CONSUMERS & BRANDS

Target audience: Tea drinkers in

the U.S.

Consumer Insights report

September 2024
 Statista Consumer Insights Target Audience Report
Introduction

Report overview Consumer Insights Global methodology (1)

This report analyses consumers who answered ’’Tea’’ Design: Online Survey, split questionnaire design
to the multi-pick question ’’Which of these beverage
Duration: approx. 15 minutes
products do you consume regularly?’’.
Language: official language(s) of each country with
The report offers the reader a comprehensive
American English offered as an alternative
overview of tea drinkers in the United States: who they
are; what they like; what they think; and how to reach Region: 56 countries
them. It provides insights on their demographics,
Number of respondents:
lifestyle, opinions, and marketing touchpoints. • 12,000+ for countries with the extended survey
Additionally, the report allows the reader to (including United States)
benchmark tea drinkers in the United States (’’target • 2,000+ for the basic survey
audience’’) against the average U.S. consumer, labelled
Sample: Internet users, aged 18 – 64, quotas set on
as ’’all respondents’’ in the charts. gender and age
The report is updated quarterly and is based on data
Fieldwork:
from the Statista Consumer Insights Global survey. • Continuous from January to December
• Countries that receive the extended survey are
updated four times a year

2 Notes: (1): See the full methodology for a detailed overview of the study design

Sources: Statista Consumer Insights Global as of September 2024

 Tea drinkers in the United States
Management summary: key insights

Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints

30% of tea drinkers are part of An honest and respectable life has more 58% of tea drinkers state that they Tea drinkers relatively frequently
Generation X. importance to tea drinkers than to the actively try to eat healthy. consume all types of media.
average consumer. A relatively high share of tea drinkers
55% of tea drinkers are female. Tea drinkers remember seeing ads in
History is a relatively prevalent interest think that poverty is an issue that needs video portals more often than the
There are tea drinkers throughout all
of tea drinkers. to be addressed. average consumer.
income brackets.
Tea drinkers are more likely to have Tea drinkers reflect the general political Social media is widely used among tea
Tea drinkers live in all types of urban
reading as a hobby than the average landscape. drinkers, especially the social network X
and rural communities.
consumer. 19% of tea drinkers are negative about (Twitter) is popular .

Tea drinkers follow similar sports their personal economic situation. Tea drinkers remember seeing ads out-
leagues and competitions as the of-home more often than the average
average consumer. consumer.

Sources: Statista Consumer Insights Global as of September 2024

CHAPTER 01

Demographic profile

• Life stages

• Gender

• Education

• Income

• Household classification

• Type of community

• Living situation

• LGBTQ+
 30% of tea drinkers are part of Generation X
Demographic profile: life stages

Age of consumers in the U.S.

Target audience 20% 37% 30% 13%

All respondents 24% 36% 28% 12%

Generation Z Millennials Generation X Baby Boomers

5 Notes: ’’How old are you?’’; Single Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=4812 tea drinkers, n=60327 all respondents

Sources: Statista Consumer Insights Global as of September 2024

 55% of tea drinkers are female
Demographic profile: gender

Gender of consumers in the U.S.

Target audience 45% 55%

All respondents 50% 50%

Male Female

6 Notes: ’’What is your gender?’’; Single Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=4812 tea drinkers, n=60327 all respondents

Sources: Statista Consumer Insights Global as of September 2024

 19% of tea drinkers have a technical / vocational education
Demographic profile: education

Level of education in the U.S.

38%
37%

22% 22%
19%
17%
13% 12%

6% 6%
4% 3%
0% 1%

No formal Secondary Further Technical / Bachelor degree Master degree Doctoral degree
education / education education vocational or equivalent or equivalent or equivalent
primary school (permission to education
go to university)
Target audience All respondents

7 Notes: ’’What is the highest level of education you have completed?’’; Single Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=4812 tea drinkers, n=60327 all respondents

Sources: Statista Consumer Insights Global as of September 2024

 There are tea drinkers throughout all income brackets
Demographic profile: income

Share of consumers in the U.S. in the high, middle, and low thirds of household gross income

Target audience 36% 34% 30%

All respondents 34% 34% 33%

High Middle Low

8 Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; Which of these beverage products do you consume regularly?;
Multi Pick; Base: n=4060 tea drinkers, n=49108 all respondents
Sources: Statista Consumer Insights Global as of September 2024
 Many tea drinkers live in a nuclear family
Demographic profile: household classification

Type of households in which consumers in the U.S. live​

25%
22%
20% 20%
20% 19%

16%
15%

11% 11%
8%
7%

4% 4%

Single household Couple Single parent Nuclear family Multi- Two or more Other
household household generational related adults household types
family
Target audience All respondents

9 Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=4812 tea
drinkers, n=60327 all respondents
Sources: Statista Consumer Insights Global as of September 2024
 Tea drinkers live in all types of urban and rural communities
Demographic profile: type of community

Communities where consumers live in the U.S.

26% 26%
24%
23%

19%
19%
16% 17%

8% 8% 8%
7%

Rural community Small town Medium-sized town Large city City with over 1 Megacity with over 5
million inhabitants million inhabitants
Target audience All respondents

10 Notes: ’’In what type of community do you live?’’; Single Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=4812 tea drinkers, n=60327 all respondents

Sources: Statista Consumer Insights Global as of September 2024

 A relatively large share of tea drinkers live in accommodation they own
themselves
Demographic profile: living situation

Type of community Accommodation type Home ownership

33% 33%
44% 46%

68% 67%
56% 54%

Target audience All respondents Target audience All respondents

House Apartment Owned Rented

11 Notes: ’What is your current living situation (main residence)?’’; Single Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=4812 tea drinkers, n=60327 all respondents

Sources: Statista Consumer Insights Global as of September 2024

 11% of tea drinkers consider themselves part of the LGBTQ+ community
Demographic profile: LGBTQ+

LGBTQ+ status of consumers in the U.S.

Target audience 11% 87% 3%

All respondents 11% 85% 4%

Yes No Would rather not say

12 Notes: ’’Do you consider yourself part of the LGBTQ+ community?’’; Single Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=4812 tea drinkers, n=60327 all respondents

Sources: Statista Consumer Insights Global as of September 2024

CHAPTER 02

Consumer lifestyle

• Life values

• Main interests

• Hobbies & leisure activities

• Sports activities

• Sports followed

• Pets
 An honest and respectable life has more importance to tea drinkers than to the
average consumer
Consumer lifestyle: life values

Most important aspects of life for consumers in the U.S.

53%
49% 50% 50%
43%
41% 40%
37%

29% 30% 28%

26% 25% 25%

12% 14% 12% 12% 12% 11%

An honest A happy Safety and To be Making Learning Having a Advancing Traditions Social
and relationship security successful my own new things good time my career justice
respectable decisions
life
Target audience All respondents

14 Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=4812 tea drinkers,
n=60327 all respondents
Sources: Statista Consumer Insights Global as of September 2024
 History is a relatively prevalent interest of tea drinkers
Consumer lifestyle: main interests

Top 10 interests of tea drinkers in the U.S.

57%
52%
49%
42% 41% 39%
34% 36% 36%
31% 31% 32% 32% 31% 30% 30%
29%
26% 26% 26%

Movies, Food & Health & History Travel Science & Fashion Home & Sports Finance &
TV shows dining fitness technology & beauty garden economy
& music

Target audience All respondents

15 Notes: ’’What topics are you personally interested in?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=4812 tea drinkers, n=60327 all respondents

Sources: Statista Consumer Insights Global as of September 2024

 Tea drinkers are more likely to have reading as a hobby than the average
consumer
Consumer lifestyle: hobbies & leisure activities

Top 10 hobbies and leisure activities of tea drinkers in the U.S.

48%
45%
41% 41%
37% 37%
35% 34% 34% 34% 33%
31% 30% 31% 31%
29% 28%
26% 26%
23%

Cooking Reading Pets Video Outdoor Shopping Traveling DIY and Socializing Gardening
/ baking gaming activities arts & crafts and plants

Target audience All respondents

16 Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=4812 tea drinkers, n=60327 all respondents

Sources: Statista Consumer Insights Global as of September 2024

 16% of tea drinkers regularly go hiking
Consumer lifestyle: sports activities

Top 10 sports activities of tea drinkers in the U.S.

16%
15%

13% 12% 13%

11% 12% 11% 11%
10% 10% 10%
10% 9% 10% 10%
9% 9% 9%
7%

Hiking Fitness, Basketball Hunting Swimming Dancing Cycling Running American Yoga &
aerobics & fishing & diving & jogging football pilates
& cardio / flag
football
Target audience All respondents

17 Notes: ’’Which of these sports or activities do you do at least occasionally?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=1956 tea drinkers, n=22327 all respondents

Sources: Statista Consumer Insights Global as of September 2024

 Tea drinkers follow similar sports leagues and competitions as the average
consumer
Consumer lifestyle: sports followed

Top 10 sports followed by tea drinkers in the U.S.

25%
23%

19%
18%
16%
15%

9% 9%
8% 8% 8% 8% 7%
6% 7% 6%
5% 5% 5%
5%

American Basketball Baseball Soccer Boxing Golf Ice Hockey Tennis Mixed Motorsports
football Martial Arts

Target audience All respondents

18 Notes: ’’In which of these sports do you follow competitions, leagues or teams?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=1472 tea drinkers, n=17957 all respondents

Sources: Statista Consumer Insights Global as of September 2024

 8% of tea drinkers have a fish as a pet
Consumer lifestyle: pets

Pets living with tea drinkers in the U.S.

53% 52%

38% 38%

28% 28%

8% 7%
4% 4% 4% 4% 3% 3%
1% 1%

Dog Cat Fish Reptile Bird Rodent Insect I don’t have

any pets

Target audience All respondents

19 Notes: ’’Which of these pets live with you in your household?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=1157 tea drinkers, n=15220 all respondents

Sources: Statista Consumer Insights Global as of September 2024

 CHAPTER 03

Consumer attitudes

• Consumer attitudes

• Challenges facing the country

• Politics

• Innovation adoption

• View on economic situation of the United States

• View on personal economic situation

• Economic concerns

20
 58% of tea drinkers state that they actively try to eat healthy
Consumer attitudes

Agreement with statements in the U.S.

72%
65%
58%
51% 50%
43%
35% 33%
30%
26%

When shopping, I look I actively try Customer reviews on the Food must be I avoid artificial flavors
out for special offers to eat healthy internet are very helpful convenient and fast and preservatives

Target audience All respondents

21 Notes: ’’Which of these statements apply to you?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=4812 tea drinkers, n=10051 all respondents

Sources: Statista Consumer Insights Global as of September 2024

 A relatively high share of tea drinkers think that poverty is an issue that needs to
be addressed
Consumer attitudes: challenges facing the country

The 10 most important issues facing the United States according to tea drinkers

57%
52%
47% 45% 45%
42% 43% 41%
40% 40%
37% 36% 38%
33% 35% 34% 34%
31% 30% 31%

Rising prices Crime Health Economic Poverty Housing Education Unemploy- Climate Immigration
/ inflation / and social situation ment change
cost of living security

Target audience All respondents

22 Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=4812 tea
drinkers, n=60327 all respondents
Sources: Statista Consumer Insights Global as of September 2024
 Tea drinkers reflect the general political landscape
Consumer attitudes: politics

Political attitudes of consumers in the U.S.

Target audience 21% 29% 36% 14%

All respondents 21% 28% 35% 17%

Left Center Right Prefer not to answer

23 Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views. Where would you place yourself on a scale from left to right?’’; Single Pick; Which of these beverage products do you
consume regularly?; Multi Pick; Base: n=4812 tea drinkers, n=60327 all respondents
Sources: Statista Consumer Insights Global as of September 2024
 15% of tea drinkers are innovators or early adopters of new products
Consumer attitudes: innovation

Innovation adopter types based on statements towards innovation by consumers in the U.S.
36%
33%

27% 27%
25% 25%

13%
11%

2% 1%

Innovators Early adopters Early majority Late majority Laggards

Target audience All respondents

24 Notes: Recode based on ’’Which of these statements apply to you?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=4812 tea drinkers, n=60327 all respondents

Sources: Statista Consumer Insights Global as of September 2024

 22% of tea drinkers are negative about the economic situation of United States
Consumer attitudes: view on economic situation of the United States

Economic situation in the United States as perceived by tea drinkers

Target audience 19% 20% 24% 22% 14%

All respondents 21% 20% 25% 20% 14%

Very positive Positive Neither positive nor negative Negative Very negative

25 Notes: ’’How would you evaluate the economic situation of your country of residence?’’; Single Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=4812 tea drinkers, n=60327 all respondents

Sources: Statista Consumer Insights Global as of September 2024

 19% of tea drinkers are negative about their personal economic situation
Consumer attitudes: view on personal economic situation

Perceived personal economic situation of tea drinkers

Target audience 17% 26% 27% 19% 11%

All respondents 19% 25% 29% 17% 10%

Very positive Positive Neither positive nor negative Negative Very negative

26 Notes: ’’How would you evaluate your personal economic situation?’’; Single Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=4812 tea drinkers, n=60327 all respondents

Sources: Statista Consumer Insights Global as of September 2024

 Tea drinkers are more prudent about spending money than the average U.S.
consumer
Consumer attitudes: economic concerns

Agreement with statements regarding economic concerns of tea drinkers

55%
50% 50%
46%

37% 35%
29%
26%

13% 12%

I have been trying to My cost of living has I am worried about I am worried about I have lost my job in
spend less money in increased notably not being able to violence and public the past 12 months
the past 12 month pay my bills unrests in my
country of residence

Target audience All respondents

27 Notes: ’’Which of these statements apply to you when you consider your everyday life in the past 12 months?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=4812 tea drinkers,
n=60327 all respondents
Sources: Statista Consumer Insights Global as of September 2024
CHAPTER 04

Marketing touchpoints

• Media usage

• Social media usage

• Digital advertising touchpoints

• Non-digital advertising touchpoints

 Tea drinkers relatively frequently consume all types of media
Marketing touchpoints: media usage

Type of media consumers in the U.S. have been using in the past 4 weeks
73% 71%
69%
66%
58%
53% 54%
49% 51%
47%
39% 38%
32% 33%
30%
26% 27%
23%
18%
16% 15%
13%

TV Digital Radio Digital Movies / Online Podcasts Magazines Daily news Online Weekly
video music cinema news papers magazines news
content content websites papers

Target audience All respondents

29 Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=4812 tea drinkers, n=60327 all respondents

Sources: Statista Consumer Insights Global as of September 2024

 Social media is widely used among tea drinkers, especially the social network X
(Twitter) is popular
Marketing touchpoints: social media usage

Top 10 social networks used by tea drinkers

73%
70%
64%
60%
53%
49%
42%
40%

28% 28% 27% 27%

23% 22% 21%
17% 17%
13%
8% 8%

Facebook YouTube Instagram TikTok X (Twitter) Snapchat Pinterest LinkedIn Reddit Twitch

Target audience All respondents

30 Notes: ’’What social media platforms do you use regularly?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=1157 tea drinkers, n=15220 all respondents

Sources: Statista Consumer Insights Global as of September 2024

 Tea drinkers remember seeing ads in video portals more often than the average
consumer
Marketing touchpoints: digital advertising touchpoints

Top 10 channels where tea drinkers in the U.S. remember coming across digital advertising

49%
44% 43% 42%
37% 37% 36%
32% 32% 31%
30%
27% 27% 27%
24%
21% 21%
17%
15%
13%

Social Video Video Search Websites Online Video Music Other apps Editorial
media portals streaming engines and apps stores games portals websites
services of brands and apps

Target audience All respondents

31 Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=4812 tea drinkers, n= 60327 all respondents

Sources: Statista Consumer Insights Global as of September 2024

 Tea drinkers remember seeing ads out-of-home more often than the average
consumer
Marketing touchpoints: non-digital advertising touchpoints

Places where consumers in the U.S. have come across non-digital advertising in the past 4 weeks

49%
45%

38% 37% 37%

33% 32% 32%
31%
27%

20% 19% 18%

17% 18%
15%

On TV On advertising Directly in On the By mailshot / In printed At the movies In printed

spaces the store radio advertising magazines /cinema daily
on the go mail and journals newspapers
Target audience All respondents

32 Notes: ’’Where have you come across non-digital advertisements in the past 4 weeks?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=4812 tea drinkers, n=60327 all respondents

Sources: Statista Consumer Insights Global as of September 2024

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 Authors

Jan Gewiese Jilson Varghese Shadha Al-iriani

Senior Research Manager Analyst Analyst

[email protected] [email protected] [email protected]

Jan Gewiese studied Economics (B.Sc.) at the University Jilson Varghese has a background in Financial Shadha Al-Iriani holds a degree in Multimedia Design
of Hohenheim and Business Administration (M.Sc.) at Accounting & Auditing and Business Economics from from Segi University Malaysia and is currently pursuing
the University of Hamburg. Before joining Statista, he the University of Mumbai. Additionally, he pursued a degree in International Business at Leuphana
interned at the Hamburg Center for Health Economics studies in Retail Banking Sales Management at ITM University in Lüneburg.
and Mercedes-Benz USA. University, Raipur, gaining practical experience
In her current position within the Consumer Insights
through an internship at ICICI Bank.
For the Consumer Insights team, he is responsible for team, Shadha is responsible for writing reports,
survey concepts, reports and whitepapers, and In his current position within the Consumer Insights factsheets and other insights material. Shadha also
automation processes. Jan also is a trusted advisor to team, Jilson provides support with creating reports, as provides in-depth quality assurance and contributes to
clients and stakeholders. well as being the resident expert for quality assurance. the layout and design of reports.

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