The UK Tea and Infusions Association (UKTIA) is a non-profit organisation dedicated to the promotion of the Tea industry to consumers and the media.
We were commissioned to explore the general perceptions of Tea in the UK, as well as overall consumption habits with a particular focus on the younger generations.
We designed a survey of quantitative and qualitative questions to fully grasp the locational, functional and social-emotional factors driving the consumption of Tea. The survey design and sample size of four thousand UK respondents allowed us to robustly capture significant differences between certain demographic groups.
Unsurprisingly, the data showed that the UK loves a cup of Tea with 83% drinking it. Despite the younger respondents drinking slightly less tea than older generations, an interesting result was the 54% of 18-24 year olds who would choose tea over an alcoholic drink.