Are innovative fusions heating up growth in SA’s Tea market?

Globally and locally, the consumption and preparation of Tea, in non-traditional ways, is becoming increasingly popular amongst consumers looking to spice up their Tea experiences. These consumers are increasingly inventing novel ways of combining Tea with other beverages and foods, to create new experiences and flavours, and even enhance the inherent benefits provided by Tea.

Insight Survey’s latest South African Tea Industry Landscape Report 2022, carefully uncovers the global and local Tea market (including the impact of COVID-19), based on the latest intelligence and research. In particular, 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 industry environment and its future.

The global Tea market reached an estimated value of approximately US$59.8 billion in 2022. Furthermore, the market is expected to increase at a compound annual growth rate (CAGR) of approximately 4.5%, to reach a value of approximately US$77.9 billion by 2027, as illustrated in the graph below.

Source: MordorIntelligence Graphics by Insight Survey


Globally, a variety of new and innovative ways of consuming Tea are emerging, as part of attempts to capture the attention, and imagination, of consumers. In particular, Tea cocktails are becoming increasingly popular, providing a range of Tea-based non-alcoholic beverages, such as the 100×100 Arabica Tea and Tea shop in Spain, offering mojito Green Team, spritz redfruit, and gin and Tea, amongst other interesting combinations.

Furthermore, offering a unique way to consume Tea, Taylor Half Baked has launched its handcrafted Tea gems into the market, that make use of a sugar base that encases edible flowers, dehydrated lemons, or Tea leaves, as well as flavoured Tea bags.

These Tea gems dissolve once immersed in water, and come in a variety of flavours, including pumpkin spiced Chai, spiced apple cider, and berry hibiscus, amongst a range of others, all of which are inspired by semi-precious stones.

Within the South African market, social media is influencing how consumers think about Tea, with the TikTok-inspired ‘Tea Bomb’ trend becoming increasingly popular as a creative, and fun way for consumers to prepare and consume their Tea. These ‘Tea Bombs’ consist of Tea in a shell made of sugar, or sweeteners, which are filled with herbs, loose-leaf Tea, or even flowers. When the shells are dropped into hot water, it dissolves and leave the ingredients to brew, giving the beverage a ‘fairy tale’ look.

Another locally trending innovative way of preparing and consuming Tea is that of Banana Tea, which is prepared by boiling a whole banana in water, with or without the peel, after which the banana is removed, and Black or Green Tea can be added to this blend. Banana Tea is becoming popular due to its health benefits, particularly in terms of aiding sleep, and reducing stress during the COVID-19 pandemic, with articles on this novel way of using Tea being published on multiple media platforms.

In terms of using Tea in new and interesting ways, local is also undeniably ‘lekker’, with locally-produced Rooibos Tea increasingly being used in the cooking process, by inventive local consumers, to incorporate new and interesting flavours into their dishes. For example, swopping water with Tea when boiling foods such as pasta, rice, risotto, oats, and quinoa, and many new recipes, such as braaied snoek with Rooibos and tamarind glaze, Rooibos-smoked mackerel, and flaming Rooibos moonshine Crème Brûlée, amongst others.

Interestingly, in an article published on The Daily Maverick website, Rooibos was also included in a recipe for Rooibos Tea smoked marinated duck, which includes a karoo twist, and was highlighted as an essential ingredient for smoking food. The combination of Tea and smoke has even been suggested to be one of the ancient arts of cooking.

The South African Tea Industry Landscape Report 2022 (134 pages) provides a dynamic synthesis of industry research, examining the local and global Tea industry (including the impact of COVID-19) 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 (2016-2021) and forecasts (2022-2026), including the impact of COVID-19?
  • 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 134-page full report is available for purchase for R35,000.00 (excluding VAT). Alternatively, individual sections can be purchased for R15,000.00 (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 2022


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.

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