SOURCE: Celestial Seasonings

Celestial Seasonings

October 01, 2013 12:31 ET

Celestial Seasonings® Finds Women Go to Great Lengths for More "Me Time"

New Survey Shows There Isn't Much That Will Come Between Women and the Time They Need for Themselves

BOULDER, CO--(Marketwired - Oct 1, 2013) - A survey by Wakefield Research for Celestial Seasonings® brand polled today's American woman* to explore a relevant topic -- "me time" -- and measure the value women place on it. The survey demonstrates women are seeking a peaceful moment, away from everyday chaos.

On any given day, 42 percent of women surveyed have less than an hour of time for themselves including the majority of moms surveyed (54 percent). This time crunch is causing women to get creative, and even fib, in order to preserve time for themselves.

"Women tell us they associate tea time with 'me time.' We hear this through social media, in focus groups and at our Celestial Seasonings tour center, so we know the topic is important to our fans," said Jennifer Stolte, senior director of marketing at Celestial Seasonings. "This poll reinforced the relevance and need for 'me time,' and we'd like to encourage our fans to break away from life's daily grind whenever possible."

Other truths from the survey:

  • Creative Escapes. More than 80 percent of women have gone elsewhere to find sanctuary, including retreating to the bedroom (most popular), heading to the bathroom, vacating their property for a friend or family member's house, hanging out in the car and even finding a spot in the garage.
  • Prioritizing Me Over Us. Two thirds of women surveyed say they would rather go without sex than "me time."
  • White Lies. Pretending to feel sick or already have plans are two common excuses used by the 75 percent of women who have fibbed for the sake of "me time."
  • Almost Equal Time. Who has more "me time" -- mom or dad? More than half of moms in a relationship feel their significant other does a better job incorporating "me time" into daily life.

Based on this consumer feedback Celestial Seasonings is ready to help, one cup of tea at a time. This month, tea drinkers can head to the Celestial Seasonings Facebook page for weekly giveaways as part of the brand's "It's Tea Time" promotion, which reminds fans to take a step back and find time for themselves each day.

*Survey among American women ages 35+

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