Overview of the Marketplace

Penetration of Tea(% of Population Two Weeks)Source: NFO Research Share of Intake Panel 1988, 1998

Total TeaHot TeaIced Tea

Consumption Rate Ounces per Person(Avg. Ounces per Drinker Two Weeks)Source: NFO Research Share of Intake Panel 1988, 1998

Total TeaHot TeaIced Tea

How Tea Is Consumed(% of Ounces of Tea Consumed)Source: NFO Research Share of Intake Panel 1988, 1998

Hot Tea Drinkers

Age of Hot Tea DrinkersSource: NFO Research Share of Intake Panel 1988, 1998

Total PopulationHot Tea

Index1241208829

Regionality of Hot Tea DrinkersSource: NFO Research Share of Intake Panel 1998

Index1056692165

Demographic Summary Hot TeaSource: NFO Research Share of Intake Panel 1998

PercentIndexGender Male3674Female64125Age Under 1831218-34188035-493913050+47185Income Under $20K23106$20K-$34K1994$35K-$49K2383$50K-$74K23122$75K12105

PercentIndexHousehold Size 1161712381523211044166051048Population Density

Hot Tea Consumption At Home and Away(Index of ounces consumed)Source: NFO Research Share of Intake Panel 1998

When Hot Tea Is EnjoyedSource: NFO Research Share of Intake Panel 1998

What Gets Added to Hot TeaSource: NFO Research Share of Intake Panel 1998

Iced Tea Drinkers

Age of Iced Tea DrinkersSource: NFO Research Share of Intake Panel 1988, 1998

Total PopulationIced Tea

Index1131109473

Regionality of Iced Tea DrinkersSource: NFO Research Share of Intake Panel 1998

Demographic Summary Iced TeaSource: NFO Research Share of Intake Panel 1998

PercentIndexGender Male50103Female5097Age Under 18193618-342513135-492916250+27138Income Under $20K23117$20K-$34K20101$35K-$49K2693$50K-$74K1898$75K13252

PercentIndexHousehold Size 19922271093211064 24935+1996Population Density

When Iced Tea Is EnjoyedSource: NFO Research Share of Intake Panel 1998

Iced Tea Consumption At Home and Away(Index of ounces consumed)Source: NFO Research Share of Intake Panel 1998

What Gets Added to Iced TeaSource: NFO Research Share of Intake Panel 1998

Changes In Types of Iced Tea ConsumedSource: NFO Research Share of Intake Panel 1988, 1998

Ready-to-DrinkUnsweetened MixPresweetened MixTea Bags / Loose Tea

Type of Iced Tea Consumed by RegionSource: NFO Research Share of Intake Panel 1998

Where Ready-To-Drink Tea Is PurchasedSource: NFO Research Share of Intake Panel

Percent of Population Drinking Specialty TeasSource: NFO Research 1998 Multicard screener

Specialty Tea Drinkers AgeSource: NFO Research 1998 Multicard screener

Specialty Tea Drinkers IncomeSource: NFO Research 1998 Multicard screener

Regionality of Specialty TeasSource: NFO Research 1998 Multicard screener