Friday, 19 July 2013

Research Report: Tea And RTD Teas US July 2013 Available At

The rise in tea’s popularity in the U.S. has opened the market for manufacturers to emphasize the natural taste of tea, range of tea types, and various preparation options. Through education, manufacturers have the potential to elevate tea to the level of other premium beverages, such as coffee, that are respected for their growing region, production method, and preparation types.

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Table of Content

Scope and Themes
What you need to know
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms

Executive Summary
The market
Healthy reputation scheduled to boost tea and RTD tea sales through 2018
Figure 1: Total U.S. sales and fan chart forecast of tea and RTD tea, at current prices, 2008-18
Growing tea segments not rising enough to challenge canned/bottled RTD tea’s lead
Figure 2: Total U.S. sales and forecast of tea and RTD tea, by segment, 2008-18
Market factors
Highly sweetened RTD teas face scrutiny from New York City health ads
Tea is embraced by families, so decline in households with children not good news
Yet the tea and RTD tea category could gain from multicultural population growth
Retail channels
RTD tea leads in convenience stores, remaining segments sell well across channels
Key players
PepsiCo, Coca-Cola increase competition in tea category with push on RTD teas
The consumer
Ready-to-drink teas appeal to younger consumers, ready-to-brew skews older

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Figure 3: Purchase of tea, by types, by gender and age, March 2013
Afternoon most apt to be tea time for RTD, instant tea mixes
Figure 4: Personal consumption of tea by tea type and time of day, March 2013
Health a driver of tea purchases, especially compared to coffee or soft drinks
Figure 5: Attitudes and behaviors toward health and tea (any agree), by age, March 2013
What we think


M/s  Sheela
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