ChaiTea's positioning in the functional beverage market

The wellness industry has driven unprecedented demand for green tea products—but not all are created equal. Matcha lattes, once hailed as a superfood staple, may not be as beneficial as they appear. While matcha does come from green tea leaves, the powdered form used in most commercial drinks is often made from lower-grade tea. In many café versions, it’s also blended with added sugars, flavorings, and artificial ingredients. Compare that to loose leaf green tea: it’s minimally processed, maintains more of its natural antioxidants, and contains zero added substances. Antioxidants like catechins—especially EGCG—are higher in fresh, unoxidized leaves. According to a study published in the Journal of Food Science, loose leaf green tea contains up to 50% more polyphenols than matcha made from lower-quality leaves. So why does this matter to consumers—and health-conscious professionals? Because packaging and branding have clouded the reality of what people are ingesting. Our perception of wellness can easily be swayed by marketing. Real health benefits lie in understanding the source and quality of our food—and drink. How can we, as industry professionals or informed consumers, better evaluate the “healthy” trends we buy into?

𝗕𝘂𝘆𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝗣𝘂𝗿𝗽𝗼𝘀𝗲: 𝗩𝗶𝗲𝘁𝗻𝗮𝗺'𝘀 𝗘𝘃𝗼𝗹𝘃𝗶𝗻𝗴 𝗖𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗩𝗮𝗹𝘂𝗲𝘀 🛒Mindful consumption is defining the Vietnamese market. Consumers are increasingly choosing products and brands based on values they align with. The four core values shaping their decisions are Vocal for Local, Openness to Innovations, Premiumization and Quality, and Health & Wellbeing. Let's dive into the first two drivers: 𝗔. 𝗩𝗢𝗖𝗔𝗟 𝗙𝗢𝗥 𝗟𝗢𝗖𝗔𝗟 - 𝗔𝗨𝗧𝗛𝗘𝗡𝗧𝗜𝗖𝗔𝗟𝗟𝗬 𝗩𝗜𝗘𝗧𝗡𝗔𝗠 (chosen by 85% of respondents) Vietnamese consumers seek a deeper pride, trust, and connection when brands celebrate local roots—from ingredients to origin and stories. 𝗔𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰𝗶𝘁𝘆 & 𝗧𝗿𝘂𝘀𝘁: Brands leverage viral local ingredients like pomelo, turmeric, and ginger from regions like Bến Tre and Hà Giang, often championed by top local influencers. 𝗦𝘂𝗽𝗲𝗿𝗶𝗼𝗿 𝗤𝘂𝗮𝗹𝗶𝘁𝘆: International recognition validates quality, as seen with premium cacao beans from Tiền Giang and Đồng Nai. 𝗘𝘁𝗵𝗶𝗰𝗮𝗹 𝗘𝗳𝗳𝗶𝗰𝗮𝗰𝘆: Skincare excels by offering efficient, non-harsh products, capitalizing on local themes (e.g., cleansers with Vietnamese rice). 𝗦𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗹𝗲 𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆: Local brands are striving for Net Zero through eco-friendly practices, green manufacturing, and circular packaging. 𝗕. 𝗢𝗣𝗘𝗡𝗡𝗘𝗦𝗦 𝗧𝗢 𝗜𝗡𝗡𝗢𝗩𝗔𝗧𝗜𝗢𝗡𝗦 (chosen by 74% of respondents) They are also open to new and innovative products, but at the same time, products need to be rooted in practicality and fit into current ways of life. 𝗔𝗱𝗮𝗽𝘁𝗶𝗻𝗴 𝘁𝗼 𝗼𝗻𝗲’𝘀 𝗹𝗶𝗳𝗲𝘀𝘁𝘆𝗹𝗲: Practical, thoughtful, and time-saving innovations (e.g., self-heating hot pots, freeze-dried instant soup tablets, and 2-in-1 smart cleaning devices) 𝗛𝗼𝗹𝗶𝘀𝘁𝗶𝗰 𝗪𝗲𝗹𝗹𝗯𝗲𝗶𝗻𝗴: Advanced Technology: Smart devices and appliances (e.g., steam washing machines, smart rings) provide antibacterial defense and track vitals like sleep quality and stress levels. Intrinsic Health: Consumers embrace fermented nut milk and other products rich in probiotics, plant protein, and antioxidants for boosted vitality. 𝗟𝗼𝗰𝗮𝗹 𝗥𝗼𝗼𝘁𝘀 𝘄𝗶𝘁𝗵 𝗚𝗹𝗼𝗯𝗮𝗹 𝗘𝗱𝗴𝗲: Products offer modern formats with familiar local flavors (e.g., chips with salted yolk flavor and yogurt with nếp cẩm (black glutinous rice)). 𝗧𝗮𝗿𝗴𝗲𝘁𝗲𝗱 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻: The market is seeing personalized ranges, such as cactus-infused moisturizers for men or specific formulas for sensitive skin. The message is clear: the consumers of tomorrow will choose brands that are locally proud, demonstrably high-quality, sustainably responsible, and genuinely enhance their holistic well-being. 𝗪𝗵𝗮𝘁 𝘃𝗮𝗹𝘂𝗲 𝗶𝘀 𝘆𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱 𝗰𝗲𝗹𝗲𝗯𝗿𝗮𝘁𝗶𝗻𝗴 𝘁𝗼𝗱𝗮𝘆? Comment down below to let us know! And stay tuned for next week’s post on the remaining 2 values. #AsiaShopperMarketing #NielsenResearch #MindfulConsumption #VocalForLocal #Sustainability

In the booming wellness and specialty beverage sectors, loose leaf tea has long been considered the gold standard—seen as purer, cleaner, more natural. But emerging research challenges some of the industry's most persistent myths. A recent study found that certain commercial tea bags actually release higher levels of bioavailable antioxidants than popular loose leaf options. This is a direct counter to consumer perception, which usually assumes 'whole leaf = healthier'. Another surprising fact: some artisanal loose teas contain significantly higher pesticide residues compared to regulated bagged teas—contradicting the assumption that 'natural' or loose products are inherently safer. Consumers often don't realize that regulations differ dramatically between small batch imports and mass-produced teas. For professionals in food, health or product development, this is a reminder to challenge category assumptions. 'Natural' doesn't consistently equate to 'healthy'. With wellness marketing often relying on simplified narratives, how can we better educate consumers while highlighting real product value?

We were thrilled to co-launch compelling new research around Functional drinks at Club Soda’s No Low and Mid Summit 2025 this week 🥳 Here are six of the most interesting stats from the research and our comments: 1) 89% of UK adults are interested in maintaining or enhancing their own health and wellbeing. We say: Health isn’t a niche anymore, it’s mainstream. Nearly everyone is seeking ways to feel better, live better and make wellness a key part of their daily routine. 2) 61% of UK consumers saying they are cutting back or giving up alcohol altogether. We say: We have seen for the first time since records began, that Non-alcoholic drinks are out-performing alcoholic drinks in Sales Volume in the US. That’s a monumental shift and the UK is not far behind! As consumers look for mindful alternatives, they are turning to drinks that do more. Drinks with purpose, paving the way for Functional drinks to take centre stage. 3) 96% of UK Consumers say that they want to understand the science behind the benefits of Functional drinks. We say: Credibility and trust are everything. Consumers of today are well-equipped and ultra-savvy. They’ve seen the Bull-ssshhh marketing and empty promises too many times before and now demand the facts. Too right! 4) 64% of UK consumers would pay more for Functional drinks. We say: Value perception is strong. Consumers are willing to pay more and invest in products that make them feel better and enhance their everyday living. They expect quality and authenticity in return. 5) 16% of UK consumers say they do not understand the ingredients. We say:- There’s clearly a significant information and education gap. Functional drinks brands have an opportunity and a responsibility here. Transparency, Authenticity & Simplicity showcasing ingredients, provenance and science is needed to bridge the gap and build trust with the well-evolved, health-conscious consumer of today. 6) 8 out of 10 UK adults say they would try a Functional drink with enhanced health and wellbeing in mind. We say: Curiosity is exceedingly high. Consumers are more open and getting excited about Functional drinks and what they can do to enhance Mind, Body and Soul. Our mission is really simple. For people and places to naturally thrive without compromise. That’s why we created our Functional drink and supplement ❤️ No caffeine, no added sugar, no additives, no chemicals, no synthetics, no artificials, no fillers, alcohol free, gluten free, vegan friendly and no compromises 🚀 Ready to Reclaim Your Authentic too? ✅ 1) Head to our website 🔗 2) Join The Authentic Brew Crew 3) Be a part of the movement Big thanks to KAM Insight, PB Creative, Daniel Rowntree, Anthony Wilson, Laura Willoughby MBE, Andy Ramage and partners for making this happen and bringing the research to life 🙏 #functionaldrinks #wellbeing #wellness #holisticliving #veganproducts #consumerinsight

What Tea Will Look Like in 2030 In 2024, while meeting a distributor in the Middle East, I was asked a question that seemed simple at first: “Rishit, what will tea look like 10 years from now?” I laughed and replied instinctively, “Tea will always be tea.” But long after the meeting ended, the question stayed with me. On the flight back, I noticed how varied people’s choices were. One passenger was sipping green tea, another ordered a cup of masala chai, and someone else reached for an herbal drink marketed as a sleep aid. Three different people, three very different ideas of tea. It made me wonder. If tea already means so many different things in 2025, how will it evolve in the decade ahead? Back home, I decided to explore this curiosity more seriously. I poured through market research, consumer studies, and trend analyses. I reached out to partners across 20+ countries where we operate to understand what they were seeing. The patterns that emerged were strikingly consistent, and they pointed to three shifts that I believe will define the future of tea by 2030. 1. Function-first blends Wellness is no longer a side story. It is becoming the main driver of beverage choices. Consumers want teas that do something, blends for calming, teas that support immunity, infusions that aid digestion or gut health. Flavour will still matter, but function will take the lead role. 2. Transparent sourcing The conscious consumer is getting louder. They are not just asking “Does this taste good?” They are asking “Who grew this? Was it ethical? Was it sustainable?” By 2030, sourcing transparency will not be a marketing edge. It will be the baseline expectation. 3. Formats for faster lives Tea rituals are slow, but modern lives are not. RTD bottles, sachets, and cold brews are becoming standard formats that fit high-speed lifestyles. The challenge for brands will be to make these convenient formats without losing the soul of tea. The Business Research Company projects that the global tea market will reach $134B by 2030. But the number is not what excites me. What excites me is the paradox of tea itself. Even as it evolves in format, it will continue to be one of the rare rituals where speed and slowness coexist. Fast to prepare, slow to enjoy. For me, that is the magic of tea. And it is also the biggest opportunity for the industry. (Tea 2030, future of tea, functional tea, wellness beverages, sustainable sourcing, tea formats) #RishitPatel #FutureOfTea #Tea2030 #TeaTrends #WellnessTea #SustainableTea #TeaCulture #RTDTea #FunctionalBeverages #TeaIndustryInsights

“Slow aging” is taking center stage as a mega trend across Korea’s food, retail, and beauty sectors. From major food companies like CJ CheilJedang and Ottogi to catering services and cosmetics manufacturers, businesses are racing to capture the growing market for products that help slow the body’s aging process through healthy diets and lifestyle management. CJ CheilJedang is leading the movement in the food industry. Its instant meal brand Hetbahn Rice Plan, launched in November 2024, surpassed 10 million units sold within 10 months. Sales jumped from ₩10.1B ($7.3M) in Q1 to ₩14.5B ($10M) in Q2, and ₩15.8B ($11M) in Q3, with expectations to exceed ₩20B in Q4. The brand’s popularity stems from its use of lentils and whole grains, ingredients known for promoting metabolic health. Ottogi has joined the race with products like Suhyangmi Brown Rice and Oat Crunch Rice Balls, while bakeries such as Paris Baguette and Tous Les Jours are highlighting high-protein, low-sugar “healthy breads” under new labels Blue Label and Slow TLJ. Industry insiders note that slow aging is driving growth in both the ₩6T ($4.3B) health supplement and ₩3T ($2.2B) care food markets. Catering companies are also embracing the shift. Pulmuone recently opened a “Slow Aging Zone” at Incheon International Airport Terminal 2, while CJ Freshway is promoting its Sloweat campaign, offering balanced meals made with grains, vegetables, and high-protein ingredients. The beauty industry is finding fresh momentum in the trend as well. COSMAX, a leading cosmetics ODM, has secured a patent for Short Spicule—a skin technology that enhances absorption and stimulates regeneration by creating micro-channels in the skin. As consumers increasingly seek longevity and wellness over instant gratification, “slow aging” is reshaping Korea’s lifestyle economy from daily meals to skincare. Source: The Korea Economic Daily #SlowAging #KBeauty #HealthTrend #CareFood #WellnessLifestyle #HealthyLiving #Longevity #WholeGrains #LentilDiet #LowSugarLife #HighProteinMeals #KoreanFoodTrend

Back from NACS 𝟐𝟎𝟐𝟓  and Convenience is Redefining What “Impulse” Means Here’s what stood out 👇 𝟏. 𝐈𝐧𝐝𝐮𝐥𝐠𝐞𝐧𝐜𝐞 𝐈𝐬𝐧’𝐭 𝐃𝐞𝐚𝐝 While wellness dominates headlines, indulgence still owns the cooler. High-ABV launches like BeatBox, Simply Spiked and Happy Dad's Snacks stood out for unapologetic fun. The design language across these brands feels louder, younger and intentionally irreverent, proof that celebration is still part of the consumer mix. 𝟐. 𝐓𝐡𝐞 𝐍𝐞𝐱𝐭 𝐆𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐨𝐧 𝐨𝐟 𝐄𝐧𝐞𝐫𝐠𝐲 Energy has gone from cans to pockets. Pouches, chews and mints are reshaping how consumers get their fix. Portability and control now matter as much as power. CELSIUS, GHOST Energy and C4 Smart Energy drew constant attention, while Swisher’s nicotine-free energy pouch signaled how far the format is stretching. The category’s next edge: energy that feels personalized, not mass market. 𝟑. 𝐏𝐫𝐨𝐭𝐞𝐢𝐧 𝐰𝐢𝐭𝐡 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐭𝐲 Protein ruled the floor again but the story is shifting from gym fuel to lifestyle accessory. Brands like Barebells, Shamrock Farms Dairy and Quest are leading the charge with flavor forward launches and confident packaging. Shamrock’s 50 g protein bottle became a show stopping reminder that clarity and boldness still sell. 𝟒. 𝐍𝐢𝐜𝐨𝐭𝐢𝐧𝐞 𝐑𝐞𝐢𝐧𝐯𝐞𝐧𝐭𝐞𝐝 The pouch game keeps evolving. New textures, flavors and formats are giving the category a lifestyle makeover. It’s not rebellion anymore, it’s refinement. Brands like ZYN, Velo and On! continue to dominate, while emerging players like NIIN are pushing toward cleaner ingredients and smoother experiences. Expect this to bleed into crossover categories like energy and nootropics. 𝟓. 𝐀𝐥𝐭-𝐀𝐜𝐭𝐢𝐯𝐞𝐬 𝐆𝐨 𝐌𝐚𝐢𝐧𝐬𝐭𝐫𝐞𝐚𝐦 Low dose THC, hemp blends, kava and adaptogenic mocktails are quietly gaining shelf space. The consumer appetite for “controlled relaxation” is real. Happi , Cycling Frog and Oh Hi THC showcased formats that bridge wellness and escapism. This space is early but it’s clearly moving toward normalization and scale. 𝟔. 𝐁𝐞𝐭𝐭𝐞𝐫-𝐟𝐨𝐫-𝐘𝐨𝐮 𝐇𝐢𝐭𝐬 𝐭𝐡𝐞 𝐅𝐨𝐫𝐞𝐜𝐨𝐮𝐫𝐭 For years, the gas station cooler was dominated by sugar and caffeine. Now, “better-for-you” brands are finally getting a real shot. 𝟕. 𝐓𝐡𝐞 𝐁𝐞𝐞𝐟 𝐉𝐞𝐫𝐤𝐲 𝐁𝐨𝐨𝐦 The jerky craze is still hot and getting hotter. Convenience’s oldest protein hero is finding new life through bold flavors, better textures and premium sourcing stories. Brands like Werner, Jack Link’s, and Vacadillos stood out with adventurous flavor profiles and cleaner ingredient decks. 👉 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲 NACS 2025 made one thing clear: the convenience channel has become the pulse check for where consumer culture is headed next. #TrevorHague #NACS2025 #CPG #ConvenienceRetail #BrandBuilding #FoodAndBeverage

How EGCG Integration Transforms Brand Positioning in Today's Wellness Economy Consumer expectations have fundamentally shifted toward scientifically validated wellness solutions, compelling brands across multiple sectors to reassess their ingredient strategies. The integration of botanical extracts, particularly epigallocatechin gallate from green tea, represents a strategic pivot that enables established brands to capture emerging market segments while maintaining their core positioning. EGCG demonstrates exceptional versatility as a modernization catalyst, offering documented antioxidant properties that resonate with health-conscious consumers seeking transparency and efficacy. Research indicates that EGCG's bioactive profile extends beyond traditional antioxidant functions, encompassing metabolic support and cellular protection mechanisms that align with contemporary wellness narratives. This scientific foundation provides brands with substantive marketing claims while addressing regulatory compliance requirements that increasingly scrutinize health-related product communications. The modernization approach mirrors successful case studies across the food and beverage industry, where established brands have revitalized their market presence through strategic ingredient innovation. When brands incorporate premium botanical extracts like standardized green tea compounds, they signal commitment to quality and scientific rigor that differentiates them from competitors relying on synthetic alternatives or unsubstantiated wellness claims. Market dynamics favor brands that can demonstrate authentic wellness integration rather than superficial trend adoption. EGCG incorporation allows product developers to address multiple consumer priorities simultaneously, including clean label preferences, functional benefits, and sustainability considerations inherent in plant-based ingredients. The competitive advantage extends beyond immediate consumer appeal to encompass supply chain partnerships and retail positioning opportunities. Forward-thinking brands recognize that botanical extract integration represents infrastructure investment in long-term market relevance. How is your organization evaluating botanical innovations to maintain competitive positioning in the evolving wellness landscape? #EGCG #WellnessEconomy #BrandPositioning #BotanicalExtracts #GreenTea #HealthInnovation #Antioxidants #MetabolicSupport #CleanLabel #FunctionalBenefits #Sustainability #IngredientStrategy #ConsumerExpectations #MarketDynamics #FoodAndBeverage #PlantBased #Transparency #ScientificValidation #CompetitiveAdvantage #WellnessIntegration

How Green Tea Extract EGCG Is Reshaping Modern Wellness Brand Strategies The contemporary wellness market demands more than traditional formulations—it requires scientifically validated ingredients that resonate with increasingly sophisticated consumers. Green tea extract, particularly its bioactive compound epigallocatechin gallate (EGCG), exemplifies how botanical innovations can transform established brands and create competitive differentiation in saturated markets. EGCG represents a paradigm shift in functional ingredient selection, offering documented antioxidant properties that extend beyond superficial wellness claims. Research demonstrates its role in cellular protection, metabolic support, and anti-inflammatory pathways, providing brands with substantive health positioning that regulatory bodies and discerning consumers both recognize. This scientific foundation enables companies to transition from trend-dependent marketing to evidence-based product development. Consider how Activia revolutionized the probiotic yogurt category by integrating specific bacterial strains with proven digestive benefits. Similarly, brands incorporating standardized EGCG extracts can leverage established research to communicate measurable wellness outcomes rather than vague promises. This approach particularly resonates with millennial and Gen Z demographics who prioritize transparency and functional benefits over traditional marketing narratives. The modernization strategy extends beyond ingredient selection to encompass supply chain transparency and sustainable sourcing practices. Green tea cultivation aligns with environmental consciousness while offering scalable production capacity for global brands. Forward-thinking companies are positioning EGCG integration as part of comprehensive wellness ecosystems that address multiple consumer touchpoints from cognitive support to metabolic optimization. Strategic implementation requires careful consideration of extraction methods, standardization protocols, and synergistic ingredient combinations that maximize bioavailability and efficacy. Brands that master these technical elements while maintaining consumer accessibility will define the next generation of wellness innovation. Are you evaluating botanical extracts as catalysts for your brand's evolution in the competitive wellness landscape? #GreenTeaExtract #EGCG #Wellness #FunctionalIngredients #HealthInnovation #BotanicalBenefits #Antioxidants #ConsumerTrends #MillennialMarketing #GenZ #EvidenceBased #SustainableSourcing #MetabolicHealth #CognitiveSupport #SupplyChainTransparency #Nutraceuticals #HealthyLiving #ModernWellness #BrandStrategy #WellnessEcosystem

The health and wellness drink industry is thriving as consumers seek beverages that offer more than hydration, focusing on functional drinks with natural ingredients like lion's mane mushroom, matcha green tea, and ashwagandha. These superfoods are celebrated for their cognitive, stress-relieving, and energy-enhancing benefits, aligning with modern health trends. Matcha’s antioxidant-rich profile and sustained energy boost make it a standout ingredient, while ashwagandha’s stress-relief properties and lion’s mane’s cognitive support provide multifunctional appeal. As these ingredients redefine wellness beverages, brands have an opportunity to innovate with unique flavours, premium positioning, and health-focused formulations, catering to today’s discerning, health-conscious consumers.  Read more in our blog: https://hubs.li/Q03MNm_90 #FunctionalBeverages #HealthInnovation #WellnessTrends #SustainableIngredients #FoodAndDrinkIndustry