total tea sales were relatively stable
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Total Tea Sales Were Relatively Stable. Consumer Sales of Total Tea Total Grocery-Mass-Drug (Millions). Pounds. Dollars. % Chg. % Chg. Total U.S. -*52 Weeks Ending 7/22/00. The Pounds Sale Decline Was Driven By Less Tea Purchasing Per Shopping Trip. - PowerPoint PPT PresentationTRANSCRIPT
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Total Tea Sales Were Relatively StableConsumer Sales of Total Tea Total Grocery-Mass-Drug (Millions)% ChgPoundsDollars% ChgTotal U.S. -*52 Weeks Ending 7/22/00
2%-1%
7%5%
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The Pounds Sale Decline Was Driven By Less Tea Purchasing Per Shopping TripHousehold Purchase Dynamics of Total Tea All Outlets
Penetration (Millions Households Purchasing)+2.2%Buying Rate (Annual Spending per Household)-1.3%
Average Purchasing Trips per Year+1.6%Average Total Shopping Basket when Tea Is Purchased+0.7%
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Grocery Remains The Dominant Tea ChannelConsumer Sales Of Total Tea (Millions)PoundsDollarsNote: Mass Merch includes SuperCenters Total U.S. -*52 Weeks Ending 7/22/00
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Grocery Dollar Sales Are Gaining Due To Higher Prices And The Increasing Importance Of R-T-DConsumer Sales Of Total Tea Dollars Grocery $2MM+ (Millions)Total U.S. - *52 Weeks Ending 7/24/99 or 7/22/00
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However, Grocery Tea Dollars AreContinuing Recent DeclinesConsumer Sales Of Total Tea Pounds Grocery $2MM+ (Millions)Total U.S. - *52 Weeks Ending 7/24/99 and 7/22/00
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The Growth Of Mass And DrugHave Offset GroceryConsumer Sales Of Total Tea Total Grocery-Mass-Drug (Millions)Total U.S. -*52 Weeks Ending 7/22/00
Total All OutletsGroceryMassDrug
130$1,715112$1,48615$1573$72
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All Kinds Of Tea
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Ready-To-Drink Contributes Significantly To Dollars, But Is A Great Deal Less Important To Pound SalesShare Of Tea Sales By Type Dollars Versus Pounds Total Grocery-Mass-DrugPoundsDollarsTotal U.S. -*52 Weeks Ending 7/22/00 ** Three Outlets = Grocery $2MM+, Drug, Mass Merch
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Tea Bags/Green Tea Has Stabilized, While RTD Continues To Impact Iced And InstantShare Of Tea Pound Sales By Type Grocery $2MM+Note: Tea Bags include Green Tea (4.9 share in 2000*) Total U.S. - *52 Weeks Ending 7/24/99 or 7/22/00
R-T-DIced TeaInstantHerbalTea Bags (includes Green Tea)Loose Tea
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Volume Expansion Was Fueled By Green Tea Gains, While Dollar Growth Was Powered By Ready-To-DrinkTea Sales Growth 1999-2000 By Type Total Grocery-Mass-Drug (000)PoundsDollarsTotal U.S. -*52 Weeks Ending 7/22/00
Total TeaRegular Tea BagsIced Tea MixInstant TeaReady-To-Drink TeaHerbal TeaGreen TeaLoose Tea
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Both Buying Households And Increased Tea Purchasing Drove Green And R-T-D Gains% Change in Penetration All OutletsTotal U.S. -*52 Weeks Ending June 2000
Iced Tea MixHerbal TeaGreen TeaRTD Tea
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Dollar Sales Growth Was Fueled By Increased Pricing Across All Tea Types Tea Price Per Pound Changes Total Grocery-Mass-DrugPrice Per Pound % Chg vs Year AgoTotal U.S. -*52 Weeks Ending 7/22/00
Total TeaRegular Tea BagsDecaf Tea BagsIced Tea MixInstant TeaRTD TeaHerbal TeaLoose TeaGreen Tea
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Green & Herbal Achieve Significantly Higher Premium Pricing To Mainstream TeaTea Dollar Sales by Price Point Total Grocery-Mass-DrugOpportunity?$Price per PoundDollars (Millions)Instant TeaRegular Tea BagsIced TeaDecaf Tea BagsLoose TeaGreenHerbalTotal U.S. -*52 Weeks Ending 7/22/00
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Ready-To-Drink Is Especially Important In Drug, However Tea Bags Dominate Across All OutletsDivision of Tea Pound Sales within Channels By Type Grocery $2MM+Mass MerchantGrocery $2MM+Drug StoresTotal U.S. -*52 Weeks Ending 7/22/00
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Grocery Is Still The Key OutletFor Regular Tea Bag SalesConsumer Sales Of Regular Tea BagsPoundsDollarsTotal U.S. -*52 Weeks Ending 7/22/00
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Regular Tea Bag Volumes Declined Slightly, But Dollars Sales GainedConsumer Sales Of Regular Tea Bags (Millions)Total U.S. -*52 Weeks Ending 7/22/00
Total All OutletsGroceryMassDrug
71$49762$43110$572$9
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RTD Tea Continues Strong Dollar Growth, Capturing 37% Of Tea Grocery DollarsReady-To-Drink Tea Grocery $2MM+Dollar Sales (Millions)Dollar Share of TeaTotal U.S. -*52 Weeks Ending 7/24/99 or 7/22/00
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Ready-To-Drink Provided The Sole Tea Gains Within The Supermarket ($2MM+) ChannelVolume Gains 1999-2000 Tea Pounds (000s)Regular Tea BagsHerbal TeaInstant TeaIced Tea MixLoose TeaGreen TeaReady-To-Drink TeaRegular Tea BagsHerbal TeaInstant TeaIced Tea MixLoose TeaGreen TeaReady-To-Drink TeaRegular Tea BagsHerbal TeaInstant TeaIced Tea MixLoose TeaGreen TeaReady-To-Drink TeaDrug StoresMass MerchandisersGrocery $2MM+
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Finally, There Are Distinct Differences In The Demographics For The Growth SegmentsDemographic Insights
Tea BagsLarge Families, Older Children, South, Rural, Less Affluent
Green TeaSmall Households, No Kids, 55+, East/West, Urban
Ready-To-DrinkLarge Families, Middle-Aged (35-54), East, UrbanKids 6-17 Ethnic Households, Affluent
Demographic profiles are largely unchanged since 1996 Total U.S. -*52 Weeks Ending June 2000
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A Closer Look At Decaffeinated Tea
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Decaf Tea Growth Is Outpacing Regular, Accounting About 13% Of SalesTotal Grocery-Mass-DrugTotal U.S. -*52 Weeks Ending 7/22/00
+4%-1%
+9%+4%
DecafRegular
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In Fact, Decaf Tea Bag Sales Helped Offset Regular (Caffeinated) Tea Bag LossesTea Bags Gains By Caffeination Total Grocery-Mass-Drug (000s)DollarsPoundsTotal U.S. -*52 Weeks Ending 7/22/00
RegularDecafRegularDecaf-2.0%+4.4%-0.8%+9.4%
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Decafs Presence Is Strongest In Tea BagsVolume Share Of Decaf Tea By Type Total Grocery-Mass-DrugNote: Dollar Mix is similar to Volume Mix Total U.S. -*52 Weeks Ending 7/24/99 and 7/22/00 ** Three Outlets = Grocery $2MM+, Drug, Mass Merch
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Decaffeinated Growth Was Sourced Almost Entirely From Tea Bags And Ready-To-Drink Decaffeinated Tea Sales Growth 1999-2000 By TypeTotal Grocery-Mass-Drug (000s)PoundsDollarsTotal U.S. -*52 Weeks Ending 7/22/00
Regular Tea BagsIced Tea MixInstant TeaReady-To-Drink TeaHerbal TeaGreen TeaLoose Tea
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Dont Miss The Opportunity
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Bottled Water Market Has Grown10 Fold Since 1976U.S. Bottled Water Market 1976-1997, GallonageThousands of GallonsYearSource: Beverage Marketing Corporation, New York
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Water Is A $2.6 Billion Dollar Market, Growing Over 20%U.S. Bottled Water Market 1976-1997, Gallonage* Food, Drug, Mass, Convenience, Petro
% Chg13%12%17%21%
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We Must Continue To Find New Ways To Leverage The Benefits Of Tea
Tea Based Beveragesi.e. Minute Maid and Snapple Iced Tea, Lemonade/Lemonade Iced Tea
Tea Based Frozen Specialtiesi.e. Tea Flavored Ice Pops (recruit young consumers early)
Dietary Supplementsi.e. Anti-Oxidant Tea Pills
Tea Based __________________