13.

Iced tea consumption occasions, places

We also wanted to know where the respondents (N=162) most often drink bottled iced tea. This
question asked respondents to rank the categories provided (e.g. at home, in a restaurant, on the go,
at school, etc.). The final order was: at home, on the way, at a restaurant, at work, at school and at
a house party. This shows that most of the young people we interviewed drink bottled iced tea at
home and on the go.

14. Iced tea buying habits

After consumption, we also wanted to find out the iced tea purchasing habits of the respondents
(N=162). Respondents had to tick each of 9 categories (e.g. hypermarket/supermarket, buffet,
restaurant, convenience store, etc.) where they most often buy ice-cream.

The final result showed that almost 80% of our respondents buy ice cream in a
hypermarket/supermarket and 70.4% in a convenience store, small shops. However, only 2.5% of our
respondents buy bottled iced tea from online stores, making it the least popular place to buy.

15. Openness to the flavours of iced tea

We also wanted to find out which iced tea flavours are preferred by young people and how open
they are to trying new flavours. We researched the existing iced tea flavours on the market (e.g.
lemon, peach, strawberry, etc.) and listed them, asking respondents to choose up to three of the
flavours they would consider their favourite. As expected, peach and lemon were the winners of the
iced tea flavours. Almost 80% of respondents (N=162) considered peach flavoured iced tea and
almost 67% lemon flavoured iced tea their favourite. However, following the two favourite flavours,
three less common flavours stood out, which were also liked by our respondents. These were
strawberry, passion fruit and plum, preferred by 34.4%, 26.3% and 14.4% of respondents
respectively,

After exploring the favourite flavours, respondents (N=162) were asked about their openness to new
flavours. In this case, they were asked to select on a scale of 1 to 7 how open they were to trying new
flavours. On the scale, 1 meant 'Not at all open' and 7 meant 'Very open'. The final result shows that
the majority of respondents, 30.2%, are very open to trying new flavours.

24. Brand loyalty

Brand loyalty was assessed by asking respondents in the sample (N = 162) whether they typically
consumed a favourite brand of iced tea or whether other brands were an option. In this case, we
examined the segments we created and found that MyTea fans (N=40) consumed only the same
brand in the largest proportion (i.e. 25%), those who were less sympathetic to Rauch MyTea (N=13)
consumed only the same brand in the largest proportion (i.e. 5%), and impulse consumers (N=46)
preferred and consumed more than one brand (23%).
25. Meeting Rauch My Tea

We then asked them in the questionnaire where, as iced tea consumers (N=162), they had
encountered Rauch My Tea. The two most popular meeting points were in-store and social media.
63.10% of respondents most often encountered Rauch My Tea in a store, while 38.90% encountered
it on social media. The least frequent channels are radio (1.90%) and newspapers (6.40%). Based on
this, we believe that it is worthwhile to put a strong emphasis on even wider in-store sales and social
media platforms.

We would also like to investigate whether there is a difference between segments in terms of who
has come across Rauch My Tea and where. To do this, we created a cross tabulation where we looked
at the distribution of who had encountered the product and where in each segment we created.
Here we found that overall, the store and Social Media were popular meeting points in all clusters.
However, we think it is worth observing the segment "not sympathetic to Rauch My Tea".
Proportionally it is true that this is the smallest segment, it may be important information for the
brand to know where they are less likely to encounter My Tea. Of the areas where they have little or
no exposure to Rauch My Tea (posters, TV, radio, newspapers, festivals), it would be most useful to
focus on festivals and posters to capture this segment.