For many South Africans, Rooibos brings back memories of coming home from school, enjoying rusks with family or sipping a warm cup before bed. But today’s younger generation is proving that this homegrown favourite belongs to more than childhood memories. It’s finding a place in modern routines, creative kitchens and the evolving lifestyles of Millennials and Gen Z.
According to a survey by the South African Rooibos Council (SARC), almost nine in 10 young South African respondents drink Rooibos at least several times a week. The research, which surveyed more than 400 Millennials and Gen Z consumers, found that 59% drink it daily, while another 29% enjoy it several times a week.
The message is clear: Rooibos isn’t just surviving the changing beverage landscape. It’s finding new ways to thrive in it.
From Childhood Comfort to Everyday Lifestyle
There’s something familiar about Rooibos that continues to resonate across generations. Whether it’s the taste, the memories attached to it or the simple pleasure of having a cup at the end of a long day, the drink remains firmly connected to everyday South African life.
The survey found that 31% of respondents associate Rooibos most strongly with the word “comforting”, while “healthy” and “refreshing” each received 24%.
That combination helps explain its lasting appeal. Rooibos offers familiarity in a world where routines are constantly changing, but it doesn’t have to be consumed the same way every time.
Although 84% of respondents prefer their Rooibos hot, younger consumers are also exploring iced versions, fruit-infused blends, cappuccinos and creative food pairings.
For a generation that enjoys experimenting with flavours and finding new ways to express personal taste, a familiar local ingredient can become something entirely their own.
How Young South Africans Are Reinventing Rooibos
The shift becomes more interesting when looking at how people actually drink it.
Cape Town digital content creator Asanele Sobekwa enjoys her Rooibos with plenty of lemon and a little honey. She’s also explored using the infusion in savoury dishes and cocktails, taking it beyond the traditional teacup.
Her twin sister, Anelisa Sobekwa, prefers a warm morning cup but also experiments with iced drinks and different flavour combinations. She describes Rooibos as “calm, grounded and effortlessly cool” — a fitting reflection of its ability to feel both familiar and contemporary.
In Johannesburg, IT and telecommunications professional Raydon Vetten makes his own version with frothy, sweetened milk, transforming a traditional brew into a homemade cappuccino.
Meanwhile, Durban business student Noah Von Brughan still associates Rooibos with after-school rusks and cold-weather comfort. Today, however, it’s also his go-to drink before or after a run.
These everyday experiences reveal something bigger than a change in beverage preferences. Rooibos is adapting to different routines, personalities and occasions without losing the cultural familiarity that makes it special.
Tradition Doesn’t Have to Mean Standing Still
The survey also suggests that Rooibos is holding its own against other popular drinks. Nearly two-thirds of respondents (64%) said they would choose it over coffee or other teas, with additional respondents indicating that they would make that choice sometimes or often.
For the South African Rooibos Council, this willingness to experiment is an important part of keeping the beverage relevant.
“Rooibos has always been deeply rooted in South African culture, but that doesn’t mean it has to stand still,”.
says SARC spokesperson Adele du Toit
From iced refreshments to red cappuccinos and potential Rooibos-based mocktails, the possibilities extend well beyond the traditional cup. Some consumers are even curious about exploring its use in skincare and bath products.
The opportunity is to build on an established cultural connection while allowing new generations to discover their own relationship with the drink.
A South African Favourite With Room to Grow
Rooibos has an advantage that many emerging lifestyle trends don’t: it already has a place in South African homes. Its next chapter isn’t necessarily about replacing old habits, but expanding them.
For young consumers, that could mean swapping an afternoon coffee for Rooibos, experimenting with a chilled summer blend or giving a family favourite a creative twist.
The research points to a promising combination of familiarity and curiosity. And while a survey of more than 400 consumers offers a snapshot rather than a complete picture of the market, the findings highlight a clear opportunity for Rooibos to connect with younger audiences.
