The Europe Tea Market is entering a dynamic new phase marked by stronger consumer focus on health, sustainability, premium blends, and digital retail experiences. According to Renub Research, the Europe Tea Market is anticipated to grow from US$ 20 billion in 2024 to US$ 33.71 billion by 2033, expanding at a CAGR of 5.97% between 2025 and 2033.

This momentum reflects not only Europe’s longstanding tea culture but also a new wave of demand led by wellness-oriented consumers, specialty tea startups, and innovative retail channels reshaping how Europeans buy and consume tea.

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Europe Tea Market Outlook

The Australian industry’s export success over the past decade has largely been driven by trade with China. Total exports are now valued at $1.02bn.

Today, China (including Hong Kong) continues to dominate as the largest export destination, accounting for $690million, or 68 per cent of total exports.

However, diversification is gathering pace, with Vietnam strengthening its position as the second-largest market ($86 million, 8 per cent), followed by New Zealand ($49 million, 3 per cent), South Korea ($32 million, 3 per cent) and Thailand ($31 million, 3 per cent).

The data was revealed in trade body Complementary Medicine Australia’s (CMA) 2025 Industry Snapshot, which was launched at its annual summit, attended by NutraIngredients, last week.

The report also noted that new export opportunities were also arising, noting that “emerging demand in the United Arab Emirates further highlights Australia’s growing footprint in premium health and wellness products. Together, these markets reflect both resilience and opportunity, driven by rising incomes, a stronger focus on preventive health and ongoing demand for clean, safe and evidence-based products.”

Despite this, China remains the anchor market for Australian supplements, both as a direct export destination and through cross-border e-commerce.

The report stated that E-commerce continues to dominate distribution, now accounting for more than 60 per cent of China’s supplement sales in 2025.

“Innovation in formats such as gummies, vegan and plant-based supplements, and beauty-linked products is closely tied to these digital retail channels, providing powerful cross-border pathways for Australian brands reach Chinese consumers who increasingly value quality, authenticity and transparency,” it added.

“Australia’s reputation for ‘clean and green’ products, combined with its world-class manufacturing standards and regulatory alignment, ensures that demand from Chinese consumers remains robust.”

Meanwhile, Vietnam has rapidly emerged as one of the most dynamic markets for Australian exports. In 2024, exports reached $86 million, representing 8 per cent of Australia’s total exports and consolidating Vietnam’s position as the second-largest destination after China.

The report added: “E-commerce is playing an increasingly central role in Vietnam’s health and wellness market. From a single-digit share in 2015, online sales now account for more than 20 per cent of complementary medicines purchases by 2025. This shift has been accelerated by high digital engagement, with Vietnamese consumers turning to online platforms for convenience, product discovery and trusted international brands.

”For Australian exporters, Vietnam represents a powerful diversification opportunity. Rising disposable incomes, an expanding middle class, and strong consumer trust in Australian made products combine to create fertile ground for growth.”

Beyond China and Vietnam, other markets combine to generate a quarter of Australia’s export revenue, with India standing out as one of the other fastest-growing opportunities.

“The country’s complementary medicines market is forecast to expand at 9.0 per cent CAGR to 2030, with sports nutrition emerging as a breakout category at 15.9 per cent CAGR. This reflects India’s rapidly urbanising population, a surge in fitness culture, and increasing adoption of preventive health solutions among younger consumers,” the report noted.

Thailand and Malaysia are also demonstrating solid growth momentum. In Thailand, the complementary medicines market is projected to expand at steady rates, with sports nutrition growing at 8.0 per cent CAGR.

Malaysia is experiencing even faster growth, with sports nutrition up 10.4 per cent CAGR, supported by high health awareness and rising incomes. Ingestible beauty is also booming across ASEAN – beauty ranks among the top vitamin and dietary supplements categories in Thailand, Malaysia, and Singapore.

CMA CEO John O’Doherty said trust was a key factor in achieving exports growth.

“Trust – both at home and abroad – remains one of our industry’s greatest strengths,” he said.

“In 2025, 84 per cent of Australians expressed confidence in the safety and quality of complementary medicines, while international consumers consistently rank Australian-made products among the most trusted in the world. ‘Made in Australia’ continues to carry exceptional value, particularly in Asia, where exports exceeded $1 billion in 2024. As trade diversifies across South East Asia and emerging markets, our reputation for integrity and quality will continue to set Australia apart.”

TEMPO.CO, Jakarta – Matcha has become a social media trend among Gen Z and is quickly gaining a reputation as a health-boosting beverage thanks to influencers touting its antioxidant benefits.

However, matcha has recently come under scrutiny after some people reported iron deficiency due to excessive consumption. If you enjoy matcha every day, there’s no need to stop drinking it; a few simple strategies can help minimize its impact on iron levels.

Dr. Joseph Salhab, a Florida-based gastroenterologist and health content creator specializing in digestion, liver, pancreas, and nutrition, sets the record straight about matcha and its controversial impact on iron absorption.

In an Instagram video shared on December 2nd, the gastroenterologist outlined strategies for minimizing matcha’s effects on iron absorption, offered guidance on safe consumption, and highlighted ways to enhance iron absorption from food sources.

Matcha Interferes with Iron Absorption

Dr. Salhab emphasized that while matcha is rich in antioxidants and generally beneficial, it can interfere with the absorption of some types of iron, and excessive consumption can lead to iron deficiency in severe cases.

He explained, “Although green tea and matcha are good sources of polyphenols, they may affect the absorption of non-heme iron, which is the iron obtained primarily from vegetables and non-meat sources.”

Dr. Salhab outlined simple tips to help reduce the impact of matcha on iron absorption.

1. Don’t consume matcha or green tea with or immediately after eating iron-rich foods. Wait at least one to two hours to minimize interference.

2. To improve iron absorption, pair iron-rich foods—especially those from plant sources—with foods rich in vitamin C such as bell peppers, citrus fruits, or strawberries.

3. Cook plant-based iron sources whenever possible, as iron from raw foods is often absorbed less efficiently than iron from cooked foods.

4. Limit matcha consumption to one cup a day if you are at risk of iron deficiency, and avoid drinking it throughout the day and around mealtimes.

5. Get your iron levels checked regularly.

HINDUSTAN TIMES

Read: Does Drinking Matcha Really Cause Hair Loss?

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There’s no silver bullet, and plenty of “energy-boosting” fitness and wellness products are more hype than anything else. However, there are some science-based ways to boost your energy if you’re feeling sluggish at the gym. Can you really sip your way to more energy? Gulping gallons of coffee every week isn’t the recommended approach to powering through that workout.

Research shows green tea consumption can actually help prevent the production of reactive oxygen species and improve sports performance.

Catechins in green tea

Exercising, particularly in more intense or longer sessions, can cause your body to produce free radicals, which are unstable molecules. When these free radicals build up in your body, higher numbers lead to oxidative stress — a condition involving tiredness and slower workout recovery.  The powerful antioxidants in green tea, particularly catechins like EGCG, help neutralize and combat these free radicals, which can help your body better handle the stress of exercise.

Boost performance

In research published in the International Journal of Environmental Research and Public Health, the authors revealed that green tea consumption can boost endurance and reduce fatigue. Of course, again, it’s not a magic remedy that will solve all of your gym woes, but it’s certainly worth considering if you’re looking to add a little pep in your step. Green tea improves your body’s ability to use fat as a fuel, and that could help your stamina in the gym. Researchers from different studies have also pointed out how this could be useful for weight loss.

Boosting nitric oxide (NO)

This research also shows green tea boosts nitric oxide, which helps to widen your blood vessels, allowing more oxygen to get to your muscles. More oxygen could mean better performance and less tiredness.

Anti-inflammatory effect

The anti-inflammatory effects of this vibrant tea could help lower muscle pain and exercise-related muscle damage.

The combo of green tea and exercise

Combining green tea with exercise could help you feel less tired and burn more fat during your workouts, according to the research. It’s also a safer option to improve performance for most people, and it doesn’t come along with a risk of harmful side effects. Green tea can act as a natural performance enhancer if you drink it regularly, particularly before or around exercise. Research shows you can improve your endurance, lower fatigue, recover faster, and help combat oxidative stress.