RTD Tea in the U.S., 2009 edition

CHAPTER

1. THE U.S. NEW AGE & TEA MARKETS

The 2008 New Age Market pg..........1

Overview of the U.S. Retail Tea Market pg..........3

The 2008 Tea Market pg..........22

Exhibits pg..........26

2. THE NATIONAL READY–TO–DRINK TEA MARKET

RTD Tea Market Trends pg..........37

  • Overview pg..........37
  • RTD Tea Dollar and Case Volume pg..........40
  • RTD Tea Pricing pg..........41
  • Per Capita RTD Tea Consumption pg..........41
  • RTD Tea Seasonality pg..........42

RTD Tea Market Segmentation pg..........43

RTD Tea Market by Type and Flavor pg..........45

Exhibits pg..........46

3. THE REGIONAL READY–TO–DRINK TEA MARKETS

Regional RTD Tea Markets pg..........57

  • Overview pg..........57
  • The South pg..........59
  • The Midwest pg..........59
  • The West pg..........60
  • The Northeast pg..........60

Exhibits pg..........61

4. READY–TO–DRINK TEA PACKAGING

RTD Tea Packaging Types pg..........69

  • Overview pg..........69
  • Glass Bottles pg..........70
  • Cans pg..........71
  • Plastic Bottles pg..........72
  • Cartons pg..........73
  • Fountain/Aseptic pg..........74

Exhibits pg..........76

5. THE LEADING READY–TO–DRINK TEA COMPANIES AND THEIR BRANDS

The Leading Companies pg..........79

PepsiCo, Inc.

  • Overview pg..........82
  • PLTP – Overview pg..........82
  • PLTP – Marketing pg..........82
  • PLTP – Distribution pg..........84
  • SoBe – Overview pg..........85
  • SoBe – Marketing pg..........85
  • SoBe – Distribution pg..........86

Coca–Cola Company

  • Nestea – Overview pg..........87
  • Nestea – Marketing pg..........88
  • Nestea – Distribution pg..........90
  • Fuze Beverage – Overview pg..........91
  • Fuze Beverage – Distribution pg..........91

Snapple Beverage Group

  • Overview pg..........92
  • Marketing pg..........93
  • Distribution pg..........95

Ferolito, Vultaggio & Sons

  • Overview pg..........97
  • Marketing pg..........98
  • Distribution pg..........104

Honest Tea

  • Overview pg..........106
  • Marketing pg..........107
  • Distribution pg..........112

Other RTD Tea Brands pg..........114

Leading Grocery and Drug Store RTD Tea Brands pg..........119

Exhibits pg..........120

6. READY–TO–DRINK TEA DISTRIBUTION CHANNELS

RTD Tea Distribution Channels pg..........131

Exhibits pg..........134

7. U.S. TEA ADVERTISING EXPENDITURES

The Leading Advertised RTD Tea Brands pg..........137

RTD Tea Advertising by Medium pg..........139

The Leading Advertised Tea Brands pg..........140

Tea Advertising by Medium pg..........142

Exhibits pg..........143

8. U.S. TEA DEMOGRAPHICS

Demographics of the RTD Tea Consumer

  • Overview pg..........155
  • Comparative Demographics of RTD Tea Brands pg..........157

Exhibits pg..........160

9. U.S. TEA IMPORTS AND EXPORTS

Imported Tea pg..........171

Exported Tea pg..........173

Exhibits pg..........175

10. TEA INDUSTRY PRICING IN THE U.S.

Price Indexes pg..........193

  • Consumer Prices pg..........193
  • Producer Prices pg..........194

Exhibits pg..........196

11. THE PROJECTED TEA MARKET

The Projected Tea Market pg..........199

Exhibits pg..........201

EXHIBIT

1. THE U.S. NEW AGE & TEA MARKETS

1.1 New Age Beverage Market Segments Estimated Wholesale Dollar Sales 2003 – 2008 pg..........26

1.2 New Age Beverage Market Segments Share of Wholesale Dollar Sales 2003 – 2008 pg..........27

1.3 New Age Beverage Market Segments Change in Wholesale Dollar Sales 2004 – 2008 pg..........28

1.4 U.S. Tea Market Estimated Consumption by Segment 2003 – 2008 pg..........29

1.5 U.S. Tea Market Share of Consumption by Segment 2003 – 2008 pg..........30

1.6 U.S. Tea Market Change in Consumption by Segment 2004 – 2008 pg..........31

1.7 U.S. Tea Market Per Capita Consumption by Segment 2003 – 2008 pg..........32

1.8 U.S. Tea Market Estimated Retail Sales by Segment 2006 – 2008 pg..........33

1.9 U.S. Tea Market Share of Retail Sales by Segment 2006 – 2008 pg..........34

1.10 U.S. Tea Market Change in Retail Sales by Segment 2007 – 2008 pg..........35

2. THE NATIONAL READY–TO–DRINK TEA MARKET

2.11 The National RTD Tea Market Dollar and Case Volume 1988 – 2008 pg..........46

2.12 The National RTD Tea Market Dollar and Case Volume Growth 1989 – 2008 pg..........47

2.13 The National RTD Tea Market Per Capita Consumption 1988 – 2008 pg..........48

2.14 The National RTD Tea Market Quarterly Volume Shares 2003 – 2008 pg..........49

2.15 The National RTD Tea Market Volume by Price Segment 2003 – 2008 pg..........50

2.16 The National RTD Tea Market Share of Volume by Price Segment 2003 – 2008 pg..........51

2.17 The National RTD Tea Market Change in Volume by Price Segment 2004 – 2008 pg..........52

2.18 The National RTD Tea Market Volume by Tea Type and Flavor in Grocery, Drug and Mass Merchandisers 2005 – 2008 pg..........53

2.19 The National RTD Tea Market Share of Volume by Tea Type and Flavor in Grocery, Drug and Mass Merchandisers 2005 – 2008 pg..........54

2.20 The National RTD Tea Market Change in Volume by Tea Type and Flavor in Grocery, Drug and Mass Merchandisers 2006 – 2008 pg..........55

3. THE REGIONAL READY–TO–DRINK TEA MARKETS

3.21 The Regional RTD Tea Markets Wholesale Dollar Sales 2003 – 2008 pg..........61

3.22 The Regional RTD Tea Markets Dollar Share 2003 – 2008 pg..........62

3.23 The Regional RTD Tea Markets Dollar Growth 2004 – 2008 pg..........63

3.24 The Regional RTD Tea Markets Case Volume 2003 – 2008 pg..........64

3.25 The Regional RTD Tea Markets Case Volume Share 2003 – 2008 pg..........65

3.26 The Regional RTD Tea Markets Case Volume Growth 2004 – 2008 pg..........66

3.27 The Regional RTD Tea Markets Per Capita Consumption 2003 – 2008 pg..........67

4. READY–TO–DRINK TEA PACKAGING

4.28 RTD Tea Volume by Package Size and Type 2003 – 2008 pg..........76

4.29 RTD Tea Share by Package Size and Type 2003 – 2008 pg..........77

4.30 RTD Tea Growth by Package Size and Type 2004 – 2008 pg..........78

5. THE LEADING READY–TO–DRINK TEA COMPANIES AND THEIR BRANDS

5.31 Leading RTD Tea Brands Estimated Wholesale Dollar Sales 2003 – 2008 pg..........120

5.32 Leading RTD Tea Brands Estimated Dollar Share 2003 – 2008 pg..........121

5.33 Leading RTD Tea Brands Estimated Dollar Growth 2004 – 2008 pg..........122

5.34 Leading RTD Tea Brands Estimated Case Volume 2003 – 2008 pg..........123

5.35 Leading RTD Tea Brands Estimated Case Volume Share 2003 – 2008 pg..........124

5.36 Leading RTD Tea Brands Estimated Case Volume Growth 2004 – 2008 pg..........125

5.37 The Leading RTD Tea Trademarks in Grocery Stores by Retail Sales 2008 pg..........126

5.38 The Leading RTD Tea Trademarks in Drug Stores by Retail Sales 2008 pg..........127

5.39 The Leading RTD Tea Trademarks in Grocery Stores by Volume 2008 pg..........128

5.40 The Leading RTD Tea Trademarks in Drug Stores by Volume 2008 pg..........129

6. READY–TO–DRINK TEA DISTRIBUTION CHANNELS

6.41 RTD Tea Volume by Distribution Channel 2003 – 2008 pg..........134

6.42 RTD Tea Share of Volume by Distribution Channel 2003 – 2008 pg..........135

6.43 RTD Tea Change in Volume by Distribution Channel 2004 – 2008 pg..........136

7. U.S. TEA ADVERTISING EXPENDITURES

7.44 Ready-to-Drink Tea Advertising Expenditures 2003 – 2008 pg..........143

7.45 Ready-to-Drink Tea Share of Advertising Expenditures 2003 – 2008 pg..........144

7.46 Ready-to-Drink Tea Change in Advertising Expenditures 2004 – 2008 pg..........145

7.47 Ready-to-Drink Tea Advertising Expenditures by Media 2003 – 2008 pg..........146

7.48 Ready-to-Drink Tea Share of Advertising Expenditures by Media 2003 – 2008 pg..........147

7.49 Ready-to-Drink Tea Change in Advertising Expenditures by Media 2004 – 2008 pg..........148

7.50 U.S. Tea Market Advertising Expenditures 2004 – 2008 pg..........149

7.51 U.S. Tea Market Share of Advertising Expenditures 2004 – 2008 pg..........150

7.52 U.S. Tea Market Change in Advertising Expenditures 2005 – 2008 pg..........151

7.53 U.S. Tea Market Advertising Expenditures by Media 2004 – 2008 pg..........152

7.54 U.S. Tea Market Share of Advertising Expenditures by Media 2004 – 2008 pg..........153

7.55 U.S. Tea Market Change in Advertising Expenditures by Media 2005 – 2008 pg..........154

8. U.S. TEA DEMOGRAPHICS

8.56 Demographics of the Ready–to–Drink Tea Consumer 2008 pg..........160

8.57 Demographics of the Arizona Tea Consumer 2008 pg..........162

8.58 Demographics of the Snapple Consumer 2008 pg..........164

8.59 Demographics of the Lipton Brisk Consumer 2008 pg..........166

8.60 Demographics of the Nestea Consumer 2008 pg..........168

9. U.S. TEA IMPORTS AND EXPORTS

9.61 U.S. Tea Market Imports (Metric Tons) by Tea Type 2004 – 2008 pg..........175

9.62 U.S. Tea Market Share of Imports by Tea Type 2004 – 2008 pg..........176

9.63 U.S. Tea Market Change in Imports by Tea Type 2005 – 2008 pg..........177

9.64 U.S. Black Tea Market Imports (Metric Tons) by Leading Countries 2004 – 2008 pg..........178

9.65 U.S. Black Tea Market Share of Imports by Leading Countries 2004 – 2008 pg..........179

9.66 U.S. Black Tea Market Change in Imports by Leading Countries 2005 – 2008 pg..........180

9.67 U.S. Green Tea Market Imports (Metric Tons) by Leading Countries 2004 – 2008 pg..........181

9.68 U.S. Green Tea Market Share of Imports by Leading Countries 2004 – 2008 pg..........182

9.69 U.S. Green Tea Market Change in Imports by Leading Countries 2005 – 2008 pg..........183

9.70 U.S. Tea Market Exports (Metric Tons) by Tea Type 2004 – 2008 pg..........184

9.71 U.S. Tea Market Share of Exports by Tea Type 2004 – 2008 pg..........185

9.72 U.S. Tea Market Change in Exports by Tea Type 2005 – 2008 pg..........186

9.73 U.S. Black Tea Market Exports (Metric Tons) by Leading Countries 2004 – 2008 pg..........187

9.74 U.S. Black Tea Market Share of Exports by Leading Countries 2004 – 2008 pg..........188

9.75 U.S. Black Tea Market Change in Exports by Leading Countries 2005 – 2008 pg..........189

9.76 U.S. Green Tea Market Exports (Metric Tons) by Leading Countries 2004 – 2008 pg..........190

9.77 U.S. Green Tea Market Share of Exports by Leading Countries 2004 – 2008 pg..........191

9.78 U.S. Green Tea Market Change in Exports by Leading Countries 2005 – 2008 pg..........192

10. TEA INDUSTRY PRICING IN THE U.S.

10.79 Change in Consumer Price Index for Tea and Other Items 1999 – 2008 pg..........196

10.80 Change in Producer Price Index for Tea and All Commodities 1995 – 2008 pg..........197

11. THE PROJECTED TEA MARKET

11.81 Projected RTD Tea Market Wholesale Dollar Sales 2008 – 2013 pg..........201

11.82 Projected RTD Tea Market Compound Annual Sales Growth 2008 – 2013 pg..........202

11.83 Projected RTD Tea Market Estimated Case Volume and Growth 1993 – 2013 pg..........203

11.84 Projected RTD Tea Market Compound Annual Volume Growth 1993 – 2013 pg..........204

11.85 Projected Tea Market Estimated Consumption by Segment 2003 – 2013 pg..........205

11.86 Projected Tea Market Share of Consumption by Segment 2003 – 2013 pg..........206

11.87 Projected Tea Market Compound Annual Growth by Segment 2008 – 2013 pg..........207

11.88 Projected RTD Tea Market Volume by Price Segment 2003 – 2013 pg..........208

11.89 Projected RTD Tea Market Share of Volume by Price Segment 2003 – 2013 pg..........209

11.90 Projected RTD Tea Market Compound Annual Growth by Price Segment 2008 – 2013 pg..........210

top