By Louise Pollock, President, Pollock Communications
Consumers have an unquenchable thirst for healthy foods and beverages that taste great. Tea is the beverage of choice for many consumers as they search for ways to better their health by eating and drinking heathy foods and beverages. Millennials (18 to 34) are more likely than Gen-Xers, Boomers or Traditionalists to drink tea to do something good for their body (47% vs. 41%).
While black tea is still the most consumed tea in the United States, a recent survey of 450 registered dietitians conducted by Today’s Dietitian and Pollock communications predicted that green tea was among the foods that will be trending upward in 2016. Green tea has a strong connection to a healthy lifestyle and is often preferred by the Millennial generation. Millennials are also more likely than older generation tea drinkers to consume green tea on the go (34% vs. 19%), on their commute (23% vs. 10%), at an event (19% vs. 10%), in nature (19% vs. 10%) or at a spa (12% vs. 7%).
Marketing and innovation in the industry continue to drive tea consumption. As consumer demand has grown, frequent innovation and the marketing of new products have helped keep tea top-of-mind for consumers, especially Millennials. New versions of tea-infused alcoholic beverage specialties, such as microbrews and cocktails that incorporate tea, have opened an entirely new, young market. These new innovations ensure tea will have a place with younger generations of consumers and a solid future for the industry.
Join me at the North American Tea Conference, September 20-22 to learn more about tea consumption growth as a health food.
Louise Pollock has more than 25 years of experience in the public relations profession helping clients develop and implement strategic marketing programs. Throughout her career, Louise has concentrated on building partnerships between the private and public sectors. She helps clients translate science into understandable messages for key target audiences and decision makers. Louise has counseled a host of Fortune 500 companies and has worked extensively in issues management, crisis communications, media relations, media training and association member relations.