80% of tea brands cite wellness as a trend driving sales
Consumers search local for their tea to reduce carbon footprint
Tea pairing menus on the rise
PUT the kettle on – but make mine a herbal! Millennials are ditching the traditional breakfast brew in favour of wellness teas, according to a new report.
“Much as there has been a coffee revolution, a craft beer revolution and even an organic food revolution there is now a tea revolution taking place,” said the National Tea Day’s Modern Tea Trends 2019 report
Traditional tea brands (80%) are responding with new product developments in wellness teas along with a move to plastic free products and hyping their sourcing and ethics credentials.
Family-owned and local brands are set to be key winners amongst environmentally conscious consumers seek to reduce their carbon footprint.
Be warned; millennials will scrutinise the entire supply chain – from where a product is packaged, provenance of tea gardens – to studying what a brand is up to in the local market.
Although having a cuppa will always remain comforting, millennials are looking for sensory experience beyond taste.
London has seen an emergence of tea experiences from afternoon tea to six-course tea pairing menus, in a bid to capitalise on the growing trend and consumers’ willingness to spend double on a wellness tea compared to a breakfast brew.
“The key for hospitality leaders is to now realise they have to deliver an experience far beyond what one could expect to receive in the home,” said the report.
“Tea really is the only beverage that can be consumed 17 hours a day. Restaurants in particular are realising this and incorporating it across their menu’s right through breakfast, afternoon tea to dinner.”
- National Tea Day (21 April 2019) is in partnership with mental health charity MIND. The aim is to get people talking over a cuppa.
2019 sees the launch of the ‘Reignite Your Passion’ campaign encouraging people to get excited about sampling great teas again and to opt for a healthy tea which can help you feel better. Click here for more information.