03 Sep 2025 Rooibos rises: SA’s signature tea wins over global markets
Rooibos exports have dramatically increased as global consumers seek its health benefits and distinctive taste…..
South Africa’s Rooibos industry is enjoying a powerful growth spurt, as global demand for caffeine-free and functional beverages continues to climb.
Exports of the red-hued herbal tea — produced exclusively in the Cederberg region of the Western Cape — have surged by 64% between 2015 and 2024, according to the South African Rooibos Council (SARC).
From local favourite to global star
A household staple across South Africa, Rooibos accounts for roughly a third of the local tea market and is served everywhere from cafés to supermarkets. But beyond the domestic market, the tea has steadily transformed into an international success story.
It is now shipped to more than 50 countries worldwide, where its health credentials and versatile taste are helping it stand out in a crowded beverage category.
The industry provides livelihoods for around 8,000 people across farming, processing, packaging, and retailing — an important contribution to rural economic development.
Rooibos has also extended its reach into adjacent industries, notably cosmetics, where brands such as African Extracts Rooibos Skin Care and Annique have made it a hero ingredient.
Japan leads the way
While Europe and the US have long been important markets, Japan has emerged as the top international destination for Rooibos exports since 2020, with more than 21,000 tonnes shipped there in 2024.
Breaking into Japan was no small feat. As SARC chairperson Martin Bergh has pointed out, the country’s consumers already enjoy more than two dozen tea varieties — from matcha to mugicha (barley tea).
But a rising awareness of caffeine-related health risks, combined with a national appetite for functional, wellness-driven products, has seen Rooibos carve out its niche in the Japanese “Healthy Tea” segment.
Health and functionality drive growth
Research has been central to Rooibos’ success abroad. Supported by the SARC, scientific studies have highlighted Rooibos’ potential benefits for:
- Stress management and relaxation
- Immune system support
- Gut health and digestion
- Anti-inflammatory effects
- Heart health and healthy ageing
These findings align seamlessly with global consumer trends around mental wellness, immunity, plant-based nutrition, and preventive health. Thus, Rooibos has positioned itself not just as a tea, but as a functional ingredient with crossover potential in RTD beverages, wellness shots, and even nutraceutical applications.
Expanding global footprint
Beyond Japan, the top Rooibos importers include Germany, the Netherlands, the UK, France, and the US — all consistently ranking in the top five. African markets are also becoming more prominent, with Zimbabwe, Botswana, and Zambia now regular destinations for South African Rooibos.
From 2015 to 2024, total exports reached 80,350 tonnes, underscoring how far the category has come in less than a decade.
For beverage brands, Rooibos offers not only a unique flavour profile but also an ingredient narrative that touches on health, sustainability, and provenance, three of the most powerful drivers shaping today’s beverage industry.
Source: Daily Investor