Turmeric Latte Takes the Lead

What if we told you that the humble Turmeric Latte is set to dominate the South African beverage scene? Our data shows a staggering 36% year-on-year increase in searches for this spiced drink, climbing from approximately 41343 searches in 2022 to a forecasted 54407 by 2028. This represents a bold shift in South African tastes, underlining a transition towards health-conscious beverages that are both delicious and functional.

But what does it mean? The data tells us that consumers are not just looking for the next trendy drink; they are actively seeking out health benefits, as turmeric is renowned for its anti-inflammatory properties. The standard coffee shop experience is being redefined. Venues like Truth Coffee in Cape Town and Bean There in Johannesburg will need to adapt their menus accordingly or risk being left behind.

Moreover, while the Western Cape maintains a competitive edge in beverage searches, suggesting it might lead the charge in this new trend, Gauteng's larger population cannot be ignored. With approximately 18.2 million people, a smaller percentage shift in interest here can lead to a massive number of additional searches. The log says that Gauteng, with its high search volume, must capitalize on this trend or watch the Western Cape seize market share.

Data from PartyTrends chart
RegionValueYoYVerdict
202241,343—Chasing
202334,800—Chasing
202440,910—Chasing
202551,240—Chasing
202647,247—Chasing
Headline from the data

Turmeric Latte peaked at ~54,407 annual searches in 2028 (+5% vs 2027). 2028 is tracking ~54,407 (projected full year).

Market Dynamics: Winners and Losers

The implications of the rising interest in Turmeric Latte are profound for the South African market. As health trends continue to dominate consumer preferences, brands that pivot early into this space will have a significant advantage. The trend illustrates a move away from more traditional beverages such as soft drinks and even standard coffees, with shoppers actively seeking out healthier alternatives amid a backdrop of rising health consciousness.

Interestingly, Gauteng's dominance in beverage searches puts it at a pivotal crossroads. While it has the numbers, the province must also contend with rising living costs and the impact of load-shedding, which are significant players in the retail landscape. On the other hand, the Western Cape, especially areas like Cape Town’s CBD, represents a burgeoning market for premium beverage options—especially those that cater to health trends.

41343
2022
leader
34800
2023
challenger
Yearly share
2022
19.2%
2023
16.1%
2024
19%
2025
23.8%
2026
21.9%
Key takeaways
  • Winner: See chart
  • Checkers, Pick n Pay, Woolworths — lead retail channels
  • Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026

Consumer Behaviour: What’s Brewing?

So, what does this growing interest in Turmeric Latte reveal about the South African consumer? For one, it highlights a marked shift towards health-conscious choices, particularly among millennials and Generation Z who are more engaged in wellness and sustainability than their predecessors. This demographic is increasingly using platforms like Mr D and Uber Eats, showing a willingness to spend more on quality beverages that align with their lifestyle choices.

Furthermore, the demand for Turmeric Latte isn't just a trend confined to affluent suburbs like Sandton or Constantia; it's beginning to ripple outwards into townships and more diverse areas. This presents an opportunity for brands to expand their reach and meet the evolving tastes of the entire population. In essence, we are witnessing a cultural shift where traditional beverages are being challenged by health-forward options, dramatically reshaping shopping behaviours.

2028 projection
~54,407
Give it a year — Turmeric Latte is going mainstream
PartyTrends linear fit on seasonally adjusted annual totals

What retailers should do

For retailers such as Pick n Pay, Checkers, and Woolworths, the rise of the Turmeric Latte presents a golden opportunity to revamp their beverage aisle. Stocking brands like Earth Café's Organic Turmeric Latte Mix or Twinings' Turmeric Infusion can attract health-conscious shoppers seeking this trendy beverage. Particularly, Pick n Pay stores in urban areas should consider dedicated wellness sections to highlight such products.

Moreover, retailers should look into collaborations with local cafes to create bespoke products that could drive foot traffic into stores. Woolworths has already seen success with their premium ready-to-drink beverages; now is the time to expand into niche markets like health-focused lattes. Ignoring this trend could lead to a missed opportunity as the market moves towards these innovative offerings.

Retail action — stock this
Pick n PayCheckersShopriteWoolworths
Local favouritesPremium imports