Having a night out celebrating a new job? What’s in your cup might not be champagne, but rather tea, according to a new survey from market intelligence firm Mintel. The report showed that millennials between the ages of 26 and 41 are now ditching booze for tea.
Almost half (49%) of those surveyed in the UK agreed that tea is a good alternative to alcohol, with 55% of millennials likely to ditch booze in favour of a cup of tea. And it’s not just millennials: we know that Gen Z are famous teetotallers.
So, why the switch?
Among reasons cited is the high cost of living (who can afford that G&T?). “Across the globe, Millennials are going semi-sober and embracing wellness more than any other generation,” says Adele du Toit, spokesperson for the SA Rooibos Council (SARC).
Another big factor? The quest for a healthier lifestyle is driving down alcohol sales and boosting sales for tea.
The sweeping trend of quitting alcohol has caused a seismic shift in nightlife in Europe. According to Forbes Magazine, bars and nightclubs across the US, UK and Europe are suffering as a result. In the last few years, over 10 000 bars have shut down in the US and 6 500 nightclubs have either had to cut back on their hours or close up shop entirely. Nightlife in Europe isn’t what it used to be either. In Britain, nightclubs are closing down, from 3 144 to 1 733, and in the Netherlands, 38% of nightclubs closed their doors.
Millennials are looking after their health
While their parents may have found a good pub crawl to be a titillating social activity, millennials are opting for juice crawls. “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 herbal infusions that offer new experiences for discerning tea drinkers,” says Adele.
The tipple most millennials are leaning towards the most? Rooibos. “Last year, Rooibos was voted among the country’s favourite hot beverages in the 2022 Sunday Times GenNext Survey, in which more than 6 000 youth named their coolest products,” says Adele. “Given the wide range of beverage options that the youth of today can choose from, the accolade speaks volumes.”
It makes sense, says Adele. Rooibos is versatile; you can have it hot or cold, in cappuccino form or even in a mocktail. Plus, rooibos contains antioxidants and is free from caffeine.
