Every year, af&co., a leading boutique restaurant and hospitality consulting firm, and Carbonate, a boutique creative services and brand communications agency, release their annual hospitality trends report. This year’s is called “Through the Looking Glass: Finding Your Way in a New Era of Hospitality.”
Now in its 14th edition, the 2022 report – which looks at upcoming trends – offers several insights that will inspire the tea industry in the year ahead.
This Bubble Won’t Burst
Already a cultural phenomenon across Asia, bubble tea has taken hold in the United States – especially amongst Gen Z. This has led to the rapid expansion of brands in the category; popular Taiwan-based bubble tea brand Gong cha – known for the high quality of its products, including sourcing from the finest tea estates across Asia – recently opened its 130th U.S. store.
With their fully sealed lids, bubble tea is also the ideal pandemic-proof drink, and lends itself to delivery (according to delivery app GrubHub’s “State of the Plate” report, orders for bubble milk tea shot up 505 percent in the first half of 2021).
Pinkies Up
While the tradition of afternoon tea dates to the mid-1800s, it’s gaining newfound popularity as both hotels and restaurants seek ways to reach additional guests and introduce new meal periods for income potential.
Once primarily reserved for the holiday season, properties such as the San Francisco Proper Hotel are now offering afternoon tea year round. It’s a relatively easy formula for operators (with everything prepared in advance), while guests appreciate the relaxing sense of indulgence the experience provides.
We’re also seeing some properties put their unique stamp on high tea service, offering teas and accompanying bites that reflect a particular culture. For example, at Thaimee Love in New York City, Chiang Mai native Hong Thaimee introduced a Thai-inspired afternoon tea service featuring savory dumplings, steamed coconut pudding, and vibrantly colored tea made from butterfly pea flowers (native to SE Asia, they give the tea a stunning blue/purple hue).
Pistachio Milk Is the New Oat Milk
Where oat milk was recently the alternative dairy product of the moment, expect to see tea lattes made with pistachio milk popping up across the country, according to the hospitality report.
In fact, global sales of plant based dairy products are expected to grow 11 percent until 2031 with an estimated market value of U.S. $32 billion, according to a recently published report by Fact.MR, an ESOMAR-certified market research and consulting firm. This report noted that increased preference for naturally sourced food products is majorly spurring demand.
Pandan
Pandan is a plant grown primarily in Southeast Asia, whose fragrant leaves are used to impart a flavor akin to “grassy vanilla” or mellow coconut to both sweet and savory dishes.
Pandan is rising in popularity in the United States, with chefs and pastry chefs infusing it into curries, custards and cakes. Its leaves can also be steeped to make tea.
As curiosity grows about this ingredient and its distinct flavor, pandan tea could possibly be on the rise and something to look for in 2022 and beyond.
Would You Like a Side of History With That?
Questions about where our food and drinks come from have gotten much more complex as chefs and artisan producers of color have started to dig deep into very specific regional culinary traditions, bringing back ingredients and techniques that have been misappropriated or all-but disappeared.
With this, we can foresee a growing interest in Yaupon, a type of holly native to the southeast United States, and North America’s only native caffeinated plant.
It was once the most widely consumed caffeinated beverage in the Americas, including by almost every Native American tribe living in the regions where it grew.
A Japanese Shaved Ice Treat
Shaved ice desserts are common across many cultures – in numerous variations – and known by myriad names. And we’re seeing a rise in chefs (and even bartenders) across the country featuring them on menus.
One that’s becoming particularly popular is Kakigori, a Japanese shaved ice dessert flavored with fruit syrups and piled with toppings such as mochi or condensed milk.
Perhaps the most traditional version of Kakigori is Ujikintoki, which is drizzled with green tea syrup or powder.
As chefs continue to take liberties with accoutrements – introducing new ingredients and flavors from salted caramel to espresso syrup – new types of tea flavors and syrups are a natural addition to these tasty light-as-snow sweets.
Rachel Walensky is a senior strategist at Carbonate, a brand communications and creative services agency that specializes in lifestyle, food, beverage, hospitality and food tech. Using industry insights, strategic thinking and creative vision, Carbonate helps clients rise to the top of a competitive marketplace. To download a copy of the full 2022 trends report, click here. To learn more about Carbonate, visit CarbonateGroup.com.
Plan to Attend or Participate in the
World Tea Conference + Expo, March 21-23, 2022
To learn about key trends, issues and hot topics within the global tea community, plan to attend the World Tea Conference + Expo, March 21-23, 2022, celebrating its 20th anniversary.
World Tea Conference + Expo will take place alongside Bar & Restaurant Expo, creating unique opportunities and synergy. Visit WorldTeaExpo.com.
To book your sponsorship or exhibit space, contact:
Veronica Gonnello
Companies A-L
e: [email protected]
p: 1 (212) 895-8244
Fadi Alsayegh
Companies M-Z
e: [email protected]
p: 1 (917) 258-5174
Also, be sure to stay connected with the World Tea Conference + Expo on social media, for details and insights about the event. Follow on Twitter, Facebook, Instagram and LinkedIn.