米国の紅茶およびRTD紅茶市場動向：2007年

Abstract

The U.S. tea and ready-to-drink (RTD) tea market posted tremendous growth throughout the review-up 48% at current value. With consumers looking for convenient nutrition, sales of RTD tea and refrigerated teas propelled category sales. The market launched new products at a steady pace, focusing on convenience and flavor trends while keeping tea' s health and wellness attributes at the forefront of product development.

This report will help you tailor marketing messages to varied consumers, launch new products that are timely and on trend, and identify the retail strategies that will help this market maintain its fast-paced growth. Some specific insights include:

• The influence of new product releases in relationship to health, flavor and convenience trends
• Factors driving the specialty and premium tea sector
• The challenges of an increasingly diverse population on the tea market
• Evaluation of product trends
• Product segment and brand sales analysis
• The effect of marketing and promotional efforts of leading suppliers
• Who is the tea and RTD tea consumer in households, with usage, brand and frequency comparisons by demographic profiles
• Attitudes and opinions of tea and RTD tea consumers

This report covers the retail market for tea purchased for at-home as well as out-of-home consumption. It includes teas pre-packaged in tea bags, loose-leaf varieties, bottled or canned RTD tea, and refrigerated tea.

The report primarily covers tea sold through food stores, mass merchandisers, and drugstores. Wherever possible, out-of-home consumption is covered for tea sales through convenience stores. Tea sales through other types of outlets, such as restaurants, cafés, specialty shops (such as Starbucks), foodservice, and vending machines are not covered in this report.

This report contains US IRI InfoScan data.

Table of Contents

• Scope and ThemesWhat you need to know
• Definition
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Market at a glance
• Product development hones in on health, flavor and convenience
• Specialty and premium teas are a fast growing niche
• Increasingly diverse U.S. population--suppliers miss opportunity
• Bag/loose tea is the only segment to lack sales growth
• Tea market is highly diversified--yet led by three top-level suppliers
• Supermarkets lead retail distribution of tea and RTD tea
• Personal usage profile for RTD iced tea
• Personal usage of RTD tea
• Household usage profile for regular (packaged) tea and instant iced tea mixes
• Household usage of regular tea
• Household usage of instant iced tea mixes
• Personal use of freshly brewed iced tea
• Personal use of freshly brewed hot tea
• Personal use of bottled iced tea
• Personal use of canned iced tea
• Personal use of instant iced tea mixes
• Personal use of tea-based smoothies
• Attitudes & opinions about tea
• The future of the tea and RTD tea market
• Market Drivers
• U.S. consumer trend towards health and wellness drive tea growth
• Increasing attention to health-promoting properties of tea attracts consumers
• Tea with functional health claims rise
• Organic claims cater to health-conscious consumer
• Need for convenience--an important growth driver
• Innovation geared towards convenience
• Specialty and premium tea drive growth
• Green tea
  • Figure 1: Preferred tea flavors, February 2007
• Harvesting and processing techniques
• Fair Trade certification
• Artisan teas
• Growing diversity of U.S. population influences market
  • Figure 2: Incidence of drinking tea and RTD tea, by race/ethnicity, January-October 2006
  • Figure 3: Population, by race and Hispanic origin, 2001 and 2006
• Hispanics and the tea market
  • Figure 4: Household use of tea and RTD tea among Hispanics*, 2004 and 2006
• Boomers drive growth in the RTD iced tea
  • Figure 5: Incidence of drinking RTD iced tea, by age, 2004 and 2006
  • Figure 6: U.S. population and projections, 2001-11
• Market Size and Trends
• Market size
  • Figure 7: Total U.S. retail sales of tea and RTD tea, at current and constant prices, 2001-06
• Wal-Mart estimate
• Market trends
• New product introduction
  • Figure 8: New tea and RTD tea products, 2001-07*
• Packaging trends
• RTD canned and bottled packaging
• Bag/loose tea packaging
• Instant tea mix packaging
• Refrigerated tea packaging
• New product claims
  • Figure 9: New product claims for tea and RTD launches, 2001-07*
• The flavor factor
  • Figure 10: flavors of new tea and RTD tea product launches, 2001-07*
• Market Segmentation
• Introduction
• Overview
  • Figure 11: FDM* sales of tea and RTD tea, segmented by type, 2004 and 2006
• Ready-to-drink tea in cans and bottles
  • Figure 12: FDM* sales of RTD tea cans/bottles, at current and constant prices, 2001-06
• Bag/loose tea
  • Figure 13: FDM* sales of bag/loose tea, at current and constant prices, 2001-06
• Instant iced tea mix
  • Figure 14: FDM* sales of instant iced tea mix, at current and constant prices, 2001-06
• Refrigerated tea
  • Figure 15: FDM* sales of refrigerated tea, at current and constant prices, 2001-06
• Supply Structure
• Foreign trade
• Imports
  • Figure 16: U.S. imports of tea* by country, 2004 and 2006
• Exports
  • Figure 17: U.S. exports of tea* by country, 2004 and 2006
• Companies and brands
• Growth in distribution channels for small players
• Merger and acquisition
• Distribution agreements
• Overview of company and brand sales
  • Figure 18: FDM* sales of major manufacturers in the tea and RTD tea market in the U.S., 2004 and 2006
• RTD tea in cans and bottles
  • Figure 19: Selected brand sales and market share of tea in cans/bottles at FDM* in the U.S., 2004 and 2006
• Bag/loose tea
  • Figure 20: Selected brand sales and market share of bag/loose tea at FDM* in the U.S., 2004 and 2006
• Instant iced tea
  • Figure 21: Selected brand sales and market share of instant iced tea at FDM* in the U.S., 2004 and 2006
• Refrigerated tea
  • Figure 22: Selected brand sales and market share of refrigerated tea at FDM* in the U.S., 2004 and 2006
• Private label
  • Figure 23: FDM sales of private label tea and RTD tea, at current and constant prices, 2001-06
  • Figure 24: FDM sales of private label tea and RTD tea segmented by type, 2004 and 2006
• Advertising and Promotion
• Unilever Bestfoods/Lipton
  • Figure 25: Lipton Green Tea--TV ad, 2006
  • Figure 26: Lipton Pyramid Herbal Tea--TV ad, 2006
• Snapple Beverage Company
  • Figure 27: Snapple Diet Raspberry Tea--TV ad, 2006
  • Figure 28: Diet Snapple Iced Tea--TV ad, 2006
  • Figure 29: Snapple Green Tea--TV ad, 2006
  • Figure 30: Snapple White Tea--TV ad, 2006
• Retail Distribution
• Introduction
  • Figure 31: U.S. retail sales of tea and RTD tea by channel, 2004 and 2006
• Supermarkets
  • Figure 32: U.S. supermarket sales of tea and RTD tea, at current and constant prices, 2001-06
• Convenience stores
  • Figure 33: U.S. convenience store sales of tea and RTD tea, at current and constant prices, 2001-06
• The Consumer: Usage, Type, Brand & Frequency
• Summary
• Personal usage of RTD iced tea and household usage of regular tea and instant iced tea mixes--trend
  • Figure 34: Incidence of individual consumption of RTD iced tea and incidence of household consumption of instant iced tea mixes and bag/package tea, 2002-06
• RTD iced tea
  • Figure 35: Incidence of individual consumption of RTD iced tea, January-October 2006
• Types of RTD iced tea
  • Figure 36: Types of RTD iced tea used, regular vs diet, by key demographics, January-October 2006
• Brand usage of RTD iced tea
  • Figure 37: Brands of RTD iced tea used, by age, January-October 2006
• Teen use of RTD iced tea
  • Figure 38: Incidence of consumption of various RTD non-alcoholic beverages among teens, 2002-06
  • Figure 39: Teen usage of RTD iced tea, by age and gender, January-October 2006
  • Figure 40: Teen use of RTD iced tea, by regular/diet, by age and gender, January-October 2006
• Kids' use of RTD iced tea
  • Figure 41: Kids' usage of RTD iced tea, by gender, January-October 2006
  • Figure 42: Kids' use of RTD iced tea, by grade, January-October 2006
• Regular tea and instant iced tea mix
  • Figure 43: Incidence of household consumption of bag/package tea and instant iced tea mixes, by key demographics, January-October 2006
• Types & flavors of regular tea and instant iced tea mix
• Regular tea in bags/packages
  • Figure 44: Types of regular tea used in households, by race/ethnicity, January-October 2006
  • Figure 45: Flavors of regular tea used, by race/ethnicity, January-October 2006
• Instant iced tea mix
  • Figure 46: Types of instant iced tea used, by race/ethnicity, January-October 2006
• Brand usage of regular tea and instant iced tea mix
  • Figure 47: Brands of tea used, January-October 2006
• Type of tea by frequency of use
  • Figure 48: Types of tea by frequency of use, February 2007
  • Figure 49: Types of tea used, by frequency of use and age, February 2007
  • Figure 50: Types of tea used, by frequency of use and region of residence, February 2007
• Number of servings consumed by frequent users for each type of tea
  • Figure 51: number of servings drunk each week by type of tea, February 2007
• The Consumer: Attitudes and Preferences
• Summary
• Tea flavors
  • Figure 52: Tea flavor preferences, by gender, February 2007
  • Figure 53: Tea flavor preferences, by age, February 2007
  • Figure 54: Flavor preferences, by region, February 2007
• What drinkers add to tea
  • Figure 55: What drinkers add to tea, February 2007
• Bottled and canned iced tea preferences
  • Figure 56: Bottled/canned iced tea preferences, by gender, February 2007
  • Figure 57: Bottled/canned iced tea preferences, by ethnicity/race, February 2007
• Occasions for drinking tea
  • Figure 58: Occasions for drinking tea, by type of tea drunk, February 2007
• Reasons for drinking tea
  • Figure 59: Reasons for drinking tea, by type of tea drunk, February 2007
• Interest in organic tea
  • Figure 60: Attitudes towards organic tea, by gender, February 2007
  • Figure 61: Attitudes towards organic tea, by age, February 2007
  • Figure 62: Attitudes towards organic tea, by ethnicity/race, February 2007
• Future and Forecast
• Future trends
• New product launches will continue in abundance as suppliers continue to search out tea niches
• Specialty teas
• Kids and teens offer untapped growth potential
  • Figure 63: U.S. children and teen population and projections, 2006-11
• Increasing ethnic diversity
  • Figure 64: Population by race and Hispanic origin, 2006-11
• White and red tea may follow the same success path as green tea
  • Figure 65: Preferred tea flavors, February 2007
• Specialty and premium tea may benefit from increase in specialty tea selection at hotels and restaurants
• Market forecast
• Tea and RTD tea market
  • Figure 66: Forecast of total U.S. retail sales of tea and RTD tea, at current and constant prices, 2007-12
  • Figure 67: Forecast of tea and RTD tea, at current and constant prices, 2007-12
• Ready-to-drink tea in cans and bottles
  • Figure 68: Forecast of U.S. sales of FDM RTD tea cans/bottles, at current and constant prices, 2007-12
• Bag/loose tea
  • Figure 69: Forecast of U.S. sales of FDM bag/loose tea, at current and constant prices, 2007-12
• Instant iced tea mix
  • Figure 70: Forecast of U.S. sales of FDM instant iced tea mix, at current and constant prices, 2007-12
• Refrigerated tea
  • Figure 71: Forecast of U.S. sales of FDM refrigertaed tea, at current and constant prices, 2007-12
• Forecast factors
• Appendix: Trade Associations