Topic overview
In brief
- Rooibos tea, native to South Africa's Cederberg Mountains, has gained global popularity due to its unique flavor and health benefits.
- Japan has become the largest export market for rooibos, accounting for 33% of South Africa's total exports in 2025.
- The rooibos industry faces challenges from climate change and rising shipping costs but continues to adapt and explore new markets.
Summary
South Africa is home to the rooibos plant, which thrives in the Cederberg Mountain region. This plant has been traditionally used by Indigenous communities to create a unique tea with a woody flavor. Over the years, rooibos has gained international popularity, particularly due to its caffeine-free nature and potential health benefits, including high levels of antioxidants and polyphenols. The commercial cultivation of rooibos began in the 1930s, and since then, the industry has evolved significantly, adapting to various international markets. The largest market for rooibos is currently Japan, which accounted for 33% of South Africa's total exports of the plant in 2025. This shift in demand reflects changing consumer preferences, with unflavored rooibos being favored in South Africa, Japan, and the UK, while fruit and herb-infused varieties are more popular in Europe and the US. The rooibos industry has also seen a rise in innovative products, such as skincare items that incorporate rooibos, further driving demand. However, the industry faces challenges, including fluctuating rainfall patterns and soil conditions that affect production levels, which have varied between 13,000 and 25,000 tons annually over the past two decades. Climate change has led to drier summers and reduced winter rainfall, impacting the cultivation of this sensitive plant. Despite these challenges, the rooibos industry is not considered vulnerable due to its adaptability as a dry land crop. The geopolitical climate poses a more significant threat, with rising shipping costs from Cape Town. Nevertheless, new markets are emerging, particularly in China, following the removal of tariffs on agricultural imports from African nations, including South Africa. The rooibos industry continues to adapt to these changes, seeking to balance growth with environmental responsibility.