With much of the UK population spending more time at home than ever before, it may come as no surprise that the nation has indulged in a hot mug or two more than usual. We are drinking 38% more tea than before the lockdown, according to Nielsen, which means we are well on track to meet the Project Tea UK 2018 report’s forecast of £ 439m sector value by 2022.
Life has been turned upside down by the coronavirus pandemic, and with it, so have our habits and priorities. Good & Proper Tea founder Emilie Holmes believes ex-commuters indulge in the three-minute brew time that would previously have been brushed aside in a rush to get out the door.
“While busy commuters may have pushed taste and aroma aside, choosing to immerse yourself quickly in the morning, at home, and at a slower pace encouraged us to enjoy those little moments in our day,” she says. “Customers are now looking for more than just their morning caffeine hit – they’re looking for something tasty and are more willing than ever to take the time and pay the premium to ensure the best possible taste in every cup.”
A soothing brew
“Right now, it’s important that we schedule self-sufficiency to benefit our local communities and the environment,” said George Dunkerton, owner of A Little Cup and advocate of tea’s social healing properties. “The offer of tea in particular enables this moment of pause, which is embedded in a long history of rituals, respect and care,” he says. “Why is there such a power surge during the television breaks? It is the nation’s cauldrons that happily boil away! “
It is not for nothing that the British have become known as the most avid tea drinkers in the world, and that reputation has undoubtedly stood the test of time in the challenging times we are currently living through. “Over the past year we’ve learned to never underestimate the impact of properly brewing test times,” said Helen Boulter, cross-industry sales director at Taylors of Harrogate.
“However, our role last year went way beyond making tea. Support from our suppliers and our communication with consumers were both particularly important to us, and we are committed to bringing appropriate smiles to faces, whether through our Social Distancing Teapot video or through our Yorkshire Tea Instagram Filters and Zoom- Backgrounds that have resonated with our drinkers in these uncertain times. ”
Shopping for health
Not only are consumers more aware of “taking a natural, mindful break to end the day,” as Emily suggests, but they are also becoming more aware of what they are building into their bodies.
“Trends in tea are currently being influenced by changes in consumer attitudes rather than tastes,” said Bryan Martins, Marketing and Category Director of Clipper at Ecotone UK (formerly Wessanen UK). “In addition to health and well-being, the pandemic has given customers time to reconnect with nature and take their consumption habits into account.
“The demand for fair trade and organic tea has increased. Sales of Fairtrade tea rose by + 14%, while organic sales rose by + 43% (Kantar Worldpanel, data up to June 14, 2020). Clippers own organic, fair trade and GMO-free references as well as its unbleached tea bags are all the rage for today’s more conscientious tea buyers, ”says Bryan.
For the delicatessen consumer, heritage and health are an attractive combination. Sultan Tea of Morocco has been honing their tea making skills for over 80 years, enabling their skilled tea makers to expertly balance health qualifications with the delicious taste that Sultan branded teas are synonymous with. “Based on the decades of experience that Sultan Tea has gained, our reputation for health and wellness teas goes hand in hand with our long Moroccan heritage,” explains Zayd Idrissi, CEO.
“We only source tea leaves and ingredients of the highest quality. Our unique Moroccan recipes – and the largest green tea factory in the world – make our health teas, along with our typical Moroccan mint tea, our most popular blends in the range. ”In line with the growing consumer interest in health and wellness, Sultan Pure is the best-selling product on all Pure platforms Verbena tea from the Nature collection.
“We’re seeing tremendous growth in the wellness sector and our verbena tea is just one of many natural blends that are driving our health conscious customers to return to Sultan Tea,” he says.
Some “wellness” claims are often approached with a pinch of salt, but scientific studies have shown that they are not unfounded with tea. “Health messages are often dismissed as unfounded by people outside the tea industry, as no drug-study-style tests have been conducted on the effects. In 2017, Dilmah, who are usually ahead of the curve, published their book Tea and Your Health with Dr. Tissa Amarakoon, ”explains Jane Milton, Ambassador for Dilmah Tea.
“It bases its claims on scientific evidence and studies by other scientists showing the true benefits of tea in a number of situations,” she says, “and recognizes that there are an abundance of” healthy “herbal and other teas on the market There – Making Many Preliminary Health Links – Dilmah has developed a new Ayurveda range drawing on 3,000 years of Ayurveda in Sri Lanka and an Ayurvedic health culture, working full-time with a doctor to ensure that the highest standards are always maintained be respected. ”
Interestingly enough, tea offers consumers a familiar way to experiment with wellness trends that they might otherwise be nervous to try. Indeed, in the case of CBD – an undeniable trend that has seen steady growth in recent years – tea is a great “gateway” option. “Body and Mind Botanicals’ herbal cannabis tea actually sells CBD oil at 10 times the units sold,” said Michael Fitzgerald, co-founder.
With no clear end to the effects of Covid-19 – and the associated lifestyle changes at home and in search of health – there is no doubt that tea will more than deserve its shelf space in 2021.
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