Market report highlights focus on provenance in hot tea sector
The latest market report by Canadean suggests that the US hot tea market is increasingly driven by gourmet varieties with a bigger focus on product provenance and background. The Top Trends in Hot Drinks report claims that the takeaway coffee culture has upped the quality and variety expectations for beverages consumed at home leading to a greater focus on the story and provenance of the base tea and other ingredients. The second major market trend relates to healthonism, or the idea of combining health and hedonism, which translates into the use of alternative and functional brew bases such as yerba mate or rooibos to boost the health benefits. Finally, the report noted a pivot towards seasonal flavors and sharing experiences with others, with a sizeable part of consumers declaring their preference for season-specific blends and experience-based products.