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Are functional Teas boosting the health of the South African Tea market?

Tea consumers are coming to expect more from their favourite hot drink than simple flavour and enjoyment, with increased demand for Tea that also provides a freshly brewed cup of functional health benefits. This is in line with a shift towards healthier consumption patterns, resulting in the release of new and innovative functional Tea products catering to consumer demands. On top of leveraging the natural health benefits offered by Tea itself, these products typically include a variety of scientifically backed ingredients designed to support different areas of health and wellness.

Insight Survey’s latest South African Tea Industry Landscape Report 2024, carefully uncovers the global and local Tea market, based on the latest intelligence and research. It describes the latest global and local market trends, innovation and technology, drivers, and challenges, to present an objective insight into the South African Tea market environment and its future.


Globally, the Tea market was estimated to be worth approximately US$264.1 billion in 2024. Furthermore, as per the graph below, the market is expected to increase at a compound annual growth rate (CAGR) of 6.1%, to reach a value of approximately US$335.3 billion by 2028.


Source: Statista Graphics by Insight Survey

While Tea is already perceived as a healthy beverage due to its naturally occurring health properties, many players are now also positioning their Tea products as having added health/functional benefits. As an example, ORGANIC INDIA USA recently announced the launch of its Tulsi Sweet Rose Assam Black Tea product acting as an antioxidant, providing cognitive clarity, supporting heart and mind health, and providing an energising boost.

Players are also adding functional ingredients to products, such as Bigelow Teas, which launched its Bigelow Ginger Honey Herbal Tea plus Zinc, which features the inclusion of ginger as a versatile aromatic spice supporting a healthy digestive system, as well as zinc, to support healing and health. Additionally, Tetley Tea announced two new additions to its ‘Live’ Tea range in Canada, including the Tetley Live Happy and Tetley Live Balanced products, both of which are positioned to provide functional benefits in terms of helping with mental health.

Interestingly, this health and functional positioning goes beyond the Teas themselves, with supporting marketing and communications campaigns reinforcing their wellness-oriented nature. As an illustration, the ‘Redefining Resolutions’ campaign accompanied the launch of Tetley Tea’s ‘Live’ range in Canada, which encouraged consumers to redefine their approach to restrictive New Year’s resolutions, urging them to instead ‘Take Life One Sip at a Time’ to nourish their wellbeing.

Locally, the functional Tea trend is also brewing, as Carmién Tea recently expanded its Wellness Range with two new functional Tea products. This included Rooibos Tea Gut with added probiotics, which combines super-ingredients and probiotics for the support for indigestion and chronic bowel-related complications, as well as including chicory root fibres, fennel, and spearmint to aid in kickstarting gut health reconstruction. Carmién Tea’s second addition to the Wellness Range included the Brain Rooibos Tea product, which contains ginkgo biloba, gotu kola, and ginseng, to support various areas of health, such as brain health, mood, focus, and memory.

Additionally, Laager, a Joekels Tea brand, announced the launch of the new Laager Plus CBD-infused Rooibos range, which incorporates a blend of rooibos and CBD, and aims to provide the caffeine-free, antioxidant-boosting benefits of rooibos, with the relaxing, calming, and sleep-enhancing benefits of CBD. The new range is available in two variants, namely Laager Plus CBD RELAX, for consumers feeling overwhelmed by the demands of daily life, as well as Laager Plus CBD SLEEP, which caters to consumers looking to enhance their sleep.

Furthermore, local leading retailer, Pick n Pay, recently launched its new Pick n Pay Specialty Tea Range, which includes a wide variety of Tea products, from vanilla chai to ginseng and senna-infused green Tea. The addition of ingredients such as ginseng and chai provide several functional benefits, such as aiding in building immunity, regulating blood sugar, improving blood pressure, and improving brain function, amongst others.

Finally, as part of emphasising its functional benefits, SELA Herbal Tea recently introduced new packaging for its Tea range to more clearly highlight the product’s functional benefits. In particular, the new packaging more boldly depicts the various benefits of each health-boosting variant, showcases clear direction on Tea preparation, features a simple and clean design, and provides a detailed ingredient list on the back of each pack.

The South African Tea Industry Landscape Report 2024 (137 pages) provides a dynamic synthesis of industry research, examining the local and global Tea industry from a uniquely holistic perspective, with detailed insights into the entire value chain – market sizes and forecasts, industry trends, latest innovation and technology, key drivers and challenges, as well as manufacturer, distributor, retailer, and pricing analysis.

Some key questions the report will help you to answer:

  • What are the current market dynamics (production, consumption, trade, pricing) of the global and South African Tea industry?
  • What are the latest global and South African Tea industry trends, innovation and technology, drivers, and challenges?
  • What are the market value and volume trends in the South African Tea industry (2018-2023) and forecasts (2024-2028), as well as channel distribution?
  • Which are the key manufacturers, distributors, and retail players in the SA Tea industry?
  • What are the prices of popular Tea brands and products (Black Tea, Rooibos Tea, Green Tea, Fruit/Herbal Tea, Tea capsules and pods) at SA Tea outlets, Tea shops, and supermarkets?

Please note that the 137-page full report is available for purchase for R40,000.00 (excluding VAT). Alternatively, individual sections can be purchased for R17,500.00 (excluding VAT). For additional information simply contact us at or directly on (021) 045-0202 or (010) 140- 5756.


For a full brochure please go to: South African Tea Industry Landscape Brochure 2024


About Insight Survey:

Insight Survey is a South African B2B market research company with more than 15 years of heritage, focusing on business-to-business (B2B) market research to ensure smarter, more-profitable business decisions are made with reduced investment risk.

We offer B2B market and industry research solutions to help you to successfully improve or expand your business, enter new markets, launch new products or better understand your internal or external environment.

Our bespoke Competitive Business Intelligence Research can help give you the edge in a global marketplace, empowering your business to overcome industry challenges quickly and effectively, and enabling you to realise your potential and achieve your vision.

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