Are you wondering what's trending in tea with Gen Z and millennials? Looking to learn more about their consumption patterns and what they want from tea brands?
Suzy Badaracco, president of Culinary Tides, Inc., sets the scene for us with a fictional conversation between a millennial and Gen Zer that is full of real facts!
Scene 1: The Introduction
Setting: A bustling airplane cabin. Two passengers, Millennial Max (early 30s) and Gen Z Zoe (early 20s), settle into their seats next to each other. Both are en route to the World Tea Expo. They are each sipping on different teas— Millennial Max with a loose-leaf green tea and Gen Z Zoe with a cold brew bubble tea in hand.
Max (grabbing a notebook from his bag): “So, are you headed to World Tea Expo, too?"
Zoe (nodding, pulling out her phone): “Yeah! I’m really into all the new blends and how tea is changing. What about you?”
Max (smiling): “Same here, though I’m probably more into the classic stuff. Been drinking tea for as long as I can remember.”
Zoe (with a curious look): “Classic? Like black and green teas?”
Max (chuckles): “Yeah, mostly. According to Circana, us millennials are big on black and green teas, especially for their health benefits. I usually go for loose-leaf tea over bags these days—quality, you know?”
Zoe (grinning): “That’s cool! Gen Z is getting into tea, too, but we’re definitely more about experimenting. Finlays talks about how my generation’s into fruit-infused teas, matcha, and bubble tea. We like anything that’s fresh and fun!”
Scene 2: Tea Consumption Patterns
They both sip their tea for a moment, settling into the rhythm of the conversation.
Max (taking a sip of his tea): “I read that 87% of millennials drink tea, and we’ve been key in tea’s rise in popularity. It’s like a daily ritual for me.”
Zoe (scrolling through her phone): “Yeah, Gen Z’s catching up fast. We really picked up tea drinking during the pandemic, but it’s less about rituals and more about convenience. Cold brew teas? Love them. They’re so refreshing and easy to grab on the go."
Max (raising an eyebrow): “Cold brew? Never really got into it, but I hear it’s smoother, less bitter.”
Zoe (enthusiastic): “Exactly! It’s perfect for iced tea, which is what we mostly drink. Plus, we’re always looking for something different—herbal, fruity, even sparkling teas. Keeps things exciting.”
Scene 3: Spending Patterns and Social Media Influence
They both pull out their phones, taking quick photos of their tea for social media.
Max (rubbing his chin): “We definitely spend more on tea than older generations. Premium teas, wellness blends... we’re willing to pay for quality. I’ll splurge on high-quality teas, especially those with health benefits or sustainability claims. Circana mentioned that’s pretty typical for my generation. We’re all about the experience, and we’re willing to pay for it.”
Zoe (agreeing): “Yeah, we’re a bit more price-conscious, but we’ll still pay extra for unique experiences. Tea flights, tea pairings with food—we love making tea social. Finlays mentioned that platforms like TikTok fuel our creativity with tea. It’s not just about the tea; it’s the whole experience. Tea videos, tea-tasting flights—stuff that’s super shareable. We love making tea a social thing.”
Max (with a laugh): “Circana noted how much we millennials engage with brands on Instagram and YouTube. Instagram’s my favorite place to find new tea brands. Between influencers and tea-infused cocktail recipes, it’s hard not to get inspired. It’s all about visually appealing packaging and a strong brand story, especially around sustainability and health. We love sharing our tea rituals and anything that fits our wellness lifestyle.”
Scene 4: Health and Wellness
Max (leaning forward): “I think we both agree that tea is a great way to support wellness. For millennials, it’s all about functional teas. Stress relief, digestion, immune support. Matcha’s been huge because of its cognitive benefits. Circana’s research says we’re drawn to teas with adaptogens and herbs like turmeric and ginger.”
Zoe (nodding): “Totally, but for Gen Z, mental health is a big focus. We’re into teas that help with anxiety or gut health. Adaptogens, like lion’s mane and ashwagandha, are everywhere now. Chamomile and ginger are my go-tos when I want something calming. And, as Finlays points out, clear labeling is super important for us. We want to know exactly how tea can help us.”
Max (with a smirk): “I guess we’re both looking for balance, just in different ways.”
Scene 5: Flavor Innovation
The conversation shifts to their personal tea habits and flavor preferences.
Zoe (excitedly): “Okay, let’s talk flavors! Have you tried bubble tea? Gen Z is obsessed. We love customization. I’m always mixing flavors—tropical fruits, dessert-inspired teas. Finlays says it’s all about experimenting. We’re all about the fun, interactive experiences when it comes to tea. Even the textures matter!”
Max (smiling): “I’ve tried it, but I’m more into herbal and fruit-infused blends. Peach-black tea, ginger chai—stuff that gives a twist to the classics. Circana talks about how millennials love combining traditional teas with something new, but we’re not quite as wild as you guys.”
Zoe (laughing): “Hey, nothing wrong with pushing the boundaries!”
Scene 6: Sustainability and Ethical Sourcing
Zoe (looking serious): “What about sustainability? For us, it’s non-negotiable since we were the first generation born into it. We won’t even look at a brand if it doesn’t have organic or fair-trade labels. Finlays says 91% of Gen Z prefers sustainable companies.”
Max (nodding): “It’s big for us, too. We’re willing to pay more for sustainable teas—72% of millennials do, according to PDI Technologies. But we tend to care more about ethical sourcing and fair wages for workers. I feel like we’re all part of a bigger movement to shift the market towards sustainability. That’s why single-origin teas, especially loose-leaf, are my go-to.”
Zoe (with a smile): “I totally get that, but I’m usually grabbing something convenient—like ready-to-drink teas. Guess we’re both trying to save the world, one cup at a time.”
Scene 7: Looking Ahead
The plane starts its descent. The flight attendant announces their approach to their destination.
Zoe (thoughtful): “You know what’s cool? Both our generations are into functional teas—gut health, mental clarity—and those trends are going to keep growing. Plus, cold brew teas are just going to get bigger.”
Max (nodding): “Agreed. I think the next big thing will be even more sustainability. Transparent sourcing, recyclable packaging—brands that don’t adapt won’t make it. And yeah, new flavor combos are always going to be a hit, especially as more people start experimenting with tea cocktails.”
Zoe (grinning): “It’s fascinating how much our generations overlap but also where we diverge. I’m looking forward to the Expo—lots to learn.”
Max (smiling): “Totally! I bet we’ll see some cool new innovations there. Who knows, maybe there’s a new tea trend we haven’t even heard of yet. Cheers to that!”
They raise their cups in a toast, both united by their love for tea, despite their generational differences.
Plan to Attend or Participate in World Tea Expo, March 24-26, 2025
To learn about other key developments, trends, issues, hot topics and products within the global tea community, plan to attend World Tea Expo, March 24-26, 2025 in Las Vegas, co-located with Bar & Restaurant Expo. Visit WorldTeaExpo.com.
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Phone: +1-212-895-8493; Email: [email protected]
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