Tea drinkers stick to old habits despite provenance push, YouGov study finds
New YouGov research commissioned by tea brand Birchall shows most UK tea buyers stay loyal to familiar brands rather than seeking out quality or origin, prompting debate over whether tea could have its own 'coffee moment'.
Familiarity trumps quality for most tea drinkers
A new YouGov survey commissioned by tea company Birchall has found that most UK tea buyers remain creatures of habit, favouring familiar brands over quality or provenance when choosing what to put in their cup.
According to the research, 41% of tea buyers say they stick with the tea they have always bought, or the brand their family drank when they were growing up. By contrast, only 6% said they actively sought out higher-quality tea, and just 2% said they chose their tea based on where it was grown.
The findings have prompted Birchall to ask whether tea could be on the verge of its own ‘coffee moment’, a reference to the way coffee drinkers have become increasingly focused on origin, quality and craftsmanship in choosing their brew.
Expert on hand to talk taste and terroir
Birchall’s managing director, Dan Graham, a fifth-generation tea expert, has been made available to discuss the findings, including how factors such as altitude, soil and climate influence the flavour of tea, and how consumers might learn to taste and appreciate tea in more detail.
Graham has recently returned from a trip through Rwanda and Kenya, where he visited tea growers and producers for a new six-part film series exploring the landscapes, growers and craftsmanship behind East African tea production.
Recent milestones for Birchall
The research release coincides with a strong run for the company. Birchall’s Great Rift blend has now won the Great Taste Award for the 16th consecutive year. The brand has also secured new listings in Waitrose stores nationwide, struck a partnership with British Airways, and is preparing to launch its first national television advertising campaign this September.
The survey and accompanying commentary were distributed via a press release from Birchall’s PR representatives, Kitten & Shark, along with supporting images and a documentary series on East African tea production, including a 13-minute film and six shorter two-minute segments.