Behaviors + Trends of Tea Consumers

Tea is a staple in British culture. Despite its popularity, tea sales have slipped due to supply chain and pandemic related issues, falling 250 million GBP between 2019 and 2020

Thankfully, things are finally beginning to look up with tea market revenue expected to return to 2019 levels by the end of 2022. Post-pandemic tea habits are also becoming permanent with nearly 1 in 4 U.K. consumers admitting that their tea drinking habits have increased in the last year. 

In response to this shift in behavior and interest in tea, OnePulse decided to ask 1000 consumers from our U.K. Pulser community what they really think about the latest tea trends. Below are the top 7 most exciting insights we discovered from our tea trend Pulses, selected from hundreds of results uncovered with OnePulse's consumer opinion platform


Blends with Benefits

U.K. consumers remain hesitant about buying tea with adaptogens. 

  • 22% % of U.K. consumers have bought tea with adaptogens
  • A majority in the U.K. buy tea with adaptogens to relax (56%) or get better sleep (51%)
  • 28% say that tea with adaptogens have given them the benefits that was claimed on its packaging
Adaptogens have been used to relieve stress-induced fatigue, promote mental wellness, and aid cognitive function. Do you ever buy tea with added adaptogens (e.g CBD)__question_chart-2

Alcohol and Tea

U.K. consumers are at odds about having alcohol and tea together.

  • 41% are not interested in trying hard tea 
  • Only 16% nave tried and enjoyed hard tea
  • 30% prefer to drink hard tea at a bar
  • Rum (24%) is the best liquor to mix with tea
Hard tea is not a new concept, but its a growing category. The hard tea category consists of ready-to-drink varieties of brewed tea, including sparkling beverages, malt beverages and more all spiked with alcohol.__Have you ever tried h (1)

Bubble tea

While a majority in the U.K. have never tried bubble tea, most enjoy fruit-based flavors.
  • 58% have never tried bubble (boba) tea
  • 23% in the U.K. enjoy drinking bubble tea
  • 43% prefer fruit-based bubble tea over milky
  • 32% say they would try bubble tea after hearing more about it
Bubble tea is set to explode in popularity throughout 2022 - Are you a fan of bubble tea__question_chart

Tea drinking state of mind

U.K. consumers like drinking tea all day, with nearly 80% having at least 1 cup daily.
  • 30% of U.K. consumers drink 1-2 cups of tea daily
  • Morning (53%) and afternoon (46%) are the most popular times of day to drink tea
  • 24% say their tea drinking consumption has increased in the last twelve months
Thinking back over the last 12 months, how has your tea consumption changed__question_chart

Ready to Drink Tea

A majority of U.K. consumers stay away from ready to drink (RTD) tea.
  • 60% of U.K. consumers never buy ready to drink tea
  • 18% purchase RTD tea at least once per week
  • 33% prefer fruit-flavored ready to drink tea over green tea or black tea
How often do you buy ready-to-drink (e.g. canned, bottled) tea__question_chart

Taste is everything

U.K. tea drinkers love the way tea tastes and consider taste the biggest influence when buying it to drink at home.
  • 73% prefer drinking tea at home over going out
  • 46% say the main reason they drink is for its taste
  • Taste (21%), quality (18%) and cost influence tea buying behavior the most
What is your main reason for drinking tea__question_chart

Tea Favorites

Yorkshire tea remains the most popular brand at home, followed by PG Tips.

  • 25% say you will most likely find Yorkshire tea in their home 

  • 24% say you will most likely find PG Tips in their home

  • 41% say dairy milk makes a cuppa black tea perfect with only 19% saying sugar does

What brand of black tea (aka a normal tea) are we most likely to find in your kitchen__question_chart

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