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Liquid Tea Category Fall 2013 Hayley Fries. TOTAL LIQUID (TEA) PINTS Total Consumption BehaviorScape Framework LifeStyle BehaviorStage Cosmopolitan Centers.

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Presentation on theme: "Liquid Tea Category Fall 2013 Hayley Fries. TOTAL LIQUID (TEA) PINTS Total Consumption BehaviorScape Framework LifeStyle BehaviorStage Cosmopolitan Centers."— Presentation transcript:

1 Liquid Tea Category Fall 2013 Hayley Fries

2 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 LivingTotal Start-Up Families HHs with Young Children Only < 6 616910785977082 Small Scale Families Small HHs with Older Children 6+ 11912414974123116120 Younger Bustling Families Large HHs with Children (6+), HOH <40 1017911511310895102 Older Bustling Families Large HHs with Children (6+), HOH 40+ 140143134164153125142 Young Transitionals Any size HHs, No Children, < 35 82608161769275 Independent Singles 1 person HHs, No Children, 35-64 63717477728774 Senior Singles 1 person HHs, No Children, 65+ 51494852504248 Established Couples 2+ person HHs, No Children, 35-54 125129145140149126136 Empty Nest Couples 2+ person HHs, No Children, 55-64 132149125115125104125 Senior Couples 2+ person HHs, No Children, 65+ 110103101113947897 Total 961051109610092100

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4 Liquid Tea Depth, Fall 2013, Northwest Arkansas

5 Facings Walmart: - 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.

6 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

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