Celestial Seaonings Competition
Competition
Currently the tea industry is expanding domestically and internationally at quite strong rates. As fore mentioned, the current rate of growth is set at 2.05% worldwide; this is a good indicator that tea is a strong product. Domestically, tea sales produced 751.7 million dollars in 2001, with Celestial Seasonings controlling 12.8% of the dollar share. The other 77% of this market is controlled by many other tea producing companies; Celestial?s main competitors in their field are Lipton, Bigelow and Luzianne Teas. Each one of these companies is distinctively different from basic company structure to products offered; the only common ground shared by these competitors is their fight over American tea sales.
The largest competitor for Celestial is Lipton Tea; Lipton is owned by the Unilever Group, a food and drink conglomerate that controls over 300 different products. Lipton Tea itself has been around for over 120 years; it is the most recognizable tea in the world, available in 110 countries and is most popular in England, Europe, North-America and the Middle East (Lipton, 2003). Lipton itself is the world?s third largest beverage brand by volume with sales over 3.3 Billion. Lipton
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