Tea is one of the most consumed beverages in the UK, and according to a study by category management firm Bridgethorne, consumers are increasingly seeking out premium tea varieties and infusions for their daily cuppa.
The study found that UK consumers drank 870 million fewer cups of tea and bought 2.6 million kilograms less tea last year, however this was compensated for by a growth in sales of premium and herbal teas, as well as fruit infusions.
While black tea remains the go-to variant in the category, accounting for 85% of sales, the adoption of new and alternative teas means that the value of tea sales rose 0.6% to £669.2 million (€761.4 million) last year, according to Kantar Worldpanel.
