In the 1996 song “The Distance,” the rock band Cake sings about aiming to be successful. “The arena is empty except for one man / Still driving and striving as fast as he can / The sun has gone down and the moon has come up,” the chorus goes.

Similar to the man in the song, beverage-makers are working to successfully deliver on consumer desires when it comes to tea as an ingredient.

Erik Williams, director of applications, and Nicole Staniec, vice president of beverage products, at Virginia Dare, Carteret, N.J., say that interest in tea ingredients has grown substantially as more consumers focus on holistic wellness.

“Tea naturally fits into this space because of its long-held associations with being a natural or healthful beverage,” they share. “Thanks to its unique, natural, and complex flavor profile, tea is a popular choice for those looking for healthier options in a variety of beverages, baked goods, confections, and even ice cream.”

Natural beverages also are impacting this interest in tea ingredients, the experts note.

“Brewing tea or including tea ingredients in a beverage is simple and straightforward when compared to sodas or functional beverages that can have long ingredient lists,” Williams and Staniec say. “This inherent simplicity and transparency are especially attractive to consumers who prioritize clean label and crave beverages with less processed ingredients.”

Rikka Cornelia, marketing manager at Secaucus, N.J.-based MartinBauer, feels that interest in tea ingredients has remained steady, especially in the ready-to-drink (RTD) sector.

“Premium and specialty brands are gaining momentum in the RTD tea category,” Cornelia says. “Beyond RTD teas, tea ingredients are increasingly being used in other beverage segments, such as alcohol alternatives, energy drinks, and lattes, where they add distinctive flavor profiles and functional benefits that resonate with today’s consumers.”

Cornelia also notes that consumer interest in natural beverages has strongly influenced the growing tea ingredient market — fueled by the widespread perception of tea as a natural and wholesome choice.

“This preference is particularly pronounced among health-conscious consumers who view tea as a healthier alternative to artificially flavored and sweetened beverages, such as sodas,” she explains. “Many key players in the tea segment adopted a ‘no artificial ingredients’ approach long before brands in other segments did, placing them ahead of the curve when it comes to the natural trend.”

As the trend continues to gain momentum, Cornelia suspects it will contribute to the popularity of tea.

Tea ingredients are hot

Other consumer trends have impacted the use of tea ingredients in beverage formulations.

Heidi Clark, national sales and marketing manager at MicroDried, Nampa, Idaho, says that clean label, immunity boosting, and sustainable ingredient sourcing are pivotal trends driving tea formulations today.

Virginia Dare’s Williams and Staniec note that the rise of exotic flavors and alternatives to coffee have contributed to the increased use of tea ingredients.

“Varietals such as matcha have become especially popular because they offer both unique flavors and functional benefits, like energy and antioxidants, at a lower concentration of caffeine compared to a cup of coffee,” they say. “Today’s consumers are seeking beverages that combine great taste with potential health benefits, making tea an ideal fit.”

MartinBauer’s Cornelia also offers insights on the impact health and wellness trends have on the ingredients.

“Shifting taste preferences are fueling demand for fruit and herbal teas, as consumers seek new, elevated experiences,” she says. “Tea’s connection to a healthy lifestyle — including mental well-being — further enhances its appeal.”

MicroDried’s Clark notes that certain tea varietals are used more often than others.

“Classic varietals like black, green, and herbal teas remain popular, but there’s a noticeable growth in fruit tea blends and unique flavor pairings,” she says. “MicroDried’s fruit fragments and dices are ideal for enhancing these blends, creating fresh, nuanced flavors that pair well with traditional tea bases.”

Clark explains how each varietal offers its own functional benefits. Green tea is known for antioxidants, while black tea is known for its caffeine content and herbal teas for their calming or energizing effects, she notes.

Nick Salza, vice president of leaf and decaf tea at MartinBauer, notes that the two main varietals of tea plants are Camellia sinensis and Camellia assamica, each with distinct applications based on flavor profile.

“Both varietals offer substantial health benefits, including supporting cardiovascular health, potentially reducing risks associated with diabetes, and improving key metabolic markers like blood pressure, cholesterol, and blood sugar levels,” Salza shares.

Virginia Dare’s experts say that, while black and herbal teas are the most common, familiar herbal teas like chamomile, ginger, hibiscus and mint remain staples in beverage formulations.

“However, as consumers become more adventurous and seek out unique experiences, there’s a growing interest in exploring more exotic and distinctive herbal varieties,” Williams and Staniec say. “Due to growing interest around functional beverages, tea varieties like matcha, oolong, white tea, and rooibos are gaining popularity for their unique taste profiles and unique benefits.”

As they mentioned, Williams and Staniec note that matcha provides potential boosts to energy and focus. Meanwhile, caffeine-free herbal teas like rooibos and turmeric have been known to be rich in antioxidants and may support digestion and immunity.

“These functional perks make tea a versatile ingredient that appeals to the growing demographic of consumers who value both flavor and functionality,” the Virginia Dare experts add.

Alessio Tagliaferri, global senior director of bioactives, botanicals, and specialties at ADM, Chicago, shares similar sentiments.

“Green tea, rich in antioxidants like catechins, is widely consumed for its potential to support weight management and cognitive function,” he says. “Oolong tea strikes a balance between black and green tea in both flavor and oxidation levels.”

Tagliaferri also notes that herbal teas and newer tea trends are capturing consumer trends for their unique flavors and potential benefits.

“For instance, U.S. consumers associate green rooibos with helping support mood, stress, fatigue reduction and sleep quality,” he shares. “Notably, in collaboration with the University of Canberra in Australia, we’re examining the effects of green rooibos extract on everyday stress and feelings of worry. Plus, green rooibos is naturally caffeine-free and contains antioxidants.”

Yerba mate and guarana, among others, also are gaining interest, Tagliaferri says.

“Yerba mate and guarana provide natural sources of caffeine and contain polyphenols, with both captivating consumers for supporting energy, mental focus and sustained alertness without the jitteriness often associated with coffee,” he explains. “Butterfly pea flower tea is becoming fashionable due to its visual appeal (with a deep blue color that changes to purple with a squeeze of lemon). Hibiscus tea has also garnered traction for its bright red color and tart flavor.”

Tagliaferri notes that such teas are finding their way into wellness beverages and mocktails.

Hybridization trends have impacted the tea ingredient market as well.

“Hybridization is reshaping the tea market, particularly as consumers show interest in cross-category innovations that combine different ingredients and benefits,” Tagliaferri shares. “Blending traditional tea varietals with herbs, spices, and botanicals had led to a growing array of hybrid teas, which cater to consumers seeking both taste exploration and wellness.”

The trend extends beyond traditional teas, he adds, as brands are experimenting with creative formulations to differentiate their products and cater to specific health goals.

MicroDried’s Clark notes that hybridization has led to new product categories that blend traditional tea leaves with fruits, herbs, and botanicals to create teas with unique flavor profiles and multifunctional benefits.

“As consumers seek beverages that offer both a sensory experience and health support, hybrid teas have gained popularity for their ability to provide more than one benefit in a single drink,” she says.

Additionally, hybridization allows formulators to cater to evolving consumer preferences by combining elements, Clark states.

“For example, adding MicroDried blueberry or cranberry fragments to green tea creates a hybrid that not only offers the antioxidants of tea leaves, but also the immune-supportive benefits of the fruits,” she explains. “This trend toward creative, health-focused tea hybrids has become an influential factor in shaping new product launches across the tea market.”

Anticipating tea’s next move

As for what the future holds for tea ingredients, Virginia Dare’s Williams and Staniec suspect popularity will continue to grow because of consumer interest and innovations.

“As consumers keep looking for natural ingredients, tea will remain a go-to option across different product categories,” they say. “That being said, the growing interest in wellness has seen a concurrent focus on sustainability. Brands will need to be cognizant of this as they make decisions about sourcing tea ingredients, as consumers become more and more interested in the origins of products and the methods by which they are grown, harvested, and processed.”

ADM’s Tagliaferri shares similar insights.

“Sustainability will also play a key role in the future of tea ingredients,” he says. “Ethical sources and environmentally friendly practices are important purchasing factors, so tea brands will need to focus on organic certification and Fair Trade practices. Additionally, brands may spotlight the origin of tea ingredients and seek local sources, especially as consumers increasingly show interest in regionally grown teas and botanicals that support local economies and reduce environmental impact.”

Noting the versatility of tea ingredients, Tagliaferri adds that, combined with ongoing innovation in the functional beverage market, tea will continue to evolve and solidify its role as a multifunctional ingredient for health-conscious consumers.

“We expect to see more fusion products in the future, such as tea-infused alcoholic or non-alcoholic beverages, wellness shots or fortified teas with biotic ingredients,” he says. “Tea powders or tea concentrate shots could also emerge, offering consumers a convenient way to incorporate tea into their daily routines.”