In the 2022 Sunday Times GenNext Survey, South African youth ranked Rooibos among the coolest hot beverages to sip.

Rooibos came in 2nd place after Starbucks Coffee and was the only tisane to feature in the top ten ranking.

The annual survey, which has been running for the last 18 years, is the leading barometer of what South African youth find on trend and aspirational.

More than 6 000 South African youth (aged 8 to 23) and young professionals (aged 25 to 30) were asked to name their coolest products and brands across 69 categories.

Adele du Toit, spokesperson for the SA Rooibos Council says Rooibos is coming into its own.

“Rooibos has evolved from being a simple grocery item to an aspirational product that consumers desire.

“Part of its appeal is its versatility. It can be enjoyed hot or cold, as a cappuccino, espresso, cocktail/mocktail, energy drink, smoothie or bubble tea and comes in more than 100 different blends. This makes it fun and exciting for adventurous youth to experiment with.

“The survey results show that Rooibos is starting to tap into the emotional pulse of the younger generation, where it’s not just about selling a product, but a lifestyle.

“The youth are becoming more health conscious with many prioritising functional food and beverage purchases over sugary drinks and processed food. Rooibos is caffeine-free, low in tannins and is abundant in antioxidants, which help fight free radicals that cause illness and aging.”

About 14 000 tonne of Rooibos is produced annually. Half of it is consumed locally, while the remainder is exported to 30 countries across the globe.

Du Toit says given the wide repertoire of beverages that the youth can choose from makes the accolade extra special.

“The youth of today are more informed about products than any other generation. They read up, ask more questions and are more concerned about what they put into their bodies and how products impact the environment. Rooibos ticks all of these boxes.”

Should current trends continue, the sky’s the limit for Rooibos.

For more info on the Sunday Times GenNext Survey, visit: