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- A recent UK survey showed that many millennials often choose tea over alcohol.
- With the high cost of living, high-quality tea is a great way for people to treat themselves to a drink while saving money.
- Adele du Toit from the SA Rooibos Council says the change has been noted locally, too.
I've always been a tea lover, and more often than not, you will find me ordering a cup of Rooibos tea when eating out, as opposed to an alcoholic drink.
According to a recent survey, the same is true for many millennials. A 2022 survey conducted by market intelligence agency Mintel found that almost half of those surveyed in the UK agreed that tea is a good alternative to alcohol.
More than half (55%) of those likely to make the switch from alcohol to tea were millennials (aged 26-41), while 44% of those over 65 sometimes made the swap.
According to Mintel, overall, 49% of Brits agreed that tea is a good alternative to alcohol. It mainly comes down to the high cost of living, with high-quality teas proving to be a luxury treat that is easier on the wallet than booze.
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'Embracing wellness'
Adele du Toit, spokesperson for the SA Rooibos Council, says the change has been noted locally, too, with consumers feeling the pinch amid high inflation.
"Across the globe, millennials are going semi-sober and embracing wellness more than any other generation," she says in a press statement.
With a large focus on wellness, many millennials prefer to consume alcohol in moderation. This trend represents potential areas for growth in the tea/tisane market.
"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 new experiences for discerning tea drinkers," says Adele.
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There has also been a shift in the demographic buying Rooibos, with an increase in the demand from the youth.
"Functional food and beverages continue to be prioritised among millennials, which makes Rooibos a natural choice given that it's caffeine-free, low in tannins and packed with antioxidants," Adele adds.
