The survey that was conducted using 1,000 tea drinkers also revealed, the variety of hot beverages on the menu was a significant driver of tea sales, with one in five tea drinkers preferring a point of difference to what they brew at home.
This new insight follows previous research which revealed 46% of consumers don’t believe the quality of tea is better in cafes than at home. BRITA believe these results indicate an opportunity for hospitality establishments to develop their tea menus, attracting repeat custom for those who are looking for a greater emphasis on quality. One in five consumers want establishments to use filtered water and 30% seek specialist tea menus.
Speaking about the research, Jane Pettigrew, course director at the UK Tea Academy said: “ Tea should be served in a calm atmosphere which has a sense of community rather than a busy place with people rushing in and out. Many consumers take a tea break to calm down and reduce stress levels, therefore it’s important for operators to provide a environment that reflects this.”
BRITA are releasing a solutions-based toolkit in April with more information on how operators can improve in order to see an increase in tea sales.
Managing director of BRITA UK, Sarah Taylor added: “Our previous survey showed us there is a missed opportunity within the tea sector. By investigating this further, we can delve into the consumer behaviour and give insight to the operators on the potential that a high quality tea serving has.”