Although the economic recession has clearly affected the U.S. tea market, slowing previously double-digit sales growth in the pricier RTD segment while slightly lifting sales in the more affordable bags/loose tea segment, tea’s appeal as an “affordable luxury” and its compelling image as a healthy product have kept sales in the black when many other CPG categories have seen declines. Moreover, considering the 2005-2009 period overall, sales have done well, and as the economic picture brightens the recession may turn out to have a silver lining in that it has compelled tea marketers to innovate along value-added lines likely to continue to resonate well with consumers in the years ahead.

Market thrusts examined in the report include exotic superfruit flavors; hybrid products designed to compete with other beverage categories including bottled waters, energy drinks and sodas; new RTD spins on green tea that promise to mainstream this tea type once and for all; emerging segments including yerba mate and Kombucha; the upswing in fair trade and other “ethical” appeals; social marketing via nontraditional media like Facebook and Twitter; and a strong tea push in the convenience store channel by marketers and operators alike. At the same time, foodservice players from fine restaurants on down are expanding their tea offerings even as tea rooms and coffee/tea shops surge, suggesting tea may be headed toward much broader levels of distribution and popularity à la Starbucks.

This fully updated report examines the U.S. market for tea across the retail and foodservice spectrum, including ready-to-drink (RTD) tea, leaf (bagged and loose) tea, and instant tea. Following an introductory chapter documenting tea types, packaging trends, “the ethics of tea,” and global market trends, the report segments and quantifies the market by channel and product type, providing historical sales figures and projections through 2014. The report examines market drivers and trends and thoroughly maps out the competitive situation to the marketer and brand share level, profiling brands including Arizona RTD Tea (Ferolito, Vultaggio & Sons), Bigelow Tea (R.C. Bigelow, Inc.), Celestial Seasonings (The Hain Celestial Group, Inc.), Honest Tea (Honest Tea, Inc.), Lipton (Unilever) and Starbucks and Tazo Tea (Starbucks Coffee Co.). Trends in new product introductions are analyzed at length, based on data from Datamonitor’s Product Launch Analytics, as are trends in the c-store and foodservice channels.

An exclusive feature of this report is custom survey data from Packaged Facts’ February 2009 online poll of 2,600 U.S. adults, which was conducted to measure purchasing patterns, attitudes and demographics specific to tea and other functional foods and beverages. Drilling down to the brand level, the analysis also relies on consumer survey data from Experian Simmons’ Spring 2009 National Consumer Study to chart consumer demographic and psychographic trends, Information Resources, Inc. InfoScan Review data tracking product sales in mass-market channels, and wholesale data from leading natural/specialty channel distributor United Natural Foods, Inc. (UNFI) to quantify sales and market shares of natural and specialty products.

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The year of 2008 saw the exchange of roles between plastic and metal. The plastic players enjoyed a lower cost of raw materials than MgAl players due to their cost cut in advance considering the decline of plastic case market in 2007. In contrast, metal case producers still enjoined their dream of the growth from previous years but actually recorded a decline in 2008.

Laptop Case Market

The output value of MgAl alloy dropped somewhat in recent two years, which is mainly attributable to the following.

(1) MgAl alloy mainly applied in commercial laptops and medium- and high-end laptops, the sales performance of those is not considerable.

(2) The price gap to plastic case

Besides, positives are composed of that the prices of Mgnesium and Aluminum sharply dropped; the more popular products like Netbook needs the addition of MgAl alloy slices as the support to A-side plastic in order to satisfying intensity; the heat dissipation of MgAl alloy meets the demand of UCLV super-low voltage platform; Occidental vendors still prefer MgAl alloy case for their high-end products.

Mobile Phone Case Market

In 2008, mobile phone metal case and structure market shrank to a great extent. On the one hand, the sales of Motorola dropped drastically from 160 million handsets to 100 million handsets; on the other hand, 3G iphone of Apple transferred to plastic case from metal case considering the realize of GPS function. Nevertheless, the shipment of mobile phones with metal case of Samsung, Nokia, LG and SonyEricsson were all increased.

In 2009, mobile phone market tends to drop as a whole; the high-end handset will see a greater drop; and the cost competition will be more intense. Furthermore, Motorola, the main client of metal case, will not shrug off the predicament.

Till 2010, after the inconsistency of GPS with metal case gets resolved, such vendors like Apple will transfer back to metal case, and Motorola will resume as well. It is expected that RIM will also join the metal case by then. In this sense, the metal case market after 2010 will be expanding.

After its being acquired by Liteon, the profit of Perlos increased in spite of a sales drop. The operating profit margin of Perlos in 2007Q1 (before the acquisition) was negatively 2.3%, while the figure was up to 6.7% in 2008Q3. After being purchased by Jabil, Green Point endeavored to develop new clients, and sharply increased its shipment to Nokia, which has made up the decline of Motorola. Moreover, the South Korean players like the Intops, P&TEL, SHINYANG, CHAARMTECH, YUSUNG, JINWON, JYSLOUTEC, MOTIS and KH-VATEC were all achieved a considerable performance in 2008 driven by Samsung and LG. In contrast, counterparts from Mainland China were all in price war and achieved little profit. However, a bad profit for Chinese players due to the price war.

Digital Camera Case Market

Canon and Sony persist in their own production. There are only few of independent Digital cameral case and structure manufacturers. Along with the appreciation of Japanese Yen and increasing cost pressure, the outsourcing proportion will be expanding in 2009. Considering the digital camera OEM, there are four giants are Foxconn (Premier), Altek, Canon and Asia-Optical. Foxconn is capable of self-producing case and structure. Canon and Asia-Optical made invested the YORKEY, which focus on the production of plastic case and structure. Asus and Canon invested the AVY Precision Technology, which focus on the production of metal case and structure. Nowadays, AVY has ranked the first in the world with a share over 50%.

TV Case Market

Most of TV manufacturers are capable of self-producing TV cases. However, considering the LCD TV emphasizes its appearance, for some state-of-the-art technologies, the independent case suppliers are more specialized in, for example the Echom Science & Technology Co., Ltd and Taoshi Mould Group in China.

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