As the crisp chill of winter begins to settle in, many of us start reaching for warm comforts that help us slow down and stay well. For a growing number of Gen Z and Millennial South Africans, that means rooibos tea. But not just the familiar warmth is drawing this generation in. It is the whole story rooibos tells which is one of wellness, balance, and homegrown goodness.
Today’s younger consumers are more health-conscious than ever before. They’re more likely to choose healthier options, like plant-based meals, natural skincare, or caffeine-free drinks. They are paying close attention to what they consume and how it affects their bodies and minds, especially with a greater focus on mental health and overall well-being in modern society (Sloan, 2025).
Rooibos, a naturally caffeine-free and antioxidant-rich herbal tea, fits seamlessly into this lifestyle.
Recent insights show that this is more than just a passing preference. According to GlobalData, 67 percent of Gen Z tea drinkers in the United States prefer herbal and sweet infusions (Bizcommunity, 2025). In a Mintel survey, 37 percent of Gen Z respondents said tea was a regular part of their routine, a figure higher than any other age group (Suid-Kaap Forum, 2025). It is clear that herbal tea, and rooibos in particular, is becoming part of a broader wellness mindset.
But rooibos is not just popular as a caffeine-free refresher. It has many more benefits. Its smooth, slightly sweet taste makes it easy to enjoy on its own or as part of a flavourful blend. At Carmién, we offer rooibos in a range of over 50 blends created for modern lifestyles, from calming evening teas with CBD and Chamomile, to refreshing cold brews in fruity flavours like Cranberry Hibiscus that suit warm/hot days. These are not your average tea bags. They’re each developed to help support specific health areas, are full of flavour, and are made with care straight from the farm.
Younger generations are also drawn to rooibos for its local roots and traceability. In a world of mass production and unknown sources, knowing exactly where your food and drink come from has never been more important. Carmién rooibos is traceable from soil to sip, grown in the Cederberg region of South Africa and processed on our own farms. We are proud to offer full transparency and authenticity, qualities this generation expects and values.
In South Africa, rooibos is also gaining new cultural relevance. The 2022 Sunday Times GenNext survey ranked it as the second coolest hot drink among youth, just behind Starbucks Coffee (Bizcommunity, 2025). That says rooibos has evolved from a traditional staple to a trendy, trusted choice. Brands like Carmién are helping lead that evolution by making rooibos more accessible, innovative, and aligned with today’s pace of life.
For Millennials, who typically juggle work, family, and a desire for convenience, rooibos has become an easy win. Mintel research shows that 41 percent of Millennials consume ready-to-drink (RTD) beverages several times a week and are drawn to both functional and flavourful beverages (Suid-Kaap Forum, 2025). Carmién’s Sparkling Rooibos Ice Tea range meets this need with rooibos-based ice teas that can be enjoyed at home or on the move.
What is also changing is how rooibos is being enjoyed. Gone are the days of simply steeping a single bag in hot water. Younger drinkers are experimenting with how they prepare and pair it. Some add it to smoothies or wellness shots. Others infuse it with fruits and herbs for a fresh twist. Whether part of a morning routine or a moment of calm before bed, rooibos is becoming a personalised experience.
At Carmién, we have always known the power of rooibos. We have seen its ability to unite people, soothe the senses, and nourish the body. But it is exciting to see a new generation embracing it in their way, bringing fresh energy to an age-old brew.
This winter, as the days cool and we turn inward a little more, rooibos is the perfect way to reconnect with ourselves, the seasons, and the simple joy of something warm and good in our hands.
From all of us at Carmién, here is to growing goodness, now and for the future.
References
Bizcommunity (2025) Gen Z and Millennials are opting for Rooibos, here’s why. [online] Available at: https://www.bizcommunity.com/article/gen-z-and-millennials-are-opting-for-rooibos-here-why-362828a [Accessed 26 May 2025].
Suid-Kaap Forum (2025) Caffeine-free and cool: Why Rooibos is the drink of choice for Gen Z and Millennials. [online] Available at: https://www.suidkaapforum.com/News/Article/LifeStyle/caffeine-free-and-cool-why-rooibos-is-the-drink-of-choice-for-gen-z-and-millennials-202505151048 [Accessed 26 May 2025].
Sloan, C. (2025). Brain food: Nutrition’s critical role in teen mental health. Contemporary Pediatrics, March 2025, pp. 20–21. Available at: https://www.contemporarypediatrics.com/view/brain-food-nutrition-s-critical-role-in-teen-mental-health (Accessed: 26 May 2025)