Upload
kian-etheridge
View
215
Download
0
Tags:
Embed Size (px)
Citation preview
2
Overview of the Marketplace
3
Penetration of Tea
51%
41%
21%
13%
39%
34%
1988 1998 1988 1998 1988 1998
Total Tea Hot Tea Iced Tea
(% o
f P
op
ula
tio
n –
Tw
o W
eeks
)
Source: NFO Research Share of Intake Panel — 1988, 1998
4
Consumption Rate — Ounces per Person
144157
8293
138149
1988 1998 1988 1998 1988 1998
Total Tea Hot Tea Iced Tea
(Avg
. O
un
ces
per
Dri
nke
r –
Tw
o W
eeks
)
Source: NFO Research Share of Intake Panel — 1988, 1998
5
How Tea Is Consumed
25%19%
81%75%
1988 1998
Iced
Hot
(% o
f O
un
ces
of
Tea
Co
nsu
med
)
Source: NFO Research Share of Intake Panel — 1988, 1998
6
Hot Tea Drinkers
7
Age of Hot Tea Drinkers
28% 29%
20% 24%
25% 25%
27% 22%
1988 1998
10%3%
27%
32%
38%47%
25%
18%
1988 1998
50+
35-49
18-34
Under 18
Total Population Hot Tea
Index
124
120
88
29
Source: NFO Research Share of Intake Panel — 1988, 1998
8
Regionality of Hot Tea Drinkers
20%
33%
35%23%
21% 22%
24%
22%
Total Population Hot Tea
West
South
North Central
Northeast
Index
105
66
92
165
Source: NFO Research Share of Intake Panel — 1998
9
Demographic Summary — Hot TeaPercent Index
Gender
Male 36 74
Female 64 125
Age
Under 18 3 12
18-34 18 80
35-49 39 130
50+ 47 185
Income
Under $20K 23 106
$20K-$34K 19 94
$35K-$49K 23 83
$50K-$74K 23 122
$75K 12 105
Percent Index
Household Size
1 16 171
2 38 152
3 21 104
4 16 60
5 10 48
Population Density
<100,000 21 61
100,000-499,999 18 94
500,000-1,999,999 18 89
2,000,000 or more 44 158
Region
Northeast 33 168
North Central 22 92
South 23 66
West 23 104Source: NFO Research Share of Intake Panel — 1998
10
Hot Tea Consumption At Home and Away
109
73
Home Away
(In
dex
of
ou
nce
s co
nsu
med
)
Source: NFO Research Share of Intake Panel — 1998
11
When Hot Tea Is Enjoyed
Breakfast(39%)
Between Breakfast and
Lunch(9%)
Lunch(12%)
Between Lunch and Dinner
(8%)
Dinner(17%)
After Dinner(15%)
Source: NFO Research Share of Intake Panel — 1998
12
What Gets Added to Hot Tea
27%
5%
9%
20%
4%2%
Sugar NutraSweet Other sweeteners Milk Lemon Fruit juice/drink
Source: NFO Research Share of Intake Panel — 1998
13
Iced Tea Drinkers
14
Age of Iced Tea Drinkers
28% 29%
20% 24%
25% 25%
27% 22%
1988 1998
25%19%
22%
29%
24% 27%
29%
25%
1988 1998
50+
35-49
18-34
Under 18
Total Population Iced Tea
Index
113
110
94
73
Source: NFO Research Share of Intake Panel — 1988, 1998
15
Regionality of Iced Tea Drinkers
20% 20%
35% 49%
21%13%
24%18%
Total Population Iced Tea
West
South
North Central
Northeast
Source: NFO Research Share of Intake Panel — 1998
16
Demographic Summary — Iced TeaPercent Index
Gender
Male 50 103
Female 50 97
Age
Under 18 19 36
18-34 25 131
35-49 29 162
50+ 27 138
Income
Under $20K 23 117
$20K-$34K 20 101
$35K-$49K 26 93
$50K-$74K 18 98
$75K 13 252
Percent Index
Household Size
1 9 92
2 27 109
3 21 106
4 24 93
5+ 19 96
Population Density
<100,000 32 95
100,000-499,999 20 106
500,000-1,999,999 20 102
2,000,000 or more 28 100
Region
Northeast 20 102
North Central 18 77
South 49 138
West 13 61Source: NFO Research Share of Intake Panel — 1998
17
When Iced Tea Is Enjoyed
Dinner(40%)
Between Lunch and Dinner
(9%)
Lunch(28%)
After Dinner(12%)
Breakfast(6%)Between
Breakfast and Lunch(5%)
Source: NFO Research Share of Intake Panel — 1998
18
Iced Tea Consumption At Home and Away
110
70
Home Away
(In
dex
of
ou
nce
s co
nsu
med
)
Source: NFO Research Share of Intake Panel — 1998
19
What Gets Added to Iced Tea
31%
14%
7%
0%
4%
1%
Sugar NutraSweet Other sweeteners Milk Lemon Fruit juice/drink
Source: NFO Research Share of Intake Panel — 1998
20
Changes In Types of Iced Tea Consumed
64%
16%
9%
11%
63%
17%
11%
9%
75%
12%
12%
2%
1988
1998
YTD 1999
Ready-to-Drink
Unsweetened Mix
Presweetened Mix
Tea Bags /Loose Tea
Source: NFO Research Share of Intake Panel — 1988, 1998
21
Type of Iced Tea Consumed by Region
23%
49%
79%
66%
61%
40%
13%
22%
16%
9%6% 8%
Northeast North Central South West
Tea Bags
Powdered
Ready-To-Drink
Source: NFO Research Share of Intake Panel — 1998
22
Where Ready-To-Drink Tea Is Purchased
21%
9%
3%
1%
7%
9%
1%
43%
4%
9%
4%
1%
4%
7%
59%
0%
Other restaurant
Fast food restaurant
Vending machines
Warehouse club
Discount Store
Convenience store
Small grocery store
Grocery chain
1988
1998
Source: NFO Research Share of Intake Panel
23
Percent of Population Drinking Specialty Teas
RegularTea
Herbal TeaFlavored
Tea Green Tea
41%
18%
24%
12%
Source: NFO Research 1998 Multicard screener
24
Specialty Tea Drinkers’ Age
18%8%
13%7%
30%
40%36%
40%
19% 23% 21%30%
33%
29%
30%
23%
Regular Tea Herbal Tea Flavored Tea Green Tea
60+
40-59
20-39
Under 20
Source: NFO Research 1998 Multicard screener
25
Specialty Tea Drinkers’ Income
17% 13% 12% 13%
31%
21% 22% 21%
16%
21% 22% 20%
11%
26% 24% 26%
25%
20% 20% 20%
Regular Tea Herbal Tea Flavored Tea Green Tea
$75,000+
$50,000 - $74,999
$30,000 - $49,999
$15,000 - $29,999
Under $15,000
Source: NFO Research 1998 Multicard screener
26
Regionality of Specialty Teas
23% 21% 23% 22%
44%
31%34%
29%
15%
27%21%
26%
19% 21%
22% 22%
Regular Tea Herbal Tea Flavored Tea Green Tea
West
South
North Central
Northeast
Source: NFO Research 1998 Multicard screener