A Deep Dive into Bubble Tea Consumer Behaviour

Bubble tea has a consumer base that spans multiple age and cultural demographics. Having originated in Taiwan, it has spread globally, and is now a staple in huge Western markets. In the US, the number of bubble tea stores increased by 27.4% from 2022 to 2023, and this number has continued to grow since. As more and more people discover the wonders of boba, demand has surged even more. With so many different customers now fans of the drink, it is important for store owners to understand bubble tea consumer behaviour in order to tailor to their specific needs. This guide will provide a deep dive into bubble tea consumer behaviour, helping you to cater to the ever-growing base of boba fans!

Age Demographics

When it comes to bubble tea, younger generations are the biggest fans. Young Millennials, Gen Z and now Gen Alpha are all typically fans of the sweet and indulgent flavour of boba. This puts the core bubble tea consumer base in the age range of about 15-35! With so many people of different ages enjoying bubble tea, the market is huge! A 2021 study recently found that up to 94% of 20- to 29-year-olds had tried bubble tea! The popularity of bubble tea is clear to see, and it continues to grow. When creating messaging, advertising and designing your store, make sure you play into this knowledge, creating designs that appeal to these younger age demographics. Additionally, make the most of social media, which presents huge opportunities in today's tech-focused world.

Gender Demographics

Market penetration for both males and females is widespread. However, market research has suggested a slight skew in terms of brand recognition and knowledge of bubble tea towards females. What this tells us is that, whilst most bubble tea flavours and aesthetics appeal to everyone, there is opportunity out there for stores who can find a way to reach the untapped portion of men who have yet to discover bubble tea, whilst still serving the huge base of female fans as well!

Purchasing Behaviour

As mentioned, around 94% of 20-29 year olds have tried boba, but there is still opportunity to convert some of these into long term fans. With an estimated compounding annual growth rate (CAGR) of around 9% expected from 2024 through to 2031, the number of repeat boba buyers is undoubtedly going to grow. As consumers change their demands also change, which showcases the true importance of understanding the different trends in purchasing behaviour. Some of the most common trends right now are listed below.

Low Sugar: With increasingly health-conscious consumers, ensuring you have low sugar or sugar free options available is crucial in today's bubble tea climate. Luckily, with customisation a standard part of bubble tea, adjusting sweetness levels is very simple to implement!

Vegan Options: Another growing demographic of consumers is the dairy-free or vegan group. With milk present in a lot of standard bubble teas, make sure you offer alternatives. Vegan creamer is a great option. Other ideas include almond, soy, oat or coconut milk.

Health Focus: On a similar note, highlighting the health benefits of certain bubble tea ingredients can help to keep customers interested despite growing health-consciousness. Green, Black and Oolong teas all have noteworthy health benefits that can be a huge point of appeal. With slight tweaks to the recipes, bubble tea can be made into a healthy yet delicious drink easily. Things like fresh fruit toppings and natural sweeteners are great additions too.

Tech-Focused Buyers

Tech integration is *crucial* for any business in 2025 and beyond. The main way to integrate tech into your offerings is through increased social media usage. Frequent posts on Instagram, TikTok and more will help to engage your customers even when they are not actively in your store. This can also help to create repeat customers and a loyal fanbase. Leverage your platforms to advertise special deals, new items and seasonal promotions, helping to increase footfall and ensure steady customer flow.

Another way to infuse tech into your store is through physical machinery. Our innovative machines like shaker machines, fructose dispensers and sealing machines don't just help your staff to make drinks more efficiently but they also help to improve the customer experience. Another way to introduce technology is through systems like electronic point of sale (EPOS), which can be totally game-changing for your store. EPOS systems help to make the ordering process smooth and stress free, reducing queue times and increasing efficiency for your staff. They give your store a more modern feel and customers will feel that your business is serious. EPOS systems also can integrate with mobile phone ordering, adding yet another ordering method and further streamlining your store's ordering processes.

Conclusion

Bubble tea stores that adapt to changing consumer behaviour patterns are in position to benefit massively as the industry continues to grow. Bubble tea has always been about customisation and catering to everyone's tastes, so making sure you have options for everyone, especially with so many new consumer trends emerging, help to ensure your store keeps attracting customers. Through innovative and up-to-date menu ideas and introductions, as well as tech integration, you can keep with the times and grow your customer base. Thanks for reading our deep dive into bubble tea consumer behaviour, we hope you are inspired to start integrating some of these ideas into your store!