The refocusing of priorities amid the Covid-19 pandemic has put an already buoyant health and wellness market into overdrive. This has spurred the demand for, among others, locally grown rooibos tea.
Nicie Vorster, a director of the South African Rooibos Council, says Mzansi’s rooibos industry has responded to the demand by innovating with more plant-based products to promote health. This, he believes, bodes well for the rooibos industry.
Tea is big business, says Vorster. After water, it is the most-consumed drink in the world.
Roughly, 25 000 cups of tea are poured every second across the globe, which amounts to a staggering 2.16 billion cups per day.
Vorster believes the world of tea is becoming more exciting than ever before.
“With thousands of varieties to choose from, tea has become just as diverse as the world’s cultures, each with its own origin, aroma, taste profile and personality.
“It’s no longer about drinking pots of tea, but rather about choosing an individual cup of high-quality tea that offers an authentic and unique experience.
“Health and well-being remain core drivers, particularly during the pandemic. Premium teas include black teas with unique taste profiles, green teas, fruit and herbal tisanes, and ready-to-drink teas. The most notable change is a shift in favour of herbal infusions,” he says.
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Rooibos’ global positioning
Despite the 5 000-year lead that the rest of the global tea industry has had, South Africa’s indigenous rooibos is catching up.
“In response to growing consumer demand, the industry has added new twists to the tea in an effort to make rooibos more premium. Where a few years ago, there were but only a handful of choices, today there are numerous blends of specialty rooibos infusions on the market, with a clear trend towards more natural ingredients.”.
Apart from rooibos being a healthy alternative to regular tea, it is becoming a discerning drink in its own right, remarks Vorster.
“Tea drinkers are looking for naturally-friendly alternatives with earthy flavours, making rooibos one of the most appreciated teas of late,” he remarks.
Meanwhile a South Africa-born tea sommelier, Jessica Bonin, who gained experience from studying directly under tea masters in China, Japan and South Korea, says the rooibos industry has done well to incorporate other beneficial ingredients. This includes turmeric, ginger, cinnamon, and rose hip.
“Another clever move was to combine it with other fynbos species like buchu and honey bush to boost its appeal among health-conscious tea drinkers. Rooibos infusions have become an exciting addition to the global market, leading to new sensorial experiences for consumers to discover.”
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