A total of 37 percent of Gen Z drinks tea the most consistently compared to other generations. This generational beverage preference seeps into their everyday life, with tea integrated into their daily routine. With this upward trend in tea popularity among the next generation of consumers, it’s essential for tea retailers to take notice.
For far too long, the tea industry has marketed itself to older individuals, and it saw some waning popularity among Gen X and Millennials. Now that it’s making a comeback with Gen Z, there are steps you can take as a retailer to market your tea brand effectively.
It starts with understanding Gen Z, as a whole, as well as their drinking habits. Let’s take a closer look at the ins and outs of this exciting generation and their habits. The more you know about them as a cultural whole, the easier it will be to understand what they’re looking for in a brand and how you can effectively market to them.
The Ongoing Rise of Self-Care
Self-care is nothing new, and it’s important for all ages. However, Gen Z has capitalized on the practice of self-care. Many Gen Zers embrace mental health and self-care as high priorities. Self-care looks different for everyone, but most people choose everyday habitual routines and activities to make it a part of their lives. Some of the most popular ways of introducing self-care include:
- Eating a nutritious diet
- Getting enough sleep
- Practicing mindfulness
- Managing mental health challenges
Attract Gen Z to Tea by Promoting the Physical & Mental Benefits
Tea drinking can become a major part of anyone’s self-care routine as they build better health habits. Not only is it good for physical health, but several types of tea can also help to calm the mind, reduce stress and anxiety, and promote quality sleep. Plus, the process of making tea can provide an opportunity to slow down and take comfort and pride in each cup.
You can attract Gen Z to your brand by marketing the physical and mental health benefits of tea that’s both ready to brew and ready to drink. It’s a fantastic alternative to a morning cup of coffee and when you highlight some of the differences, you might convert your audience to switch up their beverage routine and choose tea over anything else.
A Sober Generation
In an effort to be healthier and more mindful, overall, younger Americans are reducing their alcohol consumption. One survey of 3,400 Millennials and Gen Zers found that 57 said said they would rather go to the gym for an hour than a bar, while a 2018 report found that Gen Z drinks 20 percent less alcohol per capita than Millennials.
This dip in alcohol consumption, highlighted by the sober-curious movement, has caused many Gen Zers to look for alternative drink options that are just as flavorful and interesting as common cocktails without the negative effects of alcohol. Mocktails are a big deal right now, and their popularity shows no signs of slowing down.
While tea, on its own, is a great alcohol alternative, you can capitalize on your brand’s marketability by expanding your ready-to-drink teas to be used as mixers or to take the place of cocktails. You can also create recipes using your teas to share on your website or social media that consumers can make for their friends or at a dinner party.
Gen Z Loves a Trend
We’re living in a society where trends come and go quickly, but when something “sticks” for a while, its popularity can skyrocket thanks to social media and influencer marketing. Tea is seeing a major movement right now thanks to its diversity. Though there’s still something special about sipping a warm cup of tea in the morning or before bed, different types of tea and varying recipes have changed the landscape of the beverage, and it’s important to jump on board.
Some of the biggest Gen Z tea trends in recent years include:
- Boba tea
- Nitro tea
- Cold brews
Take a Fresh Look at Your Brand, Re-Evaluate Your Audience
Functional teas that specifically benefit the mind and body are also trending, thanks to the heightened interest in wellness we discussed earlier. No matter what type of tea you sell, there’s no doubt you can market yourself through at least one of these trends.
In the end, it might be time to take a fresh look at your brand and re-evaluate your target audience. If you’re looking for longevity, it’s essential to attract consumers from Gen Z.
Consider making some brand or product changes based on these habits, and don’t be afraid to connect and engage with your Gen Z audience as often as possible.
In addition to understanding their tea consumption habits, you have to grasp their marketing habits. Now, more than ever, consumers want relationships with the brands they trust. Humanizing yourself by utilizing social media, blogs, and a quality website will make it easier to connect with your audience and build a brand this generation trusts and supports.
Indiana Lee is a freelance writer with a wealth of experience in blogging, content marketing and journalism. She writes on a variety of topics across industries, including B2B issues and health and wellness.
Plan to Attend or Participate in the
World Tea Conference + Expo, March 27-29, 2023
To learn about other key developments, trends, issues, hot topics and products within the global tea community, plan to attend the World Tea Conference + Expo, March 27-29, 2023 in Las Vegas, co-located with Bar & Restaurant Expo. Visit WorldTeaExpo.com.
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