To Örebro University

This research article explores the socio-cultural dynamics of tea consumption in society and focus on how the marketing of "fika" (a Swedish intangible cultural heritage generally including coffee, pastries and socializing) can be enhanced by highlighting tea as a central and appealing beverage. Using an interdisciplinary approach encompassing cultural, health-related, and marketing aspects, the aim is to examine stereotypes, taste preferences, and marketing strategies associated with tea and coffee drinkers.

We analyze how tea, often associated with healthy and well-being attributes, can be positioned as an attractive alternative within the fika culture, where Swedish fika serves as a crucial context and cultural framework. Furthermore, we explore the possibility of marketing tea as an exclusive drink and emphasize the ritualistic and experiential aspects of tea consumption to further enhance the community-based and tradition-rich concept of Swedish fika.

This study suggests that incorporating tea into Swedish fika culture can be a catalyst to broaden the marketing of fika and attract a diverse range of consumer segments. By emphasizing sustainability and ethical considerations in tea production, opportunities are created to appeal to the growing group of conscious consumers and strengthen the connection between Swedish fika and global sustainability initiatives.

In conclusion, the article highlights how marketing strategies that consider these differences and integrate tea as part of the Swedish fika concept can contribute to preserving and developing the Swedish fika concept as an important intangible cultural heritage. Increased awareness of tea as a healthy and versatile beverage can also extend to other meals, promoting overall healthier beverage consumption. This opens opportunities for innovation and diversification within the beverage category, playing a crucial role in fostering public health in the long run.