IF you’re a millennial, there is a big chance you are choosing a good cup of tea over alcohol, well that is according to a recent survey conducted by Mintel.
The market intelligence agency says that almost 49% of those surveyed in the UK have agreed that they preferred tea over alcohol.
They believe this could be related to the current economic situation with the cost of living increasing, coupled with the need to lead healthier lifestyles.
This is further supported by Adele du Toit, a leading spokesperson for the SA Rooibos Council (SARC) who says that consumers are feeling the pinch amid high inflation costs and would choose a good quality tea as an affordable treat over an alcoholic beverage.
“The pandemic has hugely impacted the global economy, with consumers opting to buy groceries and prepare meals themselves versus going out to eat.”
According to Forbes Magazine, this huge shift in thinking has led to the closure of thousands of bars and nightclubs across the US, UK and Europe.
This dynamic has worked in favour of the tea industry, with consumers choosing to go with products that provide functional benefits that will improve their health and well-being. This has led to the latest trend of “afternoon tea” becoming the new happy hour.
According to Nicie Vorster, a director of the SA Rooibos Council, the tea industry has seen increased interest via online searches for tea pairing parties and recipes for healthy teas.
With global interest increasing for more sustainable products, tea ranks highest for consumers who prefer ethically sourced tea with environmental sustainability. Certified tea sales growing by 49% over the last few years which includes tea with Rainforest Alliance, UTZ certification, as well as Fairtrade accreditation.
It is exciting to see this change in dynamic, which begs the question:
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