The Rise of High Tea: A Growing Trend

As we dive into the world of high tea, the data reveals a fascinating picture. High tea averages approximately 17,485 searches per month in South Africa, showcasing a significant interest in this elegant tradition. Despite a slight decline of 8% year-on-year, the projected trajectory indicates a resurgence, with expectations to reach around 139,382 searches annually by 2028. This is remarkable considering the fluctuating consumer behavior over the past few years.

What jumps out is the resilience of high tea as a concept in the South African market. While many categories experience drastic shifts in popularity, high tea appears to maintain a certain level of appeal, suggesting that it resonates strongly with a segment of the population. The data tells us that, even in a climate marked by economic uncertainty and chang consumer priorities, high tea remains a cherished pastime.

Our read on this chart is that the allure of high tea is evolving. As younger generations embrace this tradition and seek unique social experiences, the search trends align with a broader cultural shift towards leisurely dining and refined social gatherings. The inherent flexibility of high tea allows for various interpretations, from family events and bridal showers to corporate gatherings, making it a versatile offering for retailers.

Data from PartyTrends chart
RegionValueYoYVerdict
2022244,707—Chasing
2023195,260—Chasing
2024217,650—Chasing
2025224,190—Chasing
2026147,214—Chasing
Headline from the data

High Tea peaked at ~244,707 annual searches in 2022. 2028 is tracking ~139,382 (projected full year).

Market Dynamics: High Tea in South Africa

For the South African market, the increasing interest in high tea presents an exciting opportunity. Gauteng, with its larger population and robust middle class, is expected to lead the demand for high tea experiences, particularly in metropolitan areas like Sandton and Rosebank. This trend aligns with an overall rise in disposable income, allowing more consumers to indulge in premium dining experiences.

Meanwhile, the Western Cape shows a unique dynamic due to its tourism-driven economy, particularly cities like Cape Town and Stellenbosch, which are known for their luxurious venues and picturesque settings ideal for high tea. This suggests that marketers should tailor their strategies differently for Gauteng and Cape Town, catering to the local preferences and tourism-driven demand.

December spikes in searches typically coincide with festive celebrations, indicating a seasonal trend that retailers can capitalise on. However, with factors like load-shedding affecting both retail operations and consumer spending, brands must innovate to remain relevant in this fluctuating market. The current economic landscape necessitates a strategic approach to reaching consumers who might be tightening their household budgets while still seeking indulgent experiences.

244707
2022
leader
195260
2023
challenger
Yearly share
2022
23.8%
2023
19%
2024
21.2%
2025
21.8%
2026
14.3%
Key takeaways
  • Winner: See chart
  • Checkers, Pick n Pay, Woolworths — lead retail channels
  • Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026

Decoding Consumer Behavior: High Tea Searches

The search behavior surrounding high tea provides rich insights into the South African consumer mindset. It appears that high tea is not merely a nostalgic indulgence; rather, it has become a symbol of social status and refinement. Consumers are increasingly seeking curated experiences that offer both quality and a touch of elegance, as evidenced by the rise in searches for high tea venues and related recipes.

Generational shifts are also noteworthy. Younger consumers, particularly Millennials and Gen Z, are driving the trend with their affinity for unique experiences. This demographic is more inclined to utilize platforms like Mr D and Uber Eats to order high tea offerings for home gatherings, showcasing a blend of traditional and modern dining experiences. It suggests a growing desire to host high tea at home, further expanding the market's reach.

Additionally, the contrast between affluent suburbs and townships speaks to the evolving cultural landscape. While high tea may traditionally have been associated with affluent areas like Constantia or Bryanston, there is a burgeoning interest in more accessible versions in diverse locales. This indicates a potential for growth across various market segments as high tea becomes a more inclusive experience.

2028 projection
~139,382
High Tea: the forecast to 2028
PartyTrends linear fit on seasonally adjusted annual totals

What retailers should do

For retailers, particularly giants like Pick n Pay, Checkers, and Woolworths, aligning product offerings with high tea trends is vital. Stocking quality loose leaf teas, artisanal pastries, and elegant tableware can position these stores as go-to destinations for high tea essentials. Brands like Dilmah and Twinings already enjoy considerable traction and should be highlighted in promotions aimed at high tea enthusiasts.

Moreover, retailers should consider exclusive high tea packages in collaboration with local bakeries, such as Paul Bakery or the popular Niko’s Bakery in Johannesburg, to entice consumers looking for a full experience. Seasonal promotions during December targeting festive high tea gatherings could further boost sales.

Additionally, emphasizing convenience products for home preparation, such as pre-made sandwiches or platters, can cater to the growing trend of hosting high tea at home. Aligning promotions with emerg trends in home entertaining presents a lucrative opportunity for retailers to tap into this expanding market.

Retail action — stock this
Pick n PayCheckersShopriteWoolworths
high tea averages ~17,485 searches a monthParty CityAce Party SuppliesBalloon Emporium