‘Brits moving beyond traditional tea’

Despite being known for being avid tea-lovers, a recent research claims that Brits are moving away from traditional tea with over half opting for a herbal like green tea or Rooibos, or other leaf-based teas like Earl Grey, as their preferred choice of blend.

The findings, based on 2086 consumers, come just three weeks before the King’s Coronation and marks a shift away from the Traditional English Breakfast tea which has always been widely regarded as the UK’s hot favourite.

According to this year’s research into Brits’ tea drinking habits by global tea specialists The Tea Group, 55 per cent of the nation now prefers a herbal brew with 22 per cent choosing a green tea such as Matcha, and 11 per cent picking a rooibos, ginger, peppermint, chamomile or fruit tea as their blend of choice. The remaining 22 per cent chose Earl Grey or picked ‘other’ for their tea, other than Traditional English Breakfast.

More than half (54 per cent) like to take their tea in the morning with milk. A quarter like it rich and malty, and 15 per cent prefer aromatic and herbaceous, all made directly in a mug for most people (68 per cent). However, one in five agreed that the traditional way to serve tea – using loose leaves, served in a china cup and poured from a teapot – still makes the perfect brew.

The Tea Group found that Brits are now drinking a sizable amount with 47 per cent of the population consuming up to five cups a day, while over a quarter (27 per cent) drink between six to 10 cups of tea a day which is around one brew an hour during the average working day.

Nearly half (46 per cent) of consumers use teatime as a chance to socialise with others, 37 per cent see it as an opportunity for some ‘me time,’ while the majority (87 per cent) say that tea makes them feel ‘calm and relaxed’ or ‘comforted.’ In fact, over a quarter (27 per cent) of people drink tea purely for their wellbeing with 38 per cent drinking tea for both wellness and taste.

Biscuit, cake and sandwich are the nation’s top three favourite foods to accompany their tea.

The findings from The Tea Group also found that nearly two thirds (60 per cent) start drinking tea from a primary school age. A third had their first cuppa before the age of seven, and 16 per cent were five or below.

Commenting on the research, Díaz Ayub, managing director at The Tea Group, said that it is wonderful to see how Brits are embracing the range of artisan tea, cold brews and herbal varieties available today.

“The Traditional English Breakfast Tea has been a staple part of UK culture for centuries, and remains so for 45 per cent of the tea lovers we surveyed. However, our findings reveal that the future of tea is much more diverse with a new generation of tea drinkers who are moving beyond the traditional brew to embrace a mixology of teas that inspire health and happiness,” says Ayub.