RTD Tea in the U.S., 2011 edition
CHAPTER
1. THE U.S. NEW AGE & TEA MARKETS
The 2010 New Age Market pg..........1
Overview of the U.S. Retail Tea Market pg..........3
The 2010 Tea Market pg..........23
- Volume pg..........23
- Per Capital Consumption pg..........25
- Retail Dollar Sales pg..........26
Exhibits pg..........27
2. THE NATIONAL READY–TO–DRINK TEA MARKET
RTD Tea Market Trends pg..........37
- Overview pg..........37
- RTD Tea Dollar and Case Volume pg..........39
- 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..........75
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..........86
- SoBe – Overview pg..........86
- SoBe – Marketing pg..........87
- SoBe – Distribution pg..........88
Coca–Cola Company
- Nestea – Overview pg..........89
- Nestea – Marketing pg..........90
- Nestea – Distribution pg..........92
- Fuze Beverage – Overview pg..........93
- Fuze Beverage – Marketing pg..........94
- Fuze Beverage – Distribution pg..........94
- Honest Tea – Overview pg..........94
- Honest Tea – Marketing pg..........96
- Honest Tea – Distribution pg..........103
- Sokenbicha – Overview pg..........105
Snapple Beverage Group
- Overview pg..........107
- Marketing pg..........108
- Distribution pg..........111
Ferolito, Vultaggio & Sons
- Overview pg..........112
- Marketing pg..........113
- Distribution pg..........119
Other RTD Tea Brands pg..........121
Leading Grocery and Drug Store RTD Tea Brands pg..........128
Exhibits pg..........129
6. THE KOMBUCHA MARKET
Kombucha pg..........139
- Overview pg..........139
- Leading Brands pg..........143
Exhibit pg..........146
7. READY–TO–DRINK TEA DISTRIBUTION CHANNELS
RTD Tea Distribution Channels pg..........147
Exhibits pg..........150
8. U.S. TEA ADVERTISING EXPENDITURES
The Leading Advertised RTD Tea Brands pg..........153
RTD Tea Advertising by Medium pg..........155
The Leading Advertised Tea Brands pg..........156
Tea Advertising by Medium pg..........158
Exhibits pg..........159
9. U.S. TEA DEMOGRAPHICS
Demographics of the RTD Tea Consumer
- Overview pg..........171
- Comparative Demographics of RTD Tea Brands pg..........173
Exhibits pg..........176
10. U.S. TEA IMPORTS AND EXPORTS
Imported Tea pg..........181
Exported Tea pg..........183
Exhibits pg..........185
11. TEA INDUSTRY PRICING IN THE U.S.
Price Indexes pg..........203
- Consumer Prices pg..........203
- Producer Prices pg..........204
Exhibits pg..........206
12. THE PROJECTED TEA MARKET
The Projected RTD Tea Market pg..........209
Exhibits pg..........212
EXHIBIT
1. THE U.S. NEW AGE & TEA MARKETS
1.1 New Age Beverage Market Segments Estimated Wholesale Dollar Sales 2005 – 2010 pg..........27
1.2 New Age Beverage Market Segments Share of Wholesale Dollar Sales 2005 – 2010 pg..........28
1.3 New Age Beverage Market Segments Change in Wholesale Dollar Sales 2006 – 2010 pg..........29
1.4 U.S. Tea Market Estimated Consumption by Segment 2005 – 2010 pg..........30
1.5 U.S. Tea Market Share of Consumption by Segment 2005 – 2010 pg..........31
1.6 U.S. Tea Market Change in Consumption by Segment 2006 – 2010 pg..........32
1.7 U.S. Tea Market Per Capita Consumption by Segment 2005 – 2010 pg..........33
1.8 U.S. Tea Market Estimated Retail Sales by Segment 2006 – 2010 pg..........34
1.9 U.S. Tea Market Share of Retail Sales by Segment 2006 – 2010 pg..........35
1.10 U.S. Tea Market Change in Retail Sales by Segment 2007 – 2010 pg..........36
2. THE NATIONAL READY–TO–DRINK TEA MARKET
2.11 The National RTD Tea Market Dollar and Case Volume 1988 – 2010 pg..........46
2.12 The National RTD Tea Market Dollar and Case Volume Growth 1989 – 2010 pg..........47
2.13 The National RTD Tea Market Per Capita Consumption 1988 – 2010 pg..........48
2.14 The National RTD Tea Market Quarterly Volume Shares 2003 – 2010 pg..........49
2.15 The National RTD Tea Market Volume by Price Segment 2005 – 2010 pg..........50
2.16 The National RTD Tea Market Share of Volume by Price Segment 2005 – 2010 pg..........51
2.17 The National RTD Tea Market Change in Volume by Price Segment 2006 – 2010 pg..........52
2.18 The National RTD Tea Market Volume by Tea Type and Flavor in Grocery, Drug and Mass Merchandisers 2005 – 2010 pg..........53
2.19 The National RTD Tea Market Share of Volume by Tea Type and Flavor in Grocery, Drug and Mass Merchandisers 2005 – 2010 pg..........54
2.20 The National RTD Tea Market Change in Volume by Tea Type and Flavor in Grocery, Drug and Mass Merchandisers 2006 – 2010 pg..........55
3. THE REGIONAL READY–TO–DRINK TEA MARKETS
3.21 The Regional RTD Tea Markets Wholesale Dollar Sales 2005 – 2010 pg..........61
3.22 The Regional RTD Tea Markets Dollar Share 2005 – 2010 pg..........62
3.23 The Regional RTD Tea Markets Dollar Growth 2006 – 2010 pg..........63
3.24 The Regional RTD Tea Markets Case Volume 2005 – 2010 pg..........64
3.25 The Regional RTD Tea Markets Case Volume Share 2005 – 2010 pg..........65
3.26 The Regional RTD Tea Markets Case Volume Growth 2006 – 2010 pg..........66
3.27 The Regional RTD Tea Markets Per Capita Consumption 2005 – 2010 pg..........67
4. READY–TO–DRINK TEA PACKAGING
4.28 RTD Tea Volume by Package Size and Type 2005 – 2010 pg..........75
4.29 RTD Tea Share by Package Size and Type 2005 – 2010 pg..........76
4.30 RTD Tea Growth by Package Size and Type 2006 – 2010 pg..........77
5. THE LEADING READY–TO–DRINK TEA COMPANIES AND THEIR BRANDS
5.31 Leading RTD Tea Brands Estimated Wholesale Dollar Sales 2005 – 2010 pg..........129
5.32 Leading RTD Tea Brands Estimated Dollar Share 2005 – 2010 pg..........130
5.33 Leading RTD Tea Brands Estimated Dollar Growth 2006 – 2010 pg..........131
5.34 Leading RTD Tea Brands Estimated Case Volume 2005 – 2010 pg..........132
5.35 Leading RTD Tea Brands Estimated Case Volume Share 2005 – 2010 pg..........133
5.36 Leading RTD Tea Brands Estimated Case Volume Growth 2006 – 2010 pg..........134
5.37 The Leading RTD Tea Trademarks in Grocery Stores by Retail Sales 2010 pg..........135
5.38 The Leading RTD Tea Trademarks in Drug Stores by Retail Sales 2010 pg..........136
5.39 The Leading RTD Tea Trademarks in Grocery Stores by Volume 2010 pg..........137
5.40 The Leading RTD Tea Trademarks in Drug Stores by Volume 2010 pg..........138
6. THE KOMBUCHA MARKET
6.41 The Kombucha Market Estimated Wholesale Dollar Sales, Volume and Growth 2006 – 2010 pg..........146
7. READY–TO–DRINK TEA DISTRIBUTION CHANNELS
7.42 RTD Tea Volume by Distribution Channel 2005 – 2010 pg..........150
7.43 RTD Tea Share of Volume by Distribution Channel 2005 – 2010 pg..........151
7.44 RTD Tea Change in Volume by Distribution Channel 2006 – 2010 pg..........152
8. U.S. TEA ADVERTISING EXPENDITURES
8.45 Ready–to–Drink Tea Advertising Expenditures 2005 – 2010 pg..........159
8.46 Ready–to–Drink Tea Share of Advertising Expenditures 2005 – 2010 pg..........160
8.47 Ready–to–Drink Tea Change in Advertising Expenditures 2006 – 2010 pg..........161
8.48 Ready–to–Drink Tea Advertising Expenditures by Media 2005 – 2010 pg..........162
8.49 Ready–to–Drink Tea Share of Advertising Expenditures by Media 2005 – 2010 pg..........163
8.50 Ready–to–Drink Tea Change in Advertising Expenditures by Media 2006 – 2010 pg..........164
8.51 U.S. Non–RTD Tea Market Advertising Expenditures 2005 – 2010 pg..........165
8.52 U.S. Non–RTD Tea Market Share of Advertising Expenditures 2005 – 2010 pg..........166
8.53 U.S. Non–RTD Tea Market Change in Advertising Expenditures 2006 – 2010 pg..........167
8.54 U.S. Non–RTD Tea Market Advertising Expenditures by Media 2005 – 2010 pg..........168
8.55 U.S. Non–RTD Tea Market Share of Advertising Expenditures by Media 2005 – 2010 pg..........169
8.56 U.S. Non–RTD Tea Market Change in Advertising Expenditures by Media 2006 – 2010 pg..........170
9. U.S. TEA DEMOGRAPHICS
9.57 Demographics of the RTD Tea Consumer 2010 pg..........176
9.58 Demographics of the Arizona Tea Consumer 2010 pg..........177
9.59 Demographics of the Lipton Brisk Consumer 2010 pg..........178
9.60 Demographics of the Nestea Consumer 2010 pg..........179
10. U.S. TEA IMPORTS AND EXPORTS
10.61 U.S. Tea Market Imports (Metric Tons) by Tea Type 2005 – 2010 pg..........185
10.62 U.S. Tea Market Share of Imports by Tea Type 2005 – 2010 pg..........186
10.63 U.S. Tea Market Change in Imports by Tea Type 2006 – 2010 pg..........187
10.64 U.S. Black Tea Market Imports (Metric Tons) by Leading Countries 2005 – 2010 pg..........188
10.65 U.S. Black Tea Market Share of Imports by Leading Countries 2005 – 2010 pg..........189
10.66 U.S. Black Tea Market Change in Imports by Leading Countries 2006 – 2010 pg..........190
10.67 U.S. Green Tea Market Imports (Metric Tons) by Leading Countries 2005 – 2010 pg..........191
10.68 U.S. Green Tea Market Share of Imports by Leading Countries 2005 – 2010 pg..........192
10.69 U.S. Green Tea Market Change in Imports by Leading Countries 2006 – 2010 pg..........193
10.70 U.S. Tea Market Exports (Metric Tons) by Tea Type 2005 – 2010 pg..........194
10.71 U.S. Tea Market Share of Exports by Tea Type 2005 – 2010 pg..........195
10.72 U.S. Tea Market Change in Exports by Tea Type 2006 – 2010 pg..........196
10.73 U.S. Black Tea Market Exports (Metric Tons) by Leading Countries 2005 – 2010 pg..........197
10.74 U.S. Black Tea Market Share of Exports by Leading Countries 2005 – 2010 pg..........198
10.75 U.S. Black Tea Market Change in Exports by Leading Countries 2006 – 2010 pg..........199
10.76 U.S. Green Tea Market Exports (Metric Tons) by Leading Countries 2005 – 2010 pg..........200
10.77 U.S. Green Tea Market Share of Exports by Leading Countries 2005 – 2010 pg..........201
10.78 U.S. Green Tea Market Change in Exports by Leading Countries 2006 – 2010 pg..........202
11. TEA INDUSTRY PRICING IN THE U.S.
11.79 Change in Consumer Price Index for Tea and Other Items 1999 – 2010 pg..........206
11.80 Change in Producer Price Index for Tea and All Commodities 1995 – 2010 pg..........207
12. THE PROJECTED TEA MARKET
12.81 Projected RTD Tea Market Wholesale Dollar Sales 2010 – 2015 pg..........212
12.82 Projected RTD Tea Market Compound Annual Sales Growth 2010 – 2015 pg..........213
12.83 Projected RTD Tea Market Estimated Case Volume and Growth 1993 – 2015 pg..........214
12.84 Projected RTD Tea Market Compound Annual Volume Growth 1993 – 2015 pg..........215
12.85 Projected Tea Market Estimated Consumption by Segment 2005 – 2015 pg..........216
12.86 Projected Tea Market Share of Consumption by Segment 2005 – 2015 pg..........217
12.87 Projected Tea Market Compound Annual Growth by Segment 2010 – 2015 pg..........218
12.88 Projected RTD Tea Market Volume by Price Segment 2005 – 2015 pg..........219
12.89 Projected RTD Tea Market Share of Volume by Price Segment 2005 – 2015 pg..........220
12.90 Projected RTD Tea Market Compound Annual Growth by Price Segment 2010 – 2015 pg..........221