Move over matcha and green tea—Rooibos is brewing up a storm with younger generations.
Once a humble South African herbal tea, Rooibos is now enjoying a surge in popularity among Gen Z and Millennials, who are redefining what it means to sip smart.
With global wellness trends shaping what we eat and drink, many young South Africans are ditching sugary soft drinks and jitter-inducing coffee for herbal infusions. Leading the charge? Rooibos – a naturally caffeine-free, antioxidant-rich brew that’s as trendy as it is traditional.
The Gen Z Effect: Tea with Purpose
Born between the mid-1990s and early 2010s, Gen Z is all about holistic health. According to a Mintel survey, 37% of Gen Z consumers incorporate tea into their daily routines, favouring drinks that taste good and offer wellness benefits. Rooibos ticks both boxes, boasting anti-inflammatory properties and a naturally sweet flavour that needs no added sugar.
A GlobalData survey confirms this trend, revealing that 67% of Gen Z tea drinkers in the US prefer herbal and sweet infusions, while only 19% opt for black tea. The preference for caffeine-free beverages reflects this generation’s growing awareness around sleep, stress, and overall wellbeing.
Adele du Toit, spokesperson for the SA Rooibos Council, highlights this growing interest:
“Rooibos was ranked the second ‘coolest’ hot beverage among South Africans aged 8 to 30 in the 2022 Sunday Times GenNext Survey. It’s the only herbal infusion to make the top ten.”
Millennial Must-Have: Wellness on the Go
Millennials, too, are embracing Rooibos – but with a twist. This generation, born between 1981 and 1996, prioritises convenience with health benefits. Mintel reports that 41% of Millennials consume multiple ready-to-drink teas each week, and Rooibos is increasingly showing up in bottled brews, flavoured infusions and even iced tea formats.
Their flavour preferences lean heavily towards fruity (72%) and herbal (64%) profiles, both of which Rooibos delivers in abundance. Whether it’s blended with berries or infused with botanicals, Rooibos is a fuss-free way to enjoy natural goodness on the move.
Rooibos Reinvented
Rooibos is no longer just a warm cuppa at bedtime. The modern Rooibos revolution includes energy drinks, wellness shots, and functional blends enhanced with probiotics, ginkgo biloba and CBD. These innovations reflect a growing desire for drinks that go beyond hydration to support gut health, cognitive function and stress relief.
Affordable and accessible, Rooibos also fits the growing trend of alcohol reduction, offering a flavourful, feel-good alternative for social sipping.
Ethical, Sustainable and Homegrown
Both Gen Z and Millennials are increasingly mindful of the origins of their food and drink. Rooibos producers are stepping up, offering sustainably farmed, ethically sourced teas with strong South African roots. This homegrown hero is not only good for your health but also for the planet and the local economy.
Bottom line? Rooibos is no longer your granny’s bedtime brew. It’s a versatile, wellness-forward drink that speaks to the values of today’s youth – health, flavour, sustainability, and convenience. Whether you’re sipping it iced, sparkling, or straight from the kettle, Rooibos is having its moment – and it’s steeped in style.
