Lockdown has seen tea sales surge by 65% year on year, comparing figures from 2019 to 2020. The Great British public have, also, been trying to answer that age-old question: What came first, the tea or the milk? The study also lent a keen eye on plant-based milks and their consumption patterns around the UK.
- 12% of Gen Zers have their tea with plant-based milk
- English vegans opt for oat milk
- Scottish vegans and British Pensioners prefer hemp milk
- Northern Irish and Welsh vegans love coconut milk the most
According to the Guardian, a record 500,000 people, of whom 125,000 are based in the UK, took part in Veganuary in January 2021.
The Kent and Sussex Tea and Coffee Company study of Brits, shows that vegan milk is becoming more popular amongst tea drinkers, 7.3% polled to have their cup of tea with plant based milk. However, it should be noted that the majority (75%) of Brits still prefer their cuppa with cow’s milk.
Of those having tea with non-dairy milk, 44% prefer oat milk, over 20% opt for almond and hemp milk and 15% go for coconut milk.
Plant based milk preference by gender:
Non-dairy milk MALES FEMALES ALMOND 56.6% 45.4% COCONUT 67.0% 33.0% HEMP 74.2% 25.8% OAT 37.3% 62.7%
The study also shows that the UK is divided by its non-dairy milk choices. Scottish prefer hemp milk, English go with Oat and Northern Irish and Welsh go nutty for coconut.
Plant based milk choice breakdown by country:
Country Almond Milk Oat Milk Coconut Milk Hemp Milk England 19.5% 47.6% 14.6% 18.3% Northern Ireland 0.0% 0.0% 100% 0% Scotland 23.4% 12.8% 0% 63.8% Wales 37.5% 22.9% 39.6% 0%
Hemp milk triumphs amongst the pensioners. Coconut flavour is favoured by those between 45 and 64 years old, and younger generations prefer the trendy almond and oat milk with their tea.
Plant based milk preferences by age:
| AGE | ALMOND | OAT | COCONUT | HEMP |
| Gen Z: (18-24) | 21.9% | 32.4% | 13.2% | 32.5% |
| Millennials: (25-44) | 31.7% | 27.2% | 16.6% | 24.4% |
| Gen X: (45-54) | 24.1% | 25% | 46.4% | 4.4% |
| Baby boomers (55-64) | 24.4% | 20.9% | 36.0% | 18.6% |
| Elderly: 65+ | 0.0% | 0% | 38.0% | 62.0% |
There might not be unanimity across the country on non-dairy milk preferences but certainly there is on how to brew a proper cuppa: 70% of Brits agreed that the tea bag goes first, followed by the boiling water and lastly the milk. The data also shows that the least popular way of brewing tea is adding water and milk before the tea bag.
This study was conducted by The Kent and Sussex Tea and Coffee Company.
Methodology:
The data used in this study was collected via the Google Survey platform and conducted over the period of 9th – 12th Feb 2021. We analysed UK audiences’ tea consumption habits, posing questions to users that cover brewing techniques, milk and sugar preferences, daily tea intake and brand choices.
Data points were then averaged and grouped by age group, gender and country.
About The Kent and Sussex Tea and Coffee Company:
The business was established in 1982 by the Smith Family on their return to Kent from India and is based in the heart of the English County of Kent. They are a Tea and Coffee Importer, Packer and coffee and Tea Wholesaler. Producing a range of over 1,000 products including Loose Leaf Teas, Tea Bags and Fresh Roast Coffee.
