Online tea searches rise in the UK during the lockdown

During the COVID-19 lockdowns, there was a notable increase in tea consumption in the UK, particularly in loose-leaf varieties. Here are the key trends and findings related to this phenomenon:

Increased Tea Consumption

• Survey Insights: A survey by JING Tea revealed that 27% of Brits reported drinking more tea since the lockdowns began, with 34% of those turning to tea for comfort during stressful times. Additionally, one in ten respondents indicated that they brewed tea as a coping mechanism during crises.

Shift to Loose-Leaf Tea

• Mindful Choices: The lockdown period prompted consumers to make more mindful choices regarding their tea consumption. Approximately 24% of those surveyed increased their loose-leaf tea consumption, driven by a desire for better taste and reduced packaging waste. Notably, 94% of loose-leaf drinkers expressed intentions to maintain or increase their consumption in the following year1.
• Demographic Trends: The trend was particularly pronounced among younger consumers (ages 25-34), with 34% reporting increased loose-leaf consumption. This demographic also showed a heightened awareness of sustainability issues.

Regional Variations

• London’s Leadership: London emerged as the region with the highest increase in loose-leaf tea consumption (34%). Residents there were also more likely to prioritize sustainability and the origin of their tea compared to other regions.

Health and Wellness Focus

• Functional Teas: The pandemic has fueled interest in functional teas, which combine traditional tea with botanicals for specific health benefits. Consumers are increasingly seeking teas that promote physical and mental well-being, aligning with broader health trends observed during and after the lockdowns.

Conclusion

The COVID-19 lockdowns significantly influenced tea consumption patterns in the UK, leading to an increase in overall tea drinking and a shift towards loose-leaf varieties. This change reflects a growing consumer focus on quality, sustainability, and health benefits associated with tea. As these trends continue to evolve, they may shape the future landscape of the UK tea market.