【Summer 2026 Beverage Trends】What Is 'Healthy Pleasure' Wellness Without Sacrifice? Prepare for Summer Early with Cold-Brew Herbal Tea, Market Surging 221% Year-on-Year!

Nihon Ryokucha Center Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President & CEO: Daitaro Kitajima), known for its 'Pompador' herbal teas, 'Crazy Salt,' and 'Decaf Black Tea,' has conducted a 'Survey on Usage and Awareness of Cold-Brew Herbal Tea※1.' The cold-brew herbal tea market recorded explosive growth, increasing by approximately 152% year-on-year (value basis) from 2023 to 2024, and further surging by about 221% year-on-year from 2024 to 2025※2.

In 2026, record-breaking heatwaves have already begun in May. Japan's summer heat is becoming increasingly severe and problematic, with temperatures exceeding 40°C now officially labeled 'extreme heat days.' As a response to this prolonged heat, why not adopt one of the latest hydration trends?

Recently, lifestyle concepts such as 'Healthy Pleasure'—enjoying wellness without deprivation—and 'Caffeine Management,' which involves smart adjustment of caffeine intake based on time of day, are gaining attention. Against this backdrop, demand for 'cold-brew herbal tea,' which offers delicious and convenient hydration, continues to rise, with the market expanding 221% year-on-year.

※1: Our 2025 survey targeting 417 men and women aged 20–60 (1 respondent did not disclose gender)

※2: Based on KSP-POS data, internally compiled

The 2026 Summer Beverage Keyword: 'Healthy Pleasure'!

Are you aware that the lifestyle concept 'Healthy Pleasure,' which focuses on enjoying natural wellness without simply restricting calories or carbohydrates, is gaining popularity?

Originating in South Korea and now spreading in Japan, this value system is directly influencing beverage choices. Consumers increasingly seek mood-refreshing flavors and aromas while being mindful of sugar and calories, and the concept of 'Caffeine Management'—adjusting caffeine intake according to physical condition—is also becoming established.

'Cold-brew herbal tea,' which offers rich flavors from fruits and herbs while being low-calorie and caffeine-free, aligns perfectly with these consumption needs. In this survey, when compared to juice, top-rated appealing features included 'natural sweetness (72.9%)', 'low calorie (65.9%)', 'refreshing taste (57.8%)', and 'caffeine-free (47.7%)', highlighting modern consumers' desire to enjoy satisfaction while wisely managing sugar and caffeine.

A New Choice Beyond Water and Juice: For Hydration and Refreshment

In the survey, when compared to mineral water, cold-brew herbal tea stood out for 'enjoyable aroma (84.4%)' and 'rich flavor (79.1%)'. Additional appealing aspects included 'feeling of specialness (47.2%)', 'expected health benefits (44.4%)', and 'visually pleasing appearance (44.4%)'. When compared to juice, top features included 'natural sweetness (72.9%)', 'low calorie (65.9%)', 'refreshing taste (57.8%)', 'caffeine-free (47.7%)', and 'no additives (46.5%)', all highly rated and matching health-conscious and clean-label trends.

* Detailed survey results are provided below in this release.

While simple calorie and carbohydrate restriction often leads to stress, the 'Healthy Pleasure' philosophy redefines this as a 'positive, intentional choice to enjoy rich aromas and flavors.' The mindset of seeking satisfaction for both mind and body through natural sweetness from herbs and fruits—rather than sacrificing for health—reflects a modern trend.

This summer, with even more intense heat expected, why not refresh yourself deliciously and coolly with Pompador's 'Cold Brew' series?

Our Goal: 'Delicious Hydration'—Introducing the 'Pompador Cold Brew' Series, Crafted from Tea Bag Material to Steep in Just 5 Minutes with Cold Water

'Pompador' is a heritage herbal and fruit tea brand created in 1913 by Germany's TEEKANNE (Teekanne) company, boasting over 100 years of history. It holds the No.1 sales share in Germany※3 and is exported to over 50 countries worldwide.

The 'Pompador Cold Brew' series was born from Teekanne's vision: 'to develop a product that makes essential hydration enjoyable through taste and aroma for everyone.' We meticulously selected tea bag materials that sink easily in water, enabling efficient extraction even in cold water. Ingredients are cut to optimal sizes for easy infusion, and blends are crafted by in-house specialists known as 'tea tasters,' incorporating various innovations to ensure delicious and convenient consumption with cold water.

【Key Features of the 'Pompador Cold Brew' Series】

1. Steeps in cold water in just 5 minutes

(Extraction video: https://youtube.com/shorts/_PaUJIzUiqc?si=-DJulWEUDtubBcnf)

2. No added sweeteners※4

3. Under 5 kcal per serving※5

※3: Germany Herbal & Fruit Tea Tea Bag Sales (Circana Unify coverage: retail stores 200m² or larger, including hard discounters, and drugstores; Period: cumulative annual data up to October 2025)

※4: The sweetness in this product comes from fruits, licorice, and stevia leaf. Ingredients vary by product.

※5: Calorie content is under 5 kcal per 250ml serving from one tea bag.

Detailed Survey Results

◯ Perceptions of Cold-Brew Herbal Tea (Q1 / Multiple Responses, n=417)

Top responses included 'fruity taste (64.5%)', 'suitable for summer (62.1%)', 'easy to prepare (60.9%)', and 'stylish drink (53.5%)', indicating it is perceived as a beverage combining flavor, seasonality, convenience, and trendiness.

◯ Key Considerations When Preparing (Q2 / Multiple Responses, n=417)

Top priorities were 'fruity taste (75.8%)', 'rich aroma (56.8%)', 'ease of preparation (52.3%)', and 'short extraction time (50.4%)', highlighting the importance of balancing flavor and convenience.

◯ Appeal Compared to Mineral Water (Q3 / Multiple Responses, n=417)

'Enjoyable aroma (84.4%)' and 'rich flavor (79.1%)' were overwhelmingly high, followed by 'feeling of specialness (47.2%)', 'visually pleasing appearance (44.4%)', and 'expected health benefits (44.4%)'.

◯ Appeal Compared to Juice (Q4 / Multiple Responses, n=417)

'Natural sweetness (72.9%)', 'low calorie (65.9%)', 'refreshing taste (57.8%)', 'caffeine-free (47.7%)', and 'no additives (46.5%)' ranked highly, receiving strong evaluations for aligning with health-conscious and clean-label preferences.

◯ Preferred Flavor Profiles (Q5 / Multiple Responses, n=417)

'Fruity taste (82.5%)' and 'refreshing taste (6