Gen Z Drinking More Tea
28% of the UK population go out for Afternoon Tea at least once a month but this rises to 56% of Gen Z who are leading the way
When asked about the choice of tea at Afternoon Tea, 77% of Brits and 83% of Gen Z stated it was important
English Breakfast remains the nation’s top favourite tea to have with cake, but Herbal Tea and Green Tea are the teas of choice to accompany cake amongst younger generations
The tradition of Afternoon Tea has also had an in home revival with 25% of respondents preferring to enjoy tea at home or at a friend’s
JINGTM Tea are single garden tea experts, responsibly sourcing the world’s finest teas via personal relationships with growers, and working globally with some of the best hotels, tastemakers and restaurants. JINGTM Tea have commissioned a survey to uncover new consumer Afternoon Tea trends that are sweeping the nation.
AFTERNOON TEA
Britain is a nation of tea lovers, on average we drink 3.61 cups a day with 46% of the nation drinking 4 cups or more per day.
Tea and Cake is a firm favourite in the UK, but the JINGTM Tea Survey shows Afternoon Tea, a tradition since the 1800s, is making a resurgence amongst younger generations with 56% of Gen Z and 30% of Millennials going out for Afternoon Tea at least once a month.
The story of Afternoon Tea begins in 1840 with a cup of tea, enjoyed by Duchess Anna of Bedford. Every day at 4pm she would have a pot of tea, while staring longingly at the clock, wishing the hours away until it was time for dinner. One day, having eaten very little at lunch, she could no longer bear the wait and ordered the kitchen to bring her pot of tea with some buttered bread and cakes and so the tradition began.
Today, the JINGTM Tea Survey shows this tradition is reviving across the UK, with 28% of the nation going out for Afternoon Tea at least once a month, with regional hotspots including London 52% and the North East 35% experiencing Afternoon Tea at least once a month. Consumers are celebrating special occasions with Afternoon Tea; 54% of 18 to 24s celebrate with Afternoon Tea at Christmas and 43% of 25 to 34s enjoy celebrating a Birthday with Afternoon Tea.
A growing nation of foodies, cake, biscuits, and sandwiches are of course key to consumers' Afternoon Tea experience, but 77% of the population cite quality of tea to be an important factor, with 83% of 18 to 24 year olds and 92% of Londoners looking for an excellent choice of tea when experiencing Afternoon Tea.
The research also showed that loose leaf tea is on the rise with a standout 77% of Brits drinking loose leaf tea ‘at least once a month’ and 69% of Gen Z (18 to 24s) drink loose leaf tea at least once a week. When questioned, 35% of Gen Z said ‘it gives more organic options’, 20% believe it is more sustainable and 33% that it ‘gives a better quality tea’. Add this to 56% of Gen Z’s going out for Afternoon tea at least once a month, the Loose Leaf Afternoon Tea experience is certainly being revived for the younger, modern tea drinker.
With a quarter of the nation drinking more loose leaf tea now than a year ago; the figures show that 55% of the nation drink loose leaf ‘at least once a week’. Although, weekly consumption figures in some regions are over and above this including: The South West (72%), London (66%), East Anglia (62%), The North West (59%) and The East Midlands (56%). Interestingly, in Wales, of those who are drinking more loose leaf, 65% cite taste as the main reason for doing so, which is 11% more than the national average. Similarly, in The South West and The South East, (72%) and (68%) of those drinking more loose leaf cite they are doing so because it's more sustainable.
“JING Tea is the go to supplier for many of the world’s best hotels and restaurants and we pride ourselves with second to none expertise in pairing food and tea combinations that complement each other perfectly. The resurgence of Afternoon Tea and the need for a great choice and quality of tea particularly in Gen Z and Millennials supports our mission to provide excellent Single Origin Tea choices for all ages.” [Catherine Archer, CEO of JING Tea]
English Breakfast / Black Tea remains the nation's favourite tea to have with cake, but Herbal Teal and Green Tea are on the increase amongst Gen Z and Millennials; with more men drinking Herbal Tea and women drinking Green Tea. Of the 18 to 24 year olds polled “what they most commonly drink with their slice of cake”, 15% said Green Tea and 17% Herbal Tea – both over and above traditional English Breakfast Tea.
Hotels, restaurants and cafes are still the preferred choice for Afternoon Tea and special occasions (57%); however there is a growing revival of choosing Afternoon Tea at home across all age groups, in particular, 30% of Gen Z (18 to 24s) and 31% of over 65s. Since the pandemic, the evolution of home delivery and takeaway options from high end establishments through to local bakeries, factor into the increased accessibility enabling Brits to enjoy Afternoon Teatime as a get together with friends and family in the comfort of their own home as well as out and about.
This survey was commissioned by JING Tea with One Poll and polled 2,000 respondents nationally.
Create the perfect loose leaf tea experience at home with: JING’s One Cup Tea-iere and these delicious food pairings:
Order sweet and savoury treats from Gail’s via Deliveroo so you can create a delicious Afternoon Tea at home
JINGTM supply a wide variety of loose leaf teas to a host of first class hotels and establishments, here you can find ways to book Afternoon Tea at some of our favourites:
High Tea at the Burj Khalifa; the highest afternoon tea in the world
“JINGTM Tea is the tea brand of choice for the JING Afternoon Tea at The Capital
because of their quality and brand that matches the new direction of the restaurant since our refurbishment. Offering an outstanding selection of themed and seasonal cakes we wanted a range of loose leaf teas to match the experience and tastes of the modern tea drinker, this is where local business JINGTM came to mind. For our guests and staff we take pride in what we serve which provides a memorable experience to look back on.
Charles Roberts
UK Sales & Marketing Manager, The Capital Hotel, Apartments & Townhouse
To view JING’s wide collection of tea products please go to https://jingtea.com
