A profile of older green tea consumers in the USA

Abstract

Purpose

The purpose of this paper is to identify the demographic and psychographic characteristics of older green tea consumers in the USA. By understanding this segment’s background, perceptions, and behaviors, health and marketing professionals can tailor messages to reach clients and consumers.

Design/methodology/approach

An online survey was completed in January 2014 with 1,335 older adult consumers (=55 years old). Data were analyzed using descriptive statistics and binomial logistic regression.

Findings

More than half (n=682, 51.2 percent) of respondents drank green tea. Most green tea consumers in this sample are college-educated and employed female home owners. The odds for green tea consumption are greater if a respondent is in good health, was informed about diet and health, or made a health-related dietary change in the past year. There are greater odds of consumption if the respondent is familiar with the relationship between drinking green tea and the reduced risk of cancer however, the importance of health statements on product labels are not predictive of consumption.

Research limitations/implications

This study was conducted in the USA and with older adults. Future research should explore characteristics of younger consumers, i.e. 18-54 years old.

Practical implications

Health educators, regulators, and marketing professionals may use this profile to tailor messages that speak to consumers and client’s values and motivations.

Originality/value

To the authors’ knowledge, this is the first profile of older adult green tea consumers in the USA.

Citation

Berhaupt-Glickstein, A. and Hallman, W. (2017), "A profile of older green tea consumers in the USA", British Food Journal, Vol. 119 No. 12, pp. 2932-2944. https://doi.org/10.1108/BFJ-12-2016-0592