Latest tea-consumption figures tip scale in favour of Rooibos

According to market research agency, Insight Survey's latest South African Tea Industry Landscape Report 2016, SA tea-lovers are shifting to a preference for Rooibos rather than Black Tea.

Insight Survey used AMPS to obtain an in-depth understanding of South Africa's tea market where more than 25 000 adults (15 years and older) were interviewed in both rural and urban areas from January to June and July to December of last year.

Ernest du Toit, spokesperson for the Rooibos Council says although Black Tea still has a higher overall consumption than Rooibos, it is experiencing a steady decline, whereas Rooibos tea is showing growth both locally and even more so globally.

"The proportion of Black Tea consumers had decreased between 2011 and 2015, from 58.6% to 51.5%. However, the percentage of South African Rooibos consumers increased from 29.4% in 2011 to 30.9% in 2015."

"Rooibos is especially high in antioxidants, which help to protect the body against various ailments such as allergies, stomach cramps, colds and flu, as well as more serious illnesses like heart disease and diabetes. It can also reduce one's risk of contracting cancer.

"Two polyphenols, called aspalathin and nothofagin, in particular, are found in high concentrations in Rooibos tea. These antioxidants help fight free radicals in the body that are responsible for many illnesses. Polyphenols not only have anti-inflammatory properties which safeguard the body from disease, but also has the ability to slow down the ageing process, which is an added bonus of drinking Rooibos." says du Toit.

The demand for Rooibos tea is also growing overseas and the recently signed EU-SADC Economic Partnership Agreement (EPA), not only extends the geographical indicator (GI) status or trademark protection of Rooibos, but will also widen economic trade between Europe and South Africa, and the five other SADC states.

South Africa currently exports Rooibos tea to over 30 countries, including Germany, the Netherlands, Japan, UK and US. Germany by far still remains the biggest importer of Rooibos tea at 31%, with the Netherlands at 16% and Japan at 15%.

According to du Toit about half (6 000 to 7 000 tonnes) of Rooibos is exported annually, while the balance is consumed locally.