Trouble is brewing for the humble cup of tea as younger generations in Britain are turning their backs on the classic beverage in favor of health-focused alternatives like bone broth. Despite the average Briton consuming two and a half cups of tea per day, a quarter of 18-24 year olds now abstain from tea entirely, with a third of Gen Z regularly drinking bone broth instead.
Shift in Beverage Preferences
A poll of 2,000 adults conducted by lifestyle brand Hunter & Gather reveals that 24% of Britons expect functional drinks to become a larger part of their daily routines by 2030. These beverages are predicted to overtake traditional tea and coffee in popularity within the decade. Company director Pauline Fox commented: "For generations, tea has been part of British culture, but consumers are becoming more health-conscious about what they eat and drink."
Bone Broth on the Rise
Hunter & Gather has launched a new chicken bone broth containing 11g of protein and 5.5g of collagen, marketed as an alternative to tea and coffee. Interest in such drinks is driven by perceived health benefits, with 64% of respondents agreeing they support immunity, gut health, and recovery. Millennials are the biggest adopters, with 44% drinking bone broth regularly, while men (38%) are switching faster than women (26%).
Fox added: "We are seeing a major shift towards people opting for foods and drinks that offer nutritional value alongside comfort and convenience. Bone broth fits perfectly into that trend because it is warming, savoury and naturally rich in nutrients like collagen and protein."
