Roy Morgan data shows that in the 12 months to June 2016, 9.8 million Aussies 14+ (50 per cent) drank at least one cup of tea in any given week, a fraction up on the same time last year (49 per cent, or 9.6 million people). The average volume consumed in this period is 9.5 cups per person, up from 9.1 cups last year.
Women are more likely to be tea-drinkers than men: 55 per cent drink at least one cuppa in an average week, compared with 45 per cent of men.
There is also a strong correlation between tea-drinking and age. Whereas 25 per cent of Aussies aged 14–17 have a cuppa in an average seven days, the proportion of tea-drinkers grows with each subsequent age group, peaking at 64 per cent among the 65+ demographic.
The average number of cups consumed also increases in direct proportion with age. Tea-drinking teenagers between 14 and 17 years each drink an average of 5.5 cups per week, and once again their 65-plus elders lead the nation, consuming an average of 11 cups. Almost a third of this group drink 15 or more cups per week.
“Coffee is slightly more popular than tea with most age groups, with the notable exception being young Australians aged 14-17, who are more likely to drink tea,” said Norman Morris, Industry Communications Director, Roy Morgan Research. “Could this be an opportunity for a savvy tea brand to get in on the ground floor, so to speak, and win over this young demographic so as to build a life-long relationship?”
Age is only one factor to consider when it comes to Australian’s tea-drinking habits, Morris confirmed.
“Roy Morgan data also shows that sales of regular tea have actually declined slightly over the last five years, herbal/fruit tea sales have crept up, and green tea sales have plateaued. It is crucial for brands wishing to remain competitive in this uncertain market to identify exactly those consumers most likely to keep (or start) buying their product, so they can tailor their marketing in a way that resonates with these people.”