The market for hot beverages suffered a significant decline over the last decade. Household consumption of tea and other hot beverages fell by 30% in the case of tea and 17% for coffee, while consumption of hot chocolate and branded food drinks has stagnated. The two sectors of the coffee market exhibit very different faces when it comes to branding. The roast and ground sector is dominated by own label products, which account for some 46% of sales. In part, this is due to consumer confusion over the plethora of products on supermarket shelves ­ it is perhaps simpler (and certainly easier) to trust the retailer than to attempt to make sense of the range of different and often unfamiliar brands, beans and blends. By contrast, the instant sector is very much the preserve of brands: Nestlé alone accounts for almost half the market, while its main rival, Kraft Jacobs Suchard, takes 22%. Own label products take only 16%. In the case of tea, own-label as a proportion of total retail sales has declined from 26% to 23%, as the market polarises in favour of the main brands. Mintel's consumer research for the tea market shows that almost half of housewives (45%) always choose the same brand, while a similar proportion choose well known brands. Own-label and economy brands have decreased in popularity. The biggest problem facing the tea and coffee markets is their inability to attract young people. Both face stiff competition from soft drinks, particularly carbonates, mineral waters and, to a lesser extent, fruit juices. Consumers are spending twice as much on cold drinks as they are on hot ones, a trend which recent mild winters have contributed to. Household consumption of hot beverages per person, per week (1989-99) (grams) '89 '96 '97 '98 '99 % chg 89-99 Tea 46 38 36 35 32 -30 Coffee 18 17 14 16 15 -17 Cocoa & drink choc 4 3 3 3 4 Branded food drinks 5 5 5 3 5 Total beverages 74 64 59 58 56 -24 Source: NFS, MAFF 2000/Mintel {{MARKETING - P&P }}