When we think of tea drinkers we some how have the idea of boring, old teetotalers. As I keep saying, “the face of tea is changing!”

Many want to spell teetotaler as “tea”totaler — thinking it has something to do with drinking tea — it doesn’t. A teetotaler doesn’t drink alcohol of any kind — that’s all.

A recent study conducted by Tetley Tea paints a different picture of tea drinkers — one that may surprise you. Do have a look — I found it very interesting.

Here’s a key point from the survey — “Many Americans who drink tea have more satisfying lives than those who don’t drink tea.”  

Hmmm …

OKAY — maybe “thrill-seekers” is a bit of an overstatement — but it does seem that tea drinkers are having more fun!

Some other interesting, little-known (outside the tea industry) info:

The audience for tea is changing as rapidly as the market for tea is expanding.

What was once a predominately female, older consumer, has evolved into a much broader target audience depending upon the specific segment and drinking occasion.

Historically, the average purchaser of tea bags in the United States was female, 35-55 years of age.

The U.S. market for tea has more than quadrupled during the past twenty-plus years—from just under $2 billion in 1990 to just over $10 billion last year—according to the U.S. Tea Association. Demand for the herbal beverage has now been growing at a healthy clip for decades. By weight, Americans now drink almost 20 percent more of the herbal beverage than they did back in 2000, according to market research firm Euromonitor.

  • Ready-to-drink tea products have seen a 15 x increase in sales and consumption since 2004. The value of its market is estimated to be $5.2 billion.
  • In 2014, over 77% of the tea brewed in the United States was prepared using tea bags.
  • 84% of the tea that is consumed is black tea.
  • The percentage of tea that is consumed which is green tea: 15%. It’s growth is outpacing all other forms of tea, however, with 60% more volume consumed since 2004.
  • The other 1% of teas are about evenly split between white tea, Oolong, and dark tea.
  • 87% of Millennials say that they regularly drink tea.
  • In the United States, just 15% of the tea that is consumed will be hot tea.
  • On any given day, over one half of the American population drinks tea. On a regional basis, the South and Northeast have the greatest concentration of tea drinkers.
  • For home consumption, iced tea mixes or pre-made beverages account for more than half of the tea that is consumed.


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Dharlene Marie Fahl is an entrepreneur and approaches everything she does with a universal, collaborative and cooperative spirit and is a CEO Space graduate and lifetime member. She has been a retail gift shop owner, a healing centre owner and operator, as well as a restaurant general manager and a director of training for a restaurant company responsible for seven restaurants. Her education and training is in Hospitality Management.

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