US Tea and RTD Tea Market Trend 2014

The healthfulness of tea has been heavily pushed through media and marketing. However, consumers’ focus may be switching away from health, which they have most likely come to expect from the category, and are now looking for flavor and product innovation to keep them interested.

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Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary

The market
Figure 1: Total US sales and fan chart forecast of tea and RTD tea, at current prices, 2009-19
Segment performance
Figure 2: Total US retail sales and forecast of tea and RTD segmentation, at current prices, 2009-19
Key players
Figure 3: MULO sales of tea at retail, by leading companies, rolling 52-weeks 2013 and 2014
Millennials top consumers of RTD tea offerings
Figure 4: Drinking habits for tea – Any consumption, by generations, May 2014
Figure 5: Drinking habits for tea – Any consumption, by generations, May 2014
RTD teas losing appeal as a beverage replacement for CSDs, juice
Figure 6: Attitudes toward tea, May 2014
Millennials seek tea innovation
Figure 7: Attitudes and behaviors toward tea, any agreement, by generation, May 2014
Figure 8: Attitudes and behaviors toward tea, by generation, May 2014
What we think

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Issues and Insights

Is tea losing its health appeal?
Issues
Insight: Focus on flavor and product innovation, in addition to health and wellness
Do consumers prefer other beverages to tea and RTD tea?
Issues
Insight: Attributes from other categories can increase appeal
Is tea considered an everyday beverage?
Insight: New ideas and forms will encourage usage for more occasions

Trend Applications

Trend: Mood to Order
Trend: Factory Fear
Trend: Extend My Brand

Market Size and Forecast

Key points
Steady growth forecast for tea market
Sales and forecast of tea and RTD tea
Figure 9: Total US sales and forecast of tea and RTD tea, at current prices, 2009-19
Figure 10: Total US sales and forecast of market, at inflation-adjusted prices, 2009-19
Fan chart forecast
Figure 11: Total US sales and fan chart forecast of tea and RTD tea, at current prices, 2009-19

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