Trend Watch: Next gen tea

Us Brits may be a nation of tea lovers, but the days of the classic builder’s brew being our cuppa of choice could well be numbered… With younger generations moving away from traditional black tea blends towards herbal and/or functional infusions, there’s never been a better time to refresh your
tea range.

What’s happening in the UK tea market right now?

According to Mintel/Cicada’s Tea & Other Hot Drinks report, fruit and herbal teas are on a striking upwards trajectory, with a value of £139 million and a YOY growth rate of 14% – in stark contrast to the black tea sector, which while worth £377 million is only seeing half of that growth annually.
Black tea sales may be dropping, but there are plenty of other opportunities out there for discerning retailers and the shoppers they serve. “Whilst it is true that retail sales of black tea are down, consumer uptake of other categories i.e green and white teas, is on an upward trend,” agrees Carri Hecks of the UK Tea Academy.

What’s behind the growth in herbal tea?

“Older age groups are looking to wellness blends, herbals and functional teas/infusions to help combat ageing and to stay in step with recent health trends,” explains Carri. “Wellness podcasts offer really great insights into all the products available and how well they perform.”

“The growth of herbal teas, organic choices, and innovative blends reflects a global shift toward wellness and sustainability,” explains Suranga Herath, CEO of English Tea Shop. “At English Tea Shop, this has always been our focus and we use an extensive range of organic ingredients, and we’re committed to making it even better with every blend we create.”

Aren’t herbal teas a little… bland?

Offering a flavour-packed alternative to the often bland and dusty fruit teas in the mainstream market was a key driver for Craig Harries, managing director of Flavourhead. With professional experience within the taste-driven world of cocktails, he was inspired to produce a format that let a perfectly balanced blend of ingredients sing. “Cocktails are a carefully curated balance of ingredients, and like fine wines, a really great quality one has distinct layers of flavour,” he says.

Inspired by popular cocktails like negronis and tequila sunrise, Flavourhead blends deliver the taste promised by their aromas – a feat all too rare in the herbal tea realm – and this is what customers are looking for now; particularly those who are looking to step away from mass-produced brands towards a carefully crafted experience.

How about matcha and bubble tea?

“The growing awareness of the many benefits of matcha is fuelling interest alongside a massive presence on social media – particularly TikTok and Instagram. In fact, the hashtag #matcha currently has 9 million posts,” says Carri. “Meanwhile, bubble tea is behind a generational shift challenging coffee as Gen Z and Millennials are influenced by migration patterns, social media influencers and food trends, according to Ruby Tandoh in her book All Consuming.”

What’s behind the health claims?

“Tea is packed with polyphenols – which is a current buzzword in gut health,” says Carri. “Also known as antioxidants, it has been discovered that they help combat gut inflammation which can lead to serious diseases and health issues. There is also a magic ingredient in tea called L-Theanine, an amino acid which calms the brain, whilst the lower levels of caffeine keeps us alert but not overstimulated. Which probably accounts for why we often have a cup of tea first thing in the morning or later in the day, rather than coffee, which can over stimulate and give us the jitters or prevent us
from sleeping.”

What is ‘clean’ caffeine?

Caffeine is the talk of the town right now, and with many shoppers opting for decaf blends – to improve sleep or reduce symptoms of stress – decaf products or those boasting ‘clean’ caffeine are worth exploration.
In a nutshell, ‘clean’ caffeine is a health-led trend that ticks a lot of speciality retailer boxes. The buzzword refers to caffeine that has a natural and minimally processed source. A high quality, low/no sugar or chemically-treated tea is more likely to have ‘clean’ caffeine than a mass-produced, highly processed one, and is less likely to cause unpleasant side effects such as the infamous ‘jitters’.

What else is trending?

Believe it or not, teapots are back in vogue. According to a recent study by Yorkshire Tea, Gen Z is more likely than any other generation to use a teapot while making a brew. Indeed, more than a quarter (26%) of 18-24 year olds use one every day, compared to 14% of all age groups. This could be in part down to the reputed health benefits of using a teapot such as contributing to your iron intake (if you brew usng a cast iron teapot).
Having said that, nearly a fifth (19%) of UK consumers own a teapot and don’t use it, so don’t put all your eggs in the loose tea basket just yet.