Demographic Summary - The Tea Association of The USA
[Pages:54]Demographic Summary
The audience for tea is changing as rapidly as the market for tea is expanding. What was once a predominately female, older consumer, has evolved into a much broader target audience depending upon the specific segment and drinking occasion. Historically, the average purchaser of tea bags in the United States was female, 35-55 years of age. The consumers of the beverage she prepared were also a little older than the average dispersion of age within the population. This indicated that younger people were not being introduced to the joys of drinking tea and new consumers were hard to come by.
A breakdown of the traditional demographics follows:
2
Demographic Summary
By Gender
54.0% 53.0% 52.0% 51.0% 50.0% 49.0% 48.0% 47.0% 46.0%
48.6% Male
Male
Female
53.2% Female
3
Demographic Summary
By Age Group
Age 60 & over Age 50-59 Age 40-49 Age 30-39 Age 20-29 Age 13-19 Age 6-12 Under 6
Age 60 & over Age 50-59 Age 40-49 Age 30-39 Age 20-29 Age 13-19 Age 6-12 Under 6 0.0%
4.0% 2.0%
8.2%
5.0%
10.0%
12.7% 13.1%
17.5%
19.4%
23.1%
15.0%
20.0%
25.0%
4
Demographic Summary
By Location of Consumption
79.5%
15.9%
4.6%
Own Home Another Person's Home Away From Home
5
Demographic Summary
By Time of Day
38.4%
15.1%
25.5% 10.0%
11.0%
Morning
Lunch
Snack
Dinner
Evening
6
Demographic Summary
With the advent of the Ready-To-Drink segment, demographics have changed dramatically. The target audience is young men between the ages of 14-28. Consumers or R-T-D tea are not unlike consumers of soft drinks. They tend to cross gender lines, age groups and approximate as close to an all-family group as is possible. Iced tea mixes also tend to skew much younger than the market for tea bags which bodes well for the future of the industry. Young people are the life blood of the tea industry as they will likely be responsible for a significant expansion of the market as they age and experiment with other forms of tea.
7
Percent of Households Buying
By Form
Tea Type
Total Tea Tea Bags* Convenient Teas Ready-To-Drink
*Includes Specialty/Herbal
1992
74.7 49.8 27.9 15.2
1993
76.3 48.5 27.6 28.1
1994
77.9 46.7 25.8 36.7
8
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