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

 ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download