Among the last few tea drinkers, Brits still have profound loyalty for their cup of tea, with Yorkshire Tea standing out as a true favourite, shows a recent survey, also highlighting fall in the popularity of tea among younger generations.
According to a national survey of 6,000 adults by Tracksuit, brand tracking expert for more than 650 consumer labels, those who drink tea, Yorkshire Tea was crowned the favourite brew, surpassing its long-standing rivals PG Tips and Tetley.
Some 24 per cent of tea drinkers said that Yorkshire Tea was their favourite, ahead of PG Tips at 17 per cent and Tetley’s at 15 per cent. Twinings came fourth with 11 per cent, well ahead of Typhoo with 3 per cent.
The survey also found a striking level of loyalty among British tea drinkers, with 39 per cent refusing to switch from their preferred tea brand, which was far higher than the typical 13 per cent loyalty rate across food and drink brands generally.
However, the survey also shows lays bare the rapidly decreasing popularity of tea among younger generations.
Some 37 per cent of people aged under 35 said that they would choose coffee as their favourite hot drink, according to a national survey of 6,000 adults by Tracksuit, brand tracking expert for more than 650 consumer labels.
Tea came third with 25 per cent of those under 35 choosing it as their favourite drink, after hot chocolate in second with 31 per cent.
Analysts said that the figures “suggest [tea’s] popularity could continue to fall in future generations”, raising concerns that beloved cuppa could face extinction as Millennials and Gen Z prefer coffee and hot chocolate to the traditional brew.
Matt Herbert, the author of the report and co-founder of Tracksuit, said, “Our research uncovers the profound loyalty Brits have for their tea, with Yorkshire Tea standing out as a true favourite.
“The data reveals that brand preference goes far beyond taste; it’s an emotional connection. British tea drinkers are weirdly loyal, which speaks to how brands have successfully woven themselves into the fabric of daily life and national identity.”
