Love affair with the cuppa goes off the boil for Starbucks generation

Sales of tea are in hot water, as young Britons lose their devotion to the beverage that has sustained their parents and grandparents, a new report shows today.

For generations, a cup of tea has been the answer to a nation's problems, but all this could be about to change as a generation turn their backs on the traditional cuppa.

Market research analysts at Mintel found that while 88 per cent of Britons aged over 65 drink tea, the figure falls to 73 per cent for adults aged 15 to 34.

With ever-increasing competition in the soft drink sector and more consumers dropping out of the category than are entering it, the next generation of tea drinkers is in decline.

In addition, the study shows that younger consumers are less enamoured with "traditional English tea" than their older counterparts.

Just over half of 16 to 24 year olds (53 per cent) drink traditional tea at least once a week, compared to 68 per cent of over 55s. As a result, despite tea having a large penetration in the UK market with eight in ten UK adults drinking it, tea has been experiencing a long-term decline in usage. The proportion of UK adults who drink tea has dropped from 87 per cent in 2006 to 81 per cent in 2010 - at a time when overall soft drinks revenue is on the increase.

Mintel senior drinks analyst Jonny Forsyth said: "Tea is capitalising on the short-term increase in the share of over-65s but failing to convert the younger generations in significant enough numbers to replace those falling out of the market. Our consumer research identifies a younger tea-drinking generation who differ markedly from previous generations of tea drinkers.

"They have a much more adventurous attitude towards drinking tea, enjoying the variety of flitting between standard English breakfast, speciality and herbal tea rather than just sticking to one type, and they are keen to try new tea brands and new flavours.

"What this translates to is a new generation growing up for whom the traditional cuppa is not the be-all and end-all. Their decision-making process when buying tea is much more conscious than with older generations.

"For example, many use different kinds of herbal tea dependent on their mood and will decide to have a cup of standard English breakfast tea if in need of an energy booster.

"Unless traditional tea makers resonate with younger tea drinkers, they may find that this is one tradition not passed from one generation to the next.

"The recent economic climate has played a big part in consumer attitudes to tea and two of the worst winters on record have also assisted the market, not to mention heavy discounting activity.

"However, the sector remains too reliant on traditional English breakfast tea, which is failing to resonate with younger consumers."