British millennials ditch traditional brew for green and herbal
A new study by Mintel found that young British drinkers do not share the same passion for traditional black tea as previous generations and prefer green, herbal or specialty varieties. Reasons for the sudden change of heart vary: some youngsters are concerned about black tea staining their teeth, while others find its taste unappealing. Whatever the reason, fewer than 15% of young drinkers, aged 16 to 34, consume five or more cups of tea per day. The shift towards exotic teas has led to their market share increasing to 29% of the overall UK retail market. However, their surge has not been enough to offset the dramatic decline in black teas, with the overall market down 5% this year.