INSSSTEST INTREATS: Organic Tehs, Nchere Market.

In the middle of the ocean of tea bags worth trillions of rupiah, there are still small segments – but fast growing – labeled ‘organic’. In 2024, the value was only around USD 14 million. But calm, in Horizon 2030 the value is predicted to grow to be more than USD 31 million: soaring equivalent to CAGR 14.3 % – compared to the rate of the public tea market which is only around 4-6 %. This trend speaks that consumer tastes are no longer about low prices – but stories, health values, and sustainability.

Yup, if the Indonesian tea market is trillions of rupiah, then the organic segment is like a “small duck” which is again shot in the pond. Let’s break one by one:

Market value and growth

• In 2024, the new organic market reached USD 14.2 million– Exclusive but quite promising.
• Projected to rise to USD 31.7 million In 2030, with annual growth speed 14.3 %The fastest compared to the tea market segment in general.

Compare with global trends

• Globally, the organic tea market is expected to grow from USD 704.7 million (2024) That USD 1,770 million (2030)with even higher cagr, namely 16.6 %.
• So, even though Indonesia is in the trend, its growth is still below the global average-but it remains impressive for the new niche segment that adopts a healthy lifestyle.

This means that for tea/teaspoon performers

This trend indicates the emergence of a market that is ready to pay more – for the “organic” label, health, and the story behind the product.

Meaning: Great opportunities exist for local brands that can bridge between nostalgia (such as Cap Dandang or Sariwangi) and urban consumer needs for premium and clean products.