Young adults in Generation Z are increasingly choosing tea over alcohol, according to a survey conducted by Twinings. The study found that nearly half of Gen Z respondents, 47 percent, reported that tea has become their go-to beverage before significant life moments, a preference expressed by only 25 percent of Baby Boomers.
For many in Gen Z, the preparation and consumption of tea offer a calming ritual. The survey revealed that 32 percent of young people find the process of making tea to be soothing, and one in four view it as a form of self-care. Additionally, more than a fifth (21 percent) appreciate the break from screens that making a cup of tea provides.
"Gen Z have always found their own way to do things, and this research shows that extends to how they prepare for the multitude of moments they are juggling in their busy lives," said Gill Close, Marketing Director for Twinings UK & Ireland. "It's part of a broader cultural shift we've seen at Twinings, with younger consumers coming into tea in a way the category hasn't seen in some years. Tea isn't just a drink for them – it's a ritual, a reset, and a moment of control before whatever comes next."
Social media platforms reflect this trend, with discussions about preferring tea over alcohol gaining traction. On TikTok, users have shared videos highlighting their tea-drinking habits. One user commented, "Choosing tea over alcohol doesn't make you boring – it makes you powerful."
This shift in beverage preference is also seen in other behaviors, such as a recent survey indicating that a third of young people would rather text or call than ring a doorbell upon arrival at a destination.