(Foto: Unsplash)
More and more people – especially millennials between 26 and 41 years old – are swapping an alcoholic snack for a nice cup of tea these days.
So revealed a recent survey by Mintel, an organization that monitors consumer trends.
The survey conducted among people in the United Kingdom shows that 49% of people consider tea to be a good alternative to alcohol, while 55% would rather have a cup of tea than alcohol.
High living costs and the pursuit of a healthier lifestyle seem to be among the main reasons for this trend.
According to Adele du Toit, spokesperson for the South African Rooibos Council (SARC), the tea-over-drink trend can also be seen in South Africa.
She says many South Africans feel the burden of high inflation and the cost of living, and consider good quality tea to be an affordable treat compared to an alcoholic drink.
“All over the world, millennials are moving towards a semi-sober lifestyle and placing a higher premium on health than any other generation.”
The international magazine Forbes Magazine says nightclubs and bars across the US, the UK and Europe are suffering losses as a result of this growing trend.
Over the past few years, more than 10,000 bars in the US have closed, while 6,500 nightclubs have had to either reduce their hours of operation or close their doors entirely.
(Photo: pixabay)
Nightlife in Europe is also not what it used to be.
In Britain, the number of nightclubs decreased from 3,144 to 1,733 and in the Netherlands, 38% of nightclubs had to close.
Millennials’ semi-sober lifestyle has also brought about a change in drink preferences and consumption.
Millennials don’t seem to drink recklessly, but rather keep moderation in mind. They also prefer healthier drinks when they do drink.
In general, however, it seems that millennials will simply swap a bar crawl for a nice fruit juice, a morning exercise session and other healthy, uplifting activities.
Good news for tea industry
This trend is obviously good news for the tea industry and sets the stage for growth in various areas of the industry in the long term.
“The search for affordable luxuries together with an increase in the health and food culture has already brought about major changes in the tea industry. Even in supermarkets we see that the shelf space for ordinary tea products is getting smaller to make room for a greater variety of tea and related products that offer all kinds of new experiences for tea drinkers,” says Du Toit.
Rooibos iced tea (Photo: Landbou Boerekos)
The age group that buys rooibos tea is also getting younger.
In a survey conducted last year by the Sunday Times among young people, 6,000 young people named Rooibos as their favorite product.
“I think young people enjoy the versatility of Rooibos. They can drink it hot or cold – as a cappuccino, espresso or cocktail (alcoholic or non-alcoholic).
“Innovative marketers have also introduced energy drinks and various health supplements and immune boosters that contain Rooibos.”
Du Toit says functional food and drink remains a priority among millennials, which makes Rooibos a natural choice as it is caffeine-free, low in tannin and contains many antioxidants. In terms of price, tea is also more affordable than most other drinks. .
It’s only between 45c and 55c for a cup of Rooibos (homemade), which also makes sense when the economy is a bit tough.
