On #InternationalTeaDay we caught up with our expert tea team, who shared their take on what’s next for this much-loved, dynamic, and innovative global beverage.
1 – HEALTH AND WELLNESS REMAINS A TOP CONCERN
Across different regions, there’s a clear trend towards health-consciousness among consumers. In China, there is a growing focus on RTD teas with reduced fat, sugar, and calorie claims.
2 – INNOVATIVE FLAVOUR PAIRINGS
Fruity teas are showing high innovation vitality, while pure and sugar-free tea launches are on the rise. In Japan, there is also an emphasis on rich taste claims with varieties such as rooibos and jasmine becoming increasingly sought after.
3 – SPOTLIGHT ON PROCESSING
We see a growing consumer interest in RTD teas made with special extraction techniques, like cold-brewing and slow-brewing at low temperatures, to retain the all-important original tea profile.
4 – TARGETING YOUNG CONSUMERS
Across Asia, there is a focus on attracting younger demographics into tea through immersive experiences and novel tea formats and tastes.
5 – SUSTAINABILITY IN ALL FORMS
There is a growing trend towards environmentally friendly packaging, with a move away from PET materials towards options less impactful on the planet and climate.
6 – FUNCTIONALITY FORWARD
More and more products are coming to market with a multitude of functional claims, such as fatigue reduction and weight management. Tea is naturally among the ‘original’ functional trends, with many brands now on the offensive to grow awareness of the ingredient’s energy, detoxification, and metabolism supporting benefits.
7 – CULTURAL AND REGIONAL INFLUENCES
Influences from Japan and China continue to be felt worldwide, with the rise and continuous innovation from trendy tea drink shops creating strong consumer demands thanks to their experiential appeal.
8 – NATURALNESS CONTINUES TO GROW
The consumer interest in RTD teas with organic and all-natural claims in the Asia Pacific region reflect a global shift towards health-orientated, innovative, and sustainable RTD products.
To understand how we use these insights to support our customers’ new tea product innovation, or to support the growth of our stand-out tea portfolio, get in touch with a member of the Treatt team here.
