Tea is one of the most underdeveloped drinks in the United States. However, the potential is enormous, as tea barely compares in market size to drinks categories such as carbonated soft drinks, coffee and water. Moreover, numerous variables are in place to help drive the growth of tea according to a new report Tea and Ready-to-Drink Tea in the U.S.

Tea fits into the well-established movement among ageing baby- boomers to seek out foods and beverages that promise wellness and anti-ageing effects.

What makes tea uniquely positioned in the functional drinks category is that it is inherently healthy. It’s not some sweetened, water-based drink loaded with fortifying ingredients. Tea is a nutritional powerhouse all on its own.

According to the Tea Association of the USA, recent research exploring the potential health attributes of tea is leading many scientists to agree that tea, both black and green, may contribute positively to a healthy lifestyle.

Jeffrey Blumberg, Chief of the Antioxidants Research Laboratory at Tufts University was quoted on the Tea Association’s website: “Fruits, vegetables, and tea all contain important antioxidants. Research suggests these phytonutrients may contribute substantially to the promotion of health and the prevention of chronic disease. For example, recent research studies reveal the antioxidants in tea may inhibit the growth of cancer cells and support cardiovascular health.”

The Tea Association also argues that tea contains flavonoids, naturally occurring compounds that are believed to have antioxidant properties. Antioxidants work to neutralize free radicals, which scientists believe, over time, damage elements in the body, such as genetic material and lipids, and contribute to chronic disease. They also say human population studies have found that people who regularly consume three or more cups of black tea per day have a reduced risk of heart disease and stroke.

These ageing boomers, seeking for health advice, are not the major market for Ready To Drink (RTD) iced tea drinks like Snapple, which targets college students and recent graduates, nor are they the prime buyers of established tea bag and instant tea brands such as Lipton, which older people seem to favour. Instead, boomers, look for speciality teas in every way, shape and form. These teas might drive the market for tea, making Americans start a new habit- tea-time.