MarketLooks, from MarketResearch.com, are concise 15-30 page summaries of popular full-length market research reports published by Packaged Facts. This MarketLooks report has been compiled from the following full-length study:

Title: On-the-Go Eating: Consumer Mindsets, Menu Trends, and Product/Packaging Innovation
Published: June 2005

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The following is the abstract from the full report:
After many years as a stepchild to the specialty coffee market, tea is taking off in the United States. The trend is fueled by good news about the health benefits of drinking tea, by new products and appealing packaging, by an interest in alternatives to coffee or soda, and by lifestyles that embrace both the luxury/ritual aspect of tea and the convenience of new bottled and ready-to-drink teas.

Packaged Facts’ new report, The U.S. Market for Tea and Ready-to-Drink Tea, 2nd Edition, explores tea’s new prominence and the impact on the market and the consumer psyche.

As the market grows, it’s also becoming much more segmented and competitive. Where black tea was once the predominant choice available on supermarket shelves, there are now many varieties, each with particular health and flavor aspects. These include green tea, white tea, red tea, herbal tea, medicinal tea, chai, yerba mate, and blends of all the above. Tea drinkers can now truly be tea connoisseurs, using different teas for different occasions, just as with wine or specialty coffees. Many small companies are serving this market, setting up the possibility of future merger and consolidation activity.

The growing popularity of tea is reflected in the foodservice arena, where tea houses are luring former coffeehouse customers with a calmer, more serene ambience. Because tea is a global and agricultural commodity, there’s also interest in organic tea production and labels such as “fair trade” that ensure a socially responsible purchasing system.

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