For centuries, tea has been associated with ritual and relaxation, but today a cup holds something more: global trends, health consciousness, ecology and the need for small pleasures. These themes shape the innovations on the tea market. Tea is a timeless beverage: from Chinese plantations to European living rooms.

Today more than three billion cups of tea are consumed per day, and still the manufacturers and sellers are constantly looking for ways to surprise subsequent generations of consumers. In the 21st century a cup of tea became not only a symbol of tradition, but also a field for innovations. The market welcomes new flavours, packaging and ways of serving that correspond to global megatrends: from health consciousness to the thirst for fun and broadening experiences.

Wellness in a cup

More and more often tea performs the function of a home-made health elixir. Research shows that nearly half of adult Americans say that they look for beverages boosting their immunity. That is why the market offers mixtures enriched with ginger, turmeric or vitamins, as well as teas helping people to sleep and achieve mental balance. In Brazil calming compositions are very popular, while in Columbia teas with the addition of omega-3 acids that improve memory enjoy popularity. The trend of wellness pragmatists means that consumers expect simple, accessible ways to care for their body and mind every day.

Ecology in the first place

A modern consumer wants to drink tea with a clear conscience. That is why the manufacturers more and more boldly introduce biodegradable bags, compostable capsules and packaging with a carbon-neutrality certificate. In Germany three quarters of respondents think that such solutions efficiently help to combat plastic. More and more attention is also paid to transparency: clients want to know where the tea is from and what environmental footprint it has. This is a response to the megatrends of climate change and decarbonisation that are rapidly making their mark in the world of beverages.

Quick and comfortable

Although tea is associated with celebration, the rising pace of life changes people’s habits. Instant teas, RTD beverages or even self-heating cups that one only has to fill with water are becoming increasingly popular. In Asia there are popular sets that may be prepared in the microwave. Young consumers care for mobility and saving time: the beverage should be available anytime, anywhere.

Experiments with tea

The tea market is also becoming a space for fun. Matcha from Japan, bubble tea from Taiwan or blue-purple Butterfly Pea Tea from Kenia are hits on the social media platforms. In the USA white teas with coconut, birthday-cake-flavoured beverages or sparkling botanic teas are gaining popularity. Consumers are looking for unobvious flavours that change their daily ritual into an exciting experience. This follows the megatrend of delightful distractions, a thirst for small pleasures in the hectic world.

Tea of tomorrow

A cup of tea became the mirror of global transformations. It combines tradition and modernity, health and pleasure, daily routine and luxury. It is not only a beverage anymore: it is a way of expressing one’s lifestyle and values. One thing has not changed: tea still connects people, whether it is enjoyed  in the form of a classic brew or as an innovative beverage in a capsule.

Prepared on the basis of “Innovations in the tea market in view of the observed megatrends in consumption” written by prof. dr hab. Grzegorz Maciejewski and dr Sylwia Mokrysz. The text was published in London in The Coffee & Tea Marketing Journal in English. It was published by the Coffee and Tea Research Institute based in Ustroń and headed by dr Sylwia Mokrysz, a proxy for Mokate SA. The Institute specialises in the analysis of consumer trends, research on the coffee and tea market and the creation of new tools of communication for brands in this category.