Gen Z are turning to tea for confidence, calm and preparation, according to new research from the 300‑year‑old tea maker, which finds that almost half (47%) now use tea as their version of Dutch courage, replacing the pre‑event alcoholic drink with a more mindful ritual. That figure sits well above the national average (37%) and almost double the rate seen among Baby Boomers (25%), signalling a generational shift in how people prepare for everyday moments.

Tea as a mental reset

The study shows six in ten Gen Z (62%) have made a cup of tea to mentally prepare for something – whether gearing up for work, getting ready to exercise, or taking a moment before social plans. For older generations, that number drops to four in ten (40%), suggesting tea is becoming more purposeful for younger consumers, evolving from a simple pause into a considered ritual.

Together, the findings point to a broader trend: younger shoppers are seeking drinks that support different needs across the day, from a moment of calm before a meeting to a reset before heading out.

Twinings launches GenTea

To capture this momentum, Twinings has launched GenTea, a campaign celebrating the ways younger audiences are weaving tea into everyday life.

Gill Close, marketing director for Twinings UK & Ireland, said younger consumers are reshaping the category:

“Younger consumers are engaging with tea differently to previous generations… today, Twinings is the number one tea brand among younger shoppers. GenTea reflects how younger audiences are using tea in moments of preparation, reset and reflection, while staying true to the quality and heritage people associate with Twinings.”

Close points to the brand’s recent innovations – from Superblends to Sparkling Tea and increased creator‑led engagement – as part of a long-term strategy to meet younger drinkers where they are.

A new era of intentional blends

Twinings Master Blender Bryony Osmond said Gen Z’s preferences are shaping product development:

“Gen Z are helping reshape what tea means today. They’re looking for blends that feel intentional, flavourful and reflective of their lifestyles… blends like Glow have really struck a chord with younger consumers.”

Osmond said this shift is opening new creative space for innovation while staying true to Twinings’ craftsmanship.

Tea on the go

To bring the insights to life, Twinings has unveiled a limited‑edition Tea Bag Bag – a compact accessory designed to carry a tea bag wherever you go, underscoring the brand’s message that tea can support any moment, any time.

A category in transition

The findings reflect wider trends across food and drink: the rise of functional blends, growing interest in moderation, and a generation seeking shared experiences without relying on alcohol. For Twinings, it’s an opportunity to reinforce tea’s relevance with a new wave of drinkers who are redefining rituals in their own way.

To bring the insights to life, Twinings has created a limited-edition Tea Bag Bag, a compact accessory designed to carry a tea bag on the go.