Major UK tea brands tap young drinkers to reverse sales dip
Some of UK's biggest tea companies hope to reverse decreasing sales by focusing on young drinkers and niche growth markets. The explosion of coffee chains and the emergence of healthier soft drinks are causing a slow, yet steady decline of traditional tea in the UK. Also, shoppers have warmed up to specialty tea and are increasingly embracing new types of tea, such as green and herbal. PG Tips, Tetley, Twinings and Yorkshire Tea are all adjusting their marketing efforts to these new market realities. The companies now focus on recruiting new and younger drinkers that have a more open-minded approach to tea. Reflecting this trend, an increasing part of advertising and marketing is channeled through digital media.