Tea and Ready-to-Drink Tea: U.S. Retail Market, 6th Edition

CHAPTER 1 EXECUTIVE SUMMARY

Scope of Report

Report Methodology

Teo Sales Rise to $7.3 billion

Table 1-1 Tea sales in the U.S.,2011-2015 (in billions of dollars and percent)

Teo by Chonnel

IRI-trocked Teo Shoots Up

Table 1-2IRI-Tracked SalesofTea: Overall and by segment, 2016 (in millions)

Looking Ahead

Table 1-3 Tea sales in the U.S.,2016-2020 (in billions of dollars and percent)

Teo Culture Blossoms

Functional: The Next Wove

ConsumerShifts Create Opportunity and Peril

Powerhouse Brands Target RTDTeo

Teo Market Shore Spread Out

Marketing Trends

Praduct Trends

Retail Trends

Tea Market Share Spread Out

Tea Consumption Trends

Hot and Cold Tea Usage by Gender

Table 1-4 Tea Usage by Gender, 2016

CHAPTER 2 TEATRENDS & OPPORTUNITIES

KEY OpPORTUNITIES

Tea Culture Blossoms

Gourmet Gear

Functional: The Next Wave

Illustration 2-1 Republic ofTea's UoMatcha Charcoal

FACTORS TOMARKET GROWTH

Consumer Shifts Create Opportunity and Peril

Powerhouse Brands Target RTDTea

CHAPTER 3 MARKETSIZE AND PROJECTIONS

MARKET SIZE ANDSEGMENTATION

Tea Sales Rise to $7.3 billion

Table 3-1 Tea Sales in the U.S., 2011-2015 (in billions of dollars and percent)

Teo by Chonnel..

Table 3-2 Share of U.S. Sales ofTea by Channel, 2016 (percent)

IRI-trocked Teo Shoots Up lB

Table 3-3IRI-Tracked Sales ofTea: Overall and by Segment, 2016 (in millions)

Looking Ahead

Table 3-4 Projected Tea Sales in the U.S., 2016-2020 (in billions of dollars and percent)

CHAPTER 4 THE MARKETERS

MARKETER SHARES

Teo Market Share Spread Out

Table 4-1 Top Marketers ofTea at Food, Drug and Mass Merchandisers, 2016 (in millions)

Pepsi Lipton Tea Partnership Tops RTDTea

Table 4-2 Top Marketers of Canned and Bottled Tea, 2016 (in millions)

Table 4-3 8iggest Canned and Bottled Tea 8rand Line Gainers, 2016 (in millions)

Gold Peak Tops Refrigerated Tea

Table 4-4 Top Marketers of Refrigerated Tea, 2016 (in millions)

Table4-5 Biggest Refrigerated Tea Brand line Gainers, 2016 (in millions)

Lipton Tops Bagged/Loose Tea Segment

Table 4-6 Top Marketers ofTea (Bags/Loose), 2016 (in millions)

Table 4-7 Blggest Tea (Bags/Loose) Brand Line Gainers, 2016 (in millions)

Four Players with Double Digit Share in Single-Cup Tea

Table 4-8 Top Marketers of Single-Cup Tea, 2016 (in millions)

Table 4-9 Biggest Single-Cup Tea Brand Line Gainers, 2016 (in millions)

Private Label Tea Market Feels the Pain

Table 4-10 Private Label Tea, 2016 (in millions)

CHAPTER 5 MARKETING AND NEW PRODUCT TRENDS

RANGE OFApPROACHES

Global Positioning at Lipton

Illustration 5-1 Lipton's Bright Bites Website

Experiential Effortfor Lipton Sparkling Ice Tea

Pure LeafMoves into Television

Illustration 5-2 Pure Leaf Recipes onYouTube

Brisk Targets Urban Teens

Gold Peak Tokes It Home

Illustration 5-3 Gold Peak TV Spot

Snapple Goes Madcap

Illustration 5-4 Snapple "Bees" TV Spot

"Butterflyz"at Fuze

AriZona ond Marketing

The Honesty Index

Celestial Makeover Misstep

Illustration 5-5 Celestial Seasoning: Image Makeover

PRODUCT TRENDS

Expanding Premium Tier

Natural Strategies

Illustration 5-6 AriZona Good Brew

Sparkling Products in the Spotlight

Tea Lattes Proliferote

Illustration 5-7 Hain Celestial: Celestial Lattes Line

Exotic Flavor Directions

Specialty TeasAdvancing

Matcha: The Super/ood Tea

Illustration 5-8 New Brisk Tea Flavor: Brisk Mate

Unrest in Kombucha

Single-Serve Form

Instant Tea

Segmentation in Hot Tea

Illustration 5-9 Pure Leaf Bagged and Loose Leaf Tea

Illustration 5-10 Bigelow: New Steep Brand

Illustration 5-11 Tazo Grand Tour Collection

CHAPTER 6 RETAIL TRENDS

CHANGING RETAIL LANDSCAPE

Consumer Mindsets Are Shifting

Developments in Mass Channels

Tea Retailers

Illustration 6-1 T2: New York SoHo Location

Tea Cafes

Online Channel

Illustration 6-2 Tea Category: Amazon Dash Buttons

Illustration 6-3 Online Ad for DAVIDsTEA

CHAPTER 7 THE TEACONSUMER

Tea Consumption Trends

Table 7-1 Usage Rates for Leaf and Instant Tea, 2009-2016 (percent)

Table 7-2 Usage Rates for Ready-to-Drink Tea, 2009-2016 (percent)

Hot and Cold Tea Usage by Gender

Table 7-3 Tea Usage Rates by Gender, 2016

Gender Differences in Frequency of Consumption

Table7-4 Numberof Teaor TeaDrinks Consumed PerDay: Overall and by Gender, 2016

Teo Channel Shopping by Gender

Table 7-5 Tea Purchasing Patterns by Retail Channel: By Gender, 2016

Teo Type Preferences

Table7-5 Caffeinated Y5. Decaffeinated Y5. Herbal TeaConsumption Patterns, 2016

Table 7-6 Tea Usage Rates by Form: Overall and by Age Bracket, 2016

Table 7-7 Types ofTea Drunk at Home: Overall and by Age Bracket, 2016

Table 7-8 Types ofTea at Drunk at Restaurants/Cafes: Overall and by Age Bracket, 2016

Table 7-9 Types ofTea Drunk Most Often at Home or Restaurants/cafes: Overall and by Age Bracket,2016

Brand Preference Trends

Table 7-10 Regular Tea (in Bagsor Packages)Consumption Trends by Brand, 2008-2016 (percent)

Table 7-11 Instant Ice Tea Mix Consumption Trends by Brand, 2008-2016 (percent)

Table 7-12 Ready-to-Drink Iced Tea Consumption Trends by Brand, 2008-2016 (percent)

Tea Consumer Demographics

Table 7-13 Demographics of Tea Consumers (Bagged/Packages and Instant) by Select Brands, 2016(Index)

Table 7-14 Demographics of Ready-to-Drink Tea Consumers by Select Brands, 2016 (Index)

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