Rooibos hot on heels of Starbucks as top hot drink
|Published
A woman enjoys a cup of sumptuous Rooibos tea. l SUPPLIED
Johannesburg – South Africa’s cool kids are avid Rooibos tea drinkers, new research has revealed.
According to the 2022 Sunday Times GenNext Survey, the leading barometer of what the nation’s find trendy and aspirational, Rooibos was the only tisane (herbal infusion) or tea to feature in the top 10 ranking.
This is marking a tipping point for the product as a “hot beverage” category was added to the survey for the first time last year. Two black tea brands featured prominently.
The study found that Rooibos followed hot on the heels of Starbucks Coffee, which was the “coolest hot beverage in 2022”, according to the study.
Rooibos came in second, followed by Nescafé, Milo and then Ricoffy.
Jacobs Kroning Coffee, Nestlé Hot Chocolate, Nestlé Cappuccino, Hug-in-a-mug and KFC Hot Beverage rounded off the top 10.
For the study, more than 6 000 South African youngsters, aged between eight and 23, as well as young professionals, between the ages of 25 to 30, were asked to name their coolest products and brands across 69 categories.
SA Rooibos Council spokesperson Adele du Toit was thrilled that the herbal infusion ranked so high. She said the accolade was extra special given the wide repertoire of beverages that the youth of today could choose from.
“Rooibos is coming into its own. It has evolved from being a simple grocery item to an aspirational product that consumers want and seek out,” she said.
Du Toit explained that part of Rooibos’s appeal was its versatility.
“It can be enjoyed hot or cold, as a cappuccino, espresso, cocktail/mocktail, energy drink, smoothie or bubble tea and comes in more than 100 different blends,” she said.
“‘This makes it fun and exciting for adventurous youth to experiment with.”
Du Toit also added that the survey results show that Rooibos was starting to tap into the emotional pulse of the younger generation, where it’s not just about selling a product, but a lifestyle.
“The youth are becoming more health conscious with many prioritising functional food and beverage purchases over sugary drinks and processed food. Rooibos is caffeine-free, low in tannins and abundant in antioxidants, which all promote health.”
Du Toit said that about 14 000 tons of Rooibos were produced annually.
“Half of it is consumed locally, while the remainder is exported to 30 countries across the globe.”
She also believes that social media had helped to popularise Rooibos with food and drink remaining the most Instagrammed topic to date.
“Social networking has changed the way we eat and drink and are driving trends and behaviours, especially among millennials and Gen Zs.
“The youth of today are more informed about products than any other generation. They do research, ask more questions and are more concerned about what they put into their bodies and how products impact the environment. Rooibos ticks all of these boxes.”