Tea remains a cultural staple and commercial powerhouse in South Africa, with more than 22-million adults consuming it daily.
The growth of rooibos — both locally and globally — signals a shift in consumer preferences towards healthier, caffeine-free alternatives.
This is according to consumer analytics company Eighty20, which says the tea market is brewing strong and is projected to hit about R8bn in revenue by this year with a steady 3.07% annual growth.
Using data from MAPS, a survey of 20,000 South Africans conducted by the Marketing Research Foundation, Eighty20 attempted to better understand how South Africans consume tea. The data shows women as well as Indian and Asian people drink all types of tea.
Rooibos drinkers have marginally higher personal and household incomes than traditional tea, but green tea drinkers’ average household income is nearly twice that of tea drinkers. Green tea drinkers are also younger and better educated.
According to Eighty20’s national segmentation groups, poorer segments, such as pensioners and mothers, tend to drink traditional tea, with comfortable retirees preferring rooibos, while the middle and upper class sip on green tea.
Joko and Glen are leading the way when it comes to traditional teas, while Freshpak remains the top pick for over half of all rooibos drinkers.
Eighty20 says the consumption of traditional tea is increasing in East Asia, Africa and Latin America, but declining in Europe and North America.
“In North America, herbal teas and other ready-to-drink beverages are becoming more popular. This trend has positively impacted our local tea substitute-rooibos. The global rooibos tea market is estimated to be worth about R230bn in 2023, thanks to Rooibos the largest producer and distributor of rooibos, exporting to 50 countries worldwide,” said Andrew Fulton, Eighty20’s director.
Traditional teas like black, green and oolong all come from the Camellia sinensis plant.
But rooibos is different; it is technically not a true tea but a tisane — a caffeine-free herbal infusion made by steeping plant materials in hot water.
“Globally, people are switching to rooibos not only because it is a pleasant drink but also due to its numerous health benefits. This naturally caffeine-free beverage is rich in antioxidants, helps reduce blood pressure and improve cholesterol levels, soothes an aching stomach and can help clear your skin,” said Fulton.
University of Pretoria (UP) researchers recently found the antioxidant content of certain types of tea can be likened to that found in recommended portions of fruit and vegetables.
For the study, which was published in Toxicology, Prof Zeno Apostolides of UP’s department of biochemistry, genetics and microbiology measured the amount of antioxidants in fruit, vegetables and tea against the amount found in a standard 200mg vitamin C tablet.
The results of the study also showed that tea made from the Camellia sinensis plant contained a significantly larger amount of RSC than the amount found in herbal teas. Rooibos tea, however, is still a close second, with one and a half cups containing as much RSC as that of a standard vitamin C tablet
— Prof Zeno Apostolides, UP
The result: an equivalent amount — and a compelling reason to incorporate tea into your diet.
“This does not mean that you can ditch your healthy eating habits. While tea made from the Camellia sinensis plant has considerable health benefits, tea should not be used as a substitute for fruit and vegetables under any circumstances, and should simply be used to supplement your diet,” said Apostolides.
The research was conducted on 15 types of non-herbal tea and 10 types of herbal tea found in supermarkets, as well as a variety of fruit and vegetables. The findings showed that just half a cup of black tea, oolong tea or green tea contained the same amount of antioxidants with radical scavenging capabilities (RSC) as that of a 200mg vitamin C tablet.
RSC refers to a substance’s ability to neutralise harmful free radicals — unstable molecules that can cause cell damage. Antioxidants are compounds that counteract free radicals, preventing and slowing down the cell damage and cell death caused by them.
The study also shows that one cup of black, oolong or green tea contains the same amount of RSC as four servings of fruit or 12 servings of vegetables.
Different foods contain different types of antioxidants, and a variety of antioxidants is needed to combat the negative effects of free radicals.
“Free radicals are highly reactive, unstable molecules that are a by-product of the body’s natural metabolism processes. They only live for a fraction of a second, but during their short lifespan, they can damage the DNA inside your body’s cells,” said Apostolides.
The damage can increase the risk of developing cancer and heart disease, among other health conditions.
Free radicals are produced after the body has been exposed to harmful compounds in the environment, such as tobacco smoke, toxic chemicals or air pollution, or prolonged exposure to sun and ultraviolet light. A nutrient-poor diet can also produce free radicals.
“Free radicals can be either harmful or helpful, but a build-up of harmful free radicals [known as oxidative stress] can cause significant damage to the body’s cells,” said Apostolides.
“The results of the study also showed that tea made from the Camellia sinensis plant contained a significantly larger amount of RSC than the amount found in herbal teas. Rooibos tea, however, is still a close second, with one and a half cups containing as much RSC as that of a standard vitamin C tablet.”
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