Almost half of Gen Z consumers are choosing tea over alcohol to prepare for life's big moments, with many treating a brew as a modern self-care ritual rather than simply a daily habit, according to new research from Twinings.
The study found that 47 per cent of Gen Z respondents said tea has replaced alcohol as their drink of choice before important occasions, compared with the national average of 37 per cent and just 25 per cent of Baby Boomers, highlighting what the tea brand describes as a growing generational shift.
Twinings said younger consumers are increasingly using tea as a way to mentally prepare for both major milestones and everyday challenges. Nearly two-thirds (62 per cent) of Gen Z respondents said they had made a cup of tea to prepare themselves for an event, compared with 40 per cent of Baby Boomers.
The research found that Gen Z are most likely to reach for a brew before moments such as a driving test or university exam, a major work meeting, the first day in a new job, opening work emails after annual leave, commuting to the office, exercising, dealing with life administration or even watching the finale of a favourite television series.
Isabella Ayala Heaton, a 25-year-old videographer, said tea had become her own version of "Dutch courage".
"I always have a cup of tea before a night out. It helps me get into the right mindset before going out with friends, or even before a date," she said.
"One of the more memorable times was ordering a cup of tea in a pub instead of a pint while on a date. It got a few funny looks, but we ended up laughing about it and we're still together six months later."
The findings also suggest tea is increasingly associated with wellbeing among younger consumers. Almost half (49 per cent) of Gen Z respondents said having a cup of tea before an important moment made them feel like "the main character" in their own life, while 32 per cent described making tea as a calming process and 25 per cent viewed it as a form of low-effort self-care.
More than one in five (22 per cent) said tea is a tradition steeped in history but preparing it has become a modern mindfulness ritual, while 21 per cent said they enjoy the manual act of making tea as a break from screens.
To capitalise on the trend, Twinings has launched a limited-edition "Tea Bag Bag" – a compact accessory designed by Saffron Rutter that clips onto bags and carries a single tea bag for consumers wanting to enjoy a brew on the move.
Bryony Osmond, master blender at Twinings UK & Ireland, said younger consumers were reshaping perceptions of tea.
"Gen Z are helping reshape what tea means today. They're looking for blends that feel intentional, flavourful and reflective of their lifestyles – and that's creating exciting space for innovation," she said.
"We're seeing growing interest in teas that feel lighter and more purposeful, including blends like Glow, which has really struck a chord with younger consumers."
Gill Close, marketing director at Twinings UK & Ireland, added that younger consumers were adapting a long-standing British tradition to suit modern lifestyles.
"A cup of tea has long been part of family life in the UK – a small ritual passed down through generations – but younger consumers are now making it work for them," she said. "They're not walking away from the tradition; they're adapting it to fit their own routines, tastes and everyday needs."