The past few years have seen a steady rise in global demand in the functional and wellness tea market, and as consumers’ quest for health and vitality continues, market players expect this trend to kick into full gear.

The Covid-19 pandemic has become the biggest game-changer in the global market of functional drinks, according to analysts. “Following the Covid-19 pandemic, consumers face increased burnout due to a lack of separation between work and personal lives, leading to increased stress,” said Nathanael Lim, insights manager at Euromonitor International, a global market research firm. “At the same time, the pandemic has caused consumers to be more health conscious, looking after their own physical and mental wellbeing. This provides tea players an opportunity to launch functional ingredients in their tea products, appealing to consumer needs.”

According to the Whole Foods 2022 Trends predictions, functional drinks sales will continue to soar, doubling in the next decade. The analysts explained that consumers, especially those from Gen Z, are looking for healthier options than the traditional sodas their parents grew up on, and many are also interested in sober living.

Functional beverages include ingredients such as herbs, mushrooms, electrolytes, vitamins, minerals and probiotics. Some elements, like vitamins, consistently enjoy strong popularity, while others only start unravelling their potential.

In 2022, the retail value sales of immune support tea globally account for USD $2.7 billion globally. This is set to grow by 4 percent year on year, reaching USD $3.2 billion in 2027, Lim said. In Europe, retail value sales of immune support tea account for $77 million and are set to grow by 4 percent year on year, reaching $93 million by 2027, he added.

According to Market Research Future, another global market research firm, the functional and wellness tea industry has achieved a valuation of $7.2 billion as of 2022. Their projections indicate that by 2032, the industry is expected to reach a value of $12 billion.

“The demand for natural and organic production is rising, driven by concerns over synthetic additives and chemicals. The focus on preventive healthcare is increasing, with consumers taking proactive measures to maintain their health,” Market Research Future stated.

Science as a beacon

The list of functional ingredients available on the market today is long and diverse, but as an average customer grows more knowledgeable, businesses need to keep an eye on the science to make sure their products are appreciated by customers.

“Consumers are being more careful with how they spend their money, leading them to actively seek high-value ingredients – for 60 percent, this means those ingredients that are science-backed,” said John Kelly, strategy director for beverages with Kerry, an Irish food ingredients firm. He shared that “where immune health is concerned, this rises to 78 percent, while ‘clinically proven’ is the most sought-after claim for more than 80 percent of consumers. This echoes Kerry’s own research, which has found that 79 percent of consumers research ingredients for themselves.”

It is increasingly important to be able to provide high-quality research supporting the efficacy of the ingredients in your products, Kelly continued. Consumers are becoming much more discerning about which ‘healthy’ ingredients are actually supported by science. “Our own research last year showed that 79 percent of consumers say they conduct their own research into ingredients. Formulators need to ensure functional ingredients match expectations because, in the digital era, information travels fast,” he said.

Functional tea manufacturers agree that the science behind the offered functional ingredients remains the key to winning customers’ hearts.

Image: Smith Tea

“People are looking to improve their own health and well-being through the ever-increasing choices available in an expanding market,” commented Anish R Patel, a spokesperson for the UK-based functional tea manufacturer NutraTea Ltd. “Our NutraTea blends are created using only ingredients that have known health benefits, and nothing else.

The 8.8 percent increase in herbal tea consumption up to last year demonstrates that the market is on the rise, showing how the public is becoming more health conscious. This is especially true of the relaxation and pregnancy sectors where we have seen an evidential increase in demand for our products, Patel said.

“What sets apart the ingredients in our ProActive Health portfolio is the quality and quantity of the science supporting them. For example, BC30 TM, our patented probiotic ingredient, is backed by over 25 published papers, with research showing that it can help support digestive health, immune health, and may support protein absorption. Similarly, Wellmune® is the only ingredient of its kind supported by over a dozen published, peer-reviewed clinical studies,” Kelly said.

Stress-relief & immune-boosting teas are top performers

Different market players focus on their own niches, but the general consensus is that functional tea helps mitigate stress and fortify the immune system.

Stress relief, sleep aid and immune boosting features are key trends in the functional tea market for the future, Lim pointed out.

“With the stresses of everyday life, consumers want an easy way to support their wellness goals, and the demand for wellness teas will continue to increase,” commented Niya Vatel, founder and CEO of Tea and I, who also underpins the importance of the science behind the offered products.

“Social media and technological integrations have played a pivotal role in propelling the industry forward, attracting a fresh wave of functional tea enthusiasts from a younger demographic. As a result, the market has experienced a significant boost. Influencer marketing has amplified the popularity of wellness teas beyond the detox and weight loss niche,” explained Vatel.

Covid-19 undoubtedly was the main factor driving the consumer demand in the functional beverage market. Although the pandemic is officially over, its aftermath is still present.

“The big ‘mega-trend’ is increasing consumer proactivity when it comes to health and an active interest in everyday beverages as the vehicle for benefits. This has undoubtedly been accelerated by Covid-19,” Kelly said.

One of the findings of Kerry’s most recent global consumer survey was the increased scale of the impact of the pandemic on the demand for everyday beverages with functional benefits. Teas benefit from this demand as teas have a traditional positioning as wellness beverages.

“Their benefits in areas like stress relief have been enjoyed by people for thousands of years and are supported by a wealth of science. This inherent ‘health halo’ makes tea a great fit for functional products because consumers are most likely to expect benefits in categories that are traditionally associated with health,” Kelly said.

The list of reasons why customers opt for functional drinks is long. One study by Kerry, for instance, discovered both men and women attribute beauty support as the top reason they consume beverages with high nutritional value and are willing to pay a premium even amid global inflation. Men and women are both drawn to gaining beauty support from fortified beverages.

Image: Kerry

Skin is the top concern, with 51 percent when it comes to purchasing beverages fortified with nutrients. Skin support was essential to 58 percent of women versus 44 percent of men globally, revealing a small gender gap regarding the interest in beauty support.

Immune support, adaptogenic teas, and functional herbal blends are currently the main segments in the functional tea market, according to tea and herbal supplier, Hälssen & Lyon. The German-based company stated that “consumers are seeking beverages that offer health benefits beyond hydration, making functional and wellness teas an appealing choice. As consumers look for ways to proactively manage their health, functional teas, which are attributed to various health benefits, such as immune system support or stress reduction, are in high demand. The ageing population also contributes to this but is more focused on maintaining health and vitality.”

Emerging segments

The functional tea market is also expected to evolve fast, especially as the science behind more ingredients becomes increasingly convincing.

Hälssen & Lyon, for instance, expects nootropic teas to be among the fastest-growing segments in the following years. Nootropics are substances believed to improve cognitive function and may be included in tea blends. Ingredients like ginkgo biloba, lion’s mane mushroom, and adaptogens may enhance mental clarity, focus, and memory.

In addition, the company anticipates strong demand for plant-based functional ingredients, and sustainability and regenerative agriculture will stay at the centre of public attention.

“Immune-boosting tea continues to remain relevant for consumers, especially with many unknown diseases expected in the future. With features such as vitamins and botanicals like ginger, this serves to strengthen consumer’s immune system and protect them from infections,” Lim said.

New technologies also let tea manufacturers explore new niches. Probiotics are a particularly exciting area, partly because of the growing awareness of their benefits but also because the emergence of spore-forming strains has created opportunities for tea manufacturers to create innovative new functional products, Kelly said.

Market Research Future reported that a collaboration between functional tea manufacturers, ingredient suppliers and retailers foster innovation and market expansion, noting these collaborations enable knowledge sharing, distribution network enhancement and the development of new product lines, ultimately benefiting both industry participants and consumers.

• Vladislav Vorotnikov is a Batumi, Georgia-based multimedia B2B freelance journalist writing about the tea and coffee industry since 2012.

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Grace Farms new collection includes: 

• Breathe: Turmeric Ginger + Cinnamon and Black Pepper — this caffeine-free blend features organic cinnamon, turmeric, ginger, black pepper, liquorice, and bay leaf. 
• Settle: Peppermint Cacao + Fennel and Ginger — this blend, which contains trace amounts of caffeine, includes organic peppermint, cacao shells, fennel, ginger, and cumin. 
• Rest: Chamomile Vanilla + Ashwagandha and Reishi — this caffeine-free blend features organic chamomile, lemon balm, lemongrass, rose petals, lavender, ashwagandha root, valerian root, reishi mushrooms, and dried cherries. 
• Revive: Yerba Mate + Green Tea and Guayusa — containing caffeine, this blend includes organic yerba mate, green tea, ashwagandha root, guayusa, spearmint, gotu kola, and  liquorice. 

Each package contains 16 sachets (2.5g) and is non-GMO, oraganic and biodegradable and has a MSRP of USD $14. Grace Farms new wellness teas are available nationwide at: sharegracefarms.com and on Amazon.com.

Based in New Canaan, Connecticut, Grace Farms gives back 100% of its profits to ending forced labour worldwide. The non-profit organisation is the first-of-its-kind, 80-acre cultural and humanitarian centre located in Connecticut and is open to visitors. For more information, visit: sharegracefarms.com. 

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Based on the holistic principles of Ayurvedic medicine, the chosen ingredients offer a variety of health benefits through five invigorating organic blends. Night Calm, Energy Boost, Wellness Spa, Body Balance and Yoga Relax are imbued with the properties of plants, herbs, and spices such as ginger, turmeric, chamomile, fennel, and lemongrass. Created using the highest-quality, natural ingredients, the organic certified Wellness Tea Collection offers a range of blends that cater for every mood and moment.

Each one-cup serving is contained in an individually sealed, fully biodegradable tea bag with a tag, and available in a box of 25 bags. Each blend is recognised by a special design on the box, inspired by vintage botanical books, identifying the blend by its initial letter. Together, the five blends spell ‘Newby,’ creating a captivating collection to collect or give as a gift. The Wellness Collection also offers a luxury gift set within the collection, featuring a mini assortment of the five new blends.

All the blends in the Wellness Collection feature a selection of the freshest organic ingredients. Naturally sun-dried herbs, with minimal processing, combined with the finest spices to achieve the desired benefits of Ayurveda, complements Newby’s renowned world-class quality and taste, according to the company. Night Calm is the perfect choice at bedtime, aiding a satisfying night’s sleep, while Body Balance offers cleansing and harmony. The de-stressing Yoga Relax provides stillness and is perfect following a class. Revitalising Energy Boost and soothing Wellness Spa blends combine organic herbs, fruits, flowers, and aromatic spices with green tea, completing this versatile collection.

The new Newby Teas Wellness Collection and Giftset will be available from 1 September, available exclusively at Selfridges and newbyteas.co.uk, with prices from £6.50 each.

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Family-run tea company Ringtons, along with its supply chain partner Infusion GB, one of the leading herbal tea packing manufacturers in UK, has decided to work with Beau-T-Full Minds after spotting a gap in the herbal tea market.

Beau-T-Full Minds, which launches in April 2021, has set its sights on establishing itself as a clear alternative in the herbal tea category, with five ‘better for you’ herbal teas and four coffees, all focusing on mental wellbeing.

Founders include sales director Charlie Simpson-Daniel, a serial entrepreneur who founded meat snack brand, Kings Elite Snack, which was sold to venture capitalists back in 2018 in a £20m+ transaction; York based Entrepreneur and managing director at Beau-T-Full Minds, Tom Riddolls; former England rugby player James Simpson-Daniel; actor James Phelps, best known for his role in Harry Potter movies where he played one of the Weasley twins; International rugby coach, Ben Ryan who coached Fiji to their first ever Gold Medal at the 2016 Rio Summer Olympics; former technical director at Baxters Soup, Roland Froebel, along with Ringtons and Infusion GB.

The range will launch with flavours such as Wide Awake Herbal Tea; Deep Sleep Herbal Tea; CBD Herbal Tea; Probotic Herbal Tea and Immunity-Herbal Teas plus coffees Manuka Honey; CBD Coffee; Lions Mane Coffee and Probiotic Coffee, all of which include active ingredients and herbal adaptogens to support all-round cognitive health.

Product ingredients include Bluenesse, an exclusive lemon balm extract that improves mood as well as encouraging relaxation; CBD oil, known for reducing stress and anxiety; plus Probiotic ingredients that improve more than just gut health, with the gut and brain connected through a partnership called gut-brain axis. Additionally, Beau-T-Full Minds’ Vitamin D Infused Tea helps improve energy and mood plus boost levels amongst those Vitamin D-deficient.

Tom Riddolls, managing director at Beau-T-Full Minds, said: “We shared our vision for Beau-T-Full Minds after working with Ringtons and Infusion GB as part of the manufacturing supply chain and it soon became very clear they shared our passion and drive for a functional tea which encourages mental wellbeing, even more so during the pandemic and post Covid-19. This shared passion resulted in the agreement to go on an incredible journey together. The brand is 100% plant based plus 1p from every teabag sold will be donated to mental wellbeing charities, our aim to make the world a more beautiful place.”

Charlie Simpson-Daniel, sales director and serial entrepreneur, said: “I have founded a number of brands which launched into major retail. Beau-T-Full Minds, at the beginning of its journey, is hands down the brand most well equipped to add value to its target category. The hot beverage category in major retail is one that is dominated by brand leaders trading across all the major retailers and not necessarily offering retailers and consumers significant points of difference. We intend to do this not just through our unique proposition but by making exclusive supply offers to Tesco’s and Sainsburys on the Beau-T-Full Minds brand. We have chosen to target these retailers specifically out of the big six because we feel they are the most innovative pioneers of new brands and concepts which drive the market forward with new and better propositions. If Cadburys, Walkers Crisps, Brewdog or any other iconic brand were founded in 2021, with absolute certainty the shelf you would see them on first would be a Tesco or Sainsburys shelf. This is why they are our target partners who we would consider it an honour to do business with exclusively in major retail.”

Ringtons and Infusion GB added: “We’re delighted to have teamed up with Charlie, Tom and their entrepreneurial team to develop the Beau-T-Minds functional herbal tea brand. We believe our combined skills covering innovation, production, sales and marketing as well as determination gives us the best opportunity to be successful in this market.”

For more information about Beau-T-Full Minds, visit: www.beautfullminds.com.

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Teavana’s new Wellness Craft Iced Teas are available in three flavours:

DEFENSE Orange Cinnamon White Tea

A smooth, citrus-bright white tea blend with hints of orange peel, cinnamon, ginger, blackberry leaf and added vitamin C and “honey-kissed” for sweetness. Teavana’s at-home serving tip: pour this tea in a tall pint glass with crushed ice and add an orange slice garnish for aroma and flair.

BALANCE Watermelon Basil Oolong Tea

A “luminous” oolong tea blend of watermelon flavour and basil leaves plus turmeric ⁠— “honey-kissed” for sweetness. Teavana’s at-home serving tip: mix this tea with ice in a cocktail shaker, shake it up and pour in a glass tumbler – add a watermelon garnish for extra refreshment.

REFRESH Blueberry Mint Herbal Tea

A mint herbal tea blend of blueberry flavour alongside hibiscus and ginger — without any added sugar. Teavana’s at-home serving tip: muddle mint leaves and add to this tea for an extra crisp flavour boost.

Teavana’s new herbal tea sachets are also available in three flavours:

Mandarin Mimosa Herbal Tea

Real mandarin orange peel, mango and papaya flavours are infused with lemongrass in this herbal blend. Teavana’s at-home serving tip: brew this tea iced and add an orange wheel for an added punch of citrus.

Spiced Apple Cider Herbal Tea

Juicy, crisp apple flavour blended with warm cinnamon and clove spices in a “comforting” herbal tea blend that features South African rooibos. Teavana’s at-home serving tip: garnish this tea with cinnamon sticks for extra spice.

Lemon Ginger Bliss Herbal Tea

Ginger and citrus paired with sweet, creamy notes of strawberry. Teavana’s at-home serving tip: brew this tea iced and add a touch of honey for a bit of natural summer sweetness.

The new Wellness Craft Iced Teas join Teavana’s existing Craft Iced Tea and Sparkling Craft Iced Tea lineups and are now available in-store at select retailers including Whole Foods Market for an SRP of $2.39 per 12 fluid ounce bottle. Select flavours are also available at Starbucks stores.

Available wherever you buy groceries and on Amazon for an SRP of $5.99, the herbal teas are the newest flavours to join the lineup of Teavana’s premium tea sachets sold in grocery, first introduced in 2018.

For more information, visit: Teavana.com.

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The ingredients in the new Flu Fighter tea were chosen based on a recent medical report, published in Military Medical Research (Volume 7, Article Number 4, February 2020), on the diagnosis and treatment of the novel coronavirus (2019-nCoV), where a combination of herbs and roots were used to support flu-like symptoms. According to Maria Uspenski, founder and CEO of The Tea Spot and author of Cancer Hates Tea, many of the natural herbs in this sweet, nourishing tea were also used in ancient times to make wellness broths for recovery and building strength.

“The pain and stress of the current pandemic has pushed The Tea Spot to think outside the box as to how we can help empower people to find and support better overall wellness,” said Uspenski.

“The result of our efforts is our aromatic and medicinal Flu Fighter herbal tea, inspired by recent medical research. This supportive tea is intended to be used in combination with social distancing, good personal hygiene, sound diet, ample exercise and rest, while it encourages wellness and facilitates calm amidst the turmoil and uncertainty that’s happening around the world.”

Uspenski added, “The Tea Spot exists to help people empower wellness through tea, and we are continually looking at innovative ways to help our customers and the tea-loving community through ideas and products like the Flu Fighter tea. We also recently donated more than 55,000 specialty tea sachets to first responders, doctors and nurses at eight hospitals and clinics in some of the states most impacted by Covid-19 in the United States, including New York, California and Texas.”

The Tea Spot’s Flu Fighter tea is available online and retails for $25.95 per one-fourth pound bulk (50 servings) or a sample size for $5 (five servings). The Flu Fighter tea blend can be re-infused two to three times per serving.

(Please note, while the Flu Fighter tea is meant to be supportive and maintain wellness, it is not meant to treat, cure or prevent any disease or ailment.)

For more information, visit: theteaspot.com or visit The Tea Spot’s new wholesale website at: wholesale.theteaspot.com.

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Available now to order online at Teatulia.com, Teatulia’s Wellness Packs are $10 with free shipping. For every pack purchased, the Denver-based organic tea company will donate one to a healthcare facility. Each Wellness Pack includes:

• 18 Classic Tea Samples – Three tea bags – all individually wrapped with a single portion of full-flavoured tea – of Black, Green, Lemongrass, Chamomile, Mint and Vanilla Rooibos. All Teatulia tea is 100% organic and pesticide-free and made from environmentally responsible packaging.
• Wellness Support – Each pack contains a guide on how to use teas to support your health and immune system, calm your mind and alleviate anxiety.

So far, Teatulia has already made wellness donations to support New York Presbyterian Hospital, DaVita Kidney Care Dialysis Center, The Medical Center of Aurora and Spalding Rehabilitation Hospital and Rocky Mountain Whole Foods Employees. Through the generous donation of Teatulia’s customers, additional packs have been sent to Founders Give, Fuel Denver Frontlines and FDNY Foundation in New York.

“It is important for us take care of our frontline workers like they are so bravely taking care of us,” said Linda Appel Lipsius, CEO and co-founder of Teatulia.

“At Teatulia, we are committed to giving back to the community. Tea has so many benefits for your body and your mind. With our new Wellness Packs, customers can buy one for themselves or send one to someone as a well-deserved gift. Whatever the reason, we will send one to a healthcare facility to show our support for those putting their lives on the line right now.”

 Additionally, Teatulia will be giving away free Wellness Packs to first responders who show an ID at its Tea Bar location in Denver while supplies last.

For more information, visit: www.teatulia.com.

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•Immunity* – aids in supporting immune function.
•Anti-Inflammation* – aims to soothe inflammation within the body.

Rolling out earlier this month, Davidson’s Ayurvedic Infusions are available at: davidsonstea.com, amazon.com and in select retailers. MSRP for the items are USD $5.50 for bagged (25-count boxes), $6.00 for loose leaf (2-ounce bags), $11.75 for (8-oz bags), and $20.00 (16-oz bags).

“We wanted to expand our Ayurvedic Infusions line to continue giving people the opportunity to support their health in other ways,” said co-owner Kunall Patel of Sparks, Nevada-based Davidson’s Organics. “So often we forget or downplay the healing powers of tea and herbs.”

Davidson’s Organic teas are USDA Organic Certified, as well as Fair Trade Certified, and are free of pesticides, dairy, GMOs, and other non-permitted ingredients. Davidson’s has been committed to providing fresh, pure teas for over forty years. Direct from family-owned tea gardens in India to their facility in Nevada, Davidson’s offers a wide variety of blends and traditional teas in tea bags, loose leaf and iced tea formats. For more information, visit: davidsonstea.com.

Davidson’s Ayurvedic Infusions are formulated and endorsed by Dr. Suhas and Dr. Manisha Kshirsagar. They are both highly accomplished Ayurvedic physicians who have garnered over 25 years of clinical experience. They are the directors of the Ayurvedic Healing and Integrative Wellness Clinic in Santa Cruz, California. Dr Suhas and Dr Manisha have formulated Ayurvedic products, designed courses and trained health professionals all around the world. They are acclaimed authors, researchers and faculty members of numerous Ayurvedic institutions. The ancient wisdom and tradition of Ayurveda carries the message of radiant health and vitality. Learn more: www.AyurvedicHealing.net.

*These statements have not been evaluated by the FDA. This product is not intended to diagnose, treat, cure, or prevent any disease.

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Water is increasingly becoming the beverage of choice, particularly for millennials and Generation Z cohorts, who are consciously selecting healthier alternatives. “I think that the fact people are switching to water is an immense opportunity for the tea category,” said Shabnam Weber, president, Tea and Herbal Association of Canada, Toronto, Ontario. “What is tea, if not 99 percent of water: water that has been infused with so many health benefits. We are the original vitamin water — nature’s vitamin water.”

One of the biggest hurdles to overcome with converting water drinkers is the misconception that tea is dehydrating. Perpetuated by both the media and health authorities, this perception may be preventing consumers from turning towards tea to meet their hydration needs. “We need to make people aware that tea is just as hydrating as water,” said Dr Sharon Hall, chief executive, UK Tea and Infusions Association, London, England. “And when we extend the conversation towards the other benefits that tea offers including polyphenols and bone density, it makes a very powerful statement.”

By sharing this information, the tea industry can help influence consumers to adopt tea as their go-to hydration beverage. “Tea and water are inherently similar,” said Cindi Bigelow, president, and CEO, Bigelow Tea, Fairfield, Connecticut. “They are lighter, healthier, non-caloric beverages. There is a particularly nice correlation between iced tea and water, they both play nicely together.”

The ready to drink category presents an opportunity to engage consumers in premium tea offerings. This growth category is primed for sugar-free products that showcase a variety of whole leaf tea offerings including green, black, and oolong. “Water has enjoyed a lot of popularity due to its purity,” said Peter Goggi, president, Tea Association of the USA, New York, New York. “However, tea is making inroads. There is an extraordinarily strong, well documented, research background into the overall health and wellness of tea, which will help drive our industry forward.”

To gain momentum, the tea industry needs to focus on delivering offerings that will respond to the concerns of today’s consumer. In the ready to drink segment, packaging has become incredibly important with consumers opting for solutions that respond to their sustainability concerns. The anti-plastic movement is turning consumers away from plastic packaging and bottled water in general. At the same time, corporations, governments and public venues are taking a stand advocating for the elimination of single-serve plastic. “San Francisco has banned bottled water in the airports,” said Rona Tison, senior vice president, Ito En, San Francisco, California. “People are increasingly concerned about consuming clean food, beverages, and products. Tea fits into that lifestyle. It is a plant-based, clean, healthy beverage that they can feel good about consuming.”

Extending the Conversation

To ensure the long-term viability of the beverage, the tea conversation must go beyond hydration and wellness. “The landscape is continually changing, and to remain a part of the industry, you have to be able to adapt,” said Tison. This includes embracing a variety of formats and working in partnership with other tea companies to help transform the concept of tea into a valued experience.

“We need to turn infrequent tea drinkers to daily habitual tea drinkers — introducing new flavours to their repertoire,” said Alaina Ho, marketing manager, Stash Tea, Portland, Oregon. “Everyone in the industry has a role to play in helping make this shift. It may be one brand in the morning, a different brand in the evening, and an RTD in the afternoon.”

There remains a significant educational gap with mainstream consumers still largely unaware of the diversity that tea has to offer. “We need to talk about the goodness of tea on so many levels from the taste experience to how it aids in relaxation, mental clarity, and mindfulness,” said Tison. This conversation, although started, is still in its infancy. Consumers are actively seeking items that can be customised to their needs. However, the full potential of the tea experience still has not been fully embraced.

“Wellness will continue to be a driver in tea – it is an important message,” said Bigelow. “But there is much more to the tea conversation. In our case, we connect with our customers through both our family story and strong brand recognition.” For Bigelow Tea, this includes involving their sales and marketing team in all aspects of the business, from product development to the sourcing of ingredients. By understanding the entire process (and the motivation behind them), the sales and marketing team can develop authentic messages that showcase both the story of the company and its values.

“Millennials and Generation Z are very particular on how they spend their dollars –they want to know it’s going to something,” said Goggi. “Tea fits well in this conversation.” This includes inviting consumers into the world of tea, sharing its origin story, the variances that the terroir provides, and fostering connections with the individuals behind the tea leaves. “There is a strong sustainability message with tea: social, economic, and environmental, and when that’s paired with the wellness factor, it wraps up to a program that can help drive consumption.”

The specialty tea movement has helped to shift the perception of tea but there are still several hurdles to overcome. In order to get there, the industry needs to find ways to connect with today’s consumers. This includes understanding the terminology that they use, their values, and the barriers that may be preventing them from adopting tea into their lifestyle. “We are faced with several shifts in the industry: the volume of black tea is declining in the UK, consumers are calling a range of beverages tea, and they are not fully aware of all the benefits that Camellia sinensis offers,” said Hall. “The history of tea in the UK used to be so precious. We need to reconnect people to these stories.”

Black tea, in particular, has had its own set of challenges. This could be partially due to the beverage being unfairly pegged as a breakfast drink or the milk laden, sweetened, bitter beverage that was prepared by a grandmother. “We have seen steady and promising growth in specialty teas, herbals, etc, but black tea has been taken for granted and relegated to uninspiring words like ‘ordinary,’” said Weber. “We need to make black tea special again. It’s my go to tea, and there is nothing ordinary about it.”

The out-of-home experience presents an opportunity to help make this shift, but to do this, the overall experience needs to improve. This begins with inviting the restaurant industry into the tea conversation and showcasing the potential in a tea menu, including tea pairings, tea cocktails, and customised beverages. “There are so many parallels between tea and wine; the complexity, its taste profiles, traditions and history,” said Tison. “The story of tea runs so deep. It is something to be respected, celebrated and enjoyed in so many ways.”

Cafés have already fostered this development introducing consumers to tea lattes, specifically chai, matcha and turmeric, and the potential in cold brew iced tea. “The world continues to get smaller, and with that, we are seeing more exotic ingredients introduced into the tea world,” said Ho. “This new influx of flavours and ingredients presents an opportunity to delve into more exciting things, especially at the café level, where they can introduce the flavours in new drink experiences.”

Consumers are slowly awakening to the variety of experiences that tea offers. However, to truly propel the industry forward, the messages need to go beyond wellness and connect consumers to both tea’s diversity and its incredible stories. “We need to join up as a global tea industry and align our messages so that it will become amplified,” said Hall. “Creating global campaigns within the industry and fostering partnerships with other areas, like culinary, will help to elevate the concept of tea.”

• Anne-Marie Hardie is a freelance writer, professor and speaker based in Barrie, Ontario. She may be reached at: annemariehardie1@gmail.com.

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The relationship between tea and wellness is far from a new discovery. However, consumers’ drive to adopt a healthier, more natural lifestyle has provided the opportunity for the wellness message to expand. The result has been an explosion of functional/wellness products with the focus on the benefits of the tea or tisanes, instead of the tea itself. But has this growth been good for the industry? Or has the fad brought with it its own host of challenges?

“Consumers are always asking, ‘What will this tea do for me?’” said David O’Connor, co-founder, Genuine Tea, Toronto, Ontario. “I think we have to remind them that the original drink, which has been around for over 5000 years, has been and always will be healthy.” The functional conversation, although driving demand, has resulted in a disconnect from the tea itself. The challenge being how can the market respond to the functional needs of consumers while also sharing the story of tea?

This begins by understanding how today’s consumers are drinking tea. In Western culture, there has been an overall decline in black tea consumption, in particular, CTC format, with a rise in herbal and green teas. “The health positioning for black tea is weaker than herbal or green,” shared Matthew Barry, senior beverage analyst, Euromonitor International at the World Tea Expo, this past June. “Today’s consumers are seeking additional benefits from the teas and are looking for their functionality.” This new market has resulted in several functional tea categories including calming, beauty, digestive, circulation, mental acuity, energizing, detox and weight loss.

The growth of tea bars is also helping to increase the momentum of these functional beverages. These venues are making tea easily accessible and desirable, with their signature iced teas, boba teas and trendy lattes, including matcha, turmeric and beetroot powder.

At the same time, the continued growth of tea and yogi culture has helped propel the wellness relationship forward. “Yoga has had a huge influence on what consumers are putting into their bodies, including introducing consumers to ayurvedic medicine and eastern herbs including chaga, tulsi and moringa,” said O’Connor. The benefit of this connection is that it also helps return consumers to the meditative benefits of tea, urging them to sip and savour their beverage.

But is today’s market becoming saturated with over promises, with tea being seen as a panacea for all ailments and stressors? And if so, can this trend persist in the industry?

“Tea alone will not and can not cure any disease,” explained Maria Uspenski, founder and CEO, The Tea Spot, Louisville, Colorado. “However, adding tea to your lifestyle that includes stress management strategies and sound nutrition can provide a strong preventative strategy.”

The Tea Spot was very cautious about its approach to functional teas and instead tried to shift the conversation towards tea quality. “If consumers are looking towards tea for their wellness, then they need to understand the importance of quality products,” said Uspenski. However, the Tea Spot quickly discovered that there was a segment of consumers who were turning to tea for its functional benefits. Today, The Tea Spot has a functional line of tea that highlights several attributes including sleep aid, wellness, and immunity boosters.

That being said, Uspenski urged that it is important that the industry maintains control of this conversation, including helping consumers identify which products are truly beneficial. This includes providing consumers with high quality, whole leaf options, instead of the highly sugared, artificially flavoured products that may contain little or no tea. “It is up to us as the manufacturers to deliver these high-quality products, and not participate in the green washing,” said Uspenski.

The Downside to the Wellness Story

There is no question that the wellness trend has its downfalls. Although it is helping create a new market of tea consumers, the functional messages are focused on health instead of the tea. Consumers are turning towards these products for what it does, not what it tastes like, which can make it challenging to maintain the momentum. This shifts the conversation away from the tea story and the quality of the tea itself.

“Tea is really trying to push the third wave, but it’s being hijacked by the health and wellness conversation,” said O’Connor. A self-professed tea purist, O’Connor has struggled with the wellness fad and the consumers focus on what the tea can do, including actively seeking whatever the new trendy ingredient is, instead of appreciating the tea itself.

At the same time, Genuine Tea is keenly aware that cafés need to be conscious of their margins, which involves having products available that satisfy the mass market. “The trick is finding the balance between propelling the third wave of tea forward and responding to the needs of the mass market,” said O’Connor. “There is no reason why we can’t provide a high-quality Assam for a breakfast tea or a ceremonial grade of matcha to the mass market.” This has included evolving Genuine Tea’s business from tea supplier to becoming a beverage partner for the restaurant and hospitality industry, providing both an education and tea preparation training.

Shifting to a More Holistic Approach

When it came to wellness, Toronto-based Bad Dad Tea Inc took a slightly different approach. “We knew that laughing is healthy for us,” shared director, Stephen Mandel, “and so we thought, let’s produce a product that not only tastes good but makes them smile.” Science backs up the wellness principle of smiling, including being a stress reliever and boosting immune systems.

The company wanted to create an experiential tea bag that brings forward the social aspect of tea including sparking conversations and the magic of smiling being contagious. “Our tea is an ice breaker,” said Mandel.” It’s something you pull out and can have a bit of a laugh about it.”

The name of the company was inspired by the concept of bad dad jokes with the desire to create a product experience that would generate a chuckle, or in some cases, a bit of groan. With humour being the heart of the venture, the company began with an extensive database of tea puns with plans to venture into other forms of humour in the future.

“The concept will allow us to create truly personalized products in the future,” said Mandel. “It could be tea puns focused on the holidays, playful puns, or companies that want to match the tea with their brand values: honestea, integretea, creativitea, etc.”

Mandel delivers a set of tea puns to their designers who then return with an innovative cartoon. “I particularly like mediocritea and antigravitea, which is an upside-down teacup floating over the saucer,” he said. “Although the one that always disappears at the show is naughtea.”

In fact, the demand for the tea caricatures has resulted in a separate venture of tea merchandise with the favourite designs being added to tea towels, aprons, t-shirts and mugs. “The idea is to make you laugh,” said Mandel. “We are never going to put a lot of serious puns on our tea.”

Evolving the Wellness Messages

Focusing on the functional benefits of tea is a great way to draw consumers into the tea conversation. However, the industry needs to approach these with caution. First, most studies indicate that the benefits are often strongest when consumers drink between three to five cups a day. Although this message could be extremely beneficial for the industry (helping increase consumption levels), for the new adopters it could create a barrier of entry. “I think a message that consumers need to hear is that even one cup of tea is a good thing,” said Uspenski.

At the same time, there is a myth that black tea is unhealthy. This misconception not only negatively impacts black tea sales but could also deter new to tea consumers away from the category altogether. “The fact is that all teas, black, green, oolong, and white, have benefits,” said Uspenski. “The tea that is healthiest for you is the one that you love the most, and therefore drink.”

Adopting this type of message shift will help evolve the practice away from drinking tea like medicine, and instead, return to enjoying sipping and slowly savouring a cup. “The industry needs to feel good about presenting tea as a wellness product, as long as we continue to do this with care,” said Uspenski. “We have an opportunity to shift consumers away from a sugared or fatty beverage, to one that can help positively nudge the wellness story forward.”

Although the wellness conversation continues to present opportunities for growth, it should be approached with caution. Trends can fade, particularly for those consumers who are solely drinking the beverage for its functional benefits. To help alleviate these challenges, the industry needs to continue to focus on the tea story including its quality, history and culture.

• Anne-Marie Hardie is a freelance writer, professor and speaker based in Barrie, Ontario. She may be reached at: annemariehardie1@gmail.com.

The post Time for a new wellness conversation appeared first on Tea & Coffee Trade Journal.

While all tea is inherently healthy and functional, the Benefits line, including the new flavours, offer wellness options for a healthy lifestyle. With a focus on always delivering a perfect cup of tea, these inspired combinations of herbs and spice ingredients are imaginative and flavorful.

Benefits Stress Free – Rose & Mint Herbal Tea with additional ingredients; Skullcap, Tulsi Leaves and Passionflower, produce sweet floral notes combined with a slight fruity tang, all cooled with a hint of delicious peppermint.

Benefits Focus – Moringa & Black Tea. A bold black tea, this flavour produces earthy notes and features Moringa, Ashwagandha Root, and Turmeric Root.

Benefits Lean and Fit – Citrus & Oolong Tea. A robust oolong with a combination of citrus notes including grapefruit and lemon and smoky tea features Yerba Mate, Parsley and Red Clover. Who doesn’t want to live a life Lean & Fit every day.

With the Benefits line, the Bigelow family expanded on their passion for making exceptional teas by combining authentic ingredients that are uncommonly delicious. Featuring all natural green, black and herbal teas with beneficial herbs, flowers and fruits, each ingredient in the Benefits range of now ten teas is selected to provide specific natural good-for-you benefits that help support each tea drinker’s well-being.

“With today’s growing awareness for mindful eating and the need to live a healthy lifestyle, we created these beautiful and flavourful teas to support our bodies naturally, in gentle ways with ingredients you trust,” said Cindi Bigelow, third generation president & CEO.

“Like all Bigelow teas, the Benefits line is made with exceptional care under the careful watch of the Bigelow family tea blenders right here in the US. Just one sip and I believe you’ll want to make each of these teas a part of an everyday routine that helps you define the life you want to live!”

The Benefits range of ten teas, which includes the three newest flavors, are gluten free and non-GMO. You can find boxes of 18 individually-wrapped tea bags on store shelves nationwide and by the case on the Bigelow Tea company website, www.bigelowtea.com.

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