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Green Tea

Green Tea. Thea Morrill Lana Hacker. Supplier Is in Control. Strong Brand Presence Private label has a weak presence. Green Tea SKUs. 119 different SKUs. Green Tea Demographics. Lipton is most consistent through out all house hold incomes

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Green Tea

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  1. Green Tea Thea Morrill Lana Hacker

  2. Supplier Is in Control • Strong Brand Presence • Private label has a weak presence

  3. Green Tea SKUs • 119 different SKUs

  4. Green Tea Demographics • Lipton is most consistent through out all house hold incomes • Ages 55 and up has the majority of consumer consumption • Higher income households tend to purchase more tea

  5. Green Tea Roles • Sales Volume - $628,502,000 • Household Penetration - 46.2% • Blattberg’s Category: in between Cash Machine and Maintain

  6. Green Tea Brand Strength • Lipton Dominates Market with 19.5% of products on shelf • Bigelow has 12.7 % • Celestial seasonings has 11% • Yogi has11%

  7. Stocking Rate • Lipton - 65.83% • Bigelow - 24.66% • Celestial Seasonings – 22.5% • Salada – 13.33% • Stash – 14.28% • Uncle Lee’s 23.33%

  8. Green Tea Strength • Lipton, Bigelow and Celestial Seasonings were present in almost every store

  9. Green Tea Private Label • Not Strong in any Retailer • Best Choice 6% Harps facings • Great Value 4.3% WalMart facings • Retailer is not committed • Not a ploy

  10. Green Tea Trends in Private Label • Private Label SKUs - 6 • Total SKUs - 119 • Private labels make up about 5% of total SKUs • Nationally 11% of tea sales are Private Label (under $20,000 between 45-54)

  11. Recommendations to Retailers • Should not increase emphasis on private label

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