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
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Rebranded Tea Time — Tea is being rebranded for a new generation of drinkers as a more organic, multifaceted, and fashionable alternative to coffee environments.
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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.
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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
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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.
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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.
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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.
