STiR coffee and tea magazine

STiR coffee and tea 41 Halfday's canned iced teas contain 6g of prebiotic fiber and less sugar than traditional RTD teas, offering a holistic approach to hydration and caffeination. Photo credit: Halfday Community-oriented activities, such as heytea's outdoor yoga sessions, incorporate wellness choices, tea and campus engagement. Photo credit: heytea levels throughout the day, or pick a probiotic tea because it fits their holistic approach to feeling good. They'll choose a func- tional tea with adaptogens in the morning, then switch to a col- orful butterfly pea flower lemonade in the afternoon, viewing joyful indulgences as part of holistic wellness. This generation strongly prioritizes mental health benefits, according to Ogilvy. Where previous generations focused pri- marily on physical wellness, Gen Z actively seeks teas sup- porting stress management, mood regulation, and cognitive function. DAVIDsTEA's product development reflects this demand, with Miller noting they've expanded their matcha se- lection to include adaptogenic mushroom blends that combine reishi, chaga, lion's mane, and cordyceps. The Sustainability Imperative Authentic sustainability isn't optional for Gen Z, according to Kerry Group. They want transparency about sourcing, authentic stories about farmer relationships, and brands that treat sustain- ability as a core identity rather than a marketing afterthought. This generation is remarkably good at detecting performative claims. Miller emphasizes the baseline nature of these expectations: "This generation puts a lot of value into eco-conscious purchas- ing choices. First, we see this reflected in a preference for or- ganic products and environmentally friendly packaging options. Notable proof points for this are recyclable logos and com- postable mentions: being an 'impact' brand is nonnegotiable; it's now a baseline." The expectations extend beyond environmental impact to social responsibility. Miller notes that "this informed consumer group has expressed increasing interest in tea brands that align themselves with ethical and sustainable sourcing. This is where third-party stamps of approval matter most, such as Organic Certified, Ethical Tea Partnership, and Fair Trade Certified." The Innovation Expectation Perhaps the most challenging aspect of serving Gen Z is their expectation of constant innovation. Botrista suggests they're constantly seeking newness through their own networks. Yuzu cucumber green tea, blood orange Earl Grey, and probiotic fruit teas are now expected offerings, not niche experiments. Miller sees adventurous exploration in flavor preferences: "Gen Z tends to be more adventurous when it comes to their exploration of flavors. We see this translated through an interest in ingredients sourced from and flavors inspired by locations across the globe, including more niche and regional variations on food and drink." Where an older generation might have favored BBQ, man- go, pecan pie, and cinnamon sugar, Gen Z prefers Korean BBQ, guava or lychee, Georgian pecan pie, and churros. This prefer- ence for globally inspired, specific regional variations reflects their sophisticated, experience-driven approach. Successful innovation balances novelty, quality, and au- thenticity. heytea's overseas-exclusive beverages demonstrate this approach. Their iYerba, created for their Cupertino store in California, combines yerba maté with fresh kale-apple juice, grapefruit pieces, chia seeds, and fresh mint, reflecting local in- terest in functional and wellness-oriented beverages. Successful brands deliver tangible signals of quality through product design and ingredient choices. Over the past year, heytea has launched more than 30 overseas-exclusive drinks tailored to specific mar- kets, maintaining consistent standards in formulation, sourcing, and production.

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