March 24, 2025 – Globally, tea-flavored food and beverages are preferred for their familiar and comforting taste. It also offers a refreshing experience often associated with wellness and relaxation. Innova’s 360 research into tea flavor trends highlights market insights, consumer preferences and product launches in the food and beverage market globally.
This article is based on Innova’s Trending in Tea-Flavored F&B Innovations ‒ Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
Consumer Preferences
Tea flavors are gaining attention in the food and beverage market as consumers increasingly seek healthier, better-for-you flavors. Consumers choose tea flavors when they want to feel calm, mentally focused, refreshed, comforted, and healthy. This aligns with Innova’s top 2025 flavor trend, ‘Sensory Therapy,’ where consumers seek emotional wellness and uplifting flavors during uncertain times.
Tea’s cultural significance across regions like Asia, the UK, and the Middle East enhances its authenticity and nostalgic appeal. Its global familiarity makes it adaptable across various cuisines and product categories. Tea flavors thrive in diverse formats, from ready-to-drink (RTD) beverages to desserts and hybrid products like kombucha ice creams, within the tea market. With antioxidant and metabolic benefits, tea also caters to the growing demand for functional ingredients in health-conscious products.
Supporting clean label trends, tea’s minimal processing and ethical sourcing appeal to eco-conscious consumers. Made with local ingredients, familiar flavor profiles, and prepared with traditional cooking techniques are the top 3 most important aspects in traditional food and beverage for consumers globally. This reflects another Innova’s top food trend, ‘Tradition Reinvented,’ where consumers wish to rediscover the flavors of their culinary heritage, embracing authenticity and tradition.
Product Launch Trends
APAC leads in tea-flavored food and beverage launches, driven by its rich tea heritage and diverse varieties like green tea, matcha, oolong, jasmine, and chai. These flavors align with health and premium trends, fueling innovation and expanding global appeal. In the Middle East and Africa, tea-flavored product launches have experienced a 14% growth over the past year, reflecting the rising interest in authentic, functional beverages.
Tea-flavored food and beverage innovations evoke authenticity across regions. While bakery leads the trend on social media, tea-flavored sports nutrition products are increasing in the tea market, but they aren’t getting much attention on social media. This presents an opportunity for brands to boost awareness and engage consumers.
Tea flavor trends reveal that bakery remains the top category for new tea-flavored product launches in the past year. There has been a significant growth in sports nutrition, alcoholic beverages, and hot drink categories. These innovations appeal to health-conscious consumers, offering functional benefits, unique flavor profiles, and clean-label transparency. This fusion of indulgence, functionality, and natural ingredients can cater to evolving consumer preferences, driving growth in these categories.
Social Media Trends
Tea-flavored innovations display significant buzz across the global food and beverage landscape. Over the past year, 46% of consumers have expressed positive sentiment toward tea-infused products on social media and online platforms. On social media, tea-flavored food and beverages mentions spike in November due to seasonal launches and holiday marketing, with chai, matcha, and Earl Grey as festive favorites.
Young Millennials are leading conversations on tea-flavored offerings, with women making up 77% of these discussions on platform X. They are particularly drawn to the health benefits, soothing qualities, and versatile flavors of tea-based products, which align with wellness-focused marketing.
Brands and Companies
Brands are blending wellness and indulgence in their offerings, creating innovative tea-infused products that appeal to diverse consumer preferences. For example, TWG Singapore introduces tea-infused gummy bears, offering a dual experience as both a candy and a brewable tea. Similarly, Lady Camellia’s chocolate with Hojicha brings the rich, roasted essence of Japanese tea to premium confections.
Tea is a globally appreciated beverage, and Luna Bay’s expansion of tea-based drinks taps into the diverse cultural appreciation of tea. Luna Bay’s tea-based beverages capitalize on the growing consumer demand for healthier and natural drink options, offering a competitive edge in the beverage market. By incorporating flavors like matcha, chai, and herbal infusions, the brand caters to both traditional tea lovers and consumers seeking adventurous taste experiences.
Matcha Flavor Trends
Health benefits, visual appeal, and versatility drive matcha tea’s global popularity on social media. Beyond traditional beverages, matcha is used in desserts like ice cream, cakes, and cookies, as well as in smoothies, cocktails, and even savory dishes. With its rich antioxidants and health benefits, it has gained significant popularity among health-conscious consumers globally.
Matcha-flavored food and beverages continue to capture consumer interest, with consumers actively enjoying and mentioning them across various platforms. The rise of matcha-based alcoholic beverages, such as matcha mojitos and matcha cocktails, indicates an expanding use of matcha in the adult beverage market.
What’s Next in Tea Flavor Trends?
Tea-flavored food and beverage launches with indulgent and premium claims have experienced a 15% CAGR growth over the past five years in the tea market, reflecting strong consumer demand for luxury experiences. Brands can leverage this by positioning tea-flavored products in the premium segment, emphasizing artisanal craftsmanship, rare tea varieties, and gourmet pairings like tea-infused desserts or fine chocolates. Seasonal and festive collections of tea-flavored treats can enhance exclusivity and drive excitement.
With tea’s deep cultural significance across regions, its global familiarity allows brands to create authentic, region-specific flavors inspired by traditional blends. Collaborating with local artisans or chefs for limited-edition offerings can strengthen this connection. As consumers seek both comfort and luxury, tea-flavored food and beverages are likely to offer sensory experiences that blend tradition with indulgence.
This article is based on Innova’s Trending in Tea-Flavored F&B Innovations ‒ Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
