By Angela Green, Content Executive, H&C News: Tea replacing alcohol for cost conscious consumers.
While a glass of claret or beer might seem enticing, new research shows almost half of British tea lovers say they now sometimes drink tea as an alternative to alcohol.
Millennial tea aficionados are most likely to make the switch, with 55% ditching booze for a simple cuppa. Only 44% of those aged 65 and over sometimes make this swap, and overall, half (49%) of all Brits agree that tea is a good alternative to an alcoholic drink.
The research was released from Mintel as the cost of living crisis continues.
The research reveals that a ‘posh’ cuppa is proving to be a viable luxury, as two-thirds who swap alcohol see high-quality teas are an affordable treat.
This comes as Mintel research finds two in five (38%) of those who have reduced/limited their alcohol intake say they have done so in order to save money. Overall, a fifth (21%) of Brits don’t drink alcohol and a third (32%) have moderated their intake.
Angharad Goode, Mintel Research Analyst, said of the research results: “Tea is a comforting constant for British consumers. After facing such an emotionally draining time during the COVID-19 pandemic, and with more uncertain times ahead amidst the growing pressures on household incomes, the image of tea as a little emotional pick-me-up is ever more relevant for brands to tap into.
“Six in ten (61%) people think drinking tea is a good way to boost mood, rising to 70% of tea drinkers. The cost-of-living crisis will increase the appeal of this wellbeing boosting perception as consumers seek out emotional support during stressful times. While cost-saving efforts are on the rise, tea’s positive image and consumers turning to evenings in over out-of-home leisure should go some way to drive demand for tea.
“Alcohol moderation trends represent potential areas of growth for tea in the longer term, while environmental concerns will continue to drive flask/reusable cup usage in a bid to avoid single use cups and also helping consumers stick to a budget.”