Explore the latest global innovations across the tea market in 2023. Our global tea industry report identifies the biggest launch activities, pivotal consumer attitudes and important advances of the year across regions like EMEA, APAC, and the Americas.

Tea and Hot Drinks Innovation – EMEA

Tea brands are looking to enhance their position as the go-to drink for relaxation and functional benefits. Tea producers are expanding their innovation in tea via more sustainable packaging materials.

  • 68% of Spanish tea consumers say they prefer teas that give them emotional benefits (e.g. calming, uplifting) to those that don’t.

Innovation in Tea – APAC

Ready-to-drink (RTD) tea producers are innovating around clean-label claims to meet consumer demand for natural tea, such as no additives or preservatives. Meanwhile, tea brands are also tempting consumers with unique fruit flavour combinations.

  • 37% of Indian consumers say they would be interested in trying RTD tea options that are free from artificial ingredients.

Tea and Hot Drinks Innovation – Americas

Tea brands in the US are jumping on seasonal occasions to formulate novel and uniquely flavored teas. In addition, loose-leaf tea is also gaining traction in the market.

  • 37% of tea drinkers in the US say they like to experiment with new flavors.

To discover more about A Year of Innovation in Tea, Malt and Hot Drinks Market Report 2023, read The Future of Tea Market Report 2023, or take a look at our extensive global Tea Industry Research.

Expert Analysis from a Drinks Specialist

This report, written by Mikolaj Kaczorowski, a leading analyst in the drinks industry, delivers in-depth commentary and analysis to highlight trends and innovations in the global tea industry and add expert context to the numbers.

Tea producers continue to innovate around consumers’ functional and flavor demands, as new launches flag up ethical and environmental credentials.

Mikolaj Kaczorowski, Innovation Analyst

Mikolaj Kaczorowski
Innovation Analyst

Table of Contents


    • Europe: tea brands highlight functional benefits
    • Graph 1: tea, RTD tea and malt and other hot drink launches, by share of top five functional claims, 2022-23
    • Europe: tea brands make strides in sustainable production
    • Graph 2: tea, RTD tea and malt and other hot drink launches, by share of select ethical and environmental claims, 2018-19 vs 2022-23
    • The Middle East & Africa (MEA)
  2. Asia Pacific (APAC)

    • Asia: natural recipes boost the appeal of RTD tea
    • Graph 3: RTD tea launches, by share of select natural claims, 2018-23
    • Asia: tea brands drum up excitement with flavour innovation
    • Australia & New Zealand
  3. the americas

    • North America: seasonal and limited edition teas are exciting areas of innovation
    • Graph 4: tea, RTD tea and malt and other hot drink launches, by share of select claims, 2018-23
    • North America: loose leaf tea is gaining traction in the region
    • Graph 5: tea launches, by format type, 2018-23
    • Latin America
    • Graph 6: tea, RTD tea and malt and other hot drink launches, by share of top functional claims, 2022-23

About the report

This market report provides in-depth analysis and insight supported by a range of data. Explore a year of innovation in depth to know exactly what’s working.

The Consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

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