How can tea "fan" the younger generation?
2023-09-13
As the younger generation grows older, their understanding of tea is also gradually deepening. Tea plays an important role in meeting the diverse needs of young people for stress relief, zero sugar and zero calorie consumption, and health preservation. At present, tea has covered the main life scenes of young consumers, and a series of emerging trends in social tea drinking have emerged. Located in large and small tea producing areas of the "tea giant", tea has developed rapidly. Tea originated in China and is popular around the world. According to data, the global tea market showed an overall upward trend from 2019 to 2025, but declined slightly in 2020 due to the impact of the epidemic. It is expected that the market size will reach 266.7 billion US dollars by 2025; In 2022, China will become the largest tea market, with an estimated market size of 99.8 billion US dollars, surpassing the combined market size of the second to seventh ranked countries. According to the 2023 Taobao Tmall Tea Industry Consumption Trends White Paper, from the perspective of the two major tea product categories, substitute teas mainly consisting of herbal tea and fruit tea have a large user base, accounting for 70% of the total number of consumers; However, the overall sales scale of the tea industry mainly relies on original leaf tea, with Pu'er, green tea, and oolong tea accounting for the top three sales of original leaf tea. Under the protection of local policies, the quality and popularity of tea in major production areas continue to improve. For example, in recent years, Hangzhou, Zhejiang has enacted legislation to protect West Lake Longjing tea, focusing on industrial optimization and brand protection, eliminating illegal infringement such as misuse and misuse of the West Lake Longjing trademark, and strengthening the protection of the West Lake Longjing brand and the development of high-quality products. Subsequently, from 2020 to 2022, the sales proportion of premium and first-class green tea has been increasing year by year, and the average unit price of premium tea in major production areas has shown a steady upward trend. The demand for tea by Chinese people is gradually becoming more refined and high-end. At the same time, with the continuous improvement of the popularity and quality of Chinese tea, Chinese tea has gone abroad. In recent years, the export sales scale of green tea from major production areas such as West Lake Longjing, Biluochun, and Anji White Tea has been continuously increasing, and it has been widely recognized by overseas people. At the same time, the market has shown strong interest in products characterized by small scope, high product recognition, and high-quality products. A number of small tea varieties in the growing market have emerged, such as Fuding White Tea, Wuyi Rock Tea, and Fenghuang Dancong, which have a certain consumption scale compared to other tea varieties. The compound growth of Zhangping Narcissus, Enshi Yulu, and Baojing Gold Tea is outstanding. The emerging trend of drinking tea among young people in the circle of fan health preservation has emerged. Mature individuals, represented by those between the ages of 30 and 49, have contributed over 70% of their consumption to the tea market and are the main consumers in the online tea industry; In the past three years, the proportion of consumption among young people aged 18 to 29 has been increasing year by year, and the growth rate is considerable, becoming a potential trend group. The health awareness of Chinese people is constantly strengthening, and research results show that 98% of consumers have changed their concept of beverage selection. Health, sugar free, and functionality are the main demands of consumers. Tea, with its unique taste, healthy, and sugar free inherent properties, meets the diverse needs of young consumers for stress relief, zero sugar, zero calorie, and health preservation. Tea has covered the main life scenes of young people, and working in the workplace and staying up late are the high-frequency scenes for drinking tea. Unlike those of mature age, the social attributes inherent in tea have been more widely applied among young people, leading to the emergence of a new trend
Edit：GuoGuo Responsible editor：FangZhiYou
Source：people.cnle
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