Overview of the Marketplace

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Overview of the Marketplace
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Penetration of Tea
( of Population Two Weeks)
Total Tea Hot Tea Iced Tea
Source NFO Research Share of Intake Panel
1988, 1998
4
Consumption Rate Ounces per Person
(Avg. Ounces per Drinker Two Weeks)
Total Tea Hot Tea Iced Tea
Source NFO Research Share of Intake Panel
1988, 1998
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How Tea Is Consumed
( of Ounces of Tea Consumed)
Source NFO Research Share of Intake Panel
1988, 1998
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Hot Tea Drinkers
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Age of Hot Tea Drinkers
Index
124
120
88
29
Total Population Hot Tea
Source NFO Research Share of Intake Panel
1988, 1998
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Regionality of Hot Tea Drinkers
Index
105
66
92
165
Source NFO Research Share of Intake Panel 1998
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Demographic Summary Hot Tea
Percent 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
lt100,000 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 23 104
Source NFO Research Share of Intake Panel 1998
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Hot Tea Consumption At Home and Away
(Index of ounces consumed)
Source NFO Research Share of Intake Panel 1998
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When Hot Tea Is Enjoyed
Source NFO Research Share of Intake Panel 1998
12
What Gets Added to Hot Tea
Source NFO Research Share of Intake Panel 1998
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Iced Tea Drinkers
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Age of Iced Tea Drinkers
Index
113
110
94
73
Total Population Iced Tea
Source NFO Research Share of Intake Panel
1988, 1998
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Regionality of Iced Tea Drinkers
Source NFO Research Share of Intake Panel 1998
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Demographic Summary Iced Tea
Percent 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
lt100,000 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 61
Source NFO Research Share of Intake Panel 1998
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When Iced Tea Is Enjoyed
Source NFO Research Share of Intake Panel 1998
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Iced Tea Consumption At Home and Away
(Index of ounces consumed)
Source NFO Research Share of Intake Panel 1998
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What Gets Added to Iced Tea
Source NFO Research Share of Intake Panel 1998
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Changes In Types of Iced Tea Consumed
Ready-to-Drink
Unsweetened Mix
Presweetened Mix
Tea Bags /Loose Tea
Source NFO Research Share of Intake Panel
1988, 1998
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Type of Iced Tea Consumed by Region
Source NFO Research Share of Intake Panel 1998
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Where Ready-To-Drink Tea Is Purchased
Source NFO Research Share of Intake Panel
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Percent of Population Drinking Specialty Teas
Source NFO Research 1998 Multicard screener
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Specialty Tea Drinkers Age
Source NFO Research 1998 Multicard screener
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Specialty Tea Drinkers Income
Source NFO Research 1998 Multicard screener
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Regionality of Specialty Teas
Source NFO Research 1998 Multicard screener