Tea and Ready-to-Drink (RTD) Tea in the U.S.: Retail, Foodservice and Consumer Trends

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Tea and Ready-to-Drink (RTD) Tea in the U.S.: Retail, Foodservice and Consumer
Trends

December 1, 2009

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.

Table of Contents

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
Table 3-16c: Beverage Dollar Sales and Market Share by Category: 2009 (in
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
Retail Market Growth by Product Type
Table 3-24: Projected U.S. Retail Sales of Tea: By Category, 2009 vs. 2014 (in
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)
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)
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,
Table 7-7: Demographic Indicators for Purchasing of Leaf Tea to Make Iced Tea,
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
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
Table 7-13: Psychographic Indicators for Purchasing of Decaffeinated Tea, 2009
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
Table 7-17: Demographic Indicators for Purchasing of Fruit/Spice-Flavored Tea,
Table 7-18: Psychographic Indicators for Purchasing of Fruit/Spice-Flavored Tea,
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
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
Table 7-25: Psychographic Indicators for Purchasing of RTD Cold Tea, 2009
Regular vs. Diet RTD Tea
Table 7-26: Demographic Indicators for Purchasing of Regular RTD Cold Tea,
Table 7-27: Psychographic Indicators for Purchasing of Regular RTD Cold Tea,
Table 7-28: Demographic Indicators for Purchasing of Diet RTD Cold Tea, 2009
Table 7-29: Psychographic Indicators for Purchasing of Diet RTD Cold Tea, 2009
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

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Tea and Ready-to-Drink (RTD) Tea in the U.S.: Retail, Foodservice and Consumer Trends

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