Mate and the Rise of Plant-Based Natural Energy Alternatives

Global mate consumption currently occurs nearly entirely in Latin America and Syria

With consumption quite high in these core markets, population growth is the main driver of increased volumes. This will provide moderate growth prospects in the years ahead, although accelerating value growth in these countries will require the adoption of premiumisation strategies.

As a hot drink, mate’s best prospects of being adopted outside its core areas are for it to be positioned as a health and wellness tea in mature tea markets where consumers are looking for something new and exotic

The key challenge to this will be setting mate apart from numerous other teas that are positioning themselves up as health beverages, with green tea providing the most direct competition.

More promising is viewing mate less as a stand-alone hot drink and more as a healthy additive for the increasing number of soft drinks that are positioned as natural sources of energy

Energy drinks, RTD teas, and even waters are all starting to explore the possibilities of mate as an energy booster. Here too, though, there are many other options for natural energy that could block mate’s energy drink future.