Teas and infusions health claims: consumer trends

Teas and infusions combining pleasure and health

Infusions are rich and comforting and can be found in all our cupboards! One out of every two households ^[1], purchase infusions for the pleasure or as a pain remedy. They’re booming and are no longer reserved for the older generations. It’s time to dust off this image and take stock of consumer demands.

While younger crowds ^[3]enjoy fruity hearty flavours (red berries, lemon and even passion fruit and pineapple, etc.) combining both taste and visual pleasure, the older than 25-year old group seeks the health and well-being benefits of these beverages. Teas and infusions can be consumed everywhere and all the time, and brush aside sodas and other highly sweet beverages leaving the place for high quality botanical ingredients with traditionally recognised health benefits.

Use the benefits of plants

Traditionally used for their medicinal benefits since ancient times, the image of teas and infusions has aged up to point when new interest arose linked to changing life styles in which we prefer natural remedies over medecine. ^[2] This search for naturalness and the need to return to the roots have increased during this destabilising period we are going through with the COVID-19 pandemic. Given this unprecedented situation, new consumer behaviour patterns have emerged and are now focused on well-being and preserving our health.

While some seek pleasure by consuming a natural beverage, others endorse concoctions made from plants to help fight the pains of daily living. These « health infusions » put forward claims about plant benefits. There are over 2000 health claims today involving botanical plants and substances. These claims are tolerated and must be revised by European Commission ^[^4]^[5]^. In the absence of a decision, the manufacturers can choose to list them on their products.

On the infusions market, the « detox », slimming, digestion, well-being and vitality sectors dominate with their endless possibilities. Green tea is found in stomach flattening, slimming and fat burning products. Peppermint and lemonbalm for digestion; lavender, passionflower and linden for sleeping and chamomile for its soothing properties. Thyme, eucalyptus, cinnamon, badian and elderberry are used to reinforce immunity.

Be consistent up to the packaging

Always in the spirit of naturalness and health, we can notice that consumers seek packaging in line with the product:

Environmentally friendly packaging

Clients today prefer recycled, even biodegradable packaging with plant-based ink and ideally cardboard coming from sustainably managed forests. We forget about plastic and we opt for small size packaging using the least amount of material. We no longer buy just an infusion but rather everything surrounding it. The act of buying is henceforth based on more ethical criteria than it was 2 or 3 years ago. This new criteria arose at the same time as campaigns aiming to reduce plastic material in all its forms.

A product to accompany your clients in their on-the-go and dynamic lifestyle

Infusions must be able to be consumed everywhere and all the time. It might thus be interesting to turn towards formulations to be consumed both cold and hot, to be measured out by yourselves in stainless steel flasks or in carafes depending on your leisure activity. This format responds to a « ready to go » trend for on-the-go consumption but is also adapted to a more sedentary usage. Consumers are genuinely attracted to this trend and are inclined to customise their infusion accessories in a fashion and trendy mindset (tea kettles and flasks, in-the-go tea pots, ice tea carafes, thermal cups, travel mugs, infusers, tea filters and tea balls, etc.)