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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.

Report Methodology
The information in The U.S. Market for Tea and Ready-to-Drink Tea is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the beverage market and consultants to the industry. Market size data was derived from Information Resources, Inc. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd. Consumer information was derived from Simmons Market Research Bureau, fall 2004 National Consumer Survey.

About the Author
Elaine Lipson is a writer, editor and communications consultant who has specialized in consumer education about organic foods. She is the author of The Organic Foods Sourcebook (McGraw-Hill, 2001), a consumer guide to the meaning and benefits of organics. Her articles have appeared in Delicious Living, Natural Foods Merchandiser, TheOrganicReport.com, Organic Valley’s Rootstock, and other publications. Elaine has written a monthly column on sustainable eating for the Boulder Daily Camera, and writes a quarterly column on organics for Natural Grocery Buyer. She has also written and consulted on educational and marketing communications for some of the natural products industry’s most successful companies and organizations. Elaine was formerly a senior editor for the Natural Business LOHAS Journal and public relations specialist for Alfalfa’s Markets, Inc. Elaine’s most recent report for Packaged Facts was the October 2004 edition of The U.S. Market for Organic Foods and Beverages.

What You’ll Get in this Report
The U.S. Market for Tea and Ready-to-Drink Tea makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Tea and Ready-to-Drink Tea offers. The report addresses the following segments:

• The Market (including market size and composition, and projected market growth)
• The Marketers (including discussions of specific marketer brand and market shares)
• Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
• Retail and Foodservice Strategies
• The Consumer (who’s buying what, and where)
• The Products
• Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the food/beverage industry, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for tea and ready-to-drink tea, as well as projected sales and trends through 2009. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the consumer for tea based on Simmons data.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for tea and ready-to-drink tea.
• Research and development professionals stay on top of competitor initiatives and explore demand for tea products.
• Advertising agencies working with clients in the food/beverage industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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