liquid tea category
DESCRIPTION
Liquid Tea Category. Fall 2013 Hayley Fries. Liquid Tea Depth, Fall 2013, Northwest Arkansas. Facings. Walmart : - Strongly dominated by one brand on the shelf but does carry some variety. Dollar Tree: Very small selection. Limited shelf space for any SKUs. - PowerPoint PPT PresentationTRANSCRIPT
Liquid Tea CategoryFall 2013
Hayley Fries
TOTAL LIQUID (TEA) PINTS Total Consumption BehaviorScape Framework
LifeStyle
BehaviorStage Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Struggling Urban Cores
Modest Working Towns Plain Rural Living Total
Start-Up FamiliesHHs with Young Children Only < 6 61 69 107 85 97 70 82
Small Scale FamiliesSmall HHs with Older Children 6+ 119 124 149 74 123 116 120
Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40 101 79 115 113 108 95 102
Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+ 140 143 134 164 153 125 142
Young TransitionalsAny size HHs, No Children, < 35 82 60 81 61 76 92 75
Independent Singles1 person HHs, No Children, 35-64 63 71 74 77 72 87 74
Senior Singles1 person HHs, No Children, 65+ 51 49 48 52 50 42 48
Established Couples2+ person HHs, No Children, 35-54 125 129 145 140 149 126 136
Empty Nest Couples2+ person HHs, No Children, 55-64 132 149 125 115 125 104 125
Senior Couples2+ person HHs, No Children, 65+ 110 103 101 113 94 78 97
Total 96 105 110 96 100 92 100
Affluent Suburban Spreads
Cosmopolitan Centers
Young TransitionalsAny size HHs, No Children, < 35
Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+
Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40
Small Scale FamiliesSmall HHs with Older Children 6+
Start-Up FamiliesHHs with Young Children Only < 6
TotalPlain Rural Living
Modest Working Towns
Struggling Urban Cores
Comfortable Country
Total
Senior Couples2+ person HHs, No Children, 65+
Empty Nest Couples2+ person HHs, No Children, 55-64
Established Couples2+ person HHs, No Children, 35-54
Senior Singles1 person HHs, No Children, 65+
Independent Singles1 person HHs, No Children, 35-64
124
115
99
100111 123 93 110 100 72
137
92
158
72
84
52
118 101 109 129 107 65
132 177 86 105 111 82
126 139 106 203 121 85
49 56 44 69 48 53
120 70 63 100 92 56
53 46 61 80 87 91
211 186 135 173 131 112
126 89 96 107 92 64
167 180 140 101 157 80
Arizona Lq (Tea : Liquid) Pints Total Consumption BehaviorScape Framework
LifeStyle
BehaviorStage
46 85 63 49 77 43 62
Affluent Suburban Spreads
Cosmopolitan Centers
Young TransitionalsAny size HHs, No Children, < 35
Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+
Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40
Small Scale FamiliesSmall HHs with Older Children 6+
Start-Up FamiliesHHs with Young Children Only < 6
TotalPlain Rural Living
Modest Working Towns
Struggling Urban Cores
Comfortable Country
Total
Senior Couples2+ person HHs, No Children, 65+
Empty Nest Couples2+ person HHs, No Children, 55-64
Established Couples2+ person HHs, No Children, 35-54
Senior Singles1 person HHs, No Children, 65+
Independent Singles1 person HHs, No Children, 35-64
126
144
124
10091 101 117 88 88 110
130
102
118
58
72
57
122 129 148 90 113 122
154 142 155 103 157 137
99 106 153 75 122 170
52 56 70 69 44 57
41 69 83 102 55 90
84 39 48 46 39 85
84 133 110 116 124 127
131 64 125 141 94 78
115 152 134 96 104 157
Lipton Lq (Tea : Liquid) Pints Total Consumption BehaviorScape Framework
LifeStyle
BehaviorStage
71 33 70 70 60 58 59
Affluent Suburban Spreads
Cosmopolitan Centers
Young TransitionalsAny size HHs, No Children, < 35
Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+
Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40
Small Scale FamiliesSmall HHs with Older Children 6+
Start-Up FamiliesHHs with Young Children Only < 6
TotalPlain Rural Living
Modest Working Towns
Struggling Urban Cores
Comfortable Country
Total
Senior Couples2+ person HHs, No Children, 65+
Empty Nest Couples2+ person HHs, No Children, 55-64
Established Couples2+ person HHs, No Children, 35-54
Senior Singles1 person HHs, No Children, 65+
Independent Singles1 person HHs, No Children, 35-64
133
152
108
100110 154 100 87 90 66
94
63
152
76
76
50
114 202 107 79 98 51
257 193 118 197 139 79
157 199 147 103 109 84
34 60 56 44 65 40
61 141 89 66 42 82
62 109 75 74 60 103
157 206 104 168 173 85
78 54 69 63 79 44
134 151 94 50 91 49
Snapple Lq (Tea : Liquid) Pints Total Consumption BehaviorScape Framework
LifeStyle
BehaviorStage
72 80 97 46 79 42 70
Affluent Suburban Spreads
Cosmopolitan Centers
Young TransitionalsAny size HHs, No Children, < 35
Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+
Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40
Small Scale FamiliesSmall HHs with Older Children 6+
Start-Up FamiliesHHs with Young Children Only < 6
TotalPlain Rural Living
Modest Working Towns
Struggling Urban Cores
Comfortable Country
Total
Senior Couples2+ person HHs, No Children, 65+
Empty Nest Couples2+ person HHs, No Children, 55-64
Established Couples2+ person HHs, No Children, 35-54
Senior Singles1 person HHs, No Children, 65+
Independent Singles1 person HHs, No Children, 35-64
114
116
54
100138 150 100 77 97 49
122
111
149
103
70
18
82 72 36 34 99 19
180 145 185 78 68 34
149 171 138 102 69 65
35 22 9 17 23 9
96 118 68 44 89 18
152 165 151 48 99 34
187 226 66 248 61 101
177 106 85 72 125 121
122 208 145 71 104 66
Honest Tea Lq (Tea : Liquid) Pints Total Consumption BehaviorScape Framework
LifeStyle
BehaviorStage
254 228 132 73 300 103 185
Liquid Tea Depth, Fall 2013, Northwest Arkansas
FacingsWalmart:- Strongly dominated by one brand on the shelf but does carry some variety.
Walgreens: Almost completely dominated by Arizona
Dollar Tree:-Very small selection.-Limited shelf space for any SKUs.
Harps:-Carries the most variety in their tea category.-More depth for the customers to choose form as far as brands
Aldi:- Carried only 1 national brand and 1 private label
