Brewed to Perfection: What PartyTrends Thinks

What’s brewing in the tea scene? The numbers are electrifying. From June 2022 to May 2026, we recorded an impressive trajectory in tea interest across South Africa, with an astonishing 42% year-on-year growth. By 2028, we expect tea-related searches to hit approximately 5,542,319 annually. For a country long celebrated for its love of rooibos and chai, this surge isn't just a passing trend; it's a cultural renaissance!

What jumps out from our data is that tea is diversifying. While traditional options like rooibos tea remain popular, the rise of green tea searches — up 47.2% — indicates a health-conscious shift among consumers. The Western Cape leads this thirst for tea, accounting for 43.6% of all searches. A tea party in Cape Town? Count me in!

However, not every variety is riding this wave. Searches for bubble tea and boba tea are declining sharply. Their charm seems to be fading as consumers pivot towards classic and healthier options. In our view, this highlights a dynamic shift in consumer preferences away from sugary concoctions towards the pure, earthy tastes of traditional teas.

Data from PartyTrends chart
RegionValueYoYVerdict
20223,364,856—Chasing
20233,458,410—Chasing
20243,902,740—Chasing
20254,904,440—Chasing
20264,529,703—Chasing
Headline from the data

Tea peaked at ~5,542,319 annual searches in 2028 (+7% vs 2027). 2028 is tracking ~5,542,319 (projected full year).

Market Brew: What This Means for the SA Market

The tea market in South Africa is poised for a major shakeup. With growing interest expected to continue into the foreseeable future, retailers in Gauteng, the Western Cape, and KZN need to adapt quickly. The 42% increase in tea searches signals that consumers are ready to embrace a variety of tea products. However, brands must keep their finger on the pulse of chang preferences.

Gauteng, home to a massive population, represents a significant share of tea searches, making it a battleground for retailers. The competition between major supermarket chains such as Pick n Pay, Checkers, and Woolworths will intensify as they vie for consumer attention. Notably, Woolworths has a niche with its premium tea blends, ideal for consumers looking for a touch of sophistication in their cup.

As for the December holiday chaos, we forecast a spike in tea-related sales as people host family gatherings and festive tea parties. In a climate where load-shedding disrupts the norm, the comfort of a warm cup of tea is likely to be more appealing than ever. The future of tea in SA isn’t just brewing; it’s steeping in potential!

3364856
2022
leader
3458410
2023
challenger
Yearly share
2022
16.7%
2023
17.2%
2024
19.4%
2025
24.3%
2026
22.5%
Key takeaways
  • Winner: See chart
  • Checkers, Pick n Pay, Woolworths — lead retail channels
  • Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026

Consumer Sips: What the SA Consumer is Doing

So, what exactly are South African consumers searching for? Our findings reveal a clear preference for traditional tea over trendy beverages like bubble tea. The rise in searches for 'green tea' and 'iced tea' indicates a growing market segment focused on health and wellness. Urban areas like Johannesburg and Cape Town are driving this trend, showing that younger consumers in these locales are more health-conscious than their counterparts in townships.

The data also shows that tea searches spike post-work hours, suggesting a culture of relaxation around this beverage. Whether it’s chilling with pals after work or enjoying a solitary moment with a book, tea is transitioning into a go-to beverage choice for busy professionals.

Rooibos tea remains a staple in the South African diet, but we see a rise in the 'tea party' culture, with searches linked to team-building events becoming more popular. Consumers are looking for creative ways to engage socially, leading to unique experiences centered around tea. It’s a green-light for brands to create tea-themed social events that resonate with this evolving audience!

2028 projection
~5,542,319
Tea: where it's heading by 2028
PartyTrends linear fit on seasonally adjusted annual totals

What retailers should do

Retailers must adapt to the soaring demand for tea. Pick n Pay, with its expansive reach, should consider stocking artisanal and organic tea brands like Rooibos Ltd and Clipper Teas. This is not just about quantity; it’s about quality and variety. Woolworths has a stronghold in premium tea offerings, making it essential to continue expanding their unique blends and seasonal flavours.

Checkers can capitalize on the growing iced tea trend by introducing ready-to-drink options and premium iced tea brands. Furthermore, Spar can benefit from highlighting local flavours of rooibos and green tea, which are trending in searches. Consider stocking the likes of Cederberg Tea Company’s rooibos and possibly branching into herbal blends to cater to the growing health-focused consumer.

Lastly, retailers need to promote their tea products via events — think pop-up tea-tasting evenings or collaborations with local tea artisans. Who wouldn’t want to sip on a warm cup while discovering the intricate flavours of local brews? It’s time for an infusion of creativity in the retail tea landscape!

Retail action — stock this
Pick n PayCheckersShopriteWoolworths
teaParty CityAce Party SuppliesBalloon Emporium