Rooibos Tea Demand Rises 12.5% Globally

South Africa's Cederberg Mountains are home to the Rooibos plant, which has gained a global following for its woody-flavored tea. The plant, also known as 'red bush', has been used by Indigenous communities for centuries. Today, Rooibos Limited, the world's oldest and largest rooibos processor, exports the tea to over 50 countries.

The global consumption of Rooibos tea has risen by 12.5% between 2022 and 2024, with exports crossing 10,000 tonnes for the first time in 2025. This growth is driven by increasing awareness of the tea's unique flavor and health benefits. Rooibos is naturally caffeine-free and has been associated with reduced risk of cardiovascular disease and cancer due to its high levels of antioxidants and polyphenols.

Rooibos Limited, established in 1954, exports 400 million rand ($24.17 million) worth of Rooibos annually, accounting for almost half of South Africa's total exports of the plant. The company buys and processes Rooibos from farmers before selling it in bulk to international packers and brands.

The demand for Rooibos tea varies across countries, with tea bags being the biggest market. Unflavoured Rooibos is popular in South Africa, Japan, and the UK, while varieties infused with fruits and herbs are more popular in Europe and the US. Japan has become Rooibos Limited's largest export market, accounting for 33% of South Africa's Rooibos exports in 2025.

The success of Rooibos tea has a complex history, with Indigenous San and Khoi peoples harvesting wild Rooibos long before European settlers began cultivating it in the 1930s. The industry has built on the traditional knowledge and practices of these communities.

As the demand for Rooibos tea continues to grow, the industry is expanding beyond its traditional identity as a tea. New products, such as skincare products containing Rooibos, are being developed to cater to diverse consumer preferences. This expansion is expected to drive further growth, particularly in countries with unique consumer preferences.

The growth of the Rooibos tea industry is significant, not only for the economic benefits it brings but also for the recognition it gives to the traditional knowledge and practices of Indigenous communities. As the industry continues to evolve, it is essential to acknowledge and respect the roots of this global sensation.

In conclusion, the rise of Rooibos tea as a global sensation is a testament to the power of traditional knowledge and the growing demand for unique and healthy products. As the industry continues to grow and expand, it is essential to prioritize sustainability, fairness, and recognition of the Indigenous communities that have made this possible.

The future of the Rooibos tea industry looks promising, with increasing demand and new products being developed. However, it is crucial to address the climate challenges and ensure that the industry's growth is sustainable and equitable for all stakeholders involved.

Overall, the story of Rooibos tea is one of cultural exchange, traditional knowledge, and economic growth. As the industry continues to evolve, it is essential to prioritize the well-being of the environment, the communities involved, and the consumers who enjoy this unique and flavorful tea.