New research reveals that geography may actually be a stronger influence on the brands we love and the traditions we follow than our age. And nowhere is this more apparent than in Britain’s iconic tea-time culture.
A national survey by global brand tracking leader Tracksuit has crowned Yorkshire Tea as the UK’s favourite brew, surpassing long-standing rivals PG Tips and Tetley.
However, while Yorkshire Tea has emerged as the undisputed national champion, the research uncovers a remarkable regional diversity, with preferences for different brands and customs varying significantly across the country. Half (49%) said tea was central to their family’s routine with a third (33%) even packing their favourite tea bags for holidays!
The Tracksuit survey reveals a striking level of loyalty among British tea drinkers, with 39% of consumers refusing to switch from their preferred tea brand. This is far higher than the typical 13% loyalty rate across food and drink brands. In the tea aisle, nearly four in ten (39%) Brits remain unwavering in their choice, showcasing the deep emotional connection many have with their daily brew.
So, why such loyalty? Just under half (49%) emphasise that the tea they drink was central to their family’s daily routine growing up, and this was highest amongst those living in the East of England (55%) and East Midlands (55%). Londoners were the least picky, with just 42% of tea drinkers concerned about the connection between childhood routines and tea brands.
Of course, tea isn’t complete without a biscuit—so it’s no surprise that the UK is divided over dunking etiquette. Yorkshire stands out as the region least fond of dunking, with 19% of residents calling it “impolite.” In contrast, just 5% of East Midlanders share this view, suggesting a more relaxed attitude toward the practice.
Report author, Matt Herbert, Co-Founder and Co-CEO of Tracksuit added:
“Our research uncovers the profound loyalty Brits have for their tea, with Yorkshire Tea standing out as a true favourite. The data reveals that brand preference goes far beyond taste; it’s an emotional connection. British tea drinkers are weirdly loyal, which speaks to how brands have successfully woven themselves into the fabric of daily life and national identity.
“While businesses and brand often focus on generational preferences, this research shows that regional ties play an equally crucial role in shaping consumer habits, highlighting how where we live can unite us just as much as, if not more than, age.”
Brits’ family attachment to tea and biscuits comes despite changes to nationwide drinking habits, with coffee emerging as the nation’s favourite hot drink choice, pipping tea to the post. Tea’s enduring popularity is under threat from hot chocolate, with nearly a third (31%) of 18-34 year olds claiming they would opt for hot chocolate, and 37% for coffee pushing tea into third place with 25%. Amongst those over 35, hot chocolate is a distant third with over half opting for coffee and one in ten for tea.
Food psychologist, Professor Charles Spence who contributed to the report comments:
“The connection between a food and its packaging isn’t accidental, or at least it shouldn’t be. It’s a way for savvy brands to show why their product is special, differentiate it from the opposition, and also a chance for consumers to engage with the product. If done right, the distinctive packaging of a product can become a powerful marketing tool that can make brands instantly recognisable around the world.”
Tracksuit surveys thousands of people globally each week to track consumer awareness, consideration, usage, preference, and perceptions of a brand on behalf of over 650 modern consumer brands.
National rank | Brand | Region brand originated | National preference from sample of 6048 |
1 | Yorkshire Tea | Harrogate, Yorkshire and The Humber, UK | 24% |
2 | PG Tips | Manchester, North West England, UK | 17% |
3 | Tetley | Bradford, Yorkshire and The Humber, UK | 15% |
4 | Twinings | The Strand, Greater London, UK | 11% |
5 | Typhoo | Birmingham, West Midlands, UK | 3% |
6 | Whittard | Chelsea, Greater London, UK | 2% |
7 | Clippers | Beaminster, Dorset, South West England, UK | 3% |
8 | Pukka | Bristol, South West England, UK | 3% |
9 | I don’t drink tea | 16% |
National rank | Total | Region brand originated | National preference from sample of 6048 |
1 | McVitie’s | Edinburgh, Scotland, UK | 27% |
2 | Fox’s | Batley, Yorkshire and The Humber, UK | 14% |
3 | Cadbury’s | Birmingham, West Midlands, UK | 13% |
4 | Lotus Biscoff | Lembeke, East Flanders, Belgium | 6% |
5 | M&S Food | Leeds, Yorkshire and The Humber, UK | 6% |
6 | Maryland | Reading, South East England, UK | 5% |
7 | Tunnock’s | Uddingston, Scotland, UK | 5% |
8 | Border | Lanark, Scotland, UK | 4% |
9 | Walkers Shortbread | Aberlour, Scotland, UK | 3% |
10 | Bahlsen | Hanover, Lower Saxony, Germany | 3% |
I don’t eat biscuits | 9% |
UK Region | Tea Brand – more likely than average to prefer… | Biscuit Brand – more likely than average to prefer… |
London | PG Tips | M&S Food |
South East | Yorkshire Tea | Bahlsen |
South West | Yorkshire Tea | Biscoff |
Wales | Yorkshire Tea | Bahlsen |
West Midlands | PG Tips | Maryland |
East of England | Yorkshire Tea | McVitie’s |
East Midlands | Yorkshire Tea | McVitie’s |
North West | Yorkshire Tea | McVitie’s |
Yorkshire | Yorkshire Tea | Fox’s |
North East | Yorkshire Tea | Cadbury’s |
Scotland | Tetley | Tunnock’s |
Northern Ireland | Tetley | McVitie’s |
