Huffington Post & Financial Times: Matcha trend
When you get three press enquiries about matcha, you know it’s a slow news day. Nevertheless, there’s no underestimating that matcha has made a huge impression on British coffee culture in the last six months. Even though matcha has been around for millennia, and Starbucks first served matcha over twenty years ago, the end of 2025 turned decidedly green and it’s been touted as the ‘next big thing’. This is a classic case of reinvention rather than a revolution.
We’ve been interviewed by Time Out, Monocle Radio, HuffPost and the Financial Times for our expert take on the matcha trend. We’ve even been interviewed for TV Asahi, Japan.
Matcha drinks saw a 200% increase in sales in the UK (Orion Market Research). We’ve identified several wider consumer trends which have fed into matcha’s rise to fame:
Vibrant and colourful, matcha is made for social media. Deftly following on from last year’s bright green Brat Summer.
Health benefits: With similar caffeine levels to coffee but without jitters, matcha is high in antioxidants, boosts metabolism and supports heart health.
Virtue signalling: Slurping on a bright green matcha latte signals health and more mindful consumption, and taps into the moderation trend we’re seeing as part of Gen Z’s reduced alcohol consumption.
Versatility: Beyond drinks, matcha works in desserts, bakes and ice cream, where sweet profiles balance out its inherent bitter taste.
Flavour-maxxing: Consumers are seeking bigger, bolder flavours across the board. Matcha combines well with both sweet and savoury profiles, from Watermelon Matcha Spritz at Blank Street to Iced Lavender Matcha at Starbucks.
Drinks premiumisation: UK consumers may be eating out less, but they’re willing to spend on smaller indulgences like a drink. A premium matcha latte might set you back £5, which has pushed drinks into the meal space.
Not coffee: Younger consumers are especially seeking alternatives to traditional speciality coffee. Iced drinks are in huge growth, whereas black tea sales have fallen by over 20 per cent in the past decade (Mintel) with traditional ‘builders tea’ in decline. These are being replaced by speciality teas, herbal teas and iced drinks.
Whilst matcha is celebrated for its health benefits, it’s not an entirely clean ingredient. The matcha trend has exposed how fragile supply chains are; demand outstrips supply which has produced poor quality or fake matcha, and puts real matcha growers under a lot of pressure. Dubai chocolate has had the same impact on pistachios.
Big in Japan: Click on the image below to watch Lisa’s matcha trend interview with Japanese TV Asahi channel.
