Who are they?
The fanatic brewing millennials are mostly based in Ontario and Western Canada. Surprisingly there’s only a slight majority of female tea drinkers (53%), while traditionally tea is more popular among women. What’s also interesting is that 44% of the millennial tea drinkers are parents and are part of a 3-4 person households. This suggest that parents tend to be more health conscious then non-parent millennials.
What Millennials Like
In the past there was still a preference for coffee over tea, but a mayor conclusion of the report is that they like tea and coffee equally. Millennials are curious and like to try new flavours. There’s a trending demand for loose leaf tea and tea infusers to brew them conveniently.
Reasons of Purchase
Tea is associated with many health perks including relaxation, improving sleep, reducing anxiety etc. While there’s a growing interest for artisan tea enjoyed for the flavour and aroma, buying tea for health benefits is still the major reason of purchase.
What Are They Drinking?
2 out of 3 millennials drink at least 1 cup of tea a week. This group accounts for 36% of all Canadian tea drinkers. However, they consume consume fewer cups per week (4.6 versus 6.1). This suggest that even though more millennials drink tea, they drink it less frequently.
Where Do They Buy Tea?
15% of the tea is purchased at specialty stores and this proportion is growing. However, still the majority of the tea is bought through grocery and mass merchandise stores (48%).
One major reason to visit specialty stores is because consumers want to explore new teas. Those millennials have a wide interest in variety, quality and expert advice. They also like the fact that they can sample small quantities and taste teas before buying. The best way to introduce teas to millennials is by introducing unique flavour and blends. It’s interesting to know that the brand of the tea is relatively unimportant when purchasing in specialty stores.