Endemic to the Cederberg region, rooibos has evolved into a powerhouse South African export commodity, reaching over 50 international markets.
For millions of South Africans, a cup of rooibos is part of the daily ritual, but behind that seemingly regular cup lies an economic value chain stretching from the rooibos-growing regions of the Western and Northern Cape to farms, processing facilities, manufacturers, retailers, cafés and businesses across the country.
According to the South African Rooibos Council (SARC), rooibos production averages around 15 000 tonnes a year, although volumes fluctuate largely depending on plantings, rainfall and other climatic conditions.
“Despite these fluctuations, demand remains resilient, with total rooibos sales in 2025 equivalent to more than 10 billion cups, roughly one cup for every person on Earth, with about 2 billion cups to spare.
“The industry provides income and employment to approximately 8 000 people, across primary production and upstream activities, such as processing, packaging and retailing,” the council stated.
From the Cederberg to the world
Adele du Toit, spokesperson for the SARC, said the real opportunity now is to unlock more value from rooibos within South Africa through innovation, beneficiation and new business opportunities across the value chain.
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Rooibos has a distinctive geographical identity. The plant is endemic to South Africa, with the Cederberg region at the heart of its production. Its restricted growing area gives it a provenance few agricultural commodities can claim.
“The industry includes approximately 300 commercial farmers and 210 small-scale farmers. Government has also highlighted the role of rooibos in supporting some 160 small-scale farmers belonging to the Wupperthal Cooperative in the Western Cape and the Heiveld Cooperative in the Northern Cape.
“At the other end of the value chain, Rooibos has become an established South African export commodity. In 2025, exports surpassed the 10 000-tonne milestone for the first time, reaching approximately 10 930 tonnes, almost double the 5 900 tonnes exported in 2015. Rooibos is now exported to more than 50 international markets, with Japan accounting for 33% of exports,” Du Toit said.
Value-added products and traditional knowledge
Rooibos is already being used in a growing range of value-added applications, including extracts, functional foods and beverages, cosmetics and personal-care products. This creates opportunities for manufacturers, entrepreneurs and small businesses to develop new products and experiences around the raw material.
“The more ways we find to use rooibos, the more opportunities there are to create value around it. Every new application creates the possibility of a new product, a new business or even a new market, broadening the economic contribution of rooibos well beyond the farm and the teacup.
“The more we can transform rooibos into finished products and experiences here in South Africa, the greater the opportunity to retain more of that value within our own economy,” Du Toit said.
Under the agreement, processors pay a 1.5% levy based on the farm-gate price of rooibos in recognition of traditional knowledge associated with the plant. Between 2019 and 2024, R42.7 million was distributed to San and Khoi councils through the benefit-sharing mechanism.
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