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The high cost of living and wanting to live healthier is regarded as the primary reason more young people are choosing to drink tea than alcohol. The survey by Mintel suggests that more people than ever are choosing a cup of tea over alcohol and this trend is seen from millennials between the ages of 26 to 41, who are increasingly making a choice to live a healthy lifestyle with less alcohol.
Adele du Toit, spokesperson for the SA Rooibos Council, confirmed to City Press about the survey conducted by Mintel in the UK, which suggests that here in SA too the case is the same. “Consumers are feeling the pinch amid high inflation and many view good quality tea as an affordable treat compared to alcoholic beverages,” she said.
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Du Toit adds alcohol moderation trends represent potential areas of growth for tea/tisanes in the long term: “The quest for affordable luxuries coupled with the boom in health and foodie culture has already seen vast changes in the tea industry. Even in supermarkets, the shelf space dedicated to standard tea products has shrunk, making way for a larger range of speciality teas and tisanes/herbal infusions that offer a new experience for discerning tea drinkers.”
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Rooibos was voted among the country’s favourite hot beverages in the 2022 Sunday Times GenNext Survey, in which over 6 000 youth named their coolest products. Given the wide range of beverage options that the youth of today can choose from, the accolade speaks volumes.
Du Toit says:
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According to Lucky Ntimane, convener of the National Liquor Traders, most beverage companies have always encouraged the youth to “drink responsibly,” and this may be the impact of such messaging about safe drinking. He added:
“This is something that one commends (because) as the alcohol industry, we promote safe and responsible trading and consumption environment where consumers are encouraged to eat before they drink and to also drink water. A safer and sustainable alcohol industry is good for society and should be commended. A lot of people choosing tea over alcoholic products should be viewed in a positive light,” said Ntimane.
