Most hot tea drinkers have one favorite brand, but brand allegiances have shifted over the past decade with the emergence of new specialty brands. Tea drinkers are increasingly attracted to clean and green product qualities and express a growing willingness to pay more for organic and fair trade teas.
The recently released 2017 Gallup Study of HOT TEA is the 11th in a trended series initiated in 2003. It is designed to provide directional insights into overall tea consumption among the U.S. adult population and details of hot tea habits and preferences among a targeted sample of regular hot tea drinkers. Conducted in two phases, topics include:
PHASE I: GENERAL POPULATION TRENDS
- Trends in consumption of hot tea and competing beverages
- Incidence of drinking hot tea, overall and by season
- Profile of hot tea drinkers; overall size of the hot tea market
PHASE II: ONLINE INTERVIEWS AMONG REGULAR HOT TEA DRINKERS
- Attitudes toward tea (taste, healthfulness, variety-seeking, etc.)
- Frequency of consumption, including demographic characteristics of daily drinkers
- Types of hot tea consumed, including frequency and brand; tea flavor preferences
- Consumption of caffeinated vs. decaffeinated teas as well as at-home vs. away-from-home usage
- Brand awareness, image and regular/most often usage
- Occasions and locations for consuming hot tea
- Hot tea purchase behavior
- Tea preparation habits, including use of single serve brewers and preference for bagged vs. loose-leaf teas
- Generational differences in hot tea choices, focused on 18-34 year old tea drinkers
- Market segmentation analysis