This report explores the tea and ready-to-drink (RTD) tea market. While 77% market penetration for regular (loose/bag) tea among US households (HHs) indicates maturity, the low 45% for RTD iced tea suggests continued opportunities to expand sales. As with other products in the food and beverage industry value perceptions, convenience and health are all key drivers in influencing tea purchasing habits. This report explores these aspects of the market as well as others including:
- The size of the market, its growth potential and how manufacturers can create differentiation between seemingly similar products
- What manufacturers and retailers can do to expand the market to new users
- Key brands’ performance in each segment, challenges they face and how manufacturers endeavor to differentiate themselves from other non-alcoholic beverages
- The impact of demographic shifts on product needs during 2004-09; how 2009-14 population projections will affect changes in the market
- What innovative product positioning and attributes would best attract the increasingly health conscious society
- What new flavors and ingredients marketers have used in new tea formulations to maintain consumer interest
- Exploration of how the economy has influenced advertising and promotional activity as well as discussion of what marketing strategies marketers are employing to reach its core demographic of Asians and blacks
