What are the youngsters of today drinking? Your first guess might’ve been coffee or energy drinks, but well, we believe it’s the good old masaledaar, warm cup of Wagh Bakri chai. But why? What makes us think so? Well, grab your favourite mug and get comfortable, because we're about to spill the tea on this.
Table of Contents
- Generational Shift: From Grandpa to Gen Z
- From Classics to Bobas
- Social Scenario
- How else is Gen Z experimenting?
- Conclusion
- FAQs
Generational Shift: From Grandpa to Gen Z
The image of our grandparents waking up and directly reaching for their cup of tea and newspaper brings back so much nostalgia. Tea is like an alarm for them. After their first cup, they would eagerly wait for the evening when they’d have their second cup of tea with some snacks. So in today’s time, Gen Z has come a long way from judging grandparents for drinking several cups of chai to making Instagram reels and YouTube shorts about chai, like the one below.
Let's now talk numbers because nothing is more "kadak" than some hard-hitting statistics. A whopping 75% of Gen Z said they drink tea. That's right, more than 7 out of 10 young folks are on Team Chai! (Though some of them said they occasionally have coffee as well). Just like dadaji and dadiji, we see these young folks having their first chai in the mornings at the office to prepare for work and then again there’s a chai break midday for gossiping and making reels. The same survey revealed that a large portion of Gen Z believes India is predominantly a tea drinker, or that tea is stealing the spotlight from coffee.
Surprising, right? Well, even the preferences for tea are a bit surprising when it comes to Gen Z. They’re the generation that loves to experiment. And they bring this attitude to tea as well. That’s why you might’ve come across some very difficult-to-pronounce (and even difficult-to-understand) teas trending across the internet every few months. Let’s explore this in detail in the next section.
From Classics to Bobas
Gen Z loves to try everything and then experiment with everything. The kind of experiments they are doing with tea might just give a shock to the older generation. We're talking fruity fusions that taste like a tropical vacation in a cup, candy-inspired blends that are sweeter than your wildest dreams and fancy bubble tea which is more or less just like a milkshake.
Imagine this: a blueberry cheesecake tea that tastes exactly like your favourite dessert. This wouldn’t have been possible (even in the wildest of imaginations) before the era of bubble tea. With the bubble tea craze, came the chewy tapioca pearls, bursts of popping boba and so many other flavour combinations that would be a shock to anyone. But how can anyone resist it after watching it on a reel? Gen Z loves to try new things and this has been a cool thing for a while now. However, if you talk to any Gen Z around you, they might admit in private that bubble tea and Bobas are nothing more than a craze and a trend.
When you ask them more about which type of tea they like, there are very high chances of the answer being unanimous: masala chai! And if you ask about their favourite tea, the answer might again be unanimous: Wagh Bakri tea! It’s a tried, tested and trusted blend of chai for generations now and it’s a bit difficult for a trend to come and beat it.
Social Scenario
Gen Z is turning tea time into a mazedaar hang-out time. Gone are the days when tea was just something your grandma sipped while watching her TV serials. Now, tea is at the centre of many social scenes, and often the reason that brings people together. And all the best tea brands in India are slowly becoming aware of this.
Tea shops with AC, Wifi and comfy sofas are the new cool hangout spots. Forget the roadside chaiwallahs and the old-school chai tapris – the new kind of chic tea lounges like Wagh Bakri Tea Lounge are becoming a second home to the young generation! Picture this: cosy sofas & chairs, ambient lighting and more tea varieties than you can imagine. Sorry fancy coffee shops, for giving you an existential crisis. Gen Z is switching to these spots faster and faster each day. They're studying, chatting and probably coming up with the next big Instagram reel trend all while sipping on some tea.
How else is Gen Z experimenting?
Let's spill the tea on eco-friendly practices, shall we? The young chai enthusiasts are bringing back the kulhads! That's right, those traditional clay cups aren't just for train stations anymore. Gen Z is all about reducing environmental impact and kulhads are checking all the boxes. They're biodegradable, they add a unique flavour to the tea, and let's be real – they make you look like you've got your life together. "Oh, this old thing? Just my artisanal, environmentally-friendly tea vessel." Casual sip.
But wait, there's more! Even for the other varieties like iced tea, Gen Z has found a new favourite – reusable straws. Metal, glass, bamboo - you name it, there are so many options available. Who knew being eco-conscious could be so Instagram-worthy?
Gen Z is trying to move away from the traditionally polluting materials like plastic, be it for the cups or for the straws. We feel that the overall lifestyle and choices of Gen Z are changing which reflects in how they consume their chai as well.
Conclusion
Despite the many trends that come and go, love for the OG masala chai is peaking among Gen Z in our opinion. Be it the young office-goers or the college-goers. Over the years, despite so many changes in culture, lifestyle and generations, some things remain constant. They even come to a full circle, with masala chai being the favourite of the grandparents' generation initially and now Gen Z.
If you’re exhausted from all the tea talk, having a hot date with a cup of masala chai might help. And no need to worry about going out to get it, since you can buy tea online now. Stay fresh, stay kadak, tea lovers!
The opinions shared in this article are of the writer and not of Wagh Bakri Tea Group or Gujarat Tea Processors and Packers Limited.
FAQs
What is Gen Z’s favourite drink?
Masala chai is definitely one of their favourite drinks. They are a generation which likes to experiment so instead of having one clear winner, they are all about trying our various combinations.
Where can I find some Gen Z tea inspiration?
Welcome to the tea party! Search for #TeaGram on Instagram to get started. You'll find a whole community of tea enthusiasts brewing up magic, sharing their favourite recipes and creating some seriously drool-worthy tea. You can also follow Wagh Bakri (@waghbakritea.official) to join a community of Gen Z tea lovers.
How many Gen Z drink tea?
75% of Gen Z drink tea. Out of these 44% are only tea drinkers while 31% are the ones who drink both tea and coffee.
