While a glass of red wine or a gin and tonic might seem appealing to some, about half (or 48 percent) of British tea lovers say they sometimes drink tea as an alternative to alcohol – according to research from Mintel in the fall of 2022.
In fact, it’s Millennial tea lovers (from ages 26 to 41) who are the most likely generation to make the switch, as 55 percent of these consumers are sometimes ditching booze for a cup of tea. On the opposite spectrum, just 44 percent of those aged 65 and over sometimes make the swap. Overall, about half (49 percent) of all Brits agree that tea is a good alternative to an alcoholic drink.
As the cost-of-living crisis continues, Mintel research reveals that a posh cuppa is proving to be a viable luxury, as two-thirds (64 percent) of those swapping alcohol for tea believe that high-quality teas are an affordable treat. This comes as Mintel research finds two in five (38 percent) of those who have reduced/limited their alcohol intake say they have done so in order to save money. Overall, a fifth (21 percent) of Brits don’t drink alcohol and a third (32 percent) have moderated their intake.
In a bid to tighten the purse strings, savvy Brits are turning to their faithful flasks as half (48 percent) of tea lovers say they like to save money while out of home by bringing their own tea with them (eg. in a thermos or travel mug). This rises to 67 percent of tea lovers aged 25 to 34.
In addition, Brits will have spent an estimated £670 million (about US$719 million) on tea (see footnote 1) in 2022. Ordinary tea (see footnote 2) will account for just over half (53 percent) of value sales (£355 million or US$388 million), followed by fruit and herbal tea, which will account for just under a fifth (18 percent) of value sales (£120 million or about US$128 million). Specialty tea (see footnote 3) (10 percent at £68 million or about US$73 million) and decaffeinated tea (nine percent at £60 million or about US$64 million) will account for a tenth of sales respectively.
Angharad Goode, a Mintel research analyst, said, “Tea is a comforting constant for British consumers. After facing such an emotionally draining time during the COVID-19 pandemic, and with more uncertain times ahead amidst the growing pressures on household incomes, the image of tea as a little emotional pick-me-up is ever more relevant for brands to tap into. Six in 10 [61 percent] people think drinking tea is a good way to boost mood, rising to 70 percent of tea drinkers. The cost-of-living crisis will increase the appeal of this wellbeing boosting perception as consumers seek out emotional support during stressful times. While cost-saving efforts are on the rise, tea’s positive image and consumers turning to evenings in over out-of-home leisure should go some way to drive demand for tea.”
Goode added: “Alcohol moderation trends represent potential areas of growth for tea in the longer term, while environmental concerns will continue to drive flask/reusable cup usage in a bid to avoid single use cups and also helping consumers stick to a budget.”
To learn more about Mintel, visit Mintel.com.
Footnotes:
1. Including tea purchased through retail only. Excludes tea through foodservice (eg. tea from coffee shops, restaurants, work canteens).
2. Standard black tea.
3. Higher-quality tea and named blend teas (eg. Darjeeling, Ceylon, Assam, Kenyan blends).
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