Younger generations are swapping trendy choice for more humble rival, new research finds
Gen Z are ditching elaborate barista-style coffee and opting for a simple cuppa instead, new research has found. Last year saw coffee overtake tea as the UK’s preferred drink, with 63% of consumers saying they opted for beans over brew.
But a poll of Amazon workers aged under 28 has revealed over half (52%) would prefer tea to a latte, flat white or cappuccino. And while 13% said coffee was too expensive, the most popular reason was “tea just tastes better” (22%). It comes as tea has enjoyed a recent surge of popularity amongst 18-24s, thanks in part to a renewed presence on social media.
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Last month a TikTok prank joking to Americans about the existence of a fake daily ‘tea alarm’ telling Brits when to put the kettle on, sparked more than 600,000 posts and 18 million posts on Instagram.
Younger generations are also embracing the drink for health reasons with 55% saying tea helps them feel “calm and centred.”
And a quarter (25%) said they chose not to drink coffee because it was bad for them, and made them feel “jittery and anxious”.
The survey was part of Amazon’s Chatterbox series, which shines a light on the personalities of its employees and acts as a barometer of UK opinions.
The survey, which was released alongside a video debating the topic, also pointed to a rise in the popularity of herbal teas – with 16% of Gen Z naming them as their preference.
James Webster, 23, who works at Amazon’s Fulfilment Centre in Coalville said: “I’ve never really been a coffee drinker. Tea’s always felt like a proper home comfort – no matter what kind of day you’re having, a good cuppa just makes everything better. I imagine coffee would just leave me feeling wired.
“Plus, it’s just so much cheaper and easier to get a round of teas in than an elaborate coffee round with 13 triple shot oat milk macchiato extremes with a shot of vanilla, or whatever people are drinking these days.”
With a workforce of around 75,000 across the UK, Amazon is perfectly placed to explore the topics that matter most.
Oxford Mathematician and Countdown star Dr Tom Crawford said: “The data obtained in the Amazon survey is a fascinating insight into the make-up of modern-day Britain.”