Comax Flavors released its new primary research on consumers’ behavior, usage and attitudes towards tea products, which includes tea bags, ready-to-drink teas and tea powder mix products. 

This is the 11th study of the company’s primary market research program. The Tea study was fielded in May 2018 with 1,000 US respondents aged 18-70+; half were female and the other half were male.

According to Persistence Market Research, the global tea market is expected to grow to $21.33 billion by 2024 with a CAGR of 4.0% between now and then. North America is expected to remain the dominant region over the period, accounting for 37.7% revenue by 2024. 

“Tea has a natural, healthy-halo and has been steadily growing as consumers look for better-for-you beverages. We wanted to explore and better understand tea consumption habits and usage among the general population,” says Catherine Armstrong, Comax Flavors’ vice president of corporate communications.

Comax has partnered with Amy Marks-McGee of Trendincite LLC to manage the market research program. Costello Creative Group also translates the data into creative, fun and easy-to-read infographics. 

Additional Comax studies include those covering alcohol, non-dairy milk alternatives, bread, coffee, condiments, dressings, dips and dipping sauces, crackers, juice, flavored water, nutrition and performance products, sweet baked goods and yogurt.

Below are just a few of the study highlights. To request a copy of the complete study, “Not Just A Cup Of Tea,” readers may reach Armstrong at carmstrong@comaxflavors.com.

Tea Bag Findings - Among respondents who consume “Tea Bags” N=333:

•    “Taste” is the most important attribute driving Tea Bag purchases with 68% of respondents citing it

•    More than half (57%) of respondents cite “Flavor” as the second most important attribute driving Tea Bag purchase intent

•    Tea Bags are almost equally consumed with “Lunch” 41% and “Dinner” 42%

•    “Green Tea” is the number one flavor consumed by all generations with 44% of respondents citing it

•    More than a quarter (27%) of respondents drink “Plain/Original Black Tea”

•    Shy of a quarter of respondents drink “Sweet Tea” (21%) followed by “Earl Gray” (20%) and “English Breakfast” (19%)

Ready-To-Drink Tea Findings - Among respondents who consume “Ready-To-Drink Tea” N=333:

•    “Taste” is the most important attribute driving Ready-To-Drink Tea purchases with two-thirds of respondents citing it

•    Shy of two-thirds (63%) state that “Flavor” is the second most important attribute driving Ready-To-Drink Tea purchases

•    74% of respondents drink Ready-To-Drink Tea with “Lunch” while 60% drink it with “Dinner”

•    “Lemon” is the most popular flavored consumed by all generations with just less than half (48%) citing it

•    More than a third (39%) of all respondents equally consume “Sweet Tea,” and “Green Tea” 

•    More than a third of respondents consume “Peach” (38%), “Plain/Original” (35%) and “Half & Half” (34%)

•    Shy of one-third of respondents drink “Raspberry” while shy of a quarter drink “Green Tea Combinations” (21%) 

Tea Powder Mix - Among respondents who consume “Tea Powder Mix” N=333:

•    59% of respondents cite “Taste” as the most important attribute driving Tea Powder Mix purchase intent

•    Two-thirds of respondents use Tea Powder Mix with “Lunch” (68%) while more than half use it with “Dinner” (57%)

•    61% of respondents consume “Lemon” making it the number one flavor among all generations

•    “Sweet Tea” (41%) and “Half & Half” (41%) are tied for the second most popular flavor among all generations

•    Among all generations, Gen Y and Gen Z are the heaviest consumers of “Sweet Tea” Gen Y (48%) and Gen Z (48%) and “Half & Half” Gen Z (60%) and Gen Y (46%)

•    “Peach” (38%) and “Raspberry” (36%) are popular flavors with more than one third citing it while shy of a quarter consume “Blackberry Pomegranate” (24%)

Generations defined: Gen Z born 1996 and later; Gen Y born 1977 to 1995; Gen X born 1965 to 1976; Baby Boomers born 1946 to 1964; Silent Generation born 1925 to 1945

For more information, visit www.ComaxFlavors.com.