The British tea market is witnessing a remarkable transformation as premium sparkling tea emerges as a sought-after alternative to traditional alcoholic beverages. Sales figures from the festive period indicate a significant shift in consumer preferences, with luxury sparkling tea brands experiencing unprecedented growth.
Real, a Buckinghamshire-based beverages company, reports exceptional performance of its £10 sparkling tea bottles. Their signature products, including the green tea-based Dry Dragon and white peony tea-derived Peony Blush, achieved impressive year-on-year growth of 72% and 60% at Ocado and Waitrose respectively during the Christmas period.
The premium segment continues to expand, exemplified by Berry Bros & Rudd’s £17 sparkling tea, which sold 1,600 bottles during the festive season. This trend reflects a broader market evolution, with established brands like Twinings entering the space through vitamin-enriched canned variants priced at approximately £2 per unit.
Market research firm Mintel’s data reveals a striking decline in traditional tea consumption, with merely 45% of British adults consuming standard breakfast tea daily. The volume of traditional tea purchased has decreased by nearly one-fifth since 2020, highlighting the sector’s transformation.
NIQ’s food and drink expert, Polina Jones, suggests this shift represents an evolution rather than abandonment of tea consumption. The beverage category now encompasses diverse offerings including bubble tea, kombucha, and tea-based energy drinks.
The rise of sparkling tea aligns with increasing health consciousness and alcohol moderation trends, with Mintel reporting 59% of adults either limiting or abstaining from alcohol consumption in the past year. However, pricing remains a crucial factor, as over half of consumers indicate that premium non-alcoholic alternatives’ cost acts as a deterrent to purchase.
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