea Varieties Distributed by UNFI, 2009 (percent)

 

 

Chapter 6: New Product Trends

Overview

Tea: A Healthy, Affordable Luxury

Tea Tops Beverage Category List by Number of New Product Introductions

Table 6-1: Number of U.S. Beverage Product Reports/SKUs, 2009

Tea Intros Swell, Drop in Economic Recession

“Upscale” Tops Marketing Claim/Package Tag List

Table 6-2: Number of U.S. Tea Product Introductions: Reports and SKUs, 2005-2009

Table 6-3: Top Marketing Claims/Package Tags for U.S. Tea Product Introductions, 2005-2009

Herbal, Fruit-Flavored Teas Top Introductions

Figure 6-1: Share of New Hot Tea Product Introductions by Category, 2005-2009 (percent)

Table 6-4a: Number of New Hot Tea Product Reports by Category, 2005-2009

Table 6-4b: Number of New Hot Tea Product SKUs by Category, 2005-2009

Republic of Tea Launches the Most New Products

Table 6-5: Top Tea Marketers by Number of New Product Reports and SKUs, 2005-2009

Retail Product Trends

Marketers React to Economic Pressures

“Affordable Luxury” and Health Appeals Reign Supreme

Green Tea Still Seeing Plenty of Action

Table 6-6: Number of New RTD Green Tea Product Reports and SKUs, 2005-2009

The Superfruit Surge

Table 6-7: New Hot and RTD Tea Product Introductions with Selected Superfruits, 2005-2009 (number)

Antioxidants and Anti-Aging

Rooibos and White Tea Offer Health Benefits, Milder Flavor

Kombucha and Yerba Mate on the Ups

Tea Category Leads by Number of “Ethical” Claims

Table 6-8: Ethical Food and Beverage Product Introductions by Product Category, 2005-2009*

Organic and Fair Trade Teas

Dessert Teas Echo Flavored Coffee Appeals

Tea for Kids

Innovative Delivery Systems Offer Quality and Convenience

Healthy Shots

Green and White Tea Extracts

Other Beverage Types Tapping into Tea

Here Comes Stevia

Foodservice Trends

Tea Offerings Expanding in Foodservice Outlets

From Dining Staple to Specialty Item

The New “Mocktail”

Quality, Variety Key to Foodservice Innovations

Coca-Cola Increases Presence in Tea Foodservice

Fast-Food, Casual Dining Chains Increase Tea Offerings

Bubble Tea Offers Novelty, Variety

The Word Tea Expo

Trade Show Tracks New Specialty Product Trends

The World Tea Championship

Table 6-9a: World Tea Championship 2009 Winners, Hot Tea Class: Signature Famous Tea Categories

Table 6-9b: World Tea Championship 2009 Winners, Hot Tea Class: General Tea Categories

Table 6-10a: World Tea Championship 2009 Winners, Iced Tea Class: Foodservice Categories

Table 6-10b: World Tea Championship 2009 Winners, Iced Tea Class: Ready-To-Drink Categories

Canadian Trade Shows Note Drop in Tea Products

 

 

Chapter 7: Consumer Trends

Overview

Note on Experian Simmons and Packaged Facts Surveys

Household Purchasing Rates for Retail Tea Products

Figure 7-1: Household Purchasing of Retail Tea Products, 2009 (percent and number)

Table 7-1: Household Purchasing Rates for Retail Tea Products, 2005-2009 (percent of U.S. households)

Table 7-2: Number of Households Purchasing Retail Tea Products, 2005-2009 (number of U.S. households in millions)

Retail vs. Restaurant Purchasing Rates

Figure 7-2: Tea Drinker Purchasing Patterns: Retail vs. Restaurant, February 2009 (percent)

Figure 7-3: Tea Drinker Purchasing Patterns: Retail or Restaurant Purchasing Patterns for Selected Specialty Tea Products, February 2009 (percent)

Consumer Demographics and Psychographics: Leaf Tea

Overall Purchasing Patterns for Leaf Tea

Table 7-3: Demographic Indicators for Purchasing of Leaf Tea, 2009 (percent, total number and index)

Hot vs. Iced Tea

Table 7-4: Household Purchasing of Leaf Tea by Purpose: Hot Tea vs. Iced Tea, 2009 (percent and number)

Table 7-5: Demographic Indicators for Purchasing of Leaf Tea to Make Hot Tea, 2009 (percent, total number and index)

Table 7-6: Psychographic Indicators for Purchasing of Leaf Tea to Make Hot Tea, 2009 (percent, total number and index)

Table 7-7: Demographic Indicators for Purchasing of Leaf Tea to Make Iced Tea, 2009 (percent, total number and index)

Bagged vs. Loose Tea

Table 7-8: Household Purchasing of Leaf Tea by Type: Bagged vs. Loose, 2009 (percent and total number)

Table 7-9: Demographic Indicators for Purchasing of Loose Leaf Tea, 2009 (percent, total number and index)

Table 7-10: Psychographic Indicators for Purchasing of Loose Leaf Tea, 2009 (percent, total number and index)

62% of Households Buy Regular Tea

Table 7-11: Household Purchasing of Leaf Tea: Regular vs. Decaffeinated, 2009 (percent and total number)

Figure 7-4: Household Purchasing of Leaf Tea: Regular vs. Decaffeinated and Bagged vs. Loose, 2009 (percent)

Table 7-12: Demographic Indicators for Purchasing of Decaffeinated Tea, 2009 (percent, total number and index)

Table 7-13: Psychographic Indicators for Purchasing of Decaffeinated Tea, 2009 (percent, total number and index)

Flavor Preferences

Table 7-14: Household Purchasing of Leaf Tea by Flavor, 2009 (percent and total number)

Figure 7-5: Retail Tea Purchasing Patterns by Flavor, February 2009 (percent)

Figure 7-6: Restaurant Tea Purchasing Patterns by Flavor, February 2009 (percent)

Herbal and Fruit/Spice-Flavored Tea Drinkers

Table 7-15: Demographic Indicators for Purchasing of Herbal Tea, 2009 (percent, total number and index)

Table 7-16: Psychographic Indicators for Purchasing of Herbal Tea, 2009 (percent, total number and index)

Table 7-17: Demographic Indicators for Purchasing of Fruit/Spice-Flavored Tea, 2009 (percent, total number and index)

Table 7-18: Psychographic Indicators for Purchasing of Fruit/Spice-Flavored Tea, 2009 (percent, total number and index)

11% of Households Are Heavy Consumers of Leaf Tea

Table 7-19: Household Consumption Levels for Leaf Tea, 2009 (percent and total number)

Table 7-20: Demographic Indicators for Heavy Household Consumption of Leaf Tea, 2009 (percent, total number and index)

Table 7-21: Psychographic Indicators for Heavy Consumption of Leaf Tea, 2009 (percent, total number and index)

43% of Households Buy Lipton Leaf Tea

Figure 7-7: Top Brands of Leaf Tea by Household Purchasing Levels, 2009 (percent)

Table 7-22: Demographic Indicators for Purchasing of Leaf Tea: By Brand, 2009 (index)

Table 7-23: Psychographic Indicators for Purchasing of Leaf Tea: By Brand, 2009 (index)

Consumer Demographics and Psychographics: Ready-To-Drink Cold Tea

45% of Households Purchase RTD Cold Tea

Figure 7-8: Household Purchasing of RTD Cold Tea, 2009 (percent and number)

Table 7-24: Demographic Indicators for Purchasing of RTD Cold Tea, 2009 (percent, total number and index)

Table 7-25: Psychographic Indicators for Purchasing of RTD Cold Tea, 2009 (percent, total number and index)

Regular vs. Diet RTD Tea

Table 7-26: Demographic Indicators for Purchasing of Regular RTD Cold Tea, 2009 (percent, total number and index)

Table 7-27: Psychographic Indicators for Purchasing of Regular RTD Cold Tea, 2009 (percent, total number and index)

Table 7-28: Demographic Indicators for Purchasing of Diet RTD Cold Tea, 2009 (percent, total number and index)

Table 7-29: Psychographic Indicators for Purchasing of Diet RTD Cold Tea, 2009 (percent, total number and index)

22% of Households Buy RTD Lipton

Figure 7-9: Top Brands of RTD Cold Tea by Household Purchasing Levels, 2009 (percent)

Patterns by Brand

Table 7-30: Demographic Indicators for Purchasing of RTD Cold Tea: By Brand, 2009 (index)

Table 7-31: Psychographic Indicators for Purchasing of RTD Cold Tea: By Brand, 2009 (index)

Consumer Demographics and Psychographics: Instant Iced Tea Mix

27% of Households Buy Instant Iced Tea Mix