Hot Tea Drinkers Have Head Start on Health

BY Courtney Huckabay
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"As the most sipped beverage worldwide after water, tea is far from a new trend. However, with several varieties available and research showing the health benefits of tea, including a lower risk of cognitive decline, heart disease, stroke, and type 2 diabetes, you may be wondering which type should be your, well, cup of tea."

"Whether it’s black tea, green tea, oolong tea, or white tea, this beverage offers a no-​calorie way to up your intake of disease-​fighting plant compounds," Rachel Meltzer Warren writes for Consumer Reports.

"In the U.S., tea drinkers have the highest flavonoid intake,” says Jeffrey Blumberg, Ph.D., a professor of nutrition at Tufts University, referring to the anti­oxidants responsible for many of the health benefits of tea. “We’re talking about a flavorful, aromatic, healthful beverage,” Blumberg adds. “Why not choose a different one to go with a different meal or time of day—just like wine?”

Tea retailers and shops should inform Hot Tea Drinkers of these health benefits through emailed ads or newsletter ads. According to AudienceSCAN data, 28.5% of hot tea lovers took action after receiving them in the past month.

"True teas are made from the leaves of the Camellia sinensis plant; differences in flavor and color depend on how the leaves are rolled, crushed, and exposed to air before drying. (Herbal teas such as chamomile or ginger are technically tisanes, or infusions of herbs and spices.) How much should you drink? There’s no standard recommendation—as with other plant foods, more is generally a good thing, within reason. Some experts recommend having 2 to 3 cups per day to get the health benefits of tea. Just be sure to balance your intake with your tolerance for caffeine (or favor decaffeinated varieties)."

"White Tea Beverage benefits: White teas contain the most catechins, a type of flavonoid that may help keep blood vessels open and help the body break down fat."

"Green Tea Beverage benefits: Green tea gets a lot of attention for being a good source of the plant compound epigallocatechin gallate, found in studies to decrease LDL (bad) cholesterol. EGCG may also counter inflammation in the body. Squeezing a slice of lemon into green tea may help its beneficial compounds survive digestion, according to research from Purdue University."

Marketers should advertise on TV while Hot Tea Drinkers are sipping and viewing. According to AudienceSCAN research, 33.2% of Hot Tea Drinkers took action after seeing a commercial in the past month.

"Black Tea Beverage benefits: It may help strengthen your skeleton. Post-​menopausal women who regularly drank black tea had higher bone mineral density in the lumbar spine and hip, according to a Japanese study that tracked 498 women over five years. Just skip the splash of milk, at least some of the time—its proteins can bind with some of the beneficial compounds in black tea, reducing your body’s ability to absorb them, researchers say."

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.