A new report, commissioned by National Tea Day which takes place on April 21, combines research for the first time from over 50 tea brands, venues and consumers alike to give new insight into the sector.

It indicates that a major shift has occurred, largely driven by younger generations who are less tempted by the traditional ‘builder’s brew’ and look to herbal teas for more diversity in flavour, a sensory experience and added health benefits.

Marco Geraghty, National Tea Day founder, commented: “What we are seeing is a complete shift in consumer behaviour. Drinkers are buying less poor quality teas and opting for premium offerings, a shift which is transforming the tea industry into a dynamic trade with bags of room for growth.

“The move is driven by consumer demand for great quality products with added health benefits – including anti-oxidants and amino acids – but drinkers are also viewing tea as less of a routine-based beverage and more of an experience-led drink.” To view the report visit www.nationalteaday.co.uk/ wp-content/uploads/2018/11/Moderntea-trends-2019.pdf.