What Is The Target Market For Bubble Tea?

happy customer with bubble tea in her hand

Bubble tea has become a worldwide phenomenon, with its mix of sweet flavours, vibrant colours and varying textures. Bubble tea emerged in the late 80's and 90's in Taiwan, and was a very niche treat enjoyed by a select few. Now, in 2024, bubble tea is everywhere you look, from viral social media videos to high streets packed with boba shops, bubble tea has grown into a cultural icon. With all of this being the case, many people are looking to get involved and open their own boba shops or bubble tea related business ventures. When doing so, it is important to fully understand what the target market for bubble tea is, as this allows to you to tailor your marketing and messaging appropriately. In this blog, we will answer the question, what is the target market for bubble tea?

Age Groups

Bubble tea caters to wide audience when it comes to age groups. A 2021 study suggested that 94% of people in the 20-29 age range had tried bubble tea at least once in the preceding three months. This is extremely exciting for bubble tea, as it shows us that Gen Z and Millenials, two of the most important demographics in today's tech-fuelled and innovative market, are huge fans of boba! Bubble tea stands out this younger age demographic who tend to be more willing to try new food and drink from different cultures.

Another huge market for bubble tea is the young Gen Z and Generation Alpha demographic. Kids to young adults born from 2012 onwards are drawn by the vibrant colours, sweet taste and often wacky flavour combinations of bubble tea. Additionally, in the social media age, with bubble tea drawing so much online attention, it was bound to become popular with this younger demographic.

Cultural Influence

Given its global influence, bubble tea has adopted flavours and trends from all over the world. The barrier to entry for a new consumer is now incredibly low, with so many customisation options meaning that bubble tea can be altered to match almost any taste. Once you start drinking bubble tea, you are exposed to the more traditional flavours inspired by different cultures. Eventually, the average consumer is bound to try a traditional milk tea, for example, as they continue on their bubble tea journey. In this way, bubble tea can serve as a vessel to bring east Asian culture to the masses. What is great about this is that, in terms of cultures, you do not need to tailor your bubble tea store to one specific demographic. The modern day boba shop has something for everyone.

Culturally, bubble tea draws its core influences from Taiwan and East Asia. Common flavours and toppings featured on boba menus include tapioca, matcha, taro, thai milk tea and red bean. These are all classic delicacies from these regions, that bubble tea has brought to western culture. Today's boba menus feature all of these amazing traditional ingredients, combined with other flavours drawing western influences. This allows stores to cater to all types of flavour preferences.

people with different cultures laughing together

Lifestyle Preferences

The last thing to consider regarding target market is peoples' varying lifestyle preferences. In 2024, people have found the freedom to eat and drink how they want. Additionally, as we mentioned, bubble tea's cultural reach extends all over the world. This means that different cultural traditions and practices need to be considered as well. In order to ensure you meet these varying consumer demands, consider the following options on your menu:

  • Vegan and dairy free options
  • Low sugar alternatives
  • Low carb options
  • Kosher options

As well as this, make sure you are clued up on any dietary questions you may be asked. Being able to offer instant and confident answers to any consumer concerns helps instil trust and loyalty in your customers. For example:

  • Allergen information
  • Ingredients which contain gelatin
  • Ingredients that are kosher

The more options you have, the wider an audience you cater to. Hopefully you now have a better understanding of the bubble tea market in general. What is the target market for bubble tea? Now you know! Check out Taipec's website for all your bubble tea ingredient and equipment needs, as well as information on dietary concerns.