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Tea will take off in sales and popularity in 2017 and beyond, says survey

Mary Ellen Shoup

By Mary Ellen Shoup+

20-Dec-2016
Last updated on 20-Dec-2016 at 13:58 GMT2016-12-20T13:58:11Z

Among the list of top superfoods for 2017 is green tea, but the whole tea category has a lot of room for innovation, Pollock Communications president said. ©iStock/lzf
Among the list of top superfoods for 2017 is green tea, but the whole tea category has a lot of room for innovation, Pollock Communications president said. ©iStock/lzf

Dietitians have been asked what they think the next big trends in food and beverage will be: and they suggest that tea - in various formats - will be a hot commodity for 2017.

The survey of 1,700 registered US dietitians, conducted by Pollock Communications, drilled into the top 10 superfoods of 2017 and among these was green tea. However, other teas made from whole leaves and other natural ingredients are expected to perform well in the new year as well.

“The beverage category has grown exponentially and tea is set to experience a lot of growth moving into 2017 and 2018,” president of Pollock Communications, Louise Pollock, told BeverageDaily.

According to MarketWatch, the global tea market is expected to reach $21.33bn in 2024, up from $14.45bn in 2016, registering a CAGR of 5% with black tea and green tea expected to experience the most significant growth rates.

Why tea?

Ready-to-drink tea products, particularly green tea, are at the forefront of this growth as they fit squarely into the time-crunched but health-seeking lifestyle.

“There’s a lot of innovation in the tea category,” Pollock said. “Millennials are open to many new flavors, many new different types of tea. They embrace green tea and the various flavors that enhance green tea."

Major tea players like Nestea are looking to capitalize on this trend with its new cleaner brand image and the launch of its "real brewed line,"  featuring a slightly sweetened USDA certified organic green tea in portable PET bottle.

Top 10 superfoods for 2017
  1. Seeds (ie chia & hemp)
  2. Avocado
  3. Nuts (ie almonds, walnuts)
  4. Fermented foods (ie yogurt)
  5. Ancient grains
  6. Kale
  7. Green tea
  8. Coconut products
  9. Exotic fruits
  10. Salmon

    Source:  What's Trending in Nutrition survey

Matcha, the concentrated green tea powder, is also expected to grow with the growing demand for health-promoting beverages.

Tree-waters climb in the ranks

Along with tea, plant waters have a large opportunity for growth in 2017 and beyond as consumers take on more active lifestyles and want a health alternative to regular water to stay hydrated.

“Americans are so on the go all the time, we’re moving from place to place, we’re commuters, people are taking their kids to soccer,” Pollock said.

“The growth of water is pushed by this trend for people to want to be hydrated, but also drink something that is and tastes natural.”

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