A recent report published by the Tea Association of Canada shows that there’s a brewing demand from millennials in Canada.
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.
As a traditional Asian drink, tea has been spread to the western world for many centuries. However, its special flavour and culture attract more and more western people only in recent years. Different from the fast food and coffee culture, tea culture brings something special that people can turn to when they want to relax or when they want to slow things down. This month, two tea festivals were organized in two big Canadian cities – Vancouver and Ottawa.
Ottowa Tea Festival
Epoch Times reports: “The festival in Ottawa will feature a huge selection of fine teas to taste, cultural music and dance, award-winning tea experts, and several different tea ceremonies. And the interest has seen the festival double its attendance since its first year.”
It’s pretty amazing that more than 2000 tea lovers attended the celebration on Saturday Nov. 23rd. They shared different cultures of the world there and enjoyed their wonderful tea time with each other. The Ottawa Tea Festival is a true gathering place for people from not only Ottawa but from all over Canada who want to try new teas or enjoy tea related performances.
Vancouver Tea Festival
Huff Post reported: “Whether you’re a full-blown tea connoisseur or an apprehensive but curious leaf newbie, you won’t want to miss the Vancouver Tea Festival. The first-ever Festival features over 30 exhibitors that represent a variety of areas along the tea spectrum and there will also be a bunch of demonstrations and presentations on tea culture.”
This festival was held earlier, on Nov. 2nd. The festival showcased some rare teas and introduced the people of Vancouver the real breadth and depth of tea culture that already exists in the city. At the same time it provided a springboard for future developments of tea culture for not only Vancouver, but the whole country.
There is a big community of Canadian tea lovers out there and it’s still growing. These festivals are great opportunity to promote a healthy tea culture to fight our daily stress. Tea is all about learning, experiencing and sharing and that’s exactly what these festivals are for; People can share experiences and stories about tea.