• Markets Analyzed
• Products Outside Scope
• The Products
  • A Note About Nomenclature
  • Grading Is an Art, Not a Science
  • Segments and Packaging Options
  • Regulatory Overview
  
  
• Size and Growth of Market
  • 2007 Sales Ring in at $7.4 Billion
  • 2012 Sales Projected to Reach Almost $15 Billion
  • Table 1-1 U.S. Sales of Tea and RTD Tea, 2003-2012 (in millions of dollars)
  • RTD-Packaged Tea Rules the Market
  • Figure 1-1 Total U.S. Sales of Tea and RTD Tea by Product Category, 2007 (percent share)
  • Retail Sales Are More than Half of All Tea Sales
  • Figure 1-2 Total U.S. Sales of Tea and RTD Tea: Retail vs. Foodservice, 2007 (percent share)
  • Total RTD Is Three-Fourths of All Sales
  • Figure 1-3 Total U.S. Sales of Tea and RTD Tea: RTD vs. All Other Forms, 2007 (percent share)
  • Specialty Tea Is More Than a Third of All Sales
  • Figure 1-4 Total U.S. Sales of Tea and RTD Tea: Specialty Tea vs. Mainstream Tea, 2007 (percent share)
  
  
• Market Drivers
  • Numerous Drivers for Tea Sales Growth
  
  
• The Marketers
  • Complex International Structure
  • Marketers Are the Focus of This Study
  • All Types of Marketers Serve the Industry
  • Retail Category Leaders
  • Market Leaders Are Big Spenders
  • Trade Advertisement Is Strong for Tea
  
  
• Tea in Foodservice Channels
  • Tea Becomes More Readily Available in Foodservice
  • Dispensed Ice Tea Options
  • Steeping a Cup of Hot Tea
  • Tea Room by Any Other Name
  
  
• The Retail Tea Business
  • How Tea Gets to Retail Venues
  • Where Is Most Retail Tea Purchased?
  • Table 1-2 U.S. Retail Tea and RTD Tea: Share of Dollar Sales by Outlet, 2007
  • What Is Selling and Where?
  
  
• The Tea Consumer
  • The Amount and Type of Tea that Americans Consume
  • Consumers Are in an Overall Health and Wellness Revolution
  • Is Organic an Important Positioning for Tea Consumers?
  • Tea and RTD Usage Levels
  • Table 1-3 Percentage Who Use Tea and RTD Tea, by Product Type
  
  
• New Products and Trends
  • What Is Driving New Products and Trends in Tea?
  • Table 1-4 Total Number of Tea SKUs Introduced to the U.S. Marketplace, July 2006 to June 2007
  • Table 1- 5 Rank in the Most Used Flavors in New Tea Drinks, 2006

Chapter 2 The Products

• Key Points:
• Four Segments of Tea Market
  • Four Broad Tea Segments
  • Market Scope
  • Products Outside Scope
  • Tea, Time, and Spirit
  
  
• Types of Tea
  • Teas vs. Tisanes
  • Four Basic Tea Types
  • A Fifth Tea Type—But It’s Not Widely Known
  • Americans Acquiring Tea Connoisseurship
  • If It Is Safe for Consumption, It Can Be a Tisane
  • Tea Brewing Cheat Sheet
  • Table 2-1 Suggested Brewing Times and Temperatures for Select Teas
  • Bubble Tea and Chai
  • Bubble Tea
  • Chai
  
  
• The Grading of Tea
  • Grading Is an Art, Not a Science
  • Whole Leaf
  • Broken Leaf
  • Fannings
  • Dust
  • Additional Modifiers for Grades
  • Extra Descriptors for Green and Oolong Teas
  • Additional Terms
  
  
• Packaging Options and Variations
  • Segments and Packaging Options
  • Bag-in-Box
  • Bag
  • Bottle
  • Box
  • Bulk
  • Canister
  • Can
  • Cap with Mix
  • Carton
  • Disk
  • Dispenser
  • Eye Dropper Bottle
  • Flower
  • Filter Packs for a Pot
  • Jar
  • Jug
  • On-the-Go Packet
  • Pod
  • Spoon
  • Stick
  • Tin
  
  
• Overview of Government Regulation
  • Post-Boston Tea Party
  • Figure 2-1 Exerts from FDA Deputy Commissioner’s Speech to Tea Association of the U.S.A., October 18, 2002
  • The Role of the FDA
  • Labeling Overview
  • Provide the Facts: Nutritional Information Musts
  • Exempt Products
  • Country of Origin
  • Nutrition Regulations in Foodservice
  • Health, Nutrient Content and Structure/Function Claims
  • Significant Scientific Agreement Health Claims
  • Qualified Health Claims
  • Nutrient Content Claims
  • Structure/Function Claims
  
  
• Tea as Health and Wellness Phenomenon
  • Recent Research Supports “Healthy Halo”
  • FDA Rejects Green Tea Health Claim
  • Canada Approves Claims—So Time May Be on Tea’s Side
  • U.S. Marketers Promote Green Tea
  • Enviga and Its “Negative Calorie Effect”
  • Challenge to Enviga from the CSPI
  
  
• Allergen Issues and Product Recalls
  • Allergies and Americans
  • Tea Product Recalls
  • Figure 2-2 Product Recall: Caribbean Dreams Cerasee Tea, May 19, 2006
  • Figure 2-3 Product Recall: Neighbors Coffee Tea, Aug. 16, 2004
  • Figure 2-4 Product Recall: South Beach Beverage Green Tea,
  • Dec. 13, 2002
  • How a Recall Impacts Consumers and Businesses
  • Strong Brands Weather Storms
  
  
• The Ethics of Tea
  • Organic Tea
  • Fair Trade Tea and Tisanes
  • Ethical Tea Partnership
  • Tea and the Rainforest Alliance
  • Nepalese Alliance for Orthodox Tea and Coffee

Chapter 3 The Market

• Key Points:
• The Current Tea Situation
  • 2007 Sales Ring in at $7.4 Billion
  • Table 3-1 Total U.S. Sales of Tea and RTD Tea, 2003-2007 (in millions of dollars)
  • Figure 3-1 Total U.S. Sales of Tea and RTD Tea, 2003-2007 (in millions of dollars)
  • Retail Sales Are More Than Half of All Tea Sales
  • Table 3-2 Total U.S. Sales of Tea and RTD Tea: Retail vs. Foodservice, 2003-2007 (in millions of dollars)
  • Read the Tea Leaves to Determine the Tea Form Driving Growth
  • Table 3-3 Total U.S. Sales of Tea and RTD Tea by Product Category, 2003-2007 (in millions of dollars)
  • Table 3-4 Total U.S. Retail Sales of Tea and RTD Tea by Product Category, 2003-2007 (in millions of dollars)
  • Table 3-5 Total U.S. Retail Sales of RTD-Packaged Tea: Refrigerated vs. Shelf-Stable, 2003-2007 (in millions of dollars)
  • Table 3-6 Total U.S. Foodservice Sales of Tea and RTD Tea by Product Category, 2003-2007 (in millions of dollars)
  
  
• Current Market Composition
  • RTD-Packaged Tea Rules the Market
  • Figure 3-2 Total U.S. Sales of Tea and RTD Tea by Product Category, 2007 (percent share)
  • Total RTD Is Three-Fourths of All Sales
  • Figure 3-3 Total U.S. Sales of Tea and RTD Tea: RTD vs. All Other Forms, 2007 (percent share)
  • Premium Skew for Packaged RTD Tea
  • Americans Drink Most of Their Tea Cold
  • Figure 3-4 Total U.S. Sales of Tea and RTD Tea: Cold vs. Hot, 2007 (percent share)
  • Most U.S. Tea Is Purchased Through Retail Venues
  • Figure 3-5 Total U.S. Sales of Tea and RTD Tea: Retail vs. Foodservice, 2007 (percent share)
  • Retail Owns the Leaf Tea Business
  • Figure 3-6 Total U.S. Sales of Leaf Tea: Retail vs. Foodservice, 2007 (percent share)
  • RTD-Packaged Tea Is Also Twice as Likely to Come from Retail
  • Figure 3-7 Total U.S. Sales of RTD-Packaged Tea: Retail vs. Foodservice, 2007 (percent share)
  • RTD-Shelf-Stable Is Big Business in Retail
  • Figure 3-8 Total U.S. Retail Sales of Tea and RTD Tea by Product Category, 2007 (percent share)
  • RTD-Packaged Refrigerated Tea Is a Very Small Piece of the Pie
  • Figure 3-9 Total U.S. Retail Sales of RTD Tea: Refrigerated vs. Shelf-Stable, 2007 (percent share)
  • Foodservice RTD-Tea Is Almost a Split Business
  • Figure 3-10 Total U.S. Foodservice Sales of RTD Tea: Dispensed vs. Packaged, 2007 (percent share)
  • Specialty Tea Is More Than a Third of All Sales
  • Figure 3-11 Total U.S. Sales of Tea and RTD Tea: Specialty Tea vs. Mainstream Tea, 2007 (percent share)
  • Figure 3-12 Total U.S. Sales of Specialty Tea by Tea Variety, 2007 (percent share)
  • 4% of All Tea Sales in the U.S. Are Organic
  • Figure 3-13 Total U.S. Sales of Specialty Tea: Organic vs. Non-Organic, 2007 (percent share)
  
  
• Market Drivers
  • Numerous Drivers for Tea Sales Growth
  • Healthful Halo Surrounding Tea
  • Ongoing, Supportive Research Keeps Focus on Tea Benefits
  • Aging Baby Boomers Seeks Out Wellness Products
  • Tea May Be Ultimate “Functional Beverage”
  • Tea as a Better-For-You Alternative to Soda
  • Tea as a Coffee Alternative
  • Tea Appearing in Countless Products
  
  
• The Projected Tea Situation
  • 2012 Sales Projected to Reach Almost $15 Billion
  • Table 3-7 Projected Total U.S. Sales of Tea and RTD Tea, 2007-2012 (in millions of dollars)
  • Figure 3-14 Projected Total U.S. Sales of Tea and RTD Tea, 2007-2012 (in millions of dollars)
  • Retail Sales Projected at $8.9 Billion in 2012
  • Table 3-8 Projected Total U.S. Sales of Tea and RTD Tea by Market, 2007-2012 (in millions of dollars)
  • Retail Sales to Gain a Bit of Share
  • Figure 3-15 Projected Total U.S. Sales of Tea and RTD Tea: Retail vs. Foodservice, 2012 (percent share)
  • Instant Tea Is Projected to Show the Least Growth
  • Table 3-9 Projected Total U.S. Sales of Tea and RTD Tea by Product Category, 2007-2012 (in millions of dollars)
  • Table 3-10 Projected Total U.S. Retail Sales of Tea and RTD Tea by Product Category, 2007-2012 (in millions of dollars)
  • Figure 3-16 Projected Total U.S. Sales of Tea and RTD Tea by Product Category, 2012 (percent share)
  • Source: Packaged Facts
  • Opportunities for Innovation in Liquid Concentrate
  • 20% CAGR for RTD-Dispensed Tea
  • Table 3-11 Projected Total U.S. Foodservice Sales of Tea and RTD Tea by Product Category, 2007-2012 (in millions of dollars)
  • 3.5% CAGR for Tea Leaves
  • RTD Tea to Command 86% of Market
  • Figure 3-17 Projected Total U.S. Sales of Tea and RTD Tea: RTD vs. All Other Forms, 2012 (percent share)
  • RTD-Packaged Tea Grows Double-Digits in All Venues
  • Specialty Tea Will Command Half of All Sales
  • Figure 3-18 Projected Total U.S. Sales of Tea and RTD Tea: Specialty Tea vs. Mainstream Tea, 2012 (percent share)
  • Organic Tea Grows, Too
  • Figure 3-19 Projected Total U.S. Sales of Tea and RTD Tea: Organic vs. Non-Organic, 2012 (percent share)

Chapter 4 The Marketers

• Key Points:
• Marketer Overview
• Complex International Structure
• Marketers Are the Focus of This Study
• All Types of Marketers Serve the Industry
• Select Marketers of Tea and RTD in the United States
• Leading Brands
• Interpreting the Sales Data
• Instant Tea Leaders Are Quite Varied
• Table 4-1 U.S. Mainstream Retail Sales of Instant Tea: Top-Five Brands by Sales and Share, 2007 (in millions of dollars)
• Leaf Tea Has Many Players
• Table 4-2 U.S. Mainstream Retail Sales of Packaged Leaf Tea: Top-10 Brands by Sales and Share, 2007 (in millions of dollars)
• With Liquid Concentrate, Oregon Chai Is Almost It
• Refrigerated Iced Tea Booms in the Southeast
• Table 4-3 U.S. Mainstream Retail Sales of RTD-Packaged, Refrigerated Tea: Top-10 Brands by Sales and Share, 2007 (in millions of dollars)
• Turkey Hill Means Tea to Many in Northeast and Southeast
• Milo’s: A Chilling Story
• Shelf-Stable Has Many, Many Players
• Table 4-4 U.S. Mainstream Retail Sales of RTD-Packaged, Shelf-Stable Tea: Top-10 Brands by Sales and Share, 2007 (in millions of dollars)
• Competitive Situation
• The Buzz in the Industry
• More on the FUZE Deal
• Who is Raising Arizona?
• Both Companies Want Snapple, Too
• Just Who Is Tata Tea?