New research shows that the so-called “Me Generation” is becoming a “Tea Generation”
Broadly defined as the generation born between 1980 and 2000, Millennials are now the largest segment of the population, surpassing even Baby Boomers. In the next twenty years, their spending power will swell, so it’s not surprising that marketers want to know what makes these young consumers tick.
One recent study released by YouGov last month found that although coffee still holds sway with older Americans, coffee and tea are now equally popular in the 18-29 age group (42%each) and 27% in this age group reported that they drink tea exclusively. Why the shift? Evidence suggests that Americans, and especially younger consumers, are more health conscious than ever. The overall trend is away from carbonated, sugary drinks to more healthful sips. In addition, many Millennials drinking tea seek out value-driven artisan brands that offer a sense of authenticity and creativity.
Like every generation, Millennials are too diverse for neat categorization, but with tea shops, tea lounges and extensive tea menus popping up everywhere, it’s clear that tea has an allure for the Twenty-Somethings. After all, if Starkbucks, (who certainly knows a few things about marketing) has jumped on the bandwagon with the purchase of Teavana, it’s a good bet there’s something afoot.