Which Countries Are Craving Herbal Tea? Export Trends You Need to Know

In a world where wellness rituals are as essential as morning coffee, herbal tea has brewed its way into the hearts—and mugs—of consumers globally. Valued at approximately USD 4 billion in 2025, the global herbal tea market is steaming ahead with a projected compound annual growth rate (CAGR) of 3.3% to 7.5% through 2035, potentially reaching USD 9.44 billion by then. This surge isn't just about flavor; it's fueled by a collective craving for natural, caffeine-free alternatives that promise digestive aid, stress relief, and immune boosts. For exporters, understanding which countries are leading this thirst—and the trends shaping it—is key to uncorking new revenue streams. This blog dives into the hottest markets, backed by 2024-2025 data, to help you navigate the export landscape.

The Global Herbal Tea Boom: Why Now?

Herbal teas, or tisanes, differ from traditional Camellia sinensis brews by relying on herbs, fruits, spices, and flowers for their profile and perks. Chamomile for calm, peppermint for pep, turmeric for anti-inflammation—these aren't novelties; they're necessities in a post-pandemic era where 72% of consumers prioritize functional beverages. Global tea imports hit USD 7.33 billion in 2024, up 3.1% from the previous year, with herbal varieties carving out a growing slice amid rising health consciousness.

Export trends reveal a shift: while black and green teas dominate volume, herbals are surging in value due to premium pricing for organic and sustainable options. Asia-Pacific leads production and consumption at 42.5% market share, but North America and Europe are the export goldmines, importing for wellness-driven demand. Emerging markets in Latin America and the Middle East add spice, with e-commerce accelerating access—online channels now account for 25% of sales. As tariffs fluctuate and supply chains stabilize, 2025 forecasts point to a 5-6% CAGR for exports, propelled by multifunctional blends like ginger-turmeric for gut health.

Top Craving Countries: Where Demand is Brewing

No two markets sip the same. Here's a breakdown of the frontrunners based on 2024 import data and 2025 projections, focusing on herbal-specific trends.

United States: The Wellness Powerhouse

The U.S. tops the charts as the world's leading tea importer, with herbal varieties leading the charge at over USD 520 million in 2023 imports—expected to climb 8% in 2025. North America anticipates significant growth, driven by obesity concerns and a 37% sales spike in immunity teas like those from Pukka Herbs. Consumers here crave loose-leaf organics for at-home rituals, with ginger and chamomile dominating shelves at Walmart and Kroger. Export tip: Target e-commerce giants like Amazon, where functional labels (e.g., "stress relief") boost visibility by 19%. Per capita, Americans guzzle 0.4 kg annually, but premium imports from India and Vietnam are rising 15% YoY.

United Kingdom: A Cuppa with a Twist

The UK, a tea-obsessed nation, imported USD 400+ million in teas in 2024, with herbals growing at 7.2% CAGR through 2032 thanks to multicultural influences and sustainability pledges. Brits favor peppermint and hibiscus for digestive health, with Twinings' eco-cartons flying off supermarket shelves. The multifunctional segment—blends for sleep and detox—is exploding, up 14% in 2024. Exporters from China (25% global share) should eye Fair Trade certifications; UK consumers pay 20% more for ethical sourcing. With per capita consumption at 1.9 kg, the market's maturity means steady volumes, but innovation like RTD herbals could add USD 100 million by 2027.

Germany: Europe's Herbal Haven

Germany's herbal tea affinity stems from its apothecary traditions, making it Europe's top importer with a 2025 market projected at USD 500 million. Trends lean toward turmeric and lemon balm for cognitive health, with the loose tea segment growing fastest at 7% CAGR. Rossmann and DM drogerie stores stock 40% more organic blends post-2024, reflecting a 25% rise in vegan diets. Exports from India surged 15.5% in 2024; focus on biodegradable packaging to align with EU green regs. Per capita intake hits 0.7 kg, but urban millennials drive premium demand.

United Arab Emirates: Middle Eastern Mint Mania

The UAE imported USD 300 million in teas in 2024, with herbal mint and hibiscus blends leading at 15% growth, blending tradition with luxury. Expats and tourists fuel a 11% CAGR through 2028, favoring ready-to-drink formats in Dubai's cafes. Exporters: Partner with duty-free chains; imports from Kenya and Sri Lanka rose 10% YoY. High disposable incomes mean premium pricing—up to 30% above global averages.

Russia: Enduring Eastern Appetite

Russia's USD 250 million tea imports in 2024 include a herbal uptick of 12%, with rooibos and echinacea for immunity post-sanctions. Per capita consumption is 1.2 kg, but e-commerce via Wildberries is exploding herbal sales by 20%. Indian exports dominate; navigate logistics via Central Asia for stability.

Emerging Hotspots: Where to Pour Next

Beyond the big five, 2025 eyes Latin America (Brazil, up 9.4% for fruit-herbals) and Southeast Asia (Vietnam, 7.3% CAGR for local fusions). Africa, via Kenya's production hubs, craves exports for urban wellness, with a 11.15% regional growth. These markets offer 20-30% untapped potential, per FMI reports.

Country	2024 Import Value (USD Mn)	2025 Growth Projection	Key Trend
USA	520	+8%	Functional immunity blends
UK	400	+7.2%	Sustainable packaging
Germany	450	+7%	Organic loose-leaf
UAE	300	+11%	RTD luxury formats
Russia	250	+12%	Rooibos for resilience
Brazil (Emerging)	150	+9.4%	Fruit-herbal fusions

Navigating Export Winds: Trends and Tips

Sustainability is non-negotiable—certified organic exports grew 15% in 2024, with biodegradable packs mandatory in the EU. Functional innovation, like ashwagandha sleep aids, commands 20% premiums. Challenges? Raw material volatility (up 10% costs) and regs like FDA health claims. Pro tip: Leverage influencers—37% sales lift in Europe from wellness collabs.

Steeped in Opportunity: Your Export Playbook

From America's aisles to UAE's souks, herbal tea's global crave signals USD 1 billion in untapped exports by 2030. Prioritize organics, localize flavors (e.g., mint for MENA), and go digital—e-com exports jumped 25% in 2024. As consumers brew healthier habits, exporters who blend tradition with trends will sip success. Ready to export? The kettle's on—start scouting these markets today.