The findings suggest that Rooibos is doing more than holding on to tradition. From iced drinks and homemade cappuccinos to creative food and cocktail experiments, younger consumers are embracing familiar flavours while finding fresh ways to make the beverage their own.
A poll conducted by SARC among more than 400 South African Millennials and Generation Z consumers found that 59% drink Rooibos every day, while another 29% enjoy it several times a week. Together, that means almost nine in 10 respondents consume Rooibos regularly.
The results challenge the idea that Rooibos belongs only in the traditional drinks category. Instead, the survey points to a beverage that continues to evolve alongside changing tastes and lifestyles.
Tradition meets a new generation of tastes
For many South Africans, Rooibos is woven into childhood memories, family routines and familiar moments of comfort. Yet its appeal among younger consumers appears to extend well beyond nostalgia.
The survey found that 84% of respondents drink Rooibos hot, confirming that the classic cup remains popular. At the same time, younger drinkers are exploring iced versions, cappuccinos and Rooibos-inspired food and beverages.
For Adele du Toit, spokesperson for the SA Rooibos Council, this combination of familiarity and experimentation is central to the drink’s continued appeal.
“Rooibos has always been deeply rooted in South African culture, but that doesn’t mean it has to stand still,” says du Toit. “What we’re seeing among younger consumers is a willingness to take something familiar and make it their own – whether that means drinking it iced, turning it into a cappuccino or experimenting with it in food and cocktails.”
The findings suggest that tradition and innovation do not have to compete. Rooibos can remain a familiar part of everyday life while offering room for new flavours, serving styles and personal preferences.
Comforting, healthy and refreshing
When respondents were asked which word first came to mind when they thought of Rooibos, one association stood out: comfort.
The survey found that 31% described Rooibos as “comforting”. The words “healthy” and “refreshing” followed, each receiving 24% of responses.
According to du Toit, these associations help explain how the beverage can appeal to different moods and occasions.
“The results point to an interesting combination of qualities. Its comforting and familiar associations connect with nostalgia and well-being, while its refreshing and versatile characteristics leave room for experimentation – values that resonate strongly with younger consumers looking for products that fit into different aspects of their lifestyles,” notes du Toit.
The results reflect how respondents perceive Rooibos; the survey figures do not, on their own, establish health benefits. What they do show is that comfort, perceived healthfulness and refreshment are prominent associations among the young consumers surveyed.
Rooibos is competing for a place in the daily routine
Rooibos is also making its mark when consumers consider what they want to drink throughout the day.
Almost two-thirds of respondents, or 64%, said they would choose Rooibos over coffee or other teas. A further 18% said they would sometimes make that choice, while 11% said they would often do so.
The findings point to strong interest in Rooibos as an everyday beverage rather than an occasional drink reserved for particular moments.
But statistics tell only part of the story. The personal rituals, childhood memories and creative experiments of individual Rooibos drinkers reveal how the infusion fits into their lives.
How young South Africans enjoy their Rooibos
From Cape Town to Johannesburg and the Free State, the consumers featured in the survey demonstrate that there is no single way to enjoy Rooibos.
Anelisa and Asanele Sobekwa: familiar roots, creative possibilities
Cape Town-based twin siblings Anelisa and Asanele Sobekwa, both 28, are full-time digital content creators who grew up drinking Rooibos.
Asanele enjoys hers with plenty of lemon and a little honey. She has also experimented with using Rooibos in savoury dishes and cocktails.
Anelisa describes Rooibos as “calm, grounded and effortlessly cool”. She enjoys it warm in the morning but also explores its versatility through iced drinks and creative flavour combinations.
For the twins, Rooibos remains familiar while leaving room for experimentation.
Nelisa Ngcume: an evening ritual
For Nelisa Ngcume, 33, a business analyst from Cape Town, Rooibos is part of her evening routine.
She usually enjoys it with lemon and honey or drinks it plain to appreciate its natural taste. She is also interested in exploring Rooibos-based cocktails and mocktails.
Her approach shows how a traditional cup can become the starting point for new ideas.
Sesethu Yabo: a drink for any time of day
Sesethu Yabo, 34, works part-time as a digital content creator and social media manager. She describes Rooibos as her “go-to beverage, anytime of the day”.
She enjoys hers plain with a teaspoon of sugar but also experiments with iced, fruit-infused versions.
Her preferences reflect the flexibility that makes Rooibos suitable for different occasions and serving styles.
Noah Von Brughan: comfort in every cup
Durban-based business student Noah Von Brughan, 21, grew up drinking Rooibos and describes it as his ultimate comfort drink.
“I’d always have a cup of Rooibos and a rusk after school, especially in cold weather. These days, I’ll honestly drink it whether I’m hungry or thirsty – before or after a run, it’s just my go-to. I like mine with a tablespoon of honey and a drop of milk. If Rooibos had a personality, it would be chilled and welcoming – the kind of friend who always makes you feel like there’s a place for you.”
For Noah, the drink carries childhood memories into his current routine, remaining a familiar choice before and after a run.
Lauren Palmer: from school bottles to red cappuccinos
Lauren Palmer, 26, an occupational therapist from Port Elizabeth, has loved Rooibos since childhood. She recalls taking a litre of the drink to school every day during high school.
“I’ve always absolutely loved Rooibos,” she says. “I enjoy it in pretty much all forms, as long as it’s sweet – hot with or without milk, at room temperature, as an iced tea or even as a red cappuccino. The Ophelia drink from Platō is an absolute winner.”
Lauren is also interested in experimenting with Rooibos in skincare and adding it to her bath. If the drink had a personality, she says it would be “cool, calm and collected”.
Raydon and Amy-Joy Vetten: a homemade cappuccino twist
In Johannesburg, Raydon Vetten, 29, who works in IT and telecommunications, has found his own way to reinvent the familiar cup.
He makes a version with frothy, sweetened milk, effectively turning Rooibos into a homemade cappuccino.
His wife, Amy-Joy Vetten, 28, a photographer, prefers hers sweet with milk and describes Rooibos simply as “warm and comforting”.
Their different preferences highlight how the same beverage can be adapted to suit individual tastes.
Anke van der Merwe: a creative take on “teetjie”
For 22-year-old occupational therapist Anke van der Merwe, who lives in the Free State, Rooibos has been part of life since early childhood. In her family, it was affectionately known as “teetjie”.
“Once I’d outgrown breast milk, I moved on to Rooibos and I’ve never looked back! I still love a teetjie, especially before bed. That familiar taste gives me the warmest, fuzziest feeling.”
Her classic cup contains two sugars, no milk and an ice cube to bring it to the right drinking temperature. She also enjoys more indulgent creations, including white hot chocolate with a shot of Rooibos, served warm or as a cold Freezo.
If Rooibos had a personality, Anke says it would be “a high school art teacher – creative, warm, a little unconventional and full of character”.
A distinctly South African drink with room to evolve
The experiences shared by these young consumers reflect the broader survey findings: Rooibos remains closely associated with comfort and familiarity, yet its place in modern routines is not limited to one preparation or occasion.
“What stands out is that Rooibos is much more than a drink people grew up with. It’s part of their lives now, enjoyed in different ways and for different reasons. That everyday connection is what will keep Rooibos relevant as tastes and lifestyles continue to evolve,” says du Toit.
With 59% of respondents drinking Rooibos daily and 88% consuming it at least several times a week, the survey points to a strong connection among the Millennials and Generation Z consumers who took part.
From a simple cup with honey to iced infusions and cappuccino-inspired creations, younger South Africans are finding ways to keep this distinctly local beverage part of their lives.
Rooibos may have its roots in tradition, but these findings suggest that its story is continuing to grow — one cup, one personal ritual and one new flavour combination at a time.
