Tuesday 27 September 2016

Trouble brewing for traditional cuppa as sales drop 6%

Published 05/08/2015 | 20:27

Fewer people are drinking standard brews, research shows
Fewer people are drinking standard brews, research shows

Trouble is brewing for the traditional cup of tea as research shows sales have dropped by 6% in the last five years.

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Research by consumer analysts Mintel shows fewer people are drinking standard brews, with more and more opting for fruit and herbal teabags - which have seen their sales soar in recent years.

In 2010 almost £700m was spent on tea compared with an estimated £654m in 2015, whereas sales of the fruitier cuppa have rocketed from £58m to £76m.

Yet the traditional cup of tea is still popular across the UK, with more than two thirds of tea drinkers agreeing it is a crucial ingredient for social occasions, figures showed.

Emma Clifford, senior food and drink analyst at Mintel, said tea was "struggling to maintain consumers' interest".

"Consumers are becoming more adventurous in their choice of tea," she said. "People are branching away from standard teabags and towards these more interesting alternatives."

Ms Clifford warns sales could drop further because of the recent scares over sugar intake.

"It is widely accepted that tea is a good accompaniment to biscuits and cakes. Given the sugar scare, however, and that usage of such treats is in decline, these strong associations could have had a negative impact on the tea market," added Ms Clifford.

The research also shows men aged 16-44 are Britain's biggest tea drinkers, with 80% putting the kettle on regularly.

Press Association

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