Tea Trends: New developments in the market

Does the world of tea experience trends as well? Or does tea continue to be a traditional beverage, bound by a culture thousands of years old? 

Most importantly, are Italians becoming, or are they already, tea enthusiasts? 

The answer is yes: the land of espresso is slowly falling in love with tea! 

Let’s take a look at the current tea trends that are emerging around the world and that, in 2023, even though the year has just begun, are spreading throughout Italy.

Quality over quantity 

Italy is known worldwide as the motherland of espresso, and Italians are, undisputedly, avid coffee drinkers. However, tea consumption in Italy is steadily growing, with consumer demand increasingly focused on high-quality or “trendy” teas.

Surveys show that, when it comes to out-of-home consumption, tea is significantly less popular than coffee. Older adults tend to prefer traditional black tea, while younger adults between the ages of 25 and 40 are more inclined to drink flavored black teas, green teas, teas scented or flavored with floral or fruity notes, and relaxing herbal teas. 

Despite the still uncertain condition of the economy, the demand for tea continues to grow, in terms of volume and, above all, in terms of value. Those who ventured into the world of Camellia sinensis between 2020 and now, have had the opportunity, during the long months of lockdown and the subsequent working from home, to learn how to prepare tea correctly. This is why tea consumers have not only become more demanding, but are constantly on the hunt for quality products, both loose-leaf and in bags. Those who opt for loose-leaf teas, prefer those from specific origins, either pure or naturally flavored, and know how to prepare them properly. They’re familiar with what water most enhances the quality of the leaves and have the necessary equipment and accessories for transforming the tea ritual into an indulgent experience that can be enjoyed even at home. Those, on the other hand, who seek convenience, choose pyramid-shaped tea bags that contain whole leaves or larger-sized particles as compared to traditional tea bags. These tea bags are quick and easy to prepare or carry around, but still prioritize high quality. It doesn’t matter if these products are slightly more expensive than those found in large supermarkets. Tea is a treat, and it’s better to have a smaller quantity, but a taste that satisfies the palate.

Tea to-go 

Excellent alternatives to pyramid-shaped tea bags for those who are always on the go but don’t want to compromise on taste, are single-serving soluble tea sachets. Usually from organic plantations, the tea leaves selected to produce these sachets undergo a crystallization process. Just pour the contents into a small bottle of cold water or a cup of hot water, and the tea is ready to enjoy! In keeping with the idea of being able to drink your favorite tea anywhere, the range of travel mugs and thermoses in attractive colors and patterns is significantly expanding. These containers come in various materials, such as aluminum, ceramic, glass, and double-walled glass, feature ergonomic shapes, and come with an internal filter for steeping the tea.

Matcha: the undisputed king

We’ve already dedicated a whole article to this special, powdered, Japanese green tea.

Matcha is everywhere now, earning itself first place as the absolute protagonist of the global tea scene.  Whether premium quality used for ceremonies, the culinary variant, or hojicha (roasted), matcha is the most versatile and adaptable tea, able to be incorporated in products that are completely unrelated to the world of tea itself. Need some examples? From desserts (matcha-infused tiramisu and cheesecake) to ice cream, from Easter eggs to Christmas panettone, from chocolate to candy, from cocktails to matcha lattes. It’s even used in cosmetic products. Matcha is everywhere and in everything!

Nitro Tea

One of the latest, and nothing short of revolutionary, international tea trends is gaining ground in Italy as well! Thanks to nitrogen, nitro tea offers a unique tactile experience: a smooth and creamy iced tea, sweet and completely devoid of astringency, with a foamy head similar to draft beer. This incredibly pleasant texture makes it the coolest cold beverage of the moment. The canned version of nitro tea is already a hit in the United States and Australia, and we tea lovers are awaiting its arrival here in Italy with open arms.

Bubble Tea 

Bubble tea was invented in Taiwan in 1980 and, since then, has been steadily gaining popularity in cities across Italy thanks to franchising and numerous foreign brands. Bubble tea has captured the attention of younger tea consumers (Gen Z and Millennials, as well as curious Boomers) because drinking it is just plain fun. This beverage, which originated in the East, has become a true phenomenon, with a market value in Italy estimated to reach €90 million by 2027. Last December, in Milan, a cosmopolitan city that’s always on top of the latest trends, the Boba Club was established, a club for all enthusiasts of Bubble tea or, as some affectionately call it, simply Boba☺. The goal is to build a community, becoming a meeting place for aficionados of this beverage, or for anyone who is interested in having a trendy, delicious, colorful, and easy-to-go experience.

Code word: relax! 

The desire, especially among the younger generation, to adopt a healthy lifestyle continues to shape personal habits and increase consumer demand for hot beverages. Social media and the availability of better information have been key elements in spreading and promoting this trend, which has characterized the post-Covid 19 and post-lockdown return to normalcy. The demand for products that promote health and well-being, stimulate relaxation, and improve sleep is growing. This demand will increasingly drive the popularity of herbal teas and rooibos. In particular, rooibos, often referred to as red tea, whether pure or blended with other health boosters like goji berries, acai, and ginseng, has become a must-have for consumers who prefer to avoid caffeine.

Sustainability and respect for the environment 

This is a trend that extends beyond the tea industry and affects every aspect of marketing.

Choosing the sustainable option wasn’t always possible during the pandemic, but with restrictions lifted, attentiveness to the environment has returned. In fact, 75% of Gen Z says that sustainability is more important to them than the brand. This figure shouldn’t be underestimated as it is an excellent indicator of the factors that are able to influence the purchasing decisions of future generations of tea drinkers.

To achieve commercial success, all tea-producing countries and major brands of tea will increasingly have to satisfy these requirements: ethical, chemical-free, ethical management, zero child employment, sustainable agriculture (soil and water conservation), small farmers, environmental management, product traceability to source, carbon neutrality… to name just a few.

Transforming tea into an experience 

As was already mentioned at the beginning of the article, knowledgeable and demanding consumers want to transform the tea ritual into an experience that they can enjoy even within their own homes. But that’s not all! Going out for tea will no longer be just a question of choosing a good product. Consumers are constantly searching for specialized shops, tea rooms, or, simply, a pastry shop or bar that’s capable of expertly preparing the teas on their menu and creating an entire experience around them. A piece of advice for all professionals in the HoReCa sector: attracting and retaining new clients depends largely on the ability to provide them with an experience that goes well beyond whatever they’re drinking. Finding ways to transport them to a parallel world and even to educate them about quality is essential. Impress them with your professionalism and create the right atmosphere with the appropriate mise en place for the context.

Tea mixology 

Speaking of bubbles, but those that rise when poured into a glass, sparkling tea is starting to establish itself as a “cool” alternative to the classic glass of sparkling wine. For the sober-curious consumer, an aperitif can be non-alcoholic or low-alcohol, yet still satisfying and trendy. To satisfy those seeking unconventional alcoholic blends, tea makes for an excellent ingredient in cocktails, combining taste and originality.

After all, mixologists continuously experiment with bitters and other homemade preparations in an effort to break free from commercial products and differentiate themselves in an increasingly competitive and demanding market. This exploration naturally opens the door to infinite uses for an ancient, “aesthetic”, and sophisticated beverage like tea.

To meet the growing demand for specialized training and targeted consultations, I personally contributed to the launch of a new specialized program, Tea Barista PRO, exclusively developed for the Protea Academy APS tea association. This online and in-person course aspires to create a new generation of bar and hospitality professionals who are capable of skillfully preparing and serving tea, both loose-leaf and in tea bags. The culture and promotion of high quality tea in Italy can and should also pass through coffee bars, the quintessential space for socialization, hospitality, and the merging of tradition and innovation.