In recent years, with an increasing focus on health and fitness, Canada has seen a shift in beverage preferences, with tea emerging as a popular choice. While coffee still dominates many morning routines, tea is being embraced as a drink for any time of the day. Daniel Lewis, co-founder of PEKOE.LIFE, discusses the evolving tea landscape, highlighting consumer trends, innovation, and the future of tea in Canada.
“I am very happy to see the tea industry in Canada growing, with people becoming more receptive to exploring different teas. Right now, you are really seeing a big push towards ethical and sustainable tea brands, showing me that Canadians are really interested about not just the tea, but where it comes from and who is producing it. We are starting to really just emphasize those stories,” says Lewis.
This change in consumer habits is because of the increase of diverse tea options. Lewis says as Canadian tea drinkers are no longer limited to the supermarket, they can explore teas from around the world, brought to them locally by brands.
Evolving tastes and preferences
Lewis is noticing a shift in consumer tastes from sugary, flavoured teas to a preference for the natural qualities of tea leaves: “Consumers are increasingly seeking authentic, high-quality teas that offer genuine taste of their origins.”
Consumers are increasingly looking for teas with natural tastes, authentic, and high-quality.
For newcomers to tea, Lewis recommends starting with flavours that are similar yet authentic: “If you are transitioning from coffee, try a robust black tea. If you prefer lighter, herbal flavours, start with a genuine Japanese green tea.”
Lewis says going forward, consumers will have more mature palates, driving the demand for more specialized high-quality tea offerings. Lewis says this would bring more people to steer away from mass-produced blends to more artisanal selections, supporting more small-scale tea farmers and sustainable farming practices globally.
“Consumers are not just buying a beverage; they are exploring a piece of the world with each sip and they are curious about where it comes from. Each of these places offer a distinct narrative that is expressed through the flavour of its tea, providing a sensory journey that is as enriching as it is enjoyable.”
Storytelling and consumer engagement
Lewis emphasises the importance of storytelling and consumer engagement in connecting with tea brands.
“Storytelling is number one for us. We invite consumers to learn more about the tea and how we are ‘people expressing kindness over everything.’ This opens the door for us to share impactful stories about our ethical initiatives and the communities we support.”
Storytelling also enhances the consumer’s shopping experience, engagement, and loyalty while exploring different teas.
“Every package of tea we sell tells a story, not just about the tea itself, but about the people behind it. When our customers buy our tea, they learn more about the background of where the tea is coming from, who is making it, and how we support communities such as our partnership with farms in Malawi.”
To bring tea stories to life, Pekoe uses digital platforms such as its website and social media channels to share stories visually and through content. Lewis says this allows consumers to understand the process of tea making, the people behind the tea, and how their purchase impacts the community – bringing trust to the brand, showing how it is sustainable, and increasing success as they are not just telling, but showing what is happening.
Ethical and sustainable practices
As the demand for tea grows in Canada, so does the interest in its ethical and sustainable sourcing.
“Ethical and sustainable tea sourcing means ensuring fair wages for tea farmers and good living conditions. It is about verifying the journey from the moment the tea is plucked till it ends up in your cup and make sure everyone is treated fairly.”
Pekoe’s commitment to being ethical and sustainable extends to its partnerships, such as a tea farm in Malawi, which supports local communities by providing daycare for workers with children – bringing social benefits into business.
“You can’t just claim your product is sustainable – you have to prove it. We are seeing companies use technologies like Blockchain to ensure transparency and traceability from farm to cup. This approach allows every consumer to see the entire journey of their purchase, not just where it comes from, but how every step contributes to ethical practices. By embedding this technology into our supply chain, we are not only providing a window into the path of the tea, but also ensuring that every hand involved, from the tea pickers to the packers, is recognized and rewarded fairly. This level of transparency is what today’s consumers expect and it is what will set apart the brands in the future.”
AI and robotics
Looking ahead, Lewis is excited about integrating technology to enhance the consumer experience.
“We use AI to make personalized recommendations, simplifying the shipping process and ensuring satisfaction by aligning products with individual tastes. AI helps us guide consumers through our extensive selection, making personalized recommendations based on their preferences and past interactions. This not only simplifies the buying process, but also enhances customer satisfaction by closely matching products to individual tastes.”
Lewis also anticipates the potential for robotic tea cafes, which would further personalize the experience: “Looking ahead, we might see robotic tea cafes where machines prepare your perfect cup of tea, programmed to your preferences, available at the touch of a button.”
These technologies will offer tea brands to engage with consumers, personalizing experiences, and streamline the process. As these innovations continue to evolve, Lewis says it promises to increase personalization and accessible tea-drinking experiences to consumers and potentially transform the tea industry for the future.
Simplifying the brew
In an effort to make tea as convenient as coffee, Pekoe is introducing high-quality, single-use tea bags filled with premium loose leaf teas – without compromising the tea quality.
“We are introducing high-quality tea leaves in convenient, single-use bags. This allows consumers to enjoy the full flavour and health benefits of loose leaf teas with the ease of a tea bag. Our goal is to bridge the gap between convenience and quality – it will bring ease and speed.”
Lewis says the new tea bags will be available in the upcoming quarter and will cater to those who have a busy lifestyle who may not have time for traditional tea brewing: “We understand mornings are rushed and people are looking for quick options, good tea doesn’t have to be complicated or time-consuming.” The new concept, Lewis says, will challenge the outdated thoughts on tea and will hopefully introduce more people to the beverage.
Additionally, Lewis is eager to change perceptions about tea, promoting its health benefits.
“Tea is more than just a soothing drink; it offers a range of health benefits, from reducing stress with black tea to anti-aging properties from the antioxidants in green tea. Green tea for example is packed with powerful antioxidants, which helps combat aging. These antioxidants are also linked with lower risk of heart disease and can enhance metabolism. Each variety of tea brings its own unique set of health benefits, making tea not only a delightful beverage choice, but a smart one for maintaining good health overall.”
Through these innovations and educational efforts, Lewis is aiming to transform how Canadians think about and consume tea, making it a healthier, easier, and ethical choice for today’s consumer.
