In Southeast Asia, tea isn’t just a drink: from Malaysia’s bold teh tarik to Vietnam’s delicate lotus tea, each sip carries the region’s rich culture and history.
With options ranging from bold black teas to delicate green teas, there’s something to suit every taste. The demand for unique tea experiences is as strong as the brew itself, reflecting the region’s love for this beverage.
The beauty of tea lies in its adaptability: by blending various types, we open the door to a world of new taste experiences – from an invigorating blend of jasmine green tea infused with lemongrass, to a comforting concoction of black tea accented by spices like ginger and cardamom.
But today’s consumers are increasingly drawn to beverages that offer more than just taste – they want functional benefits, too. This has led to the addition of ingredients such as vitamins, minerals and botanical extracts into teas, catering to the evolving demands of health-conscious consumers.
Indeed, tea is known to have a myriad of health benefits in and of itself, as highlighted by nutritionists across the globe. For instance, studies show that green tea is rich in antioxidants called catechins, which are linked to a reduced risk of heart disease and improved cognitive function.
Meanwhile, herbal teas like chamomile and peppermint are known for their calming properties, promoting relaxation and aiding digestion.
“By serving tea at the right temperature and with minimum use of sweeteners, every additional cup of tea consumption is linked with lower risk of stroke or heart disease,” said Zhi Ling, an expert with a masters in community nutrition.
“These benefits could be attributed to flavonoids found in different types of tea, which act as antioxidants to fight off free radicals that damage our cells and DNA.”
Future of tea consumption
Given the above, unlocking consumer preferences is pivotal. Market research shows that younger demographics are showing increased interest in tea owing to heightened health consciousness and social media influence.
Recognising and catering to these shifts is essential for tea brands. Generation Z and millennials are poised to shape the future of the market: together, they represent over half of the tea-drinking population in Malaysia, Singapore, Philippines, and Indonesia.
The consumption habits of these groups are heavily influenced by their lifestyles and generational preferences. As such, they are willing to pay more for higher-quality tea and are more open to new flavour combinations.
“These groups value mental, physical, and environmental health,” Zhi Ling observed. “There is, therefore, an increase in demand for tea with lower sugar content, dairy-free options, or even infused with ingredients like fruits, ginger, and flowers, which may carry other potential benefits.”
Hence the popularity of ready-to-drink teas, which offer convenience, taste and nutrition. The packaging of such beverages ensures freshness, while the inclusion of functional ingredients caters directly to those who are health conscious.
“Furthermore, as Gen Z and Millennials are more inclined to choose non-alcoholic beverages, we see an increase in consumption of sparkling tea or tea-based mocktails,” Zhi Ling added.
As Southeast Asia’s tea culture evolves, one thing remains constant: the enduring love for this versatile beverage. With Gen Z and millennials leading the charge for convenience, health and sustainability, brands must adapt to meet consumer preferences and help shape the future of tea consumption.
This article was written by John Jose, marketing director of Tetra Pak Malaysia, Singapore, Philippines and Indonesia.