A survey of 2,000 adults found that these stress headaches break down to three times a week and that respondents recalled having brain fog just as often. Reviewing their current stress levels, the survey found that 41% said they’re at their peak stress for the year so far. [Although the survey was among Americans, the symptoms and causes of stress are similar across many countries. For example, according to Euromonitor International’s Voice of the Consumer: Health and Nutrition Survey 2021, globally, stress and anxiety now rank as the second most common health concern. Many of the other top reported issues, including sleeping problems and headaches, tend to be closely linked to high stress levels.]

Results of the new online survey – conducted by Talker Research for Traditional Medicinals between July and August 2024 – showed that while 30% are hopeful that their stress level will go down by the end of the year, a quarter of respondents think there’s a chance it’ll go up (26%). Yet, 45% have never taken a mental health day or sick day from work solely because of stress.

Comparing their stress levels to previous years, 38% of those surveyed said that 2024 has been more stressful than 2023, but less so than 2022 and the preceding years.

What is it about this year that is exacerbating their stress levels? Respondents are worried about their finances (35%), the economy (28%) and their physical health (25%). Others are troubled by the news landscape — particularly the 2024 presidential election (20%) and other world issues (19%), both of which I’m surprised are not higher percentages. In terms of how respondents are combatting these high-intensity moments, results showed that a majority feel overwhelmed during these times (58%).

What’s Stressing Americans Out?

1. Personal finances — 35%
2. The economy — 28%
3. Physical health — 25%
4. Family — 25%
5. Mental health — 24%
6. The 2024 presidential election — 20%
7. The news/world issues — 19%
8. Work — 16%
9. An unexpected life event — 15%
10. Romantic relationship — 13%

In an exclusive article for T&CTJ, “The caffeine paradox: sleep, anxiety and the endless rise in caffeine consumption,” Matthew Barry, insight manager, food & beverage, Euromonitor International, wrote, “Although consumers’ stress and anxiety levels remain high, their desire for caffeine has not waned. In fact, the demand for higher caffeine products is actually rising.”

How can these two clear trends coexist? Why are consumers eager to increase their caffeine consumption while also being concerned with their stress levels and sleep quality? Barry posited that the explanation is found in the caffeine paradox — higher levels of stress and sleep troubles lead, paradoxically, to higher demands for caffeine. “At the core of consumer stress is the desire to accomplish more. And this desire creates more stress, which leads to more caffeine consumption for sufficient energy.”

In the Traditional Medicinals survey, respondents shared that they know they’re stressed when they have trouble sleeping (42%), feel irritable (37%), fatigued (34%), have headaches (33%) or feel worried or paranoid (31%). Other respondents said their stress manifests through an inability to focus (30%), restlessness (29%), racing thoughts (27%), brain fog/mental unclarity (23%), or panic attacks (23%).

“With cold and flu season approaching, self-care and stress management are more important than ever,” said Kristel Corson, chief marketing officer at Traditional Medicinals. “Half of those surveyed believe that stress is often the main cause of them getting sick, and when asked what season is most stressful, the highest percentage of respondents (26%) said winter given seasonal changes and the holidays.”

To combat stress, 47% of respondents turn on some music, while another 39% look for comfort in their favourite TV shows and movies.

Food has its own calming effect, with nearly a fifth of respondents sharing that they have a snack (17%) or drink a cup of tea (14%) when they need to bring their stress down.

Seven in 10 agree that their overall mental health would be better if they were able to reduce their stress (71%), highlighting a need for self-care routines to be an important part of the stress solution.

However, incorporating self-care strategies into their daily life is a hurdle for one in seven Americans, leaving nearly half wishing for simple options that fit into their busy schedule (47%) as opposed to elaborate routines. When thinking about a “de-stressing regimen,” an equal percentage of respondents want long-term overall wellness and the ability to alleviate stress quickly (23% each).

“We believe in integrating ancient herbal wisdom with modern scientific advancements for a holistic approach to wellness,” said Corson. “Just 37% of survey respondents think that trendy stress relief options are successful, while nearly half felt confident in more traditional methods like yoga, meditation, or a calming tea.”

Given the conflict in the Middle East, the Russian/Ukraine war, inflation, high costs of goods, and in the US, back-to-back devasting hurricanes along with a contentious presidential election,

consumers’ stress will not likely abate anytime soon. Furthermore, high-caffeine product launches have not tempered while decaf sales remain sluggish, suggesting that the caffeine paradox, Barry highlighted in the April 2022 article will hold true for the foreseeable future.

Barry concluded the article, noting, “That leaves coffee and tea where they have always been — powerful tools in coping with the larger challenges of life. The underlying stressors of the modern world are beyond the power of the industry to solve. But manufacturers can offer a range of products to help alleviate possible burdens, from those who want as much caffeine as they can consume to those prioritising mindfulness and looking to cut back.”

Tea and coffee manufacturers have done just that. So go ahead and grab that 300+ caffeine RTD coffee, that iced ginseng wild apple mint tea, that lavender coffee latte, or chamomile lavender tea — whatever you fancy, as there’s really no choice.

• Vanessa L Facenda, editor, Tea & Coffee Trade Journal.
  Keep in touch via email: vanessa@bellpublishing.com Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal

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Traditional Medicinals developed this line of organic herbal teas to address the increasing demand for solutions to rising stress levels. A recent survey of 2,000 adults by Talker Research for Traditional Medicinals highlighted this need:
• Looking at current stress levels, 41% of those surveyed are at their peak stress for the year so far.
• Seven in 10 respondents agree that their overall outlook would be better if they were able to reduce their stress (71%).
• Stress headaches are present three times a week and respondents recalled having brain fog just as often.
• 47% of respondents seek simple self-care strategies that fit into busy schedules. Top stress relief methods include music, entertainment, snacking, and tea consumption.
• Just 37% of respondents think that trendy stress relief options are successful, while nearly half felt confident in more traditional methods like yoga, meditation, or a calming tea.

“We live in a time when responsibilities, worries, and other life events can leave us feeling tense, overwhelmed, lacking focus, and drained of energy,” said Taryn Forrelli, chief science officer at Traditional Medicinals. “Plants have always supported us in managing stress; and with tea, we can share nature’s medicine with more people in a way that is both convenient and sustainable. By harnessing the power of adaptogens and other high-quality herbs, our Stress Ease® line of herbalist-formulated teas help people build resilience and boost vitality, so they can thrive in the face of challenges.”

Introducing the New Stress Ease® Line:
• Stress Ease® Focus tea: For daily balanced energy, focus and stress support with evident effects from the first cup and consistent results with ongoing daily use, , this caffeine-free tea is a bright, minty blend featuring wild apple and adaptogens like ginseng and eleuthero for mental clarity and sustained energy.
• Stress Ease® Immune tea: For daily immune system and stress support, offering reliable benefits with regular consumption, this aromatic, warming blend with adaptogens like astragalus and reishi mushroom balances immune response and manages occasional stress.
• Stress Ease® Tension Relief tea: For quick comfort and relief of stress, tension, and irritability, this herbal, minty-citrus blend features herbs like skullcap to support the nervous system.

“In today’s world, Americans are grappling with unprecedented stress levels from various sources — financial pressures, health concerns, political uncertainty, and more. This makes simple stress management not just desirable, but essential,” said Kristel Corson, chief marketing officer at Traditional Medicinals. “Whether it’s enhancing mental focus, supporting immune function, or easing physical tension in the neck shoulders, and body, our Stress Ease® line empowers individuals to take control of their well-being, one cup at a time, so they are ready for anything.”

As part of Traditional Medicinals’ ongoing commitment to sustainability, all three teas in the new Stress Ease® line are certified organic and adhere to its rigorous certified B Corp standards. These standards ensure accountability, verification, and transparency in our ethical practices, fair relationships with farmers and collectors, and environmental stewardship. Stress Ease® Focus represents the continued evolution of our dedication to ethical sourcing with its FairWild certification, supporting wild collectors and the planet’s biodiversity.

Traditional Medicinals’ new Stress Ease® teas are now available at select retailers nationwide and online here.

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In her article, “Gendered Teas: A Marketing Strategy or Women’s Reprieve?”, our associate editor, Kathryn Brand, discusses how the ‘wellness economy’ is still surging post Covid-19. Kathryn writes: “As this movement has matured, it has, by extension, expanded and brought to the forefront wellness teas specifically catered towards women. This, combined with a growing feeling of disempowerment of women’s health needs, has resulted in a strong market demand in the women’s wellness tea category.” 

But the question remains, are these teas legitimately offering women relief or are they gimmicks? 

The words ‘disempowerment of women’s health needs’ is a frustrating but oft-true reality that has been happening for far too long, and yet continues today. Not too long ago – when I was a reporter covering the retail industry – ‘PMS’ (premenstrual syndrome) was not a ‘real’ syndrome or even an ‘ailment’, it was something ‘in women’s heads’, scoffed at and therefore not legitimised (at the time there was one, maybe two PMS pain relievers on the market). But then (in my opinion) the pharmaceutical industry seemingly ‘did the math’ and acknowledged that nearly half the global population are women (today that number is 49.6%) and might suffer from PMS not only monthly, but for many years — and the money bells started ringing. Suddenly ‘PMS-relieving’ products started flooding the market coupled with major advertising campaigns. Forward to 2022 and the global PMS and menstrual health supplements market size was valued at USD $22.6 billion per Grand View Research. So, despite its auspicious beginning, PMS was eventually realised as a ‘syndrome’ most likely because of its strong revenue potential but a new category was created that does offer relief for a specifically female-related problem. 

Years later, women’s health claims and needs are still often discounted by doctors, leading them to often look for alternative methods for care and treatment, such as holistic medicine. However, there are also women who prefer natural solutions rather than medicinal when available. Women’s wellness teas go beyond the core functional areas of energy, concentration, relaxation, gut health, skin health, etc., to target needs of women during various life stages. Thus, there are products to support women during reproductive life – from menstruation, pregnancy, nursing – to perimenopause to menopause. But are these teas offering women relief or simply catering to women’s purchasing power in a previously untapped market? Perhaps a bit of both. 

While some brands may see the category as a new potentially strong revenue stream. Some of the brands highlighted in the story, are founded by women because they saw a problem and created a product to solve it. Bethan Thomas, co-founder of HotTea Mama, and a tea scientist, told T&CTJ the motivation for establishing the brand, “It wasn’t until I got pregnant that I realised the majority of the herbal blends that I was creating, weren’t suitable for pregnancy due to many of the ingredients inside. This triggered the idea for HotTea Mama, as my best friend [and I] went through motherhood and suffered with morning sickness, struggles breastfeeding and sleeping… We wanted to make teas that were suitable for this life stage, to be both delicious and supportive.” HotTea Mama has expanded its tea line to offer teas during women’s various life stages. 

Traditional Medicinals, the herbal and botanical tea company that is celebrating its 50th anniversary this year, says it is prioritising women’s health. In the article, Kristel Corson, chief marketing officer at Traditional Medicinals, said, “We believe in providing natural and effective support for women’s health concerns, from menstrual health to pregnancy and lactation support.” 

While I truly hope none of these are simply marketing ploys, there is nothing wrong with exploring a new avenue for revenue (as brands, companies and individuals have done for decades, even centuries), as long as they are legitimately offering some type of relief or support. Support is a key word as none of these women’s wellness teas are panaceas, they are supplementary products aiming to offer holistic solutions for women. And if, in fact, they are offering support, and the more accessible and reasonably priced they are, then female consumers will benefit, and kudos to the brands. 

I recommend reading Kathryn’s article, “Gendered Teas: A Marketing Strategy or Women’s Reprieve?”, which begins on page 30 in our June issue and is the highlighted feature in this week’s newsletter to learn more about this intriguing new category.

• Vanessa L Facenda, editor, Tea & Coffee Trade Journal.
  Keep in touch via email: vanessa@bellpublishing.com Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal

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The post-Covid surge in the popularity of functional beverages is ongoing and has significantly bolstered the consumer spend and interest for such products, or rather ‘the wellness economy.’ As this movement has matured, it has, by extension, expanded and brought to the forefront wellness teas specifically catered towards women. This, combined with a growing feeling of disempowerment of women’s health needs, has resulted in a strong market demand in the women’s wellness tea category.
There is an ever growing group of companies that offer women’s wellness tea products, whether they are tea companies that have expanded their product portfolio to meet the demand, or companies which have founded themselves on the premise of supporting women through tea. HotTea Mama falls under the latter. Founded by Bethan Thomas and Kate Achilles, the brand offers consumers a selection of products to support different stages of women’s reproductive life, from menstruation, pregnancy, nursing, and menopause.

Thomas, co-founder and tea scientist at HotTea Mama, explained the premise behind the company’s founding, “It wasn’t until I got pregnant that I realised the majority of the herbal blends that I was creating, weren’t suitable for pregnancy due to many of the ingredients inside. This triggered the idea for HotTea Mama, as my best friend [and I] went through motherhood and suffered with morning sickness, struggles breastfeeding and sleeping… We wanted to make teas that were suitable for this life stage, to be both delicious and supportive. As we grew, our customers started to ask if any herbs or teas could support periods and perimenopause, and I used my tea biochemistry knowledge to create blends for this time of life too.”

Similarly, Poorvi Chordia, founder of Herbs & Kettles, which sells premium single-origin Indian teas, was inspired to create teas for women’s wellness due to personal and professional experience. “As a woman and a frontline physician, I experienced firsthand the importance of self-care and stress management, especially in the face of life’s challenges. Tea played a significant role in keeping me grounded and providing moments of solace during stressful times.”

Wollenhaupt offers a large variety of herbal teas, including a ‘Women’s Power’ blend. Image credit: Wollenhaupt

Meanwhile, Smith Tea recognised its high number of female-identifying customers and wanted to offer a product with health and wellness and “functional nourishment” as a priority, commented Sara Kaufman, product development manager and lead tea maker for Smith Tea’s Empower Mint blend, which was specifically designed with holistic women’s health in mind.

A demand for holistic wellness

Tea companies are noting and building on the idea of women as individual and important consumers with significant purchasing power. “Women’s health is a priority for Traditional Medicinals because we recognise the unique needs and experiences of women throughout their lives. We believe in providing natural and effective support for women’s health concerns, from menstrual health to pregnancy and lactation support,” shared Kristel Corson, chief marketing officer, Traditional Medicinals.

But why is it that women are turning to teas for their health needs in the age of modern medicine? It is part of the growing consensus that the Covid-19 global pandemic inspired, that self care and holistic wellness is something that should be prioritised and sought after in everyday products through functional food and drinks. “During the pandemic, we have learnt that many people have taken more time for themselves again […] People are living more consciously and paying more attention to their health and diet,” noted Michael Görres, head of product development at Wollenhaupt.

Smith Tea’s Kaufman added that “the pandemic highlighted a long-forgotten (or perhaps just overcomplicated) need for finding holistic wellness in our lives. From work-life balance to cleaner eating, the wellbeing economy supports wellness across the board and functional teas sit at the pinnacle of that.” At a time when people felt a need to have some control and agency over their health, a functional beverage market blossomed and remains a strong category even still.

But taking power and control over one’s own health, in the ways that one is able, is something particularly pertinent to women. Thomas explained that “women’s wellness and health has been hugely neglected in society and in medicine for a very long time, which has made women more open to looking at their health holistically.”

Smith Tea’s Empower Mint tea contains four herbs that cover systematic health for women of all ages and demographics. Image credit: Smith Tea

Some medical professionals cite concerns, however, that women are turning to alternative therapies “at the expense of engaging with proven medical approaches, and with conditions such as endometriosis affecting around one in ten women of reproductive age, this kind of marketing can be dangerous,” wrote Dr James Brown, senior lecturer in biology and biomedical sciences, Aston University, in a Guardian article titled “Women: beware teas with a gender agenda.”

However, this perspective overlooks the fact that many women do seek professional medical intervention, but use holistic healthcare, such as herbal teas, alongside it, or as a last resort when doctors are not able to help. “The truth is, that there is a huge medical gap in the UK, and all other countries. Women are often not recognised or heard by their doctors. Especially with conditions like endometriosis, PCOS (polycystic ovary syndrome) and adenomyosis — these are hard to diagnose and women on average have to wait 7.5 years for a diagnosis. In this time, they are forced to take charge of what they can in their diet and lifestyle to support,” added Thomas.

Studies and traditions

While it is true that women cannot necessarily expect a cure for their female-related ailments through wellness teas, there is a growing portfolio of scientific evidence and studies that show an amount of benefit can be seen from regular consumption. An example of this is an article titled “Herbal Infusions and Women’s Health: A Review of Findings with a Focus on Human Studies on Specific Infusions with Studies on Extracts to Evaluate Mechanisms,” by Gill Jenkins, Christopher John Etheridge and Pamela Mason, from the Journal of Nursing and Women’s Health sourced via Gavin Publishers. The paper demonstrated that German chamomile, rosehip and spearmint are all shown to give women health benefits in human trials. German chamomile was found to improve aspects of sleep in postnatal women, as well as being beneficial for pre-menstrual syndrome (PMS), anxiety, stress, and metabolic control.

Rose hip was associated with improved symptoms of menstrual pain, and spearmint improved hormone control. “These infusions contain a range of phytochemicals, including flavonoids, which help to explain their health outcomes. Most of the human studies indicated that 1-3 cups daily with brewing times of 5-15 minutes provided the health benefit in question,” the study noted.

Raspberry leaf, red clover, ginger and turmeric are also routinely favoured in women’s wellness tea offerings and are among those that have been used as herbal remedies stretching back generations. Companies endeavouring into women’s wellness teas have to choose how to balance verifiable scientific evidence with anecdotal and traditional uses. “We’re careful to only use ingredients that have historical use but are also backed up with research in more recent years. While the research studies are often small scale, we work with a technical agency to review new research regularly and ensure that there is as much evidence as possible to suggest that the majority of women will benefit,” said Thomas.

It is this deeply rooted historical practice that also may also be bolstering the attraction of wellness teas for women, observed Corson. “The appeal of these teas to women may be rooted in their historical connection to nature and traditional herbal practices that have long been passed down through generations of women.”

Chordia also noted that women tend to be more open to “an integrative approach towards health.” She added that “they are also more [receptive to] trying Eastern medicine which has a multitude of health benefits and often functional teas and tinctures play an important role in these alternative approaches. Women more often form communities that empower each other, and that often helps them take charge or ownership of their health and wellbeing than men.”

HotTea Mama offers a range of wellness teas for different stages of women’s reproductive life. Image credits: HotTea Mama

While many companies stress that their wellness teas can benefit both men and women, they are overwhelmingly finding that their consumer base is dominated by women and as such, are marketing their teas with this in mind. However, some view gendering teas as a marketing strategy in itself. Görres explained, “In the herbal tea sector, it can make sense to develop gender-specific teas for the respective needs and with a target-group orientated approach.”

On the whole, people tend to drink herbal teas for their health benefits as well as just their flavour, and since men- and women-identifying individuals often have different wellness needs, especially in relation to reproductive health, it makes sense for teas to be targeted in this way. Corson noted that this must be done with some care; “gendering teas can be a marketing strategy to target specific demographics and highlight the relevance of certain products to their unique needs. However, it’s essential to ensure that gendered marketing does not reinforce stereotypes or exclude potential consumers. Ultimately, the effectiveness of marketing strategies depends on the authenticity of the brand’s message and its ability to resonate with consumers’ values and experiences.”

Market movements

With herbal tea market sales expected to grow at a CAGR of 7.3 percent to USD $7,693.5 million between 2023 to 2033, according to market research company, Future Market Insights, there is no doubt a driver of this is consumers’ search for products to improve their health and play a functional role in their beverage consumption. The trend for customisation is expected to influence this market with consumers wanting tea formulations for their specific health concerns, including women’s wellness. These are also anticipated to grow in the organic and ‘natural’ space as “people are making a conscious decision to drink better quality teas that are organic, directly sourced and fresh, farm to cup,” said Chordia.

While some may consider women’s wellness teas a trend or marketing gimmick, and for some companies that may be true, but there are equally companies that are investing in the research and utilising centuries old traditions of herbal remedies to give women comfort, relief, relaxation, or even just a moment of pause to enjoy a delicious cup of tea. And with the functional market and ‘wellbeing economy’ ever-growing, this category is not expected to go away any time in the foreseeable future.

• Kathryn Brand is an associate editor on T&CTJ, while still writing for several of Bell’s other magazines. She joined Bell Publishing after graduating from the University of East Anglia with a degree in English Literature and Creative Writing. She may be reached at: kathryn@bellpublishing.com.

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“Music artists have been using Throat Coat tea for years as part of their voice care, including Dave Matthews,” said Traditional Medicinals chief marketing officer, Kristel Corson. “We found an opportunity to harness this fan base to expand the visibility for our top Throat Coat brand into new occasions. Our ‘Voices are for Using, Not Losing’ campaign celebrates expression and how our Throat Coat brand has championed voices for almost 50 years, with a soothing cup of tea or now lozenges that can be used while on-the-go.”

Traditional Medicinals’ campaign demonstrates how Throat Coat products can be used to support voices, such as at concerts or sports events. As a user of Throat Coat and with a penchant for environmental causes, Dave Matthews and Traditional Medicinals also found alignment advocating for the health of the planet.

Traditional Medicinals’ business is rooted in plants, and it’s a business imperative that the company care for the ecosystems where these plants live and thrive. Traditional Medicinals believes that everything is interconnected, which means supporting the ecosystems, farmers, and collectors who harvest and gather their herbs.

Traditional Maedicinals’ products are certified organic and use non-GMO ingredients and renewable energy, in order to uphold its so called three pillars of sustainability: environmental protection, social equity and economic viability.

Traditional Medicinals’ classic Throat Coat’s original formula launched almost 50 years ago, and since the company has been sourcing their slippery elm bark from Appalachia, where wildcrafters harvest the bark sustainably by hand to protect the trees for future generations.

As part of the REVERB Eco-Village activation, Traditional Medicinals will be donating up to $20,000 to nonprofit Appalachian Sustainable Development (ASD), which works towards building a thriving regional food and agriculture system that creates healthy communities, respects the planet, and cultivates profitable opportunities for Appalachians.

“We’re looking forward to having Traditional Medicinals as our Eco-Village partner on this year’s Dave Matthews Band tour,” said REVERB’s director of projects Lara Seaver. “Their work to support agricultural sustainability practices and the communities where they source aligns perfectly with our mission. This year’s Eco-Village will also include opportunities for fans to learn about electric vehicles, participate in research about sustainable concert travel, register to vote, and connect with The Nature Conservancy.”

The Throat Coat family includes:

• Throat Coat Original: Sweet with a distinct liquorice taste. Organic Throat Coat tea supports mucous membrane health while creating a relaxed, healthy feeling in the throat and respiratory system.
• Throat Coat Lemon Echinacea: Using wild liquorice from Central Asia, this formula blends marshmallow root and liquorice with echinacea.
• Throat Coat Eucalyptus: This tea delivers throat-soothing support and respiratory wellness. Understanding that two of the most common seasonal challenges come paired together, it combines marshmallow root, slippery elm, and liquorice, with eucalyptus.
• Throat Coat Lozenges: These provide on-the-go support when you need to soothe a sore throat or relieve a cough. Available in Eucalyptus Mint, Lemon Echinacea, and Sweet Orange Fennel.

Throat Coat Tea and Lozenges are available at retailers nationwide and online at traditionalmedicinals.com.

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