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					2011 RTD TEA IN THE U.S.

Ready to go. This report examines the total U.S. tea market with a focus on ready-to-drink
tea. It provides data on regional markets as well as leading companies and brands for the
New Age beverage segment. RTD tea packaging, distribution, advertising expenditures and
demographics are discussed in detail. The report also projects the market five years into the
future. Also covers kombucha. NEW IN 2011: Features expanded coverage of RTD and
other tea companies.

More than 200 pages, with extensive text, graphs, charts and tables. Printed
volume $5,795; single-user CD $5,795; $6,195 for both. BMCDataDirect
Internet delivery: 3-user license $6,395; $400 per additional user;
BMCDataDirect Internet delivery: 3-user license plus one printed volume
$6,795. Call Charlene Harvey (800) 275-4630 ext. 1962 or (212) 688-7640
ext. 1962 for more information or to place an order.

On the pages to follow, view table of contents and exhibits as well as sample text from
this comprehensive report.

                                 Order Report




                                      Home
RTD Tea in the U.S.
2011 Edition
October 2011




RESEARCHDATACONSULTING




NOTE: The information contained in this report is confidential and solely intended for the
benefit of the immediate recipient hereof.


Copyright  2011 Beverage Marketing Corporation of New York, 850 Third Avenue, New York, New York 10022, (212) 688-
7640. All rights reserved. Reproductions in any form prohibited by law.
                    Contents
Table of Contents
                                             RTD Tea in the U.S.
                                      TABLE OF CONTENTS

TABLE OF CONTENTS -------------------------------------------------------------------------------------          i

DEFINITIONS USED IN THIS REPORT --------------------------------------------------------------------           vii

INTRODUCTION -------------------------------------------------------------------------------------------       ix




Chapter

   1.   THE U.S. NEW AGE & TEA MARKETS
        The 2010 New Age Market -----------------------------------------------------------------------         1
        Overview of the U.S. Retail Tea Market ---------------------------------------------------------        3
        The 2010 Tea Market ----------------------------------------------------------------------------       23
              Volume ------------------------------------------------------------------------------------     23
              Per Capital Consumption -----------------------------------------------------------------       25
              Retail Dollar Sales ------------------------------------------------------------------------    26
        Exhibits -------------------------------------------------------------------------------------------   27

   2.   THE NATIONAL READY-TO-DRINK TEA MARKET
        RTD Tea Market Trends --------------------------------------------------------------------------       37
              Overview ----------------------------------------------------------------------------------     37
              RTD Tea Dollar and Case Volume --------------------------------------------------------         39
              RTD Tea Pricing ---------------------------------------------------------------------------     41
              Per Capita RTD Tea Consumption -------------------------------------------------------          41
              RTD Tea Seasonality ---------------------------------------------------------------------       42
        RTD Tea Market Segmentation ------------------------------------------------------------------         43
        RTD Tea Market by Type and Flavor ------------------------------------------------------------         45
        Exhibits -------------------------------------------------------------------------------------------   46

   3.   THE REGIONAL READY-TO-DRINK TEA MARKETS
        Regional RTD Tea Markets -----------------------------------------------------------------------       57
              Overview ----------------------------------------------------------------------------------     57
              The South ---------------------------------------------------------------------------------     59
              The Midwest ------------------------------------------------------------------------------      59
              The West ----------------------------------------------------------------------------------     60
              The Northeast -----------------------------------------------------------------------------     60
        Exhibits -------------------------------------------------------------------------------------------   61

   4.   READY-TO-DRINK TEA PACKAGING
        RTD Tea Packaging Types -----------------------------------------------------------------------        69
              Overview ----------------------------------------------------------------------------------     69
              Glass Bottles ------------------------------------------------------------------------------    70
              Cans ---------------------------------------------------------------------------------------    71
              Plastic Bottles -----------------------------------------------------------------------------   72



                                                           i
                            Copyright  2011 Beverage Marketing Corporation of New York
                             Reproduction without written permission is strictly prohibited
                                            RTD Tea in the U.S.
                                     TABLE OF CONTENTS


Chapter

 4.   READY-TO-DRINK TEA PACKAGING (cont’d)
          Cartons ------------------------------------------------------------------------------------      73
             Fountain/Aseptic --------------------------------------------------------------------------    74
      Exhibits -------------------------------------------------------------------------------------------   75

 5.   THE LEADING READY-TO-DRINK TEA COMPANIES AND THEIR BRANDS
      The Leading Companies --------------------------------------------------------------------------       79
      PepsiCo, Inc.
             Overview ----------------------------------------------------------------------------------    82
             PLTP – Overview --------------------------------------------------------------------------     82
             PLTP – Marketing -------------------------------------------------------------------------     82
             PLTP – Distribution -----------------------------------------------------------------------    86
             SoBe – Overview -------------------------------------------------------------------------      86
             SoBe – Marketing -------------------------------------------------------------------------     87
             SoBe – Distribution -----------------------------------------------------------------------    88
      Coca-Cola Company
             Nestea – Overview -----------------------------------------------------------------------      89
             Nestea – Marketing -----------------------------------------------------------------------     90
             Nestea – Distribution ---------------------------------------------------------------------    92
             Fuze Beverage – Overview ---------------------------------------------------------------       93
             Fuze Beverage – Marketing --------------------------------------------------------------       94
             Fuze Beverage – Distribution ------------------------------------------------------------      94
             Honest Tea – Overview-------------------------------------------------------------------       94
             Honest Tea – Marketing ------------------------------------------------------------------      96
             Honest Tea – Distribution ---------------------------------------------------------------- 103
             Sokenbicha – Overview ------------------------------------------------------------------ 105
      Snapple Beverage Group
             Overview ---------------------------------------------------------------------------------- 107
             Marketing --------------------------------------------------------------------------------- 108
             Distribution ------------------------------------------------------------------------------- 111
      Ferolito, Vultaggio & Sons
             Overview ---------------------------------------------------------------------------------- 112
             Marketing --------------------------------------------------------------------------------- 113
             Distribution ------------------------------------------------------------------------------- 119
      Other RTD Tea Brands --------------------------------------------------------------------------- 121
      Leading Grocery and Drug Store RTD Tea Brands---------------------------------------------- 128
      Exhibits ------------------------------------------------------------------------------------------- 129




                                                         ii
                           Copyright  2011 Beverage Marketing Corporation of New York
                            Reproduction without written permission is strictly prohibited
                                           RTD Tea in the U.S.
                                    TABLE OF CONTENTS


Chapter

 6.   THE KOMBUCHA MARKET
      Kombucha ---------------------------------------------------------------------------------------- 139
             Overview ---------------------------------------------------------------------------------- 139
             Leading Brands --------------------------------------------------------------------------- 143
      Exhibit -------------------------------------------------------------------------------------------- 146

 7.   READY-TO-DRINK TEA DISTRIBUTION CHANNELS
      RTD Tea Distribution Channels ------------------------------------------------------------------ 147
      Exhibits ------------------------------------------------------------------------------------------- 150

 8.   U.S. TEA ADVERTISING EXPENDITURES
      The Leading Advertised RTD Tea Brands ------------------------------------------------------- 153
      RTD Tea Advertising by Medium----------------------------------------------------------------- 155
      The Leading Advertised Tea Brands ------------------------------------------------------------- 156
      Tea Advertising by Medium ---------------------------------------------------------------------- 158
      Exhibits ------------------------------------------------------------------------------------------- 159

 9.   U.S. TEA DEMOGRAPHICS
      Demographics of the RTD Tea Consumer
             Overview ---------------------------------------------------------------------------------- 171
             Comparative Demographics of RTD Tea Brands ---------------------------------------- 173
      Exhibits ------------------------------------------------------------------------------------------- 176

10.   U.S. TEA IMPORTS AND EXPORTS
      Imported Tea ------------------------------------------------------------------------------------- 181
      Exported Tea ------------------------------------------------------------------------------------- 183
      Exhibits ------------------------------------------------------------------------------------------- 185

11.   TEA INDUSTRY PRICING IN THE U.S.
      Price Indexes ------------------------------------------------------------------------------------- 203
             Consumer Prices -------------------------------------------------------------------------- 203
             Producer Prices --------------------------------------------------------------------------- 204
      Exhibits ------------------------------------------------------------------------------------------- 206

12.   THE PROJECTED TEA MARKET
      The Projected RTD Tea Market ------------------------------------------------------------------ 209
      Exhibits ------------------------------------------------------------------------------------------- 212




                                                        iii
                          Copyright  2011 Beverage Marketing Corporation of New York
                           Reproduction without written permission is strictly prohibited
                                           RTD Tea in the U.S.
                                    TABLE OF CONTENTS


Exhibit

  1.   THE U.S. NEW AGE & TEA MARKETS
       1.1 New Age Beverage Market Segments Estimated Wholesale Dollar Sales 2005 – 2010              27
       1.2   New Age Beverage Market Segments Share of Wholesale Dollar Sales 2005 – 2010 -           28
       1.3   New Age Beverage Market Segments Change in Wholesale Dollar Sales 2006 – 2010            29
       1.4   U.S. Tea Market Estimated Consumption by Segment 2005 – 2010 -------------------         30
       1.5   U.S. Tea Market Share of Consumption by Segment 2005 – 2010 ---------------------        31
       1.6   U.S. Tea Market Change in Consumption by Segment 2006 – 2010 -------------------         32
       1.7   U.S. Tea Market Per Capita Consumption by Segment 2005 – 2010 -------------------        33
       1.8   U.S. Tea Market Estimated Retail Sales by Segment 2006 – 2010 ---------------------      34
       1.9   U.S. Tea Market Share of Retail Sales by Segment 2006 – 2010-----------------------      35
       1.10 U.S. Tea Market Change in Retail Sales by Segment 2007 – 2010 ---------------------       36

  2.   THE NATIONAL READY-TO-DRINK TEA MARKET
       2.11 The National RTD Tea Market Dollar and Case Volume 1988 – 2010 -------------------        46
       2.12 The National RTD Tea Market Dollar and Case Volume Growth 1989 – 2010 ----------          47
       2.13 The National RTD Tea Market Per Capita Consumption 1988 – 2010 ------------------         48
       2.14 The National RTD Tea Market Quarterly Volume Shares 2003 – 2010 -----------------         49
       2.15 The National RTD Tea Market Volume by Price Segment 2005 – 2010 -----------------         50
       2.16 The National RTD Tea Market Share of Volume by Price Segment 2005 – 2010 ------           51
       2.17 The National RTD Tea Market Change in Volume by Price Segment 2006 – 2010 -----           52
       2.18 The National RTD Tea Market Volume by Tea Type and Flavor in Grocery, Drug
             and Mass Merchandisers 2005 – 2010 ---------------------------------------------------   53
       2.19 The National RTD Tea Market Share of Volume by Tea Type and Flavor in
             Grocery, Drug and Mass Merchandisers 2005 – 2010 -----------------------------------     54
       2.20 The National RTD Tea Market Change in Volume by Tea Type and Flavor in
             Grocery, Drug and Mass Merchandisers 2006 – 2010 -----------------------------------     55

  3.   THE REGIONAL READY-TO-DRINK TEA MARKETS
       3.21 The Regional RTD Tea Markets Wholesale Dollar Sales 2005 – 2010 ------------------        61
       3.22 The Regional RTD Tea Markets Dollar Share 2005 – 2010 ------------------------------      62
       3.23 The Regional RTD Tea Markets Dollar Growth 2006 – 2010 ----------------------------       63
       3.24 The Regional RTD Tea Markets Case Volume 2005 – 2010 -----------------------------        64
       3.25 The Regional RTD Tea Markets Case Volume Share 2005 – 2010 ----------------------         65
       3.26 The Regional RTD Tea Markets Case Volume Growth 2006 – 2010 --------------------          66
       3.27 The Regional RTD Tea Markets Per Capita Consumption 2005 – 2010 -----------------         67

  4.   READY-TO-DRINK TEA PACKAGING
       4.28 RTD Tea Volume by Package Size and Type 2005 – 2010 ------------------------------        75
       4.29 RTD Tea Share by Package Size and Type 2005 – 2010 --------------------------------       76
       4.30 RTD Tea Growth by Package Size and Type 2006 – 2010-------------------------------        77




                                                        iv
                          Copyright  2011 Beverage Marketing Corporation of New York
                           Reproduction without written permission is strictly prohibited
                                          RTD Tea in the U.S.
                                   TABLE OF CONTENTS


Exhibit

  5.   THE LEADING READY-TO-DRINK TEA COMPANIES AND THEIR BRANDS
       5.31 Leading RTD Tea Brands Estimated Wholesale Dollar Sales 2005 – 2010 ------------- 129
       5.32 Leading RTD Tea Brands Estimated Dollar Share 2005 – 2010 ------------------------- 130
       5.33 Leading RTD Tea Brands Estimated Dollar Growth 2006 – 2010 ----------------------- 131
       5.34 Leading RTD Tea Brands Estimated Case Volume 2005 – 2010 ------------------------ 132
       5.35 Leading RTD Tea Brands Estimated Case Volume Share 2005 – 2010 ----------------- 133
       5.36 Leading RTD Tea Brands Estimated Case Volume Growth 2006 – 2010 --------------- 134
       5.37 The Leading RTD Tea Trademarks in Grocery Stores by Retail Sales 2010 ------------ 135
       5.38 The Leading RTD Tea Trademarks in Drug Stores by Retail Sales 2010 --------------- 136
       5.39 The Leading RTD Tea Trademarks in Grocery Stores by Volume 2010 ----------------- 137
       5.40 The Leading RTD Tea Trademarks in Drug Stores by Volume 2010 -------------------- 138

  6.   THE KOMBUCHA MARKET
       6.41 The Kombucha Market Estimated Wholesale Dollar Sales, Volume and Growth
            2006 – 2010 ------------------------------------------------------------------------------- 146

  7.   READY-TO-DRINK TEA DISTRIBUTION CHANNELS
       7.42 RTD Tea Volume by Distribution Channel 2005 – 2010 --------------------------------- 150
       7.43 RTD Tea Share of Volume by Distribution Channel 2005 – 2010 ----------------------- 151
       7.44 RTD Tea Change in Volume by Distribution Channel 2006 – 2010 --------------------- 152

  8.   U.S. TEA ADVERTISING EXPENDITURES
       8.45 Ready-to-Drink Tea Advertising Expenditures 2005 – 2010 ---------------------------- 159
       8.46 Ready-to-Drink Tea Share of Advertising Expenditures 2005 – 2010 ------------------ 160
       8.47 Ready-to-Drink Tea Change in Advertising Expenditures 2006 – 2010 ---------------- 161
       8.48 Ready-to-Drink Tea Advertising Expenditures by Media 2005 – 2010------------------ 162
       8.49 Ready-to-Drink Tea Share of Advertising Expenditures by Media 2005 – 2010 ------- 163
       8.50 Ready-to-Drink Tea Change in Advertising Expenditures by Media 2006 – 2010 ------ 164
       8.51 U.S. Non-RTD Tea Market Advertising Expenditures 2005 – 2010 --------------------- 165
       8.52 U.S. Non-RTD Tea Market Share of Advertising Expenditures 2005 – 2010 ----------- 166
       8.53 U.S. Non-RTD Tea Market Change in Advertising Expenditures 2006 – 2010 --------- 167
       8.54 U.S. Non-RTD Tea Market Advertising Expenditures by Media 2005 – 2010 ----------- 168
       8.55 U.S. Non-RTD Tea Market Share of Advertising Expenditures by Media 2005 – 2010 169
       8.56 U.S. Non-RTD Tea Market Change in Advertising Expenditures by Media
            2006 – 2010 ------------------------------------------------------------------------------- 170

  9.   U.S. TEA DEMOGRAPHICS
       9.57 Demographics of the RTD Tea Consumer 2010 ------------------------------------------ 176
       9.58 Demographics of the Arizona Tea Consumer 2010 -------------------------------------- 177
       9.59 Demographics of the Lipton Brisk Consumer 2010 -------------------------------------- 178
       9.60 Demographics of the Nestea Consumer 2010 -------------------------------------------- 179




                                                       v
                         Copyright  2011 Beverage Marketing Corporation of New York
                          Reproduction without written permission is strictly prohibited
                                          RTD Tea in the U.S.
                                   TABLE OF CONTENTS


Exhibit

 10.   U.S. TEA IMPORTS AND EXPORTS
       10.61 U.S. Tea Market Imports (Metric Tons) by Tea Type 2005 – 2010 -------------------- 185
       10.62 U.S. Tea Market Share of Imports by Tea Type 2005 – 2010 ------------------------- 186
       10.63 U.S. Tea Market Change in Imports by Tea Type 2006 – 2010 ----------------------- 187
       10.64 U.S. Black Tea Market Imports (Metric Tons) by Leading Countries 2005 – 2010 --- 188
       10.65 U.S. Black Tea Market Share of Imports by Leading Countries 2005 – 2010 --------- 189
       10.66 U.S. Black Tea Market Change in Imports by Leading Countries 2006 – 2010 ------- 190
       10.67 U.S. Green Tea Market Imports (Metric Tons) by Leading Countries 2005 – 2010--- 191
       10.68 U.S. Green Tea Market Share of Imports by Leading Countries 2005 – 2010 -------- 192
       10.69 U.S. Green Tea Market Change in Imports by Leading Countries 2006 – 2010 ------ 193
       10.70 U.S. Tea Market Exports (Metric Tons) by Tea Type 2005 – 2010 -------------------- 194
       10.71 U.S. Tea Market Share of Exports by Tea Type 2005 – 2010 -------------------------- 195
       10.72 U.S. Tea Market Change in Exports by Tea Type 2006 – 2010 ------------------------ 196
       10.73 U.S. Black Tea Market Exports (Metric Tons) by Leading Countries 2005 – 2010 ---- 197
       10.74 U.S. Black Tea Market Share of Exports by Leading Countries 2005 – 2010 --------- 198
       10.75 U.S. Black Tea Market Change in Exports by Leading Countries 2006 – 2010 ------- 199
       10.76 U.S. Green Tea Market Exports (Metric Tons) by Leading Countries 2005 – 2010 --- 200
       10.77 U.S. Green Tea Market Share of Exports by Leading Countries 2005 – 2010 -------- 201
       10.78 U.S. Green Tea Market Change in Exports by Leading Countries 2006 – 2010------- 202

 11.   TEA INDUSTRY PRICING IN THE U.S.
       11.79 Change in Consumer Price Index for Tea and Other Items 1999 – 2010 ------------- 206
       11.80 Change in Producer Price Index for Tea and All Commodities 1995 – 2010 ---------- 207

 12.   THE PROJECTED TEA MARKET
       12.81 Projected RTD Tea Market Wholesale Dollar Sales 2010 – 2015 ---------------------- 212
       12.82 Projected RTD Tea Market Compound Annual Sales Growth 2010 – 2015 ------------ 213
       12.83 Projected RTD Tea Market Estimated Case Volume and Growth 1993 – 2015-------- 214
       12.84 Projected RTD Tea Market Compound Annual Volume Growth 1993 – 2015 --------- 215
       12.85 Projected Tea Market Estimated Consumption by Segment 2005 – 2015 ------------ 216
       12.86 Projected Tea Market Share of Consumption by Segment 2005 – 2015 -------------- 217
       12.87 Projected Tea Market Compound Annual Growth by Segment 2010 – 2015---------- 218
       12.88 Projected RTD Tea Market Volume by Price Segment 2005 – 2015 ------------------- 219
       12.89 Projected RTD Tea Market Share of Volume by Price Segment 2005 – 2015 --------- 220
       12.90 Projected RTD Tea Market Compound Annual Growth by Price Segment
             2010 – 2015 ------------------------------------------------------------------------------ 221




                                                       vi
                         Copyright  2011 Beverage Marketing Corporation of New York
                          Reproduction without written permission is strictly prohibited
                                                                                                 Exhibit 2.16



                           THE NATIONAL RTD TEA MARKET
                           SHARE OF VOLUME BY PRICE SEGMENT
                                      2005 – 2010


Segment                2005            2006            2007             2008              2009     2010
Premium
Regular
Popular Priced
Fountain
Super Premium
 TOTAL

Source: Beverage Marketing Corporation




                        Copyright  2011 Beverage Marketing Corporation of New York
                         Reproduction without written permission is strictly prohibited
After cooling down for two straight years, ready-to-drink (RTD) tea grew strongly in 2010.

               The late 1980s and early 1990s saw the explosion of premium hot-fill brands such
                as Snapple, which were packaged in glass bottles and sold one at a time in down-
                the-street outlets. The innovations of Snapple – still entirely relevant two
                decades later – included use of a wide-mouth 16-ounce glass bottle that until
                recently still was the default packaging choice for high-end beverage newcomers
                and an all-natural formulation that eschewed the use of preservatives in favor of
                pasteurization (the so-called hot-fill process).

               Arizona entered the category in 1992 and demonstrated the power of flashy
                packaging to develop consumer awareness and loyalty even in the absence of
                more formal marketing efforts.

               Snapple and Arizona’s success drew entries from Coca-Cola (via a partnership
                with Nestlé under the Nestea brand) and PepsiCo (via a partnership with Lipton
                under that brand name) in the 1990s. These popular-priced, cold-fill brands
                (Nestea Cool and Lipton Brisk, respectively) – packaged in plastic bottles and cans
                – soon took the market lead from premium teas.

               After the initial push provided by Brisk and Cool, RTD tea started to cool. Since it
                shares a hydration function with water, RTD tea was one of the segments most
                negatively affected by the rapid advancement of retail PET water. In the late
                1990s, hot-fill, premium teas began to outperform cold-fill, popular teas – mostly
                because of the resurgence of Arizona.

               SoBe and Snapple attracted the attention of the major carbonated soft drink
                (CSD) companies, placing RTD tea at the vortex of consolidation trends. Under its
                new corporate master, SoBe has gradually faded away in the RTD tea segment.
                For most of its tenure during Cadbury Schweppes (now, Dr Pepper Snapple) , it
                can also be said that Snapple was mostly stagnant – although it has shown signs
                of turning around recently.



One of the main dividing lines in the RTD tea industry was between hot-fill, premium teas and
popular, cold-fill teas.

               The hot-fill teas enjoyed a perception of better taste and premium positioning
                while cold-fill teas enjoyed a price advantage and widespread availability. While
                cold-fill entries took over the lead in the 1990s, hot-fill brands regained the lead
                in 2002.




                           Copyright  2011 Beverage Marketing Corporation of New York
                            Reproduction without written permission is strictly prohibited

				
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