What’s hot in 2026 – here is the Tea!

We love tea – obviously, right? And we love to see that tea is turning into a lifestyle beverage that is totally versatile. It can be refreshing as cold brew, it can be creative in its compositions, it can be functional such as a sports drink or it can even be enjoyed as sophisticated drink in fine dining restaurants.

Here are our top 5 trends for this year’s tea shelf:

Cold Brew Tea

Cold brew tea is around for quite some time, but it is having a real moment in 2026. Why? Gen Z & Millennials are reshaping the beverage market as they are increasingly choosing cold brew tea over traditional hot tea. While it currently represents only 8% of all new product launches, the segment is growing steadily, having the strongest momentum in Europe.¹

Elevating far beyond the classic fruity flavors and its role as soft drink alternative, cold brew tea is positioning itself as go-to drink for every occasion. Whether served as a sophisticated alcohol-free option or as celebratory sip at special events, it’s refreshing and totally versatile in flavor. This is why it’s the perfect base for bold, creative and stylish beverage innovations: From mocktails to spritz-style drinks, cold brew tea is endlessly adaptable. Who wouldn’t love a fizzy peach or pomegranate cranberry twist to raise a glass?

Visual Instagrammable Layering

Especially, younger generations are drawn to beverages that turn into an eye-catching, sharable experience. What started with the instagrammable matcha, is this year evolving into a wide range of creations that position tea as tasteful, colorful and sociable.

We see vibrant teas as well as artful layering playing with different densities, hues, textures, and flavors – baristas and mixologists especially experiment with syrups, foams, infused teas and floral garnishes.²

And, on social media there is another trend: “pretty water”. It’s about infusing your water with different botanicals and fruits to create a healthy, delicious and aesthetic way for daily hydration.⁴

The overarching motto: Every drink is crafted to deliver an instagrammable moment before the first sip, turning beverage consumption into a ritual of personal expression and social sharing.

Around the World

Social media has turned the world into a real-time taste exchange. Global influences and flavors spread faster than ever and travel across boarders – often turning local specialties into viral trends that quickly make their way to the shelves or a café’s special. Consumers benefit from this global connectivity as it means greater variety and the chance to explore authentic cultural taste profiles without traveling.³

In particular, South American and Asian flavors are ahead of this trend right now, inspiring bold experimentation and fresh experiences. There are three movements we see trending on social media: the Mexican chilli-lime seasoning Tajín, the Korean fermented-classic kimchi and the beloved Italian tiramisu. Also, Brazilian lemonade has become a viral staple for hot summer days.⁴

Driven by curiosity, visual storytelling and the desire for new taste experiences, we see global flavors become a driver for innovation across categories.

Botanical Indulgence

Comforting beverages are increasingly resonating with consumers, offering a sense of nostalgia. These indulgent drinks are mostly consumed to uplift mood, create a sensory escape or simply provide warmth and familiarity. Closely linked to the rise of “little treat culture”, they serve as a small, affordable reward for a stressful day or a moment of joy. In this context conscious indulgence is becoming the focus: less sugar, less caffeine, more emotional well-being.⁵

Often inspired by beloved sweets and frequently enjoyed with milk, indulgent teas are the perfect mash-up of treat & refreshment. Coffee shops are already embracing this trend with creative, dessert-inspired beverages that feel both familiar and comforting.

We see botanicals add an element of naturalness to the experience. For example, matcha, lavender and cinnamon are a perfect match for the indulgence movement as they bring authentic, exciting and nostalgic taste profiles.

A Cup of Ritual

Rooted in the beloved tradition of afternoon tea, enjoying one’s favorite cup of tea has become a modern ritual of today. As the world is becoming more complex and fast-paced, people are consciously taking short breaks from their everyday life to restore balance and enhance their well-being. One simple, yet totally delicious way, might be enjoying their favorite cup of tea as ritual of mindfulness, slowing down and a gentle escape.⁶

An energizing blend can start the day and set the tone, while a calming infusion can help to wind down after a stressful day. Carefully selected botanicals can support each ritual in a thoughtful way with intention and purpose, transforming tea from a simple beverage into a meaningful experience.

We see tea become a digital detox companion, a natural energizer, a workout essential, a study partner, a part of meditation rituals, and a gentle spark for creativity.

That are some exciting trends for this year and we’d love to bring them to the shelves together. Contact us at sales@martin-bauer.com. 2026 – we are ready!

¹ Innova Market Insights, 2025

² https://www.webstaurantstore.com/blog/2356/top-coffee-trends.html?srsltid=AfmBOoowUq-MTJaVFVLhtmp_1B62rPPJ6-zrKKuTS1g04ywQldBQ82oa

³ https://www.falstaff.com/de/news/von-matcha-zu-fibremaxxing-so-verstehen-sie-die-getraenke-von-morgen

⁴ TikTok

⁵ Innova, Pure Indulgence Report 2025

⁶ https://www.teelexikon.com/magazin/tee-trends.php#:~:text=Smart%20Tea%20Farming-,Functional%20Tea%202.0,neue%20kreative%20Teesorten%20entstehen%20lassen.