Young adults prefer cake over tea
The stereotype of Brits being tea drinkers and crumpet eaters looks set to change as young adults prefer cake over tea, a recent consumer study has found.
Whilst we are predominantly coffee drinkers here at Caffe Society, we do have a few tea-drinkers and like a classic cup of tea ourselves.
The report into the drinking (and eating) habits of the British public shows that many are shunning the traditional cuppa in favour of green and fruit teas with sales of traditional tea set to drop by around five per cent this year alone…
Sales of green tea and fruit teabags has grown year-on-year since 2011, with green tea bag sales up 39 per cent since 2013, speciality tea bags have grown eight per cent and fruit and herbal tea bags have grown 13 per cent during the same period.
There is now a booming alternative tea market ready for you to delve into.
Younger consumers lack enthusiasm for #tea, with 48% of UK 25-34s saying too much of the drink can stain your teeth https://t.co/h0Hm2TUi83
— Mintel Research News (@mintelnews) August 10, 2016
This research was conducted by consumer analysts Mintel to mark National Afternoon Tea Week, and has shown that although older people (ouch) still love a cuppa, those under 24 are much more willing to experiment with their drinking habits.
More than 35 per cent of tea drinkers between the ages of 55 and 64 drink five or more cups of standard black tea per day, whereas just 16 per cent of adults between 25 and 34 drink five or more cups of black tea per day.
This changing trend has seen a market develop for ‘craft speciality teas’, with companies offering a wider variety of mixed blend teas to appease the 49 per cent of 25 to 34 year olds who are drinking green and fruit teas.
“Tea brands need to increase the appeal of their products to 16 to 34-year-olds who drink standard black tea less frequently,” said senior food and drink analyst at Mintel, Richard Caines.
“One way of encouraging more tea drinking among younger consumers is with more choice of flavours and indulgent varieties,” he added.
Cake is one area where there has been steady growth since 2013. Now four our of five Brits eat cake, with more than half doing so as a mid-afternoon treat.
Despite this decline in tea drinking, Mintel’s research shows many Brits reach for a cuppa alongside a slice of cake or a biscuit – with a vast 86% of tea drinkers saying that tea is a good accompaniment to biscuits or cakes.
“It is widely accepted that tea is a good accompaniment to biscuits and cakes. Given the sugar scare, however, and that usage of such treats is in decline, these strong associations could have had a negative impact on the tea market.” added Mintel’s Emma Clifford.
The popularity of shows such as The Great British Bake Off could be part of the reason for such an increase, with the programme amassing 13.4 million viewers tuning in to see Nadiya Hussain crowned the champion of the 2015 edition of the show.
The proof of the pudding is in the tweeting.
We’re delighted to confirm that #GBBO will return on Weds 24th August!? pic.twitter.com/lsiEM6cgk9— British Bake Off (@BritishBakeOff) 5 August 2016
We still think that the best combination is coffee and cake anyway…but if you would like to see our superb fruit tea options for your business, then please click here to be redirected.
To view and read the report compiled by Mintel please visit: www.mintel.com