Beverages: Gen Z are turning away from alcohol when stressed and choosing this drink instead
- InsightTrendsWorld
- Apr 14
- 10 min read
Why Is This Topic Trending?
Stress-Relief Reimagined:
Over half of 18–24-year-olds now choose tea over alcohol as their preferred way to unwind when stressed, signaling a shift from traditional alcoholic de-stressing methods.
Health and Wellness Focus:
Gen Z is increasingly health-conscious and seeks alternatives that contribute to overall wellbeing—tea, with its natural antioxidants and calming properties, fits the bill.
Social Connection Reinvented:
With four in five young people seeing a brew as a great way to catch up with friends and nearly one-third opting for a tea party instead of a boozy brunch, tea is redefining social rituals.
Charitable Engagement:
Campaigns like Guide Dogs’ “Make Every Cuppa Count” connect tea drinking with community fundraising, blending social purpose with personal stress relief.
Cultural Revival:
Traditional tea choices—English breakfast tea, chai, and green tea—are making a comeback among Gen Z, linking modern lifestyles with timeless comfort.
Overview
Recent research reveals that when under stress, Gen Z is turning away from alcohol and choosing tea as their go-to beverage. Not only is tea preferred as a de-stressing tool, but it also ranks as the top morning drink—beating coffee—and is embraced as a social catalyst, with many young people opting to gather for tea parties over other forms of social outings. This trend is bolstered by a broader cultural shift toward healthier, more mindful, and socially engaged lifestyles.
Detailed Findings
Survey Insights:
Among 18–24-year-olds, 42% choose tea over alcohol when stressed, compared to only 23% who prefer alcohol.
Tea is favored as the morning drink over coffee, with traditional English breakfast tea as the top choice, followed by chai and green tea.
Social Dynamics:
Four out of five respondents find sharing a cup of tea a great way to catch up with friends, while 33% would opt for a tea party (versus 28% for a boozy brunch).
Fundraising Influence:
The Guide Dogs “Make Every Cuppa Count” campaign highlights tea parties as a means to connect and raise funds, further boosting the beverage’s positive perception.
Celebrity Appeal:
Gen Z’s ideal tea party guest list includes popular figures like Zendaya, David Attenborough, and Sabrina Carpenter, reflecting a blend of entertainment and cultural admiration.
Key Takeaway
Gen Z is embracing tea as a healthier, more social, and stress-relieving alternative to alcohol. This shift not only changes consumption patterns but also fosters a renewed sense of community and purposeful social interaction.
Main Trend
“Brewed Social Connection: Redefining Stress Relief”
Description of the Trend (Name: “Brewed Social Connection”)
This trend illustrates a fundamental change in how young people manage stress and social interactions. Rather than relying on alcohol, Gen Z is turning to tea— a beverage deeply rooted in tradition yet refreshed by modern, health-conscious values. “Brewed Social Connection” captures the movement where tea serves as both a personal de-stressor and a catalyst for communal gatherings, enhancing wellbeing while strengthening social bonds.
What Is Consumer Motivation?
Stress Relief Without Hangovers:
Teens are motivated to avoid the negative side effects of alcohol while still finding an effective means to relax and unwind.
Health and Wellness:
The natural properties of tea, including antioxidants and calming effects, resonate with Gen Z’s focus on long-term health.
Social Bonding:
Tea provides a more inclusive, family-friendly, and socially engaging alternative to alcohol-centric gatherings.
Cultural Authenticity:
A connection to tradition through classic tea varieties meets Gen Z’s desire for authenticity in a rapidly changing world.
What Is Driving the Trend?
Health Revolution:
Increasing awareness of the negative impacts of alcohol and the desire for healthier alternatives.
Social Media Influence:
Platforms like TikTok amplify tea-related content and create viral trends around tea parties and mindful sipping.
Economic and Lifestyle Shifts:
With rising living costs and stress levels, young consumers are gravitating toward cost-effective, health-enhancing beverages.
Campaigns and Charity Initiatives:
Initiatives such as the Guide Dogs campaign drive home the message that tea can have a positive social impact while providing personal wellness.
What Is Motivation Beyond the Trend?
Holistic Wellbeing:
Beyond immediate stress relief, tea is associated with mental clarity and overall balance, aligning with Gen Z’s holistic approach to wellness.
Community and Purpose:
Participating in tea-based social and fundraising events provides a sense of contribution and belonging.
Cultural Reclamation:
In a fast-paced digital age, the ritual of tea serves as an anchor to more mindful, slower-paced traditions that foster reflection and connection.
Description of Consumers the Article Is Referring To
Age:
Primarily 18–24-year-olds.
Gender:
While precise gender details aren’t specified, the survey targets a diverse cross-section of Gen Z.
Income:
Most consumers in this category are students or early in their professional lives, typically with limited disposable income, emphasizing cost-effective, healthy choices.
Lifestyle:
Gen Z consumers are digitally connected, health-conscious, and socially engaged. They value authenticity, transparency, and community building, and often seek alternatives that support both personal wellness and social responsibility.
Conclusions
The shift among Gen Z from alcohol to tea is more than just a beverage preference—it reflects broader lifestyle changes where health, social connectivity, and mindfulness take center stage. This trend shows that in times of stress, young people increasingly choose options that nurture their wellbeing while fostering genuine human connections.
Implications for Brands
Rebrand and Innovate:
Tea brands and beverage companies must position tea not only as a refreshing drink but as a lifestyle choice that supports mental and social wellbeing.
Product Diversification:
Innovate with ready-to-drink tea products and specialty blends that cater to the taste and health priorities of Gen Z.
Transparent Messaging:
Communicate the health benefits and cultural heritage of tea through storytelling, social media, and influencer partnerships.
Campaign Synergy:
Align with charitable and community initiatives, tapping into campaigns like “Make Every Cuppa Count” to enhance brand trust and relevance.
Implications for Society
Healthier Social Norms:
A shift away from alcohol consumption among young people can promote healthier lifestyles and reduce the negative impacts associated with heavy drinking.
Enhanced Community Engagement:
Tea parties and similar gatherings can strengthen social bonds and foster a greater sense of community.
Cultural Renewal:
Embracing traditional rituals like tea drinking can help counterbalance the fast pace of modern life, promoting mindfulness and well-being.
Implications for Consumers
Improved Wellbeing:
Choosing tea provides a healthier alternative for stress relief, reducing potential alcohol-related health risks.
Enhanced Social Experiences:
Tea gatherings offer inclusive, family-friendly environments that encourage meaningful social interactions.
Empowered Decision-Making:
Access to better health information about tea enables consumers to make informed choices aligned with their values and lifestyle goals.
Implication for Future
The trend of choosing tea over alcohol is likely to strengthen as Gen Z’s influence grows. Expect a continuing cultural shift where healthful, mindful alternatives become mainstream, driving the beverage industry to innovate and redefine social rituals around non-alcoholic drinks.
Consumer Trend
“Mindful Sipping” This trend is characterized by a deliberate choice to consume beverages that enhance mental clarity and well-being. Gen Z’s preference for tea as a stress-reliever and social connector reflects an overall move toward mindfulness in everyday habits.
Consumer Sub Trend
“Tea as a Social Catalyst” Within the broader trend, this sub category focuses on tea’s role in creating opportunities for connection, conversation, and community, from casual meetups to organized tea parties that often carry a charitable dimension.
Big Social Trend
“Health Over Hangovers ”A generational shift is evident where young people reject alcohol as a default stress-relief method in favor of healthier, more sustainable alternatives, setting new norms around socializing and personal care.
Worldwide Social Trend
“Global Shift to Mindful Consumption” Across cultures, consumers are increasingly gravitating towards beverages and lifestyles that promote sustainability, mindfulness, and health, reflecting an international movement away from harmful consumption habits.
Social Drive
“Connection Through Cuppas” The drive for authentic social connections and mental well-being fuels the increasing popularity of tea. By transforming a simple beverage into a symbol of community and care, Gen Z is reshaping social rituals.
Learnings for Brands to Use in 2025 (Bullets, Detailed Description)
Capitalize on Health Benefits:
Emphasize the natural antioxidants and calming properties of tea in marketing campaigns.
Promote Social Gatherings:
Encourage community events, tea parties, and interactive experiences that tie the product to positive social outcomes.
Leverage Influencer Partnerships:
Collaborate with influencers who resonate with Gen Z’s values to authentically promote tea as a stylish and beneficial choice.
Integrate Charitable Campaigns:
Align product launches with social causes (e.g., Guide Dogs’ campaigns) to strengthen community engagement and brand loyalty.
Enhance Digital Presence:
Invest in targeted digital marketing on platforms popular with young consumers (e.g., TikTok, Instagram) to drive awareness and engagement.
Strategy Recommendations for Brands to Follow in 2025 (Bullets, Detailed Description)
Develop Lifestyle Branding:
Position tea not just as a beverage, but as a key element of a mindful, healthy lifestyle that promotes social connection.
Innovate Product Lines:
Create new tea blends, ready-to-drink versions, and other formats tailored for on-the-go, health-conscious consumers.
Host Experiential Events:
Sponsor tea parties, pop-up events, and interactive sessions that allow consumers to experience the beverage in a social setting.
Communicate Scientifically:
Utilize scientific research to back up the health claims of tea, ensuring transparency and building trust among informed young consumers.
Integrate Social Impact Messaging:
Highlight any charitable or community-driven aspects of your brand’s activities to resonate with Gen Z’s values of social responsibility.
Final Sentence (Key Concept)
In 2025, as Gen Z redefines social norms by embracing mindful, healthful alternatives, tea stands out as the beverage of choice that seamlessly blends stress relief, connection, and a commitment to well-being.
What Brands & Companies Should Do in 2025 to Benefit from the Trend and How to Do It
Invest in Health-Centric Product Innovation:
Develop tea-based products that not only taste great but are proven to boost wellness.
Enhance Digital Marketing Strategies:
Leverage social media platforms and influencer partnerships to spotlight the dual benefits of tea—stress relief and social connection.
Create Experiential Opportunities:
Organize tea gatherings and events that serve both as brand activations and community-building exercises.
Align with Social Causes:
Partner with charities and community campaigns (like “Make Every Cuppa Count”) to deepen consumer trust and engagement.
Reframe Messaging:
Shift the narrative from a simple beverage to a lifestyle choice that embodies health, mindfulness, and authentic social experiences.
Final Note
Core Trend:
Name: Nutritional & Social Mindfulness
Description: This trend merges a health-focused approach to beverage consumption with the need for authentic social interactions. Tea is positioned not just as a drink but as an emblem of mindful living and communal connection.
Core Strategy:
Name: Lifestyle-Centric Branding
Description: Brands should focus on building a strong lifestyle narrative around tea—emphasizing its wellness benefits, cultural heritage, and role in fostering community bonds.
Core Industry Trend:
Name: Health Over Hangovers
Description: The beverage industry is witnessing a pronounced shift where healthier alternatives, particularly those that support mental and physical well-being, are gaining prominence at the expense of alcohol-centric lifestyles.
Core Consumer Motivation:
Name: Wellbeing & Connection
Description: Consumers, especially Gen Z, are driven by a desire for products that enhance their health and facilitate meaningful social interactions in a fast-paced, digitally connected world.
Final Conclusion
The rise of tea as the preferred stress-relief and social beverage among Gen Z signals a fundamental shift in how young consumers address wellbeing and connection. By embracing health, authenticity, and community, brands that harness this trend will not only redefine social norms but also secure enduring consumer loyalty in an increasingly mindful market.
Core Trend Detailed: Nutritional & Social Mindfulness
Gen Z is redefining how stress and social connection are managed by turning from alcohol toward tea. Rather than seeking the temporary buzz of alcohol, young people increasingly choose tea for its calming, healthful, and socially connective qualities. This trend is driven by a broader shift toward wellness and mindful consumption, where tea—steeped in tradition yet modern in its appeal—serves as both a stress reliever and a catalyst for genuine social gatherings.
Key Characteristics of the Trend (Summary)
Health-Focused Choice:
Tea is viewed as a healthier alternative to alcohol, providing natural antioxidants and stress-relieving properties.
Social Engagement:
Young consumers prefer tea not only for relaxation but also for its role in facilitating meaningful, face-to-face social interactions (e.g., tea parties).
Cultural Relevance:
Traditional tea variants such as English breakfast tea, chai, and green tea are regaining popularity among Gen Z, blending cultural heritage with modern lifestyles.
Mindfulness and Wellness:
The shift reflects a broader commitment to mindfulness, with Gen Z prioritizing beverages that support overall mental and physical wellbeing.
Market and Cultural Signals Supporting the Trend (Summary)
Survey Insights:
Research shows that 42% of 18–24-year-olds choose tea to de-stress over alcohol, while tea is also the preferred morning drink.
Wellness Movement:
There’s a growing cultural emphasis on health, mental clarity, and sustainability, which aligns with tea’s natural and unprocessed image.
Social Media Influence:
Content on platforms like TikTok and Instagram highlights tea gatherings and the benefits of non-alcoholic beverages, sparking wider interest.
Charitable Campaigns:
Initiatives such as Guide Dogs’ “Make Every Cuppa Count” tie tea consumption to community and social causes, reinforcing tea’s positive cultural status.
How the Trend Is Changing Consumer Behavior (Summary)
Shift in Stress Relief:
Instead of alcohol, Gen Z turns to tea as a way to unwind, promoting a healthier method to manage stress.
Alternative Socializing:
The trend supports a move toward more inclusive, low-key social experiences (like tea parties) rather than alcohol-centric gatherings.
Morning Beverage Transition:
With tea surpassing coffee as a go-to morning drink, consumers are realigning their daily rituals around healthier habits.
Increased Health Consciousness:
Overall, the trend signals a growing consumer demand for beverages that offer both physiological benefits and psychological comfort.
Implications Across the Ecosystem
For Brands and CPGs:
Product Innovation: Develop new tea blends, ready-to-drink teas, and functional tea products that emphasize stress relief and wellness.
Marketing Focus: Shift messaging to highlight tea’s health benefits, its role in mindfulness, and its suitability for modern, socially connected lifestyles.
Influencer Partnerships: Collaborate with digital influencers who resonate with Gen Z to authentically promote tea as the beverage of choice for holistic wellbeing.
For Retailers:
Enhanced Merchandising: Create dedicated in-store and online sections for specialty teas with clear information on health benefits and origins.
Experiential Retail: Host tea tasting events and tea parties to engage consumers directly and educate them about the positive attributes of tea.
Cross-Promotional Campaigns: Tie tea offerings to broader wellness or social responsibility campaigns to strengthen the beverage’s appeal.
For Consumers:
Empowered Choices: Access to better information on tea’s benefits allows consumers to make informed, healthful decisions that align with their lifestyles.
Improved Wellbeing: Drinking tea provides a natural method to relax and recharge without the negative side effects of alcohol.
Community Building: Tea gatherings foster stronger personal connections and create opportunities for communal support and social engagement.
Strategic Forecast
Over the next several years, the trend toward tea as a non-alcoholic, socially engaging beverage is expected to deepen. Key drivers include the ongoing wellness revolution, increased digital engagement around lifestyle trends, and the expansion of ready-to-drink tea products. Brands that innovate in functional tea variants, invest in genuine storytelling about tea’s cultural heritage, and integrate social responsibility into their campaigns will lead the market. Moreover, as consumer education on health and mindfulness increases, tea’s market share as a preferred stress-relief and morning beverage is likely to expand further.
Final Thought
As Gen Z continues to redefine social norms and personal wellbeing, tea emerges not merely as a drink but as a lifestyle emblem—symbolizing health, mindfulness, and genuine social connection. Brands that harness this trend by blending tradition with modern innovation will not only capture young consumers’ loyalty but also drive a broader transformation in beverage consumption.
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