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As seasoned connoisseurs within the realm of tea, we, the experts at Ekön Tea, understand the ever-evolving landscape of tea preferences. In a market shaped by the discerning tastes of Millennials and Generation Z, it's imperative for tea manufacturers and retailers to not only recognize but also adapt to the shifting trends embraced by these dynamic demographics.

The tea industry in the United States has witnessed significant growth, with a projected value of $3.8 billion USD by the end of 2024, driven by innovations such as cold-brews and 'hard-teas,' alongside an increasing demand for healthier options enriched with functional ingredients. Looking ahead, the market is expected to grow further, reaching an estimated value of $5.1 billion USD by 2028 and surpassing $6 billion USD by 2030. This surge is notably fueled by the preferences of Millennials and Gen Z, who exhibit a penchant for high-quality, ethically sourced teas boasting clean labels and diverse flavor profiles.



Research underscores the distinct inclinations of these generations. While Millennials favor fruity and herbal infusions, Gen Z demonstrates a preference for herbal and sweet flavors, aligning with their pursuit of healthier alternatives and a penchant for global tea styles. Notably, green tea emerges as a favorite among Gen Z consumers, reflecting a broader trend towards wellness-oriented choices.

Moreover, the allure of non-traditional tea categories such as boba and milk teas has captivated the palates of Millennials and Gen Z, paving the way for innovative tea experiences.  

Yet, amidst the allure of novelty, there remains a steadfast appreciation for traditional teas steeped in history and culture. The resurgence of interest in tea ceremonies among Millennials and Gen Z speaks to a yearning for mindfulness practices and cultural immersion in a modern context.




As ambassadors of tea culture, we recognize the pivotal role of social media in engaging younger audiences. Platforms like Instagram serve as invaluable channels for storytelling and community-building, allowing us to share the rich heritage and contemporary relevance of tea with a broader audience.

 By infusing the tea-drinking experience with complexity and vibrancy, we can cultivate a renewed appreciation for hot tea as a ritualistic indulgence amidst the hustle and bustle of modern life.

Catering to Modern Tastes with Ekön Tea

At Ekön Tea, we understand these generational shifts and have tailored our offerings to meet these new demands. Our collection includes 11 distinctive blends of loose-leaf teas and 5 varieties of pyramid tea bags, all crafted with the finest ingredients to provide an unparalleled tea experience. Here’s how we align with the preferences of modern tea enthusiasts:



  • Quality and Sourcing: We prioritize ethically sourced teas, ensuring that each blend not only tastes exceptional but also supports sustainable farming practices.
  • Flavor Diversity: From robust black teas to soothing herbal infusions, our range encompasses a spectrum of flavors designed to appeal to varied palates. Our blends are crafted to provide both traditional favorites and adventurous new tastes.
  • Health and Wellness: In line with the growing trend towards wellness, many of our teas incorporate functional ingredients known for their health benefits, catering to the health-conscious consumer.

In essence, the tea industry stands at a crossroads, poised to embrace the evolving preferences of Millennials and Gen Z. By embracing innovation, sustainability, and cultural authenticity, Ekön Tea is committed to shaping the future of tea consumption, one cup at a time. Join us on this journey of discovery and delight in the transformative power of tea.

Written by Griselda Churuvija - ITMA Certified Tea Master

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