Editor's Note: A Sip of Wellness


Kahve, buna, qahwe, café, coffee; thé, chai, (chá), té. Coffee and tea: two globally revered beverages and both rooted in ancient traditions, where the preparations of these raw materials are just as sacred as its consumption.

The storytelling behind coffee and tea is also a testament to its rich histories. According to Chinese legend, emperor Shen Nung discovered a discoloration to his boiled drinking water from a leaf that had fallen into it. Long story short, tea’s consumption for wellness and enjoyment reached the rest of the world through spice routes. In another legend hailing from Ethiopia as far back as the 11th century, a goat herder named Kaldi observed a spike in his goats’ energy after they consumed the red coffee berries. When Kaldi tried it himself and noticed a similar reaction within himself, coffee consumption grew as a viable medicinal elixir that spread globally. As we can see today, its health benefits are still coveted in a variety of RTD products for the ever-evolving wellness movement.

Coffee and Tea Drivers

Centuries later, global coffee and tea culture continues to serve as a beacon of health, vitality and comfort, which is marked by an array of specialty coffee shops and tea shops around the world (page 34). As demand for natural products continues to shape the F&F landscape, the market for coffee and tea is expected to grow rapidly. By 2024, the RTD coffee and tea category is expected to reach $116.13 billion with a CAGR of 5.6%, with iced tea and concentrates as drivers, according to a Grand View Research report. Coffee and tea’s dynamic history is an opportunity for brands to tell stories through unique flavor and fragrance profiles in products (page 52) while promoting a rich sensory experience.

The February issue also marks the beginning of our editorial partnership with the International Federation of Essential Oils and Aroma Trades’ (IFEAT) socioeconomic reports on various commercial essential oils (page 42). We begin this month with jasmine, a natural that is well-suited for tea and fragrance. You’ll find exclusive P&F insights on sensory research and trends to complement the naturals highlighted in each of IFEAT’s reports.

I hope you enjoy this issue, and a toast to you.

With warmth from Brooklyn,

Deniz Ataman

Deniz Ataman Signature

Managing Editor

More in Beverage