As wellness trends continue to reshape beverage choices around the world, South African consumers are increasingly turning to herbal infusions, with rooibos leading the charge. This growing trend is especially notable among Gen Z and Millennials, two age groups with a health-conscious outlook, yet distinct preferences in their tea consumption habits.
Gen Z, born between the mid-1990s and early 2010s, is particularly drawn to herbal infusions, including rooibos, as part of a holistic approach to health.
A recent survey by Mintel found that 37% of Gen Z consumers incorporate tea into their regular routines, a higher percentage compared to other generations. This highlights a preference for beverages that offer not only flavour but also functional health benefits.
A separate survey by GlobalData revealed that 67% of Gen Z tea drinkers in the US prefer herbal and sweet infusions, with rooibos being a key player. In contrast, only 19% of the same group opted for black tea, reinforcing a generational shift toward lighter, more botanical varieties.
Rooibos’ caffeine-free nature further boosts its appeal, with many younger consumers seeking to limit their caffeine intake – a feature that sets it apart from traditional black tea, which naturally contains caffeine.
Adele du Toit, spokesperson for the SA Rooibos Council, confirms a significant rise in rooibos consumption among younger demographics. According to the 2022 Sunday Times GenNext Survey, which tracks brand preferences among South Africans aged 8 to 30, rooibos ranked as the second “coolest” hot beverage, following Starbucks Coffee.
Notably, it was the only herbal infusion to make the top ten list. Du Toit attributes this growing popularity to rooibos’ versatility, health benefits, and its alignment with the lifestyles of trend-aware, health-conscious youth.
In addition, innovations in rooibos products, such as energy drinks and health-boosting shots, have further cemented its status among Gen Z consumers. These offerings cater to the demand for convenient, health-promoting beverages that fit seamlessly into their dynamic lifestyles.
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Millennials embrace rooibos
Millennials, born between 1981 and 1996, are also embracing the health benefits of herbal infusions, with a particular preference for ready-to-drink (RTD) tea options that suit their on-the-go lifestyles.
According to Mintel, 41% of Millennials reported consuming several or more RTD beverages weekly over three months, underlining the importance of convenience without sacrificing health benefits.
Research from the Tea Association of the USA further supports this, with 87% of Millennials drinking tea regularly, and 72% preferring fruity flavours, followed closely by 64% favouring herbal varieties.
Du Toit explains that Millennials are increasingly seeking affordable luxuries that complement their wellness goals.
Rooibos fits this narrative perfectly, offering a cost-effective and healthful alternative to other beverages. The affordability of rooibos also makes it an attractive choice for Millennials who are reducing or eliminating alcohol consumption from their diets.
The rising demand for functional teas – beverages that offer specific health benefits – also plays a significant role in this shift.
In South Africa, various rooibos brands have introduced blends infused with ingredients such as probiotics, ginkgo biloba, and CBD, targeting areas like gut health, cognitive function, and relaxation. These innovative products cater to both Gen Z and Millennials, who prioritise well-being in their daily routines.
Du Toit highlights that today’s younger tea drinkers are drawn to sustainably and ethically sourced teas, along with globally-inspired tea styles – all qualities that South African rooibos producers are well-positioned to provide.
“As health and wellness continue to influence consumer choices, Rooibos stands out as a versatile and beneficial option for both Gen Z and Millennials,” Du Toit concludes. “Its adaptability to various formats, from traditional brews to innovative RTD products, positions it well to meet the evolving preferences of these generations.”
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