Mintel research reveals that 35% of UK tea drinkers aged between 55 and 64 surveyed drink five or more cups of standard black tea a day, compared to 16% of those aged between 25 and 34.
While a cuppa has been something of a national favorite in the British Isles throughout the centuries, it seems that younger consumers are less enthused about the tea-time favorite.
About 48% of those aged between 25 and 34 say that too much standard black tea can stain the teeth, while 23% of this age group says that the beverage has too much caffeine for them to drink it in the afternoon or evening.
Some 21% say black tea is not good for hydration, as 32% of those aged 25 to 34 say they prefer more indulgent hot drinks to tea.
This age group are the most likely to shun the traditional tea bag for a more exotic tea-time drink.
UK consumers aged 25 to 34 are almost twice as likely to drink specialty teas in comparison to those above the age of 55, with 50% of those aged 25 to 34 drinking specialty black tea, compared to 26% of consumers over the age of 55.
Furthermore, 49% of those aged between 25 to 34 drink green tea, compared to 22% of those aged over 55.
They are also more partial to fruit tea, with 48% of the younger group drinking this variety, compared to 28% of those aged over 55.
As a result, while Mintel research reveals that sales of ordinary tea bags are estimated to have dropped by 14% between 2013 and 2015, sales of green bags grew by 39%, specialty bags by 8% and fruit and herbal bags by 13%.
Overall, tea sales in the UK are estimated to drop by 5% in 2016 to reach £614 million (US$711.83 million).
“UK retail value sales of tea have been in decline in recent years, with growth in sales of green, fruit, herbal and specialty teas not enough to make up for a fall in sales of standard black tea which dominates the market,” says senior food and drink analyst Richard Caines.
“Tea brands need to increase the appeal of their products to 16 to 34 year olds who drink standard black tea less frequently.”
“One way of encouraging more tea drinking among younger consumers is with more choice of flavors and indulgent varieties.”
Cakes in pubs
Meanwhile, Mintel research indicates that cake sales grew in 2015 at the fastest rate since 2011, with the market estimated to have grown by 3% to reach £1.22 billion.
The rise in sales comes as cake buyers appear to have reason to celebrate.
Sales of celebration cakes are estimated to have reached £204 million in 2015, up by 19% from sales of £172 million in 2013.
In addition, sales of large cakes rose by 5% from £267 million in 2013 to an estimated £280 million in 2015.
About 80% of UK consumers eat cake, as 51% of cake eaters say they eat it as a mid-afternoon snack.
Eating cake is not limited to tea-time however, as 28% of this group say they eat cake after dinner and 25% have cake as a mid-morning snack.
Furthermore, 6% of respondents have cake for breakfast, rising to 14% of those aged between 20 and 24.
About 80% of cake buyers say they would be interested in buying cakes made with alternatives to refined sugar, for instance made with honey, molasses or agave syrup.
Additionally, 73% would be interested in cakes that use calorie-free natural sweeteners and 71% are interested in cakes made with coconut oil instead of butter.
“The cake market has not floundered amid the heightened concerns about sugar…In this context, superfood ingredients, including ancient grains, coconut oil and vegetables, can play an important role,” says senior food and drink analyst Emma Clifford.
“These can tap into the current focus on positive nutrition. Alternatives to refined white sugar can also boost perceived health credentials.”
“This offers an alternative to moving to low-sugar formulations, which pose significant challenges for cakes.”
Besides tea-rooms, 29% of pub diners have visited a pub or bar for a hot drink only (e.g. tea, coffee) and 9% of UK consumers have visited pubs for afternoon tea/coffee and cakes.
However, Mintel pinpoints the afternoon tea trade as a key growth area for UK pubs.
“That few pubs have made a point of developing or marketing an ‘afternoon tea’ offering is no doubt a key factor in low usage of afternoon teas compared with hot drinks only,” says Caines.
“This nonetheless suggests scope for more pubs to build revenues by encouraging people to have something with their hot drink.”
