The famous aphorism states that a rising tide lifts all boats. In the beverage market, the ascension of health and wellness is elevating the utilization of ingredients that support a healthy lifestyle. Among those benefiting from this boost is the tea ingredient market.
“Over the last decade as consumers have continued to move away from carbonated soft drinks, they often migrate to a healthier alternative like tea,” says Philip Caputo, marketing and consumer insights manager for Virginia Dare, Brooklyn, N.Y. “A lot of this growth early on was a rising tide that helped all brands. Now consumers are looking to experience tea in different ways.