2025 is serving Tea – but what’s hot in the industry? Get ready as we are spilling the Tea and talk about our top 10 trends shaping this year.
Cold Brew: Tea’s coolest brew yet
Cold Brew tea has been around for a while, but we see it also trending in 2025.
Cold Brew options are particularly appealing to busy, on-the-go consumers who crave a flavorful beverage without the hassle of brewing.
Driven by these demands, the Cold Brew tea market is experiencing significant growth, which is reflected by a compound annual growth rate (CAGR) of 4.10% (2024-2031).1
Cold Brew teas are also an excellent choice for those looking to sip smarter, as they provide a healthier alternative to sugary iced teas. Made with real botanicals and without added sugar, they offer a refreshing, guilt-free option for those seeking a sweet escape from traditional sugary RTD drinks.
The Matcha Mania goes on
We expect Matcha to continue to be a consumer’s favorite. Social media, especially TikTok, has set matcha into the spotlight showcasing both healthy recipes and creative flavor pairings.
Matcha is not only a healthier alternative to traditional caffeine sources but also incredibly versatile. Originating from grounding ceremonial tea rituals, Matcha remains a beloved choice among tea enthusiasts. But it has also made its way into vibrant, flavor-packed lattes and trendy food bites.
The global matcha market size is expected to see rapid growth at a compound annual growth rate (CAGR) of 11.2% (2024-2033).1
In 2025, we presumably will see elevating more experimental matcha combos blending the earthy richness, vibrant color and its potential health benefits with bold, refreshing twists across tea, food and beverage options.
De-Caf: Sip into serenity
Driven by the consumer’s increasing health consciousness and a preference for reduced caffeine intake, we’ll likely see Decaffeinated Tea options becoming more and more popular in 2025.
The global decaffeinated tea market is experiencing significant growth, with a projected compound annual growth rate (CAGR) of 4.8% from 2024-2031.1
Think of Rooibos, which is naturally caffeine-free, or our decaffeinated green or black teas as base for innovative blends. Decaffeinated tea also aligns with consumers’ growing need for relaxation and improving sleep.
Whether adding natural botanicals like Lavender or Chamomile known for their calming effects or Melatonin for that extra function, de-caf tea options are here for a health enhancing experience in 2025.
Bold Flavors: Expect the unexpected
In 2025, we expect tea lovers to embrace bold and fun flavor combinations that elevate the sensory experience.
According to Innova 43% of global consumers say that they are looking for crazy creations that provide them with the ultimate indulgent experience.2
Unexpected tea mash-ups can feature hints of chili, roasted nuts, or even savory notes like mushrooms.
For example our Fierry Berry Power Tea combines the heat of chili with the sweetness of Raspberry, delivering a unique taste sensation. This blend even adds function by incorporating five B-vitamins and caffeine, catering to consumers that seek both flavor and energy in their tea choices.
Tea Shots: Small brews, big benefits
In 2025, we see tea becoming a true wellness ritual as consumers are increasingly prioritizing health and wellbeing.
According to Innova 61% of consumers identify as somewhat or very self-sufficient in managing their health, which make tea a key role in empowering these mindful choices.2
Tea shots are perfectly aligning with this trend offering concentrated boosts of botanicals to target unique needs. We think of tea shots packed with superfood botanicals like Acerola, Ginseng, or Acai to deliver satisfying flavors while supporting individual day-to-day health goals.
Ideal for busy lifestyles, tea shots are compact, easy to enjoy, and can even be fortified with vitamins and minerals for that extra health-boosting function.
The Tea Glow-up: Beauty from within
This year we also see the spotlight shine on beauty enhancing teas as topics on skincare and skin health are gaining more traction.
According to Innova 1 in 5 global consumers have purchased F&B products to improve physical appearance or beauty in the past year. The top priorities include improving facial skin, hair, and body skin.2
Integrating tea into your consumers beauty rituals to sip towards their beauty goals aligns perfectly with these market insights and even embodies the fusion of wellness and indulgence that modern consumers crave.
We think of botanicals like hibiscus, known for their antioxidant properties, or rosehip which can benefit a radiant skin due to its vitamin C content. Adding functional ingredients like zinc or collagen to promote stronger hair or nails takes the beauty from within trend even one step further.
Sip into Nostalgia, but make it trendy
Afternoon Tea is back! In 2025, the nostalgia trend in tea is gaining momentum as consumers rediscover traditional authentic flavors and habits.
In fact, 64% of global consumers would like to try new products with old/traditional recipe-inspired flavors (Innova, 2024).2
The key is to harmoniously combine tradition and innovation by infusing classic botanicals like lemon balm or peppermint with a modern twist.
Even the ritual of afternoon tea is experiencing a revival with freshly brewed teas, delicious treats, and beautiful table settings. Giving this cherished ritual a fresh focus transforms the classic tea time into a more personalized experience that suits modern consumers’ taste.
Innovative Formats: The new cup of tea
In 2025, we see innovative formats shape the way consumers enjoy their cup of tea.
The emphasis is on convenience, sustainability and personalization as more than 50% of Europeans and 79% of Gen Z now take refillable water bottles when out of home.3,4
This drives the demand for trendy bottle-free options, which offer easy on-the-go convenience while reducing packaging and waste.
Modern formats like sticks, sachets or tetraeders adapt to modern lifestyles and give consumers the ability to enjoy their tea anytime, anywhere they want.
Exciting TEAm: Tea meets Gen Z
The younger generation, particularly Gen Z, is discovering tea through social media and influencer culture, which are setting the pace for fast moving trends.
This generation is looking for creative fun ways to have enjoyment. Innova’s Generation Z trends research shows 27% of Gen Z say that they invest into foods, beverages, and experiences that uplift their mood.5
Tea offers endless possibilities to cater to this desire for creativity and fun. We think of botanicals to stir up #WaterTok with natural flavor and color or innovative vibrant color-changing teas for an interactive experience.
And let’s not forget Bubble Tea that has been on the list for the past years, and the trend is still bubbling. Bubble Tea is likely to bring fun and excitement opening the door for fun innovations like our sugar-free Instant Strawberry Bubble Tea Base for quick and easy preparation.
Customizable – your tea, your way
In 2025, we see a growing momentum to tailor the tea experience to personal taste, brewing habits, and even health-related benefits. According to Innova precision wellness is one of the key trends as nearly 60% of consumers say that they are proactive about their health, with over half planning their nutrition intake based on health issues.2
Customizable offerings allow consumers across all generations to craft their perfect cup of tea. We think of modular systems that enable flexibility to mix and match ingredients to design own tea blends tailored to personal preferences such as sweetness and flavor intensity, while also offering the option to add botanicals that can cater to a specific wellness goal – may it be support in boosting immunity or enhancing relaxation.
That was a lot of tea to sip on! Ready to brew up some new tea options for your consumers? Contact us at sales@martin-bauer.com, and let’s bring these trends to life together. 2025 – we are ready!
1 Grand View Research: Tea Market Size, Share & Trends, Industry Report, 2030
2 Innova, 2024: Top 10 F&B Trends 2025
3 Kantar Profiles/Mintel, April 2022; Base: 1,000 internet users aged 16+ per country (2,000 in Germany)
4 What Stanley Cups tell us about Gen Z’s water bottle obsession (telegraph.co.uk)
5 Innova, 2024: Generation Z Trends and Beyond: Global Consumer Overview
