Just Published: "Tea in the US"

From: Fast Market Research, Inc.
Published: Fri Apr 08 2016

As American consumers continue to integrate health and wellness trends into their daily routines, the tea industry has received a boost in both retail volume and value terms. Tea is particularly appealing to the health-conscious consumer because of its health benefits, low calorie count and medicinal properties. In volume terms, herbal/traditional teas experienced the strongest growth of 13% in 2015 to approach sales of 2,800 tonnes. Herbal teas in particular became more attractive to consumers due to their many healthful properties, nearly endless varieties and blends, as well as the fact that they are naturally caffeine-free. In current value terms, herbal/medicinal teas grew by 14% in 2015. Consumers were also increasingly willing to trade up to teas with higher unit prices, such as organic teas, because of their health attributes.

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Competitive Landscape

Unilever United States Inc continued to lead tea in the US in 2015, commanding an 18% share of retail value sales, well ahead of any other competitor. RC Bigelow Inc, Starbucks Corp and R Twining & Co Ltd ranked second, third and fourth, respectively, with value shares of around 6-7%. Unilever posted value sales of US$474 million, up 11% on 2014. Unilever’s Lipton continued to be the most popular tea brand in the US, benefiting from the company’s vast distribution network and strong bargaining power with retailers. Lipton tea is therefore largely omnipresent in the supermarket, hypermarket and convenience store channels in the US. Although Lipton tea has the perception of being of lower quality in comparison with the emerging dearth of artisanal and premium teas, primarily due to its ubiquity, the company has continued to develop its own line of speciality teas in order to capitalise on that trend and remain competitive.

Industry Prospects

Over the forecast period tea is expected to record a retail value CAGR of 10% at constant 2015 prices and a volume CAGR of 6% to reach sales of US$4.3 billion and 54,489 tonnes, respectively. Boosted by greater availability and a consumer base that is becoming more knowledgeable and discerning, tea is taking off at just the right time to benefit from health and wellness trends that are sweeping the US. Additionally, compared with coffee, tea benefits from endless varieties to cater for all sorts of consumer needs.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Tea industry in USA with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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