The brewing and drinking of tea are purported to date back to China in the 27th century BCE. Over the millennia, tea has constantly evolved, with new plants, blends, and preparations still emerging.
In addition to popular standbys like English breakfast tea, Earl Grey, chamomile, and green tea, there’s a whole world of unique and rare teas to entice U.S. consumers — and to enhance beverages like cocktails and cold brews. What’s new in the tea marketplace, and what’s grabbing the interest of consumers?
Butterfly Pea Flower Tea
Black tea reigns supreme on a global scale, comprising about 75% of total consumption. However, current trends are leaning toward botanical beverages. The latest standout is butterfly pea flower tea, also known as “blue tea” for its distinctive blue-violet color when brewed.
Native to Southeast Asia, this herbal tea is high in antioxidants that have been linked to health benefits like managing weight and reducing the risk of heart disease, diabetes, and certain cancers. It hasn’t yet shown up on major coffee chain menus, but Bigelow and The Republic of Tea both have blue tea offerings.
Matcha Blends
With a slightly grassy character and earthy, umami undertones, matcha is something of an acquired taste for many American palates, but it does pair well with a variety of flavors.
Sweet, creamy matcha lattes have become a popular addition to menus at major brands like Starbucks, The Coffee Bean & Tea Leaf, Peet’s Coffee, and Dutch Bros.
However, some brands are branching out: Starbucks now offers Iced Matcha Lemonade, and DAVIDsTEA sells tins of organic matcha flavored with vanilla, strawberry, peach, and maple. Canned bubble teas (boba) with matcha are available from Inotea, Pocas, and DaoHer.
By 2032, the global matcha market is forecast to grow to $7.33 billion (7.1% CAGR), so there’s plenty of room for brands to jump in and experiment.
Related: Warm, Healthy Beverages for Cold Months
Rooibos
South African rooibos is a red herbal tea that has an earthy, nutty flavor with mild hints of sweet vanilla. Like many herbal tea varieties, it features antioxidants that may offer health benefits.
To date, rooibos is the only African product to be granted protected designation of origin (PDO) status by the EU. How is it being marketed in the States? Consumers can buy brew-at-home tea bags from brands like Bigelow, Twinings, and Celestial Seasonings, while The Coffee Bean & Tea Leaf offers a Maple Rooibos Tea Latte.
Tea Inspiration Across the Beverage Marketplace
Hot tea is an essential cold-weather beverage, but tea also transcends the winter months when it expands into trending beverages like iced lattes and cold brews. Chai lattes and London fogs remain popular, but current trends are leaning toward botanical options like elderflower and chrysanthemum.
The cold brew tea market is expected to expand significantly over the next several years, with brands like San Francisco’s Red Blossom Tea Company and Boston-based Evy Tea currently leading in the marketplace, offering options like convenient cold brew sachets and bottled organic cold brew tea, respectively.
Cocktails also get an upgrade from tea infusions, as with the Matcha Whiskey Highball. This twist on the classic highball features single-malt Irish or Japanese whiskey paired with honey shrub, lemon juice, matcha powder, club soda, and a lemon garnish.
Another cocktail, the Earl Grey and Elderflower Gin and Tonic, pairs two trending flavor profiles: herbal and floral. Gin is enlivened by an elderflower infusion, and the G&T is enhanced by Earl Grey-infused simple syrup and a lemon slice.
Be the first to know what’s next in food & beverage Subscribe to our Weekly Newsletter here!
Tea Is on the Rise
Forecasting shows the global tea market may see a CAGR of 6.6% through 2030, reaching $118.77 billion. While enduring black, green, and herbal teas are likely to remain popular, the novelty of unique teas and innovative blends will appeal to both new and seasoned tea drinkers.
Want to learn more about Symrise, our latest trends and more? Get in touch with us today! Contact us here.