Tea brands targeting gender specific health and wellness needs capture an underfilled niche in the market, resulting in growth and expansion. Photo credit: HotTea Mama
The tea industry is experiencing a fascinating transformation as brands increasingly embrace gender-specific marketing strategies. As the global tea market continues expanding, innovative companies are challenging traditional perceptions by creating products tailored to specific gender needs and preferences.
Successfully Targeting Health Needs
The female-focused tea market has flourished through brands addressing genuine physiological needs. HotTea Mama exemplifies this approach, having grown to over £1 million ($1.36 million) turnover by targeting women's health concerns. "We realized through talking to women that in a caffeine-restricted diet, where you are concerned about the safety of food you eat, there was a market opportunity to create a range of teas, targeting the problems women face, especially through pregnancy and postnatally," explains founder Bethan Thomas.
The brand's success demonstrates the power of addressing unmet market needs. "We have grown to over £1 million turnover based on our gut instincts, taking on board feedback from our customers, and taking risks," Thomas reveals. Its products support conditions like polycystic ovary syndrome (PCOS), endometriosis, pregnancy, and breastfeeding — areas where women experience disproportionate challenges.
Breaking Male Tea Stereotypes
Meanwhile, the men's tea market is experiencing unprecedented growth, driven by brands like Tea For Guys. Founder Boris Kotcher identified a significant gap: "I have always loved tea, and so did a lot of my buddies, but no one ever really talked about the potential benefits for men." His research revealed compelling opportunities in the expanding tea and men's health markets.
The differentiation extends beyond marketing to actual product formulation. "We specifically and tactically use herbs that have been studied and shown to support things like energy, stamina, testosterone, fertility, and sex drive," Kotcher explains. This functional approach resonates with male consumers seeking natural alternatives to traditional supplements.
Navigating Criticism and Cultural Shifts
Both brands have encountered varying degrees of criticism regarding gendered marketing approaches. For HotTea Mama, retail challenges emerged with buyers considering it too niche, though Thomas notes its success in major retailers such as Holland and Barrett, with impressive growth metrics.
Tea for Guys addresses criticism directly. "Some people question why tea has to be 'for guys.' My answer is always the same — there are teas made for women's wellness, so why not teas designed for men?" Kotcher responds. Interestingly, a significant portion of its customers are women purchasing for male partners or family members.
Future of Gender-Focused Tea Marketing
The sustainability of gendered tea marketing appears promising, with brands committed to their targeted approaches. Thomas emphasizes inclusivity while maintaining focus: "We have moved to ensure we are more inclusive in our language, whilst ensuring that women don't feel we are ignoring them."
Kotcher sees long-term viability in specialized positioning: "Men's health has often been overlooked in the tea and wellness space, and that is where we have planted our flag." Both brands demonstrate that gender-specific marketing, when rooted in genuine consumer needs rather than superficial stereotypes, can create meaningful market opportunities.
The evolution of gendered tea marketing reflects broader consumer demands for personalized products addressing specific health concerns. As these pioneering brands continue expanding their market share, they are proving that targeted approaches can coexist with inclusive values, brewing success through authentic connection with their audiences.