米国のお茶市場の動向

Tea is a $1.7 billion category that is currently in a growth phase, one that Mintel expects to continue indefinitely. The main drivers spurring an increase in sales are convenience, health factors, and exotic flavors and innovation. Consumers simply are more pressed for time, an issue that has been in play for several years and is only getting worse, as employers are demanding more productivity from their workers and a shaky economy still leaves Americans fearing for their jobs. Thus, any products that fill a need for convenience and speed will gain a foothold in the typical American lifestyle, as tea has, and particularly RTD teas sold in single-serve containers.

However, the desire for convenience would not in and of itself have led to a resurgence of the tea market without the accompanying positive press that tea has received in recent years. Studies continue to show that tea has even more beneficial properties than previously reported, with health benefits ranging from lower cholesterol levels to improved arterial health and a decreasing chance of cancer. For aging Baby Boomers who are increasingly obsessed with their health, tea is a palatable option.

In that respect, manufacturers have stepped up to the plate by offering consumers a vast range of choices in their tea beverages. Not only are RTD teas available in numerous formulas and flavors, but bag/loose tea has delved into the realm of higher quality. Tea has also become the hip and trendy new beverage, a "must-have" for any kitchen. With something for everybody, the tea category is estimated to grow even faster in 2005, as more consumers flock to this category, which is far from saturated.

This report covers the retail market for tea purchased for at-home consumption. It includes teas pre-packaged in tea bags, loose-leaf varieties, bottled or canned RTD (ready-to-drink) tea, and refrigerated tea. By type, this report covers black, green, and herbal teas.

Since this report focuses on tea purchased for at-home consumption, it covers only tea sold through food stores, mass merchandisers, and drug stores. Tea sold through other types of outlets, such as restaurants, cafes, specialty shops (such as Starbucks), foodservice, convenience stores, and vending machines is generally for consumption away from home, is not covered in this report.

Contents

Introduction and Abbreviations

Introduction

Other relevant reports

Definition

Abbreviations & Terms

Abbreviations

Terms

Executive Summary

A revitalized market

RTD teas drive the market

Fragmentation leads to innovation

Supermarkets continue to dominate

Consumers flocking towards herbal and flavored teas

The future looks promising

Market Drivers

The health factor

Splendid Splenda

Increased availability of tea away from home - the convenience factor

• Figure 1: Average annual spending by consumer units on food and beverages at home and away from home, 1997 and 2001

Competition from other channels

Appealing to different demographics

• Figure 2: U.S. population projections, by age, 2000-2010

Household composition impacts segments

• Figure 3: American households, by race/ethnicity, 2000-2010

Market Size & Trends

Stronger growth from 2003-2004

• Figure 4: FDM sales of tea and RTD tea, at current and constant prices, 1999-2004

• Figure 5: Graph: Trends in FDM sales of tea and RTD tea, at current and constant prices, 1999-2004

Market Segmentation

Overview

• Figure 6: FDM sales of tea and RTD tea, by type, 2002 and 2004

• Figure 7: Graph: FDM sales of tea and RTD tea, by type, 2004

• Figure 8: Graph: Trends in sales of tea and RTD tea, by segment, at current and constant prices, 1999-2004

Bag/loose tea

• Figure 9: FDM Sales of bag/loose tea, at current and constant prices, 1999-2004

Ready-to-drink tea in cans or bottles

• Figure 10: FDM sales of RTD tea in cans or bottles, at current and constant prices, 1999-2004

Instant iced tea mix

• Figure 11: FDM sales of instant iced tea mix, at current and constant prices, 1999-2004

Refrigerated tea

• Figure 12: FDM sales of refrigerated tea, at current and constant prices, 1999-2004

Supply Structure

Foreign Trade

Imports

• Figure 13: U.S. imports of tea, by source countries/regions, 2002 and 2004

Exports

• Figure 14: U.S. exports of tea, by destination countries/regions, 2002 and 2004

Companies and brands

FDM sales by manufacturer

• Figure 15: FDM sales of tea, by manufacturer, 2003 and 2004

• Figure 16: Graph: FDM sales of tea and RTD tea, by manufacturer, 2004

FDM brand sales by segment

Bagged/loose tea

• Figure 17: FDM sales of bag/loose tea, by manufacturer and brand, 2002 and 2004

Ready-to-drink

• Figure 18: FDM sales of RTD tea, by manufacturer and brand, 2002 and 2004

Instant tea

• Figure 19: FDM sales of instant tea, by manufacturer and brand, 2002 and 2004

Refrigerated tea

• Figure 20: FDM sales of refrigerated tea, by manufacturer and brand, 2002 and 2004

Major companies and brands

Unilever

Nestl・/h4>

Cadbury Schweppes

The Hain Celestial Group, Inc.

Bigelow

Ferolito, Vultaggio & Sons

Advertising & Promotion

Introduction

Major manufacturers and brands

Hain Celestial

Snapple

Nestea

Twinings

Tetley

Unilever/Lipton

Retail Distribution

Introduction

• Figure 21: FDM sales of tea and RTD tea, by channel, 2002 and 2004

Supermarkets

• Figure 22: Supermarket sales of tea and RTD tea, by type, 2002 and 2004

The Consumer

Introduction

Household consumption of tea

• Figure 23: Household consumption of tea, January-September 2004

• Figure 24: Household consumption of tea, by race/ethnicity, January-September 2004

• Figure 25: Household consumption of tea, by age of head of household, January-September 2004

• Figure 26: Household consumption of tea, by region, January-September 2004

Bagged/loose tea

Types and flavors consumed

• Figure 27: Household usage of packaged tea, January-September 2004

• Figure 28: Household use of packaged tea, by race/ethnicity, January-September 2004

• Figure 29: Household use of packaged tea, by age of head of household, January-September 2004

• Figure 30: Household use of packaged tea, by household income, January-September 2004

• Figure 31: Household use of packaged tea, by region, January-September 2004

Brands consumed

• Figure 32: Brands of tea consumed, January-September 2004

Volume consumed

• Figure 33: Number of cups of packaged tea drunk, mean summary, January-September 2004

Instant iced tea

Types consumed

• Figure 34: Types of instant iced tea used, January-September 2004

• Figure 35: Types of instant iced tea used, by race/ethnicity, January-September 2004

• Figure 36: Types of instant iced tea used, by region, January-September 2004

Brands consumed

• Figure 37: Brands of instant iced tea consumed, January-September 2004

RTD iced tea

• Figure 38: Personal consumption of RTD instant iced tea, January-September 2004

• Figure 39: Personal consumption of RTD instant iced tea, by race/ethnicity, January-September 2004

• Figure 40: Personal consumption of RTD instant iced tea, by age, January-September 2004

Types consumed

• Figure 41: Types of instant iced tea used, January-September 2004

Brands consumed

• Figure 42: Brand of iced tea drunk, January-September 2004

Personal consumption of tea

• Figure 43: Types of tea consumed, March 2005

• Figure 44: Types of tea consumed, by gender, March 2005

• Figure 45: Types of tea consumed, by age, March 2005

• Figure 46: Types of tea consumed, by region, March 2005

Reasons for drinking tea

• Figure 47: Reasons for drinking tea, March 2005

• Figure 48: Reasons for drinking tea, March 2005

• Figure 49: Reasons for drinking tea, by age, March 2005

• Figure 50: Reasons for drinking tea, by region, March 2005

How tea is most often bought

• Figure 51: How tea is most often bought, March 2005

• Figure 52: How tea is most often bought, by age, March 2005

• Figure 53: How tea is most often bought, by age, March 2005

Where tea is typically bought

• Figure 54: Where tea is bought, March 2005

Coffee or tea specialty shops

Grocery stores

Convenience stores/gas stations

Natural and health food stores

Future & Forecast

Future trends

Even greater product innovation within each segment

Fair trade and organic products hit the tea category

Synergy of tea and juice

Tea as art

New delivery methods

List of tea ingredients continues to expand

Tea - not just for drinking anymore

Market forecast

Overview

• Figure 55: Forecast of FDM sales of tea and RTD tea, at current and constant prices, 2004-2009

• Figure 56: Graph: Forecast trends in FDM sales of tea and RTD tea, at current and constant prices, 2004-2009

• Figure 57: Graph: Forecast trends in FDM sales of tea and RTD tea, by segment, at current and constant prices, 2004-2009

Bag/loose tea

• Figure 58: Forecast of FDM sales of bag/loose tea, at current and constant prices, 2004-2009

Ready-to-drink tea

• Figure 59: Forecast of FDM sales of RTD tea in cans or bottles, at current and constant prices, 2004-2009

Instant iced tea mix

• Figure 60: Forecast of FDM sales of instant iced tea mix, at current and constant prices, 2004-2009

Refrigerated tea

• Figure 61: Forecast of FDM sales of refrigerated tea, at current and constant prices, 2004-2009

Forecast factors

Health factor

Product innovation

Hip factor

Appendix: Trade Associations

Appendix: New Product Briefs

Lipton: Lipton Green Tea To Go Iced Tea Mix

Pacific Beverage: Pacific Chai Liquid Concentrate

Florame: Florame Mixed Plant Tea

Adagio Teas: Adagio Teas Repackaging

Ferolito Vultaggio & Sons: Arizona Blueberry White Tea

Sigma Tau Pharmaceuticals: LivingTonics Nutraceutical Teas

Fresh&Co: Nexttea Fruit and Tea Concentrates

Peets Coffee & Tea: Peets Tea Tea Blends

Hain Celestial Group: Celestial Seasonings Hispanic Teas

Appendix: Research Methodology

Consumer Research

Sampling & Weighting

TechnoMetrica TechnoExpresssm

ICR Surveys EXCEL

Simmons National Consumer Surveys

Greenfield Online

Presentation & Definition

Further Analysis

Trade Research

Informal trade research

Formal trade research

Desk & Internet Research

Sources

Definitions

Forecasts

Appendix: What is Mintel?

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