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Learn more20 pages, Feb 2018
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On-trade consumption of tea continued to boom in 2017 in outlets such as Argo Tea, David’s Tea and Starbucks. Although tea in the off-trade has been struggling since 2014, the on-trade has continued to ready steady growth, with volume sales continuing to exceed those in the off-trade.
Transparency and storytelling which highlights origins have become key in the tea category. Second wave tea shops have introduced a variety of new concepts to consumers, teaching them about how to select and appreciate new tea products.
Loose teas recorded robust growth in volume terms in 2017, reflecting stronger demand for gourmet teas which tend to favour the loose tea format. Gourmet tea makers are opting for loose formats in order to guarantee the best flavour during the brewing process.
Starbucks’ Teavana brand recorded the strongest value sales growth in two different categories in 2017. In loose black speciality tea, which has registered strong gains since 2011, Teavana remained the leading brand, posting a further double-digit increase in value sales to nearly double those of Twinings, the second leading brand.
Value growth within tea’s best performing categories, namely organic green tea followed by standard black tea, is reflecting the increasing importance of small brands compared to those which have long been mainstays and leaders. In organic green tea, Hain Celestial, the leading manufacturer, continued to lose value share in 2017.
Fortified/functional fruit/herbal tea continued to perform well in 2017, largely thanks to the leading Yogi brand. As US consumers look increasingly to tea to provide specific nutritional and health benefits, the Yogi brand has been able to respond through offering a diverse range of products claiming functional benefits, such as healthy skin.
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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.
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This industry report originates from Passport, our Hot Drinks market research database.
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.