Move over coffee – there’s a quiet revolution brewing in South Africa’s teacups, and it’s far more revealing than you might think.

On this week’s episode of HOT Business with Jeremy Maggs, powered by Standard Bank, consumer analytics expert Andrew Fulton from Eighty20 dives into a fascinating breakdown of national tea consumption. With 22 million South Africans sipping tea daily – particularly rooibos – this humble beverage has become both a cultural mainstay and a commercial force.

What makes this discussion especially engaging is how tea habits reveal surprising demographic trends. Rooibos still rules in provinces like the Free State and Limpopo, and among older South Africans, while green tea is growing in popularity among wealthier, younger, and more educated drinkers.

But the story doesn’t end at the teabag. Fulton shares data that connects tea to everything from sugar consumption habits to retail buying patterns – highlighting the ripple effects in adjacent categories, from sweeteners to luxury teas. He also reveals which brands are topping the charts and how these insights could shape the future of health-focused marketing.

For brands, the message is clear: know your customer, or risk missing out on a market steeped in opportunity. And for consumers? Your choice of brew might be saying more about you than you think.

To hear how tea is quietly shaping trends in lifestyle, health, and even export potential, click through to listen to the full interview below.