By Keerthy Pathur

In the vast and diverse landscape of tea consumption, a remarkable trend is emerging – a shift towards tangy and fruit-infused flavours in flavoured tea. From the bustling streets of Asian metropolises to the quaint cafes of Europe, consumers are increasingly drawn to the vibrant and refreshing profiles of these innovative blends. Let us delve into the burgeoning fascination with tangy and fruit flavours in flavoured tea, exploring the market dynamics, consumer preferences, and the driving forces behind this palate-transforming revolution.

The Global Flavoured Tea Market: A Growing Phenomenon 

The market for flavoured tea is experiencing a notable surge in demand across the globe, transcending geographical boundaries and cultural divides. Asian powerhouses such as Japan, China, and the Gulf Cooperation Council (GCC) countries, along with various European nations, are witnessing a palpable uptick in consumption. This growth trajectory is fuelled by a confluence of factors, including changing consumer preferences, increased health consciousness, and a penchant for novel taste experiences. Flavoured Tea is a INR 3600 Cr market in India and currently, is the third largest tea exporter in the world.

Consumer Appetite for New Flavours 

A key hallmark of the flavoured tea renaissance is the consumer’s insatiable appetite for novelty. Recent studies indicate that at least one in five consumers express a keen interest in exploring new flavours within the realm of flavoured tea. This voracious curiosity presents a golden opportunity for tea manufacturers and retailers to innovate and diversify their product offerings, catering to evolving tastes and preferences.

The Allure of Singular Flavours: A Preference for Strength 

In a market saturated with a myriad of flavour combinations, there is a discernible preference among consumers for stronger, classic flavours. Approximately 35% of consumers favour the robust and distinctive profiles offered by classic flavoured teas. Lemon, ginger, and mint emerge as perennial favourites, prized for their invigorating and refreshing attributes. These zesty infusions not only tantalize the taste buds but also offer a rejuvenating sensory experience, making them a staple in the repertoire of flavoured tea enthusiasts.

The Enduring Appeal of Earl Grey 

While the preference for classic flavours holds sway, the European market remains steadfast in its reverence for tradition, exemplified by the enduring popularity of Earl Grey. Despite the influx of innovative blends, various interesting combinations of Earl Grey continue to captivate discerning palates across the continent. This timeless classic, with its distinctive bergamot undertones, serves as a testament to the enduring legacy of tea culture in Europe.

The Catalyst for Change in Tastes

At the heart of the flavoured tea revolution lies the ever-evolving landscape of consumer tastes and preferences. As individuals seek out healthier beverage options and crave novel sensory experiences, the allure of tangy and fruit-infused teas becomes increasingly irresistible. This shifting paradigm underscores the consumer’s desire for variety, authenticity, and innovation, propelling the flavoured tea market into uncharted territory.

Innovative Flavour Pairings 

Looking ahead, there exists a myriad of opportunities for flavour innovation, beckoning brands to push the boundaries of creativity and imagination. Some tantalizing flavour pairings that hold promise include Rose Earl Grey, Strawberry Hibiscus, Mango Ginger, among others. These imaginative combinations not only pique the interest of consumers but also offer a gateway to new sensory adventures, cementing flavoured tea’s status as a dynamic and evolving beverage category.

High Performing Artisanal Flavours for Tea

Serene is stonefield flavour’s artisanal range of high-performing flavours that can truly elevate your tea offerings. At stonefield, we understand the artistry and passion that goes into crafting the perfect cup of tea. From the timeless elegance of Earl Grey to the exotic richness of cardamom and the refreshing burst of lemon, our tea flavour portfolio is a testament to our commitment to providing long lasting flavours for your discerning customers.

Whether you’re looking to enhance an existing blend or create an entirely new tea experience, stonefield has the expertise and selection to meet your needs. Our high-performing liquid flavours are carefully crafted to inspire creativity and cater to the diverse tastes of tea enthusiasts.

Conclusion: Embracing a Flavourful Future

The burgeoning interest in tangy and fruit flavours marks a transformative moment in the world of flavoured tea. As consumers embrace a more adventurous palate and demand greater diversity in their beverage choices, the stage is set for continued innovation and exploration. By staying attuned to evolving tastes and preferences, brands can seize the opportunity to captivate consumers’ hearts and palates, ushering in a flavourful future for the world of tea.

About the Author

Marketing Lead, stonefield flavours