Why Rooibos is a Strategic Alternative to Caffeine-Based Imports in the UK

UK consumer preferences in the hot beverage market are changing. There is a growing demand for caffeine-free drinks that offer both functional health benefits and affordability. Rooibos tea is well-suited to meet this demand. It is naturally caffeine-free, supports hydration, and provides antioxidant value, all without requiring chemical processing or artificial additives. From a business standpoint, rooibos offers importers a lower-risk, cost-stable alternative to coffee, especially as regulatory and consumer pressures increase.

UK Market Trends Show Clear Movement Toward Caffeine-Free Options

A large portion of UK adults is actively reducing caffeine consumption for various health reasons, including improved sleep, reduced anxiety, and overall wellness. As a result, there is an upward trend in demand for caffeine-free and decaffeinated beverages. Rooibos has become a recognised part of this category, making up around 16% of the caffeine-free tea market in the UK (Klipopmekaar, 2025; Verified Market Reports, 2025). Its use is growing in both home consumption and foodservice contexts.

The broader category of functional beverages, which includes teas with added or natural health benefits, grew by 54% year-on-year in the UK in 2024. This growth has been led by younger consumers, such as Millennials and Generation Z, who are consciously limiting their consumption of caffeine and alcohol (Quality Food Awards, 2025). Rooibos fits into this shift not only because it is caffeine-free but also because it is naturally rich in polyphenols such as aspalathin and nothofagin, which have been shown to support metabolic and cardiovascular functions.

Hydration is a Key Driver

Hydration has become a central theme in health-related consumer decisions. According to recent retail data, hydration-focused products saw a 260% increase in value sales across major UK retailers (Circana, 2025). This includes a wide range of beverages that either support hydration directly or are chosen for being non-dehydrating.

Unlike caffeinated beverages, which can act as mild diuretics and contribute to fluid loss, rooibos does not contain caffeine and does not promote dehydration. As a result, it is more suitable for consumers focused on maintaining adequate hydration throughout the day. Rooibos is also naturally low in tannins, which makes it gentle on the stomach and palatable without added sweeteners.

Cost and Trade Benefits for Importers

From an importer’s perspective, rooibos presents certain commercial advantages. One of the most important is its relatively stable price, especially in comparison to coffee. Coffee prices are known to be volatile due to climate impacts, labour costs, and geopolitical factors. Rooibos, grown in a specific region of South Africa, has experienced more stable pricing trends. This allows importers to plan product costs more reliably.

Trade regulations also favour rooibos in the UK context. Following Brexit, tariffs on roasted or decaffeinated coffee increased, whereas rooibos typically enters the UK under lower import duty classifications (Klipopmekaar, 2025; KVK, 2025). This contributes to its affordability as a specialty tea and lowers barriers for B2B buyers who need to balance pricing and quality.

Carmién Tea Offers UK-Compliant, Traceable Supply

Carmién Tea is a rooibos grower, supplier, and exporter with a vertically integrated model. This means we control the product from cultivation to packaging and export. For UK importers, this simplifies the supply chain and ensures traceability from source to shelf. We meet key UK regulatory requirements with certifications including BRSC Food Safety, Fair Trade, EU Organic, USDA Organic, and JAS (Japan). We are also a proud member of the Rainforest Alliance.

We also provide full documentation support and logistics capability for direct shipments to the UK. The clients we are geared to serve include retailers, private label brands, and bulk ingredient buyers in wellness and foodservice categories.

We Take CSR Seriously

Carmién Tea takes corporate social responsibility seriously, with measurable impact through the Mouton Foundation. Established by our founding family, the Foundation supports the social development of farmworker communities directly connected to our supply chain. Programmes include early childhood education, after-school care, nutrition support, basic healthcare access, and skills development. These initiatives are designed to support workforce stability, long-term community resilience, and regulatory alignment, providing our partners with a secure, ethical sourcing model backed by transparent, on-the-ground action.

Conclusion

Rooibos tea is aligned with UK consumer and trade trends. It is caffeine-free, hydrating, functional, and cost-stable. As consumers seek out cleaner and healthier beverage alternatives, rooibos offers a practical fit. Carmién Tea is positioned to support UK importers with fully certified, traceable, and compliant supply solutions. Rooibos is not only a viable alternative to caffeine-based beverages. It is increasingly a strategic one.

References:

Klipopmekaar (2025) Rooibos Importers: United Kingdom. Available at: https://www.klipopmekaar.co.za/rooibos-importers-united-kingdom/ (Accessed: 19 August 2025).

KVK (2025) Importing Coffee and Tea. Available at: https://www.kvk.nl/en/international/importing-coffee-and-tea/ (Accessed: 19 August 2025).

Quality Food Awards (2025) Gen Z drives 54% surge in UK functional drinks as health replaces caffeine and alcohol. Available at: https://uk.qualityfoodawards.com/QFA2025/en/node/newsarticle-gen-z-drives-54-surge-in-uk-functional-drinks-as-health-replaces-caffeine-and-alcohol?type=NewsArticle (Accessed: 19 August 2025).

Speciality Food Magazine (2024) It’s time to stock up on decaf. Available at: https://www.specialityfoodmagazine.com/retail/decaf-tea-coffee-and-drinks-trend (Accessed: 19 August 2025).

Verified Market Reports (2025) Rooibos Tea Market Size, Research, Market Outlook & Forecast. Available at: https://www.verifiedmarketreports.com/product/rooibos-tea-market/ (Accessed: 19 August 2025).

Innovamarket Insights (2025) Rooibos Tea Market Report 2025: Growth Factors, Innovations. Available at: https://www.linkedin.com/pulse/rooibos-tea-market-report-2025-growth-factors-pps7c (Accessed: 19 August 2025).

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Joekels Tea Shop (2019) Rooibos remains the most affordable beverage. Available at: https://www.joekels.co.za/blogs/what-s-brewing/rooibos-remains-the-most-affordable-beverage (Accessed: 19 August 2025).

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