Despite the average Brit supping an average of 2.5 brews a day, a quarter of 18-24 year olds don’t drink tea at all and weird health drinks are set to become more popular than tea and coffee by 2030
Britain’s love of tea is off the boil as young folk are ditching the classic cuppa for weird health drinks. Despite the average Brit supping an average of two and a half brews a day, a quarter of 18-24 year olds don’t drink tea at all.
A third of the Gen Z age group admitted they consume bone broth as part of their routine instead. And the stereotype of Britain as a nation of tea drinkers could be gone by 2030 as they turn their backs on the beverage.
A poll of 2,000 adults by lifestyle brand Hunter & Gather found 24% of Brits predict functional drinks will become a bigger part of their daily routines by the end of the decade.
And they are set to become more popular than tea and coffee by 2030. Company director Pauline Fox said: “For generations, tea has been part of British culture, but consumers are becoming more health-conscious about what they eat and drink.”
The firm has launched a new chicken bone broth which delivers 11g of protein and 5.5g of collagen as an alternative to tea and coffee.
It says interest in that type of drink appears to be driven by their health benefits, with almost two-thirds (64%) agreeing they support immunity, gut health and recovery.
Millennials are the biggest adopters, with over two-fifths (44%) saying they drink bone broth regularly.
The data found that men are switching to bone broth faster than women, with 38% of men consuming it regularly compared to just 26% of women.
Pauline added: “We are seeing a major shift towards people opting for foods and drinks that offer nutritional value alongside comfort and convenience.
“Bone broth fits perfectly into that trend because it is warming, savoury and naturally rich in nutrients like collagen and protein.”