♦ All segments of tea will continue to grow
♦ Whole Leaf Loose Teas/Specialty Teas – Whole leaf loose teas and naturally flavored teas are popular among all age groups.
♦ COVID-19 Continues to Highlight “The Power of Tea”

Cardiovascular health, immune-boosting properties and improved mood are the most common reasons people drink tea, according to a qualitative survey by Seton University. A new study will be conducted in 2022, but we can still learn how important millennials and Gen Zers perceive tea.

♦ Black Tea – Black tea made by tea dryer beginning to break out of the health halo of green tea, increasingly revealing its health properties such as:
Cardiovascular Health
physical health
immune system boost
quench thirst
refreshing

♦ Green tea – Green tea made by the tea rolling machine continues to attract consumer interest. Americans appreciate the health benefits this drink brings to their bodies, specifically:

Emotional/mental health
immune system boost
Anti-inflammatory and bactericidal (sore throat/stomach pain)
Relieve stress

♦ Consumers will continue to enjoy tea, and tea will usher in a new level of consumption, helping companies to withstand the decline in revenue caused by the new crown.
♦ The RTD tea market will continue to grow, albeit at a lower rate.
♦ Prices and sales of specialty teas will continue to grow as the unique products of tea growing “regions” become more widely known.

Peter F. Goggi is president of the American Tea Association, the American Tea Council, and the Specialty Tea Research Institute. Goggi started his career at Unilever and has worked with Lipton for over 30 years as part of the Royal Estates Tea Co. He was the first American-born tea critic in Lipton/Unilever history. His career at Unilever included research, planning, manufacturing and sourcing, with his final position as Director of Commodity Sourcing, sourcing over $1.3 billion in raw materials for all operating companies in the Americas. At the American Tea Association, Goggi implements and updates the Association’s strategic plan, continues to advance the Tea Council’s tea and health information, and helps steer the U.S. tea industry on a path to growth. Goggi also serves as the U.S. representative to the Food and Agriculture Organization of the United Nations Intergovernmental Working Group on Tea.

The American Tea Association was established in 1899 to promote and protect the interests of the U.S. tea trade and is a recognized and authoritative independent tea organization.