The Brand Map of Britain reveals regional preferences across the UK
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- Our report, featuring research from a survey of 6,000 Brits, finds that geography, not generations, shapes brand preferences for tea and biscuits.
- Tracksuit's brand map of biscuits, beer, tea, supermarkets and fast food preferences highlights that Brits are ‘weirdly’ loyal to their family’s favourite brew.
- Half of British tea drinkers say a cuppa is central to their family life, with 39% loyal to a particular brand.
Our new report, Brand Map of Britain, 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.
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.
Our 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.
“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.” - Matt Herbert, Co-Founder and Co-CEO
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.
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.
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.” - Food psychologist, Professor Charles Spence (contributor to Brand Map of Britain)
