Tea time is rebranded from stuffy to hip for a new generation of brewers
Implications - Relatively shrouded in tradition, the act of drinking tea is being rebranded as a hip alternative to coffee that suits the 20-something drinkers that not only crave a more organic beverage, but also one that's more multifaceted in composition. As magazine spreads and department stores depict tea time as a fashionable pastime, the beverage is given an aesthetically pleasing makeover to make it more lifestyle-centric for the Gen X and Y consumer. An increase in niche tea shops supports this rise in consumption, but also a distinct attention to consumer desire for healthy living as perceived health benefits outweigh that of a packaged refreshment.
Trend Themes
1. Rebranded Tea Time - Tea is being rebranded for a new generation of drinkers as a more organic, multifaceted, and fashionable alternative to coffee environments.
2. Personalized Lifestyle-centric Niche - More niche tea shops suggest a rise in the importance of meeting consumer desires for healthier and more personalized lifestyle choices.
3. Whimsical Tea Party Imagery - Editorials featuring dark and creepy, or enchantingly bohemian themes depict tea parties, lending itself to a space for design and fashion to intersect with tea brands.
Industry Implications
1. Beverage Industry - The beverage industry can explore unique blends of organic teas to cater to niche preference and capitalize on tea's newfound status as a lifestyle brand.
2. Marketing Industry - The marketing industry can personalize and market teas to meet consumer desires for healthier and more individualized lifestyles through creative imagery and thoughtful branding that redefines tea time as a fashionable pastime.
3. Design and Fashion Industry - Design and fashion can look to incorporate and leverage tea as a thematic element in creative editorials that explore whimsical and dark themes, lending itself to engaging imagery and a storytelling experience.
