According to the SA Rooibos Council, younger consumers, particularly millennials and Gen Z, are moving away from conventional drinks and exploring herbal alternatives. This trend mirrors global patterns where health-consciousness is reshaping the beverage market.
International data shows that 67% of Gen Z tea drinkers in the United States prefer mild, naturally sweet infusions. Locally, rooibos is also gaining traction. The Sunday Times GenNext survey in 2022, which gauges the preferences of South Africans aged 8 to 30, ranked rooibos as the second “coolest” hot drink after Starbucks coffee.
“There’s definitely been a rise in younger generations drinking herbal infusions,” said Adele du Toit, Spokesperson for the Rooibos Council. “Rooibos, in particular, suits their lifestyle, it's caffeine-free, packed with antioxidants, and can be enjoyed in different ways. You can brew it the traditional way, find it in ready-to-drink bottles, or even see it featured in energy drinks and mocktails. It’s a versatile option with room for innovation.”
Du Toit also pointed out that rooibos is more affordable than many alcoholic beverages, which appeals to young people who are cutting back on drinking or giving up alcohol altogether.
Still, not everyone is switching over.
When asked about their drink preferences, several young people offered mixed views.
“I do drink tea sometimes,” said one. “But it’s more of an occasional thing, like when I’m really in the mood.”
Another admitted, “Honestly, I prefer red wine. Not white, though, red is sweeter. You chill it a bit and it’s perfect.”
A third interviewee said, “Brutal Fruit is my favourite, it’s sweet, and it helps you relax and think. I’ll have tea now and then, usually in the morning or afternoon.”
While rooibos may not yet be the go-to beverage for all young South Africans, many are clearly becoming more health-aware and open to alternatives.
“Tea isn’t necessarily the first thing we reach for,” said one respondent. “But we’re definitely more conscious now. We’re going to the gym, watching what we eat and drink. Rooibos is nice because it fits in without overdoing it.”
--ChannelAfrica--
