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Country Report

Tea in the US

| Pages: 33

Price: US$900

About this Report

Executive Summary

TRENDS

  • Despite a 4% decline in off-trade volume terms, changes in unit prices and consumers’ affinity for premium teas led to 4% growth in off-trade current value terms. The increase in dollar spend demonstrated the continued ability of manufacturers to increase prices on healthy items. Health-oriented consumers are often drawn to tea, since it is naturally laden with antioxidants, catechins and epigallocatechin gallate (EGCG), all of which are positively linked with health and disease prevention. Despite this, retail volume sales dropped by 4% to 36,151 tonnes. This can be attributed to consumers switching to RTD teas for their health benefits, or embracing customisation and new formats in coffee.

COMPETITIVE LANDSCAPE

  • In 2012 Unilever’s sales of tea increased by 2%, reaching US$385 million. Despite this growth, Unilever saw half a percentage point decline in share, but still led with an 18% share of off-trade value sales of tea. The company’s Lipton brand was the top-selling tea brand in the country in 2012, and is well-established, found in most supermarkets, hypermarkets and convenience stores. As Unilever is one of the largest consumer packaged goods companies in the world, Lipton is able to benefit from its strong distribution and bargaining power with retailers. However, the company’s ubiquitous market presence leads to its brands being perceived as the standard or economy option for tea. To battle this, Unilever has developed premium brands under Lipton, such as green, herbal and fruit tea varieties.

PROSPECTS

  • Tea is projected to increase by 10% in on-trade volume terms over the forecast period, growing to 37,727 tonnes by 2017. The rise of speciality tea shops and the education of consumers as to the distinct varieties and flavours of tea will support this growth. Investment by larger brands, such as Starbucks with Tazo and Teavana, and the expansion of speciality on-trade tea brands such as Argo and DAVIDsTea, will support this strong growth. This on-trade interest has also expanded to mass on-trade channels. The popularity of RTD tea has crossed over to the foodservice channel, with many consumers looking for alternatives to carbonates. Unsweetened iced teas have no calories, are all natural, and provide antioxidants to boost the body’s health – all positive qualities when compared with other soft drinks. To keep up with health-oriented consumers, foodservice outlets (such as McDonald’s) have begun offering freshly brewed iced tea to their customers. This has been popular amongst consumers, and will continue to prompt other foodservice competitors to follow suit and diversify their drinks options with freshly brewed iced tea.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tea industry in USA with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Tea industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.

The Tea in USA market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Tea in USA?
  • What are the major brands in USA?
  • Is loose leaf tea available in USA?
  • Is there a shift from unpackaged to packaged tea in USA?
  • Is there a market for tea pods in USA?
  • What is the market size for different tea flavors (green tea, black tea, herbal tea, etc.) in USA?
  • How are market trends changing in flavours/types for fruit/herbal and other tea?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Hot Drinks market research database.

Table of Contents

Tea in the US - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 1 Retail Sales of Tea by Category: Volume 2007-2012
  • Table 2 Retail Sales of Tea by Category: Value 2007-2012
  • Table 3 Retail Sales of Tea by Category: % Volume Growth 2007-2012
  • Table 4 Retail Sales of Tea by Category: % Value Growth 2007-2012
  • Table 5 Tea: Standard Vs Pods % Value Analysis 2007-2012
  • Table 6 Tea Company Shares by Retail Value 2008-2012
  • Table 7 Tea Brand Shares by Retail Value 2009-2012
  • Table 8 Forecast Retail Sales of Tea by Category: Volume 2012-2017
  • Table 9 Forecast Retail Sales of Tea by Category: Value 2012-2017
  • Table 10 Forecast Retail Sales of Tea by Category: % Volume Growth 2012-2017
  • Table 11 Forecast Retail Sales of Tea by Category: % Value Growth 2012-2017
  • Table 12 Tea: Forecast Standard Vs Pods % Value Analysis 2012-2017

Tea in the US - Company Profiles

Hain Celestial Group Inc, The in Hot Drinks (USA)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 The Hain Celestial Group Inc: Key Facts
  • Summary 2 The Hain Celestial Group Inc: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 3 The Hain Celestial Group Inc: Competitive Position 2012

Hot Drinks in the US - Industry Context

EXECUTIVE SUMMARY

Increase of players in single-serve formats fuels growth in hot drinks

Expiration of Green Mountain K-Cup patent creates opportunities for small manufacturers and private label

The split of Kraft Foods Group allows more retail focus on coffee brands

Increase in internet sales demonstrates the importance of speciality brands

Premiumisation in tea increases unit prices despite a volume decline

Coffee to lead growth, but tea should see lift

KEY TRENDS AND DEVELOPMENTS

Single-serve pods surge, and further growth is expected as more players enter the market

K-Cup patent expirations open the competition amongst brands

Loose leaf and premium tea on the verge of a breakthrough

Hot drinks is both bolstered and threatened by changes in US soft drinks consumption

Concern over safe environmental and ethical practices places emphasis on sustainability and fair trade

MARKET DATA

  • Table 13 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2007-2012
  • Table 14 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2007-2012
  • Table 15 Retail Sales of Hot Drinks by Category: Volume 2007-2012
  • Table 16 Retail Sales of Hot Drinks by Category: Value 2007-2012
  • Table 17 Retail Sales of Hot Drinks by Category: % Volume Growth 2007-2012
  • Table 18 Retail Sales of Hot Drinks by Category: % Value Growth 2007-2012
  • Table 19 Foodservice Sales of Hot Drinks by Category: Volume 2007-2012
  • Table 20 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2007-2012
  • Table 21 Total Sales of Hot Drinks by Category: Total Volume 2007-2012
  • Table 22 Total Sales of Hot Drinks by Category: % Total Volume Growth 2007-2012
  • Table 23 Hot Drinks Company Shares by Retail Value 2008-2012
  • Table 24 Hot Drinks Brand Shares by Retail Value 2009-2012
  • Table 25 Penetration of Private Label by Category 2007-2012
  • Table 26 Sales of Hot Drinks by Distribution Format: % Analysis 2007-2012
  • Table 27 Sales of Hot Drinks by Category and Distribution Format: % Analysis 2012
  • Table 28 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2012-2017
  • Table 29 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2012-2017
  • Table 30 Forecast Retail Sales of Hot Drinks by Category: Volume 2012-2017
  • Table 31 Forecast Retail Sales of Hot Drinks by Category: Value 2012-2017
  • Table 32 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2012-2017
  • Table 33 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2012-2017
  • Table 34 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2012-2017
  • Table 35 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2012-2017
  • Table 36 Forecast Total Sales of Hot Drinks by Category: Total Volume 2012-2017
  • Table 37 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2012-2017

APPENDIX

Production/Import/Export Data

  • Table 38 Imports of Hot Drinks by Category 2007-2012

SOURCES

  • Summary 4 Research Sources

Segmentation

This market research report includes the following:

  • Tea
    • Black Tea
      • Black Standard Tea
        • Loose Black Standard Tea
        • Tea Bags Black Standard
      • Black Speciality Tea
        • Loose Black Speciality Tea
        • Tea Bags Black Speciality
    • Fruit/Herbal Tea
    • Green Tea
    • Instant Tea
    • Other Tea

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market sizes
  • Company shares
  • Brand shares
  • Distribution
  • Off-trade vs on-trade
  • Pricing
  • Products by ingredient
  • Products by ingredient
  • Standard vs pods

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail rtd volume
  • Retail rtd volume % growth
  • Retail rtd volume per capita
  • Foodservice rtd volume
  • Foodservice rtd volume % growth
  • Foodservice rtd volume per capita
  • Total rtd volume
  • Total rtd volume % growth
  • Total rtd volume per capita
  • Retail cups volume
  • Retail cups volume % growth
  • Retail cups volume per capita
  • Foodservice cups volume
  • Foodservice cups volume % growth
  • Foodservice cups volume per capita
  • Total cups volume
  • Total cups volume % growth
  • Total cups volume per capita

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