Gen Z Ditches Traditional Brews for Trendy Alternatives, Survey Finds

The traditional British "builder's brew" may be on the decline as younger generations increasingly favor trendy alternatives such as matcha, green tea, and various herbal infusions, according to a recent survey.

New research indicates that Britons under 30 are moving away from established favorites like English Breakfast and Earl Grey teas, as well as cappuccinos and flat whites. This shift extends to associated rituals, with practices like using teapots, tea cosies, and even dunking biscuits reportedly falling out of favor.

The survey of 2,000 individuals revealed that 81% of those under 30 order something other than traditional tea or coffee when visiting a café. English Breakfast tea was identified as the most old-fashioned drink, followed by Earl Grey, tea with milk and two sugars, cappuccinos, and flat whites. Matcha emerged as the leading alternative, with chai and herbal or botanical drinks also gaining popularity.

Beyond these, younger consumers are also embracing options like plain water, warm milk, green tea, and decaffeinated coffee. The study suggests a generational divide in beverage choices, with nearly two-thirds of respondents believing they can ascertain someone's age based on their drink preference.

Traditional tea-related customs are also losing their appeal. Approximately one-third of those surveyed feel that tea cosies and teapots are outdated, while 22% dismiss sugar lumps and loose-leaf tea. Even the act of dunking a biscuit is considered old-fashioned by one in five, and 16% are averse to having a biscuit with their tea at all.

Despite these evolving preferences, the social aspect of meeting over a hot drink remains strong. More than four in five people regularly meet friends or family for a beverage, and 72% would opt for a coffee meeting over a pub outing.

The trend extends to coffee as well, with flavored varieties proving popular, especially chocolate, vanilla, and caramel. Cinnamon, coconut, and ginger are noted as emerging flavors. Furthermore, traditional seasonal norms are being challenged, as 46% of respondents would readily drink an iced coffee even in winter.

Rowena Roos, Global Head of Food and Drinks Experience at Oatly, which commissioned the "Future of Taste" report, commented on the findings. "People are experimenting with new flavors, looking for new textures and expecting more from what's in their cup," Roos stated. "The beloved cuppa isn't going anywhere just yet, but it's definitely got some competition."

The Oatly report, which includes insights from over 200 interviews with drinks experts globally, highlights a significant transformation in café culture. "The experts we spoke to around the world told us café menus are about to look very different, and it turns out that Brits are already ordering from that menu," Roos added.

Separately, a survey of 1,000 tradespeople published last year explored a modernized version of the "builder's brew." Contrary to some assumptions, this updated version is not served boiling hot. Tradespeople reportedly prefer their tea to be "just cool enough to sip comfortably." The ideal brewing time for a tea bag, according to that survey, is one minute and 53 seconds, resulting in a "balanced medium shade."