There is no question that as a nation, Britain is full of tea lovers. In fact, it’s estimated that Brits consume over 100 million cups of tea daily.
At a current time of uncertainty, new independent research by BRITA Professional has revealed the potential wellbeing benefits a tea ‘break’ can bring, now especially relevant with so many of us working from home.
The research, which was conducted amongst 1,000 tea drinkers, found that two-thirds (64%) believe taking time to have a cup of tea has a positive effect on their mental health, admitting it helps them to feel relaxed. Almost half (41%) agree that it helps them calm down and reduce stress levels.
As well as being beneficial to consumers’ mental health, research also found that a tea break can increase our productivity with nearly half (41%) agreeing that they are able to concentrate more on their work after a cup of tea and over a third (38%) are able to perform better or to a higher level.
Jane Pettigrew from the UK Tea Academy said, “As we all continue to settle into the ‘new normal’ and spend more time at home, it’s more important than ever to look after our mental wellbeing.
'The research by BRITA Professional really shows that there’s nothing quite like a reassuring cup of tea. I would encourage all of those who are busy in their households to take regular breaks throughout the day and where possible, connect with others over a relaxing hot drink.”
Although tea is clearly a popular drink choice, 46% of consumers do not believe the quality of tea is better in cafés than at home. In fact, tea comprises just 4.4% of the average coffee shop sales mix. So, what can businesses do to encourage consumers to drink tea out of home?
Whilst the hospitality industry is currently facing a challenging time due to the current climate and repercussions of COVID-19, BRITA Professional’s new research has also provided a number of insights on how, once back up and running, businesses can encourage tea drinkers to take their tea break in their establishments and improve their revenue.
Choice: While English Breakfast Tea is often seen as the most popular choice of tea at many cafés, coffee shops and hotels, over half of consumers (51%) would be more likely to choose another type of tea out of home
Quality: Almost half (46%) of tea drinkers don’t believe the quality of tea is better in cafés than it is at home. In fact, tea operators believe the reasons for missed opportunities in the sector are the quality of tea used (64%) and the lack of training on how to make a good cuppa (40%)
Ambience: Of those that do enjoy a cup of tea out of home, almost half (41%) said the ambience of the location was one of the biggest drivers. Tea drinkers provide other opportunities too as 60% of consumers typically make additional food purchases alongside their tea.
Speaking about the research results, which are available in a new toolkit from BRITA Professional – Life is Better Filtered: Business Vitali-Tea, Sarah Taylor, Managing Director of BRITA UK, said, “From conducting research into the benefits of a tea break, it’s clear that the majority of tea drinkers not only enjoy the taste but also the opportunity it provides to take a break from the stresses of work and everyday life.
“Whilst the hospitality industry as a whole is going through a very difficult time, this toolkit also provides invaluable insights that could help businesses take this time to strengthen their offering and come out of this situation stronger on the other side.
“By educating Brits in why having tea in a café, coffee shop or other business environment could be beneficial to their wellbeing, or why the quality of tea may be better out of home, the hot beverage industry has the potential to flourish in a whole new sector”.
In addition to the research findings, the new toolkit Life is Better Filtered: Business Vitali-Tea also features expert insights into the health benefits of a tea break, the added benefits of enjoying a tea break outside of the house and also top tips for hot beverage businesses looking to expand their offering and entice more custom when they are able to reopen.
BRITA Professional will also be posting top tips across their social channels over the next few weeks on how to make the most of your tea break whilst working from home.
To download a copy of the Life is Better Filtered: Business Vitali-Tea toolkit, please visit: https://issuu.com/britaprofessional/docs/brita_vitalitea_toolkit_single_pages_final