• Scope and Methodology
• Five Major Product Segments
• Tea Market Size and Growth
• Figure 1-1: U.S. Total Sales of Tea and Ready to Drink Tea, 1999-2003
• RTD the Dominant Segment
• Growth by Product Segment
• Factors in Future Growth
• Lipton the Dominant Marketer
• Snapple New at No. 2
• Nestle Drops to Third
• Other Major Tea Marketers
• The Competitive Situation
• New Product Trends
• Retail: Estimated Share of Sales by Segment and Outlet
• Projected Market Growth
• Market to Reach $6.6 Billion by 2008
• Figure 1-2: Projected Total U.S Sales of Tea and Ready-to-Drink Tea, 2004-2008

Chapter 2: The Products

• Tea Packaged for Future Brewing or Mixing
• Tea Bags and Loose Tea Leaves
• Black Tea and Green Tea
• Green Tea
• Specialty and Herbal Teas
• Specialty Tea
• Herbal Tea
• Chai
• Red Tea
• Yerba Mate
• White Tea
• Caffeine
• Organic Tea
• Private Label Tea
• Product Introductions Over the Last 5 Years
• 2001 - Flavor for All
• 2002 - Return of the Black Tea
• 2003 - Kids and White Tea
• Instant and Specialty Tea Mixes
• The Rise of Chai
• New Product Activity, 2002-2003
• Ready to Drink Packaged Tea Beverages
• Ready-to-Drink (RTD) Tea
• RTD Tea Highly Sub-segmented
• Cold-Fill RTDs
• Hot-Fill RTDs
• New Product Introductions: Innovation in Review
• 2000 - An Elixir for Arizona
• 2002 - Innovation Continues
• 2003 - Bold Flavors
• Freshly Brewed Tea for Immediate Consumption
• Tea Houses
• CoffeeShops

Chapter 3: The Market

• Table 3-1: U.S. Retail Sales of Tea and Ready-to-Drink Tea by Category, 1999-2003
• Figure 3-1: U.S. Total Sales of Tea and Ready to Drink Tea, 1999-2003
• Market Size and Composition
• Segments on the Rise After Disappointing Period
• Table 3-2: 5-Year Compound Annual Growth Rates, Tea Categories and Overall, 1999-2003
• Table 3-3: U.S. Retail Tea and Ready-to-Drink Tea: Share of Dollar Sales by Category, 2003
• Ready-to-Drink Category Controls Overall Market Share
• Figure 3-2: U.S. Retail Tea and Ready-to-Drink Tea: Share of Dollar Sales by Category, 2003
• Table 3-4: U.S. Retail Tea and Ready-to-Drink Tea: Share of Dollar Sales by Category, 1999 2003
• Bagged/Loose Tea Control IRI-Tracked Sales
• Table 3-5: IRI-Tracked Sales of Tea and Ready to Drink Tea by Category, 1999-2003
• Table 3-6: IRI-Tracked Tea and Ready to Drink Tea: Share of Dollar Sales by Category, 1999-2003
• Figure 3-3: IRI-Tracked Tea and Ready to Drink Tea: Share of Dollar Sales by Category, 2003
• Private Label Shows Modest Gains in 2003
• Table 3-7: IRI-Tracked Sales of Tea and Ready-to-Drink Tea: Branded vs. Private Label, 1999-2003
• Projected Market Growth
• Market to Reach $6.6 Billion by 2008
• Table 3-8: Projected U.S. Retail Sales of Tea, 2003-2008
• Figure 3-5: Projected Total U.S Sales of Tea and Ready-to-Drink Tea, 2004-2008
• Projected U.S. Retail Sales of Tea by Category: Loose/Bagged, RTD, Instant, Refrigerated, 2003-2008 (in millions of dollars)

Chapter 4: Market Dynamics

• A Very Full and Continually Growing Supermarket Aisle
• Marketer or Manufacturer?
• Distribution Agreements
• Pepsi Lipton International
• Beverage Partners Worldwide
• Table 4-1: Select Marketers of Packaged Tea Products: By Brand and Product Type
• Competitive Retail Overview
• Retail Leaders in a Very Branded Business
• The Tea Big Three
• Variety, Variety, Variety
• The Alternative Beverage Context
• Outside the RTD Sector: Consolidation vs. Independence Hain Celestial and Tata/Tetley
• FV&S and Bigelow Remain Independent—For Now
• Competing by Fielding New Products
• The Slowly Growing Organic Market
• Health Is Key Factor
• Table 4-2: IRI-Tracked Sales of Tea Packaged for Future Brewing or Mixing
• Top Five Marketer Sales and Shares 2003
• Table 4-3: IRI-Tracked Sales of Tea Packaged for Future Brewing or Mixing
• Top 10 Brand Sales and Shares 2003
• Table 4-4: U.S Retail Sales of Tea Bags Top-Three Marketer Sales and Shares 2003
• Table 4-5: U.S Retail Sales of Tea Bag: Top Ten Brand Sales and Shares 2003
• Table 4-6: U.S Retail Sales of Instant Tea Including Specialty Instant Tea Mixes: Top Three Marketer Sales and Shares 2003
• Table 4-7: U.S Retail Sales of Instant Tea Including Specialty Instant Tea Mixes: Top Five Brand Sales and Shares 2003
• Table 4-8: U.S Retail Sales of Ready to Drink Packaged Tea Beverages: Top Three Marketer Sales and Shares 2003
• Table 4-9: U.S Retail Sales of Ready to Drink Packaged Tea Beverages:
• Top Five Brand Sales and Shares 2003
• Competitive Profiles: Thomas J. Lipton Co.
• Dominates U.S. Tea Sales
• Product Activity: 1996-2002
• Lipton Cold Brew
• Lipton, Pepsi, and RTD Tea
• Lipton Brisk
• Lipton Brisk Lemonade Launched This Year
• The Changing Face of Hot Filled Lipton Iced Tea
• Competitive Profile: Nestle
• Competitive Profile: Snapple
• The Rebirth of Snapple
• Cadbury Consolidates
• Snapple Temporarily Takes New York
• Competitive Profile: Salada
• Competitive Profile: Hain Celestial Group
• Celestial Leader in Herbal Tea
• Celestial Seasonings
• Reasons for Success
• Entrepreneurial Origins
• Wide-Ranging Retail Presence
• International Scope
• Celestial’s Product Line
• High Profile Promotion
• Competitive Profile: Ferolito, Vugtaggio & Sons
• Continuing Success with AriZona
• A Beacon of Independence
• Design Not Advertising Led
• Cutting-Edge Formulations
• FV&S Collaborates with Celestial
• The AriZona Rx Line
• Innovation Continues
• Recent Introductions
• Competitive Profile: R.C. Bigelow
• A Leader in Specialty Tea
• Mass-Retail Sales
• Competitive Profile: PepsiCo, Inc
• Corporate Background
• SoBe
• Competitive Profile: Tata Tea/Tetley
• Tetley No. 2 in World Tea
• Tetley in the U.S. Market
• Tetley Acquired by Tata
• Great Synergistic Potential
• Tetley Says Good-Bye to Its Private Label business
• Corporate Restructuring
• New Strategy for 2003
• Competitive Profiles: Tazo Tea
• Specialty Tea Competitive Focus
• Oregon Chai, Inc.
• The Stash Tea Co
• Twinings
• The Republic of Tea
• Numi
• Honest Tea
• Frontiers
• Allgoode Organics
• Traditional Medicinals Profile

Chapter 5: Distribution and Sales Channels

• Retail Distribution Methods
• Some Packaged Tea Beverages Are Perishable. Retail Cafes
• Retail Sales Overview
• Supermarkets Account for Most Retail Sales
• Tea in Natural Foods Stores
• Tea in Gourmet/Specialty Stores
• Tea and Convenience Stores
• Tea and Drug Stores
• Table 5-1: Share of US Tea and Ready-to-Drink Tea Sales by Outlet, 2003
• Table 5-2: U.S Tea and Ready-to-Drink Tea: Share of Total Sales of Tea Bags by Outlet, 2003
• Table 5-3: Specialty Tea: Share of Sales by Outlet %
• Table 5-4: Herbal Tea: Share of Sales by Outlet %
• Table 5-5: U.S Tea and Ready-to-Drink Tea: Share of Total Sales of Instant Tea by Outlet, 2003
• Table 5-6: U.S Tea and Ready-to-Drink Tea: Share of Total Sales of Specialty Tea Mixes by Outlet 2003
• Table 5-7: U.S Tea and Ready-to-Drink Tea: Share of Total Sales of Packaged Tea, by Outlet
• Pricing of Retail Tea Products
• Table 5-8: Suggested Retail Price of Select Packaged Tea Products for Future Use
• Table 5-9: Suggested Retail Price of Select Packaged Tea Beverage Products
• Private Label the Value Proposition
• Table 5-10: Private Label vs. Branded Pricing of Tea Bags
• Table 5-11: Private Label vs. Branded Pricing of Instant Tea
• Table 5-12: Private Label vs. Branded Pricing of Specialty Instant Tea Mixes
• Alternative Distribution Channels
• Warehouse/Club Stores
• Mail Order/Catalog
• Internet
• Gift Baskets
• Tea House Distribution Overview
• Tea House Distribution Methods
• Focus On Starbucks Tazo Distribution
• Other Products Sold

Chapter 6: The Consumer

• The Simmons Survey System
• Rates for Tea Consumption Strong
• Nearly Half Are Ready-To-Drink Tea Consumers
• Table 6-1: Demographic Characteristics Favoring Purchase of RTD Tea, 2003
• Baby Boomers and Diet Iced Tea
• Consumer Profiles of Top RTD Brands
• RTD Brand Consumption By Age
• RTD Brand Consumption By Race
• RTD Brand Consumption By Region
• RTD Brand Consumption By Education
• RTD Brand Consumption By Income
• Other Descriptors
• The Instant Tea Mix Consumer
• Table 6-2: Demographic Characteristics Favoring Purchase of Instant Tea, 2003
• Young Use Tea Bags for Iced Tea
• The Tea Bag Consumer
• Table 6-3: Demographic Characteristics Favoring Purchase of Tea Bags, 2003
• The Loose Tea Consumer
• Table 6-4:Demographic Characteristics Favoring Purchase of Loose Tea, 2003
• The Herbal Tea Consumer
• Table 6-5: Demographic Characteristics Favoring Purchase of Herbal Tea, 2003
• The Flavored Tea Consumer
• Table 6-6: Demographic Characteristics Favoring Purchase of Flavored Tea, 2003

Chapter 7: Trends and Opportunities

• 1995-2000: The Heady Days of the Tea Explosion
• 2001and 2002: Growth Stopped in its tracks
• 2003: Growth Hits Back
• Private Label Eeks Back
• Regular Tea Improves
• Green Tea Means Green for Marketers
• Specialty Offers New Cache
• Herbal and Flavored Go Mainstream
• Chai Driving Tea Mixes
• Wellness Teas
• Ready-to-Drink Tea
• Tea as Ingredient
• Opportunity Focus: Tea Houses
• Starbucks and Tazo
• Change Is Brewing
• Tea Houses: The Future?