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Tata Tea Kanan Devan latest survey indicates 89% of Karnataka’s millennials are tea lovers
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Monday, 02 May, 2022, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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Tata Tea Kanan Devan, Karnataka’s leading tea brand has recently revealed findings on tea culture in the State through the ‘Karnataka Quality Paradox’ survey.
Its extensive survey undertaken across Bengaluru, Mangaluru, Mysuru, Bagalkote, Chitradurga, Chikmangalur and Davangere, gives key insights on the need to raise awareness on harmful effects of adulterated tea and encourage customers to opt for trusted quality tea that is pure and natural.
Commissioned by Tata Tea Kanan Devan, the ‘Karnataka Quality Paradox’ surveyed respondents in four age categories of 18-24, 25-34, 35-45, and 45 plus, in equal proportions and shares some of the below key findings bringing out Karnataka’s tea consumption and preference patterns.
When it comes to consuming tea, consumers associate tea drinking to specific situations in everyday life. According to the survey, over three-quarters of millennials (77%) and Gen X (79%) admit that of all tea drinking scenarios, they most associate with is drinking ‘morning tea’, with their tea routine dominated by ‘morning tea’ with family members.
Insights of the survey prove Tea is deeply entrenched as part of daily lives of millennial population of Karnataka. Millennials seem to be most fond of tea with 89% of Karnataka’s millennials routinely drink 2 or more cups of tea a day, and Gen Z constitute 80% of tea drinkers
When it comes to knowledge on unadulterated food products, a high level of awareness is seen among millennials. Despite this however, actions taken don’t seem to reflect the knowledge.
Elaborating on the survey findings, Puneet Das, president, packaged beverages, India and South Asia, Tata Consumer Products Limited, said, “Karnataka Quality Paradox aims to bring out key insights of tea consumption and thereby educate consumers on the need to consume quality tea, in order to encourage them to opt for that is pure and natural. The need of the hour is making conscious decisions when it comes to avoiding adulterated food products and moving to packaged brands. In addition to this, it is also vital that consumers are aware of all the necessary certifications and hallmarks that assure them of the quality of product being purchasing.”
Kavita Devgan, nutritionist, speaking about the Tata Tea Kanan Devan survey findings said, “The beneficial value of tea as part of one’s daily diet is well-known. However, despite consumers’ high awareness on the harmful effects of adulterated tea, most end up purchasing loose tea. The Tea Board of India recommends using tea with no colour additives used, as such adulterated tea could pose great health risks.”
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