Regular tea shunned by youths, UK market facing decline
Despite an 8 percent rise in volume terms between 2008 and 2010, a leading market research firm has warned of a bleak future for mass market tea in the UK. The rise is attributed to more people staying in during the economic crisis and two successive cold winters. The traditional British cuppa is enjoyed by the vast majority of senior people (88% penetration), yet that figure drops to 73% for young adults. And while standard tea accounts for 89% of the £647m ($1,04bn) market, it has failed to resonate with the younger generation, who are more inclined to consume herbal or specialty teas. The research also found that a third of tea consumers do not believe in its health benefits.