The US Botanical Adulterants Prevention Program (BAPP) has published a Laboratory Guidance Document on the adulteration of ashwagandha (Withania somnifera) root and root extract. The publication evaluates analytical methods to authenticate the ingredients and detect adulteration with lower-cost materials.

With a long history of use in Ayurvedic medicine, ashwagandha is a well-known botanical in the US. It is used for various benefits, such as serving as an adaptogen to help manage stress and anxiety, invigorating and strengthening the body, and improving sexual stamina. 

The botanical is also used for its anti-inflammatory and immunomodulatory effects.

“Ashwagandha has become one of the most popular ingredients in botanical dietary supplements,” says Stefan Gafner, chief science officer of the American Botanical Council (ABC), one of the founding organizations of BAPP. 

“An especially rapid increase in sales was observed in the later months of the COVID-19 pandemic, when many consumers used ashwagandha to help them adapt to the stressful situations that the pandemic created. At that time, the production could no longer keep up with the demand, which led to an increase in the marketing of mislabeled and adulterated ingredients.” 

Gafner notes that, unfortunately, this misbranding and adulteration persisted. “We hope that this new BAPP Laboratory Guidance Document can help companies detect low-quality and adulterated ingredients before they are purchased to be used — and deceptively labeled as ‘root’ in consumer products.”

Detecting adulteration

Innova Market Insights data indicates that ashwagandha remains the most popular herb globally in botanical supplements. In 2024, it was found in 10% of all botanical and herbal supplement launches globally. 

The publication helps to assess whether lower-cost ashwagandha leaves and stems have been added to root powders or root extracts.Amid growing ashwagandha sales, ABC highlights reports that undeclared ashwagandha leaves and stems have been added to root powders or root extracts, even where certificates of analysis and finished herbal product labels claimed the contents were only root materials.

These aerial parts are available at a lower cost and contain some of the same phytochemical compounds as the roots, mainly withanolides. Therefore, test methods that only assess the presence of withanolides are “inadequate and unsuitable” to detect adulteration of ashwagandha root with undisclosed plant parts. 

The BAPP Ashwagandha Laboratory Guidance Document also details the chemical composition of ashwagandha and potentially confounding materials, including the roots of unrelated plants such as mucuna (Mucuna pruriens) and fenugreek (Trigonella foenum-graecum). 

Moreover, it outlines the suitability and limitations of 22 different laboratory analytical methods for authenticating ashwagandha root and detecting adulteration.

Product labeling

Products that fully disclose both ashwagandha leaf and root materials in an ingredient or the finished product are not the focus of the new guidance document. 

Mark Blumenthal, founder and executive director of ABC and founder of BAPP, emphasizes that such properly labeled products would not be considered adulterated or misbranded. He says that adulteration and fraud occur when lower-cost ingredients are added to a product and intentionally concealed by the seller for unfair economic gain. 

The guidance document also details the chemical composition of ashwagandha and potentially confounding materials, like fenugreek.The guidance document was peer-reviewed by 20 experts in the quality control of medicinal plants from nonprofit organizations, contract analytical laboratories, and the US and international herbal industries.

The publication is BAPP’s 17th laboratory guidance document and is freely available on the ABC website for registrants.

Previously, the program also published a bulletin aimed at preventing the adulteration and mislabeling of bacopa (Bacopa monnieri), which shares the common Sanskrit name “brahmi” with another plant of similar properties, gotu kola (Centella asiatica).

Ashwagandha in the news

Scientific research supports the wide range of health benefits associated with branded ashwagandha extracts, particularly in enhancing mental well-being. 

For example, Arjuna Natural’s Shoden ashwagandha has secured a stress and sleep aid endorsement from Health Canada. The company notes that a low dose of its ingredient can reduce cortisol levels and stress, while identifying that withanolide glycosides can boost the botanical’s bioavailability. 

Meanwhile, clinical research supports Kerry’s ashwagandha ingredient, Sensoril, in enhancing the quality of life and health of postmenopausal women.

At the same time, the botanical has come under increased scrutiny among European food safety agencies due to safety concerns associated with the botanical, despite its use for thousands of years in traditional remedies. Nutrition Insight previously discussed the botanical’s health risks and the market impact of legal authorities advising against its use with key players and experts. 

If K-beauty is your obsession, you’ll want to know all about the Dr. Ceuracle Vegan Kombucha Tea Essence.

This Korean gem is next on my to-try list, mainly because of its ingredients and ability to smooth, soothe, and offer a glowing complexion.

A key player in the formula is the Vegan Tea Complex, which features a substantial 78% blend of kombucha tea extract, green tea leaf water, and Saccharomyces ferment. Kombucha, the fermented black tea powerhouse, brings probiotics and vitamin B into the mix for skin immunity, detox, and balance.

The green tea leaf water (Camellia Sinensis) offers vitamins, amino acids and tannins to calm and detoxify further. Sunflower seed oil nourishes and supports the barrier, and various botanical extracts like Centella Asiatica and Schisandra Chinensis fruit work to refine texture and bring an antioxidant boost. The formula is also alcohol-free, doesn’t contain essential oils or strong fragrance, making it gentler on sensitive skin.

The texture of this essence is part cream, part toner, offering extra hydration to make skin feel plush.

After cleansing (and toning), shake the bottle until the white milky layer is blended, then dispense into your palms and gently pat onto the face and neck. For dry skin days, applying two or three thin layers is recommended. For oilier or combo types, one layer may suffice.

In your K-beauty routine (which you know I take seriously), use it morning and/or night after cleansing, along with toner. Shake the bottle, pour into your palm, smooth across the face, neck, and décolletage. Then follow with your usual serum and moisturizer. Because of its barrier-support and oil-water balancing features, it’s especially brilliant when your skin is feeling slightly irritated, dehydrated, dull, or uneven in texture.

One of the things I love (and you will too) is the value point: for an essence that performs like a cream and toner, this sits in a very fair price bracket for K-beauty. For the quality, it’s widely regarded as a top-rated formula.

The ingredient list is serious, the performance is backed by user experience, and the brand credentials are solid. It gives that luxury essence feel for less.

The bottom line

If you’re deeply into K-beauty (and clearly you are if you’re reading this), and looking for a single essence that detoxes and smooths texture without irritation, the Dr. Ceuracle Vegan Kombucha Tea Essence is absolutely worth your attention.

It sits at a sweet intersection of performance and value and fits beautifully into routines designed to soothe and elevate your skin.

This article was written by Victoria McDonnell, New York Post Commerce Journalist & Content Strategist, who has spent countless hours researching, testing hundreds of products and comparing the latest makeup, skincare, hair and beauty items and trends to determine what’s truly worth your hard-earned cash. She evaluates formulas, textures, ingredients and more, in addition to consulting medical and industry experts. Some of Victoria’s latest conquests include testing the best vitamin C serums on the market, and a rinse-and-repeat review of the best shampoos of 2025. Victoria, who received a beauty industry essentials certification from the Fashion Institute of Technology, has been creating shopping guides for the New York Post since 2021 and previously held positions at Insider Reviews and CNN Underscored.

This article was written by Victoria McDonnell, New York Post Commerce Journalist & Content Strategist, who has spent countless hours researching, testing hundreds of products and comparing the latest makeup, skincare, hair and beauty items and trends to determine what’s truly worth your hard-earned cash. She evaluates formulas, textures, ingredients and more, in addition to consulting medical and industry experts. Some of Victoria’s latest conquests include testing the best vitamin C serums on the market, and a rinse-and-repeat review of the best shampoos of 2025. Victoria, who received a beauty industry essentials certification from the Fashion Institute of Technology, has been creating shopping guides for the New York Post since 2021 and previously held positions at Insider Reviews and CNN Underscored.

The global tea market is anticipated to witness consistent growth in the coming years, reflecting its vital role as one of the most consumed beverages worldwide. The market size is expected to be valued at US$18.4 billion in 2025 and projected to reach US$28.0 billion by 2032, expanding at a compound annual growth rate (CAGR) of 6.2% during the forecast period from 2025 to 2032. This growth trajectory is driven by evolving consumer preferences toward healthier and more natural beverages, the increasing popularity of specialty and herbal teas, and rising awareness of the health benefits associated with tea consumption.

Tea has long been an integral part of global culture, known for its refreshing and therapeutic properties. The market continues to expand as consumers seek wellness-oriented products with added functional benefits, such as green tea, matcha, and chamomile. Furthermore, the growing penetration of premium tea brands, innovative flavors, and convenient packaging formats, including ready-to-drink (RTD) teas and tea pods, are contributing significantly to the market’s expansion. The rising influence of e-commerce platforms and direct-to-consumer models has also enhanced accessibility, supporting the growth of both global and regional brands.

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What factors are contributing to the increasing demand for tea globally?

The global demand for tea is increasing primarily due to its perceived health advantages, including its role as an antioxidant-rich beverage that supports metabolism, cardiovascular health, and relaxation. Rising disposable incomes, urbanization, and a shift toward organic and natural products have further boosted consumer inclination toward tea. Additionally, tea’s versatility in flavors, varieties, and consumption formats has expanded its appeal across age groups and regions. The growing adoption of green and herbal teas among health-conscious consumers, combined with the proliferation of premium café chains and specialty stores, is further driving sales.

Moreover, the convenience of ready-to-drink teas and the availability of functional blends targeting immunity, detoxification, and mental wellness are reshaping market dynamics. The rising popularity of sustainable and ethically sourced tea products also aligns with the growing trend of conscious consumerism.

Segmentation Analysis

By Type

The tea market is segmented into several key categories, including black tea, green tea, oolong tea, white tea, herbal tea, and others. Among these, black tea currently dominates the global market, attributed to its widespread consumption across Asia-Pacific, Europe, and North America. Its robust flavor, longer shelf life, and easy availability have made it a staple in households worldwide. However, the green tea segment is anticipated to register the fastest growth during the forecast period, driven by increasing health awareness and the global rise in wellness-focused lifestyles. Green tea’s rich antioxidant profile and its benefits related to weight management, stress reduction, and immunity enhancement continue to attract consumers.

Herbal and specialty teas are also gaining significant traction, particularly among millennials and Gen Z consumers, who are exploring novel tea experiences with unique flavor infusions such as turmeric, ginger, hibiscus, and peppermint. The surge in demand for caffeine-free and organic beverages further supports the herbal tea segment’s growth potential.

By Distribution Channel

The tea market’s distribution channels include supermarkets and hypermarkets, convenience stores, specialty stores, online retail, and others. Supermarkets and hypermarkets hold the largest market share, owing to their extensive reach and wide assortment of brands catering to different consumer segments. However, the online retail segment is projected to grow at a remarkable pace over the forecast period, fueled by digital transformation and the increasing adoption of e-commerce for everyday purchases. Online platforms provide consumers with access to a broader range of international and artisanal tea products, often supported by promotional offers and subscription models.

Specialty tea boutiques and café chains also play a critical role in enhancing consumer experiences, particularly in urban markets. They offer customized blends, premium packaging, and tasting experiences that help educate consumers about tea quality and provenance.

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Regional Insights

Asia-Pacific dominates the global tea market, accounting for the largest revenue share, led by major tea-producing and consuming countries such as China, India, Japan, and Sri Lanka. The region’s rich heritage in tea cultivation and consumption, coupled with favorable climatic conditions, continues to sustain its leadership position. China and India, in particular, serve as both major producers and consumers, with robust domestic markets and strong export capabilities. The rising adoption of green and oolong teas in East Asia also underscores the region’s contribution to global growth.

Europe represents another significant market, characterized by growing demand for premium and specialty teas, especially in countries like the United Kingdom, Germany, and France. The UK’s traditional tea culture, combined with the increasing popularity of herbal and wellness blends, drives regional consumption trends. North America is emerging as a promising market, with the United States witnessing rising demand for organic, RTD, and flavored tea products.

Meanwhile, the Middle East and Africa are expected to record the fastest growth during the forecast period, driven by rising disposable incomes, expanding retail networks, and a cultural affinity for tea consumption. The growing influence of international brands and the emergence of local premium players are further stimulating regional market expansion.

Unique Features and Innovations in the Market

Modern advancements in tea production, packaging, and flavoring are reshaping the global market landscape. Innovations such as cold-brew tea, nitrogen-infused tea, and functional tea blends have transformed traditional perceptions of the beverage. Tea producers are increasingly leveraging sustainable and eco-friendly packaging solutions to cater to environmentally conscious consumers. Moreover, smart technologies and AI-driven tools are being integrated into supply chain management and quality control to enhance efficiency and traceability.

IoT-based tracking systems are being implemented to monitor tea plantation health and optimize yields, ensuring consistent quality from farm to cup. Additionally, data analytics are being used to predict consumer preferences and develop targeted product innovations. The rising adoption of automation in tea processing and the use of advanced brewing technologies in cafés and households are also contributing to enhanced convenience and consistency.

Market Highlights

Businesses and consumers are increasingly adopting tea products not just for their traditional appeal but also for their modern versatility. The beverage’s adaptability to different formats, including RTD and instant tea, aligns with fast-paced lifestyles. Sustainability plays a central role in market development, with companies emphasizing fair trade sourcing, organic certification, and recyclable packaging.

Furthermore, governments and regulatory bodies are promoting healthier beverage alternatives, which indirectly favor tea consumption over sugar-laden soft drinks. The shift toward functional foods and beverages also supports the integration of fortified teas containing vitamins, minerals, and herbal extracts. The emphasis on cost efficiency, improved shelf life, and premium branding continues to shape market strategies.

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Key Players

Starbucks Corporation

Wissotzky Tea

Nestle S.A.

Associated British Foods

Tata Global Beverages

R. Twining and Company Limited

Dilmah Ceylon Tea Company PLC.

Bigelow Tea

PepsiCo

YORKSHIRE TEA

Caraway Tea

The Republic of Tea

Competitive Landscape

The global tea market is highly competitive, characterized by the presence of established international brands and emerging regional players. Key companies are focusing on product diversification, sustainable sourcing, and technological advancements to strengthen their market presence. Starbucks Corporation continues to expand its tea portfolio through innovative offerings and café-based experiences under its Teavana brand. Wissotzky Tea maintains its market position through a combination of tradition and modern product innovation, introducing premium blends and wellness-focused teas.

Nestle S.A. leverages its strong global distribution network to promote tea-based beverages and RTD products, catering to evolving urban lifestyles. Associated British Foods, through its subsidiary Twinings, continues to emphasize heritage and craftsmanship while exploring modern flavor profiles. Tata Global Beverages, a prominent name in the Indian and international markets, is focusing on sustainability and digitization across its value chain. Dilmah Ceylon Tea Company PLC. and Bigelow Tea remain committed to authenticity and ethical sourcing, appealing to conscious consumers.

PepsiCo’s investments in RTD tea brands and health-oriented beverages reinforce its diversified portfolio strategy. YORKSHIRE TEA continues to strengthen its regional dominance in the UK through consistent quality and branding efforts, while Caraway Tea and The Republic of Tea focus on organic, artisanal, and innovative blends that attract niche segments. The competitive landscape is expected to intensify as new entrants introduce digital-first business models and eco-friendly packaging innovations.

Outlook

The global tea market is poised for sustained expansion over the next decade, driven by innovation, health consciousness, and evolving consumer behavior. The growing popularity of green, herbal, and functional teas will redefine market dynamics, while advancements in packaging and supply chain technology will enhance quality and sustainability. Emerging markets across Asia-Pacific and Africa present lucrative opportunities for both established brands and new entrants.

The increasing role of digitalization and e-commerce, coupled with supportive regulatory frameworks promoting sustainable agriculture, will further strengthen the industry’s growth prospects. As consumers continue to prioritize health, flavor diversity, and ethical sourcing, the global tea market will remain a dynamic and profitable sector within the broader beverage industry.

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