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Are novel Tea experiences brewing growth in the South African Tea market?

Globally and locally, consumers are increasingly demanding to be provided with new and novel Tea products, as well as ways to consume their Tea, resulting in the non-traditional evolution of Tea consumption generally. As a result of this, a variety of different Tea market players are introducing freshly brewed Tea consumption experiences and products, in order to capture the attention of customers and meet growing demand. This is resulting in the emergence of prominent new market trends that include new out-of-home, mindful consumption, and targeted product experiences.

Insight Survey’s latest South African Tea Industry Landscape Report 2023, carefully uncovers the global and local Tea market, 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$247.2 billion in 2023. Furthermore, the market is expected to increase at a compound annual growth rate (CAGR) of approximately 4.2%, to reach a value of approximately US$268.4 billion by 2025, as illustrated in the graph below.

Source: Statista 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.  For example, this trend has been growing in the United States, with several Tea lounges, bars, and Tea rooms opening across the country, aimed at offering consumers the chance to appreciate, indulge in, and learn about Tea in unique ways.

Additionally, capitalising on the growing trend of mindful, and intentional Tea consumption, which focuses on supporting the mind and body, a large number of Tea market players have recently expanded on out-of-home Tea drinking experiences, by incorporating mindful experiences at various events. As an example, at a recent product launch event in Toronto, Canada, Tetley made mindful Tea consumption the center of its campaign, by providing customers with a fully immersive and multi-sensory pop-up event, going beyond the traditional free Tea sample.

Within the South African market, novel out-of-home Tea experiences have also been a growing trend, offering local Tea customers new experiences to enjoy their favourite hot beverage. As consumers continue to show increased preference towards in-person Tea purchases and experiences, various establishments are attracting new customers, and retaining existing customers, by offering South Africans immersive, unique and cultural Tea experiences. As an example,  high-Teas have become very popular, with several new and existing café’s and hotels adding this concept to their value proposition.

In order to capitalise on growing interest in unique Tea experiences, in particular, several local Tea companies have been utilising social media pages to promote their products by sharing interesting and unique ways for customers to prepare their products. For example, Tetley South Africa has been sharing Green Tea smoothie recipes that incorporate fresh ingredients with its Tea products, such as its Pure Green and Mint Teas. In addition, Dilmah South Africa has also been sharing alcoholic cocktail Tea recipes, which incorporate its flavourful Dilmah Italian Almond Tea product with gin.

Interestingly, as part of mindful and intentional Tea consumption, sustainability has become a key factor amongst consumers, resulting in an increase in the number of local players making their products more environmentally friendly. Locally, Dilmah South Africa recently launched its 100% biodegradable Tea bags, offering consumers a more eco-responsible alternative to conventional Tea bags. More specifically, these Tea bags are made from natural materials, including corn-starch, non-GMO plant-based material, and PLA, which break down easily and leave no harmful residue behind.

Finally, another locally trending and innovative Tea consumption phenomenon, has been the extension of Tea experiences to younger Tea drinkers, by the increased launching and marketing of herbal Teas for children. Herbal teas have recently been associated with various child health benefits and as a result, various local Tea players have been launching Tea products targeted towards children. More specifically, Cape Natural Tea Products as well as Freshpak, both launched new Rooibos product blends for children, that includes several fun and fresh flavour varieties.

The South African Tea Industry Landscape Report 2023 (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 (2017-2022) and forecasts (2023-2027), 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 2023

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.

From strategic overviews of your business’s competitive environment through to specific competitor profiles, our customised Competitive Intelligence Research is designed to meet your unique needs.

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