The Matcha Fix
Matcha sales in the US have reached more than $10 billion over the past 25 years according to Global Edge, with sales of matcha predicted to jump from $2.3bn in 2024 to $2.9bn in 2028. People love brightly coloured ingredients, but the rise and rise of this bitter, bright green flavour goes beyond novelty.
Health is a core driver. Product launches of caffeine-free beverages have risen by 30% between 2022 and 2023 to cater to this shift in behaviour as people become more mindful about what they consume. As people look to shake – or reduce – their caffeine habits, beverages like matcha have emerged as key competitors in the new landscape, fighting off anti-hustle-culture tea and boosted water to lead as a healthy and aesthetically appealing alternative. Even British influencer Melissa Holdbrook-Akposoe has collaborated with coffee chain Blank Street to launch her own matcha latte, highlighting how the drink has truly gone global.
Culture is the other driver. From drinking water in colour-coded Stanley cups to becoming obsessed with Utah’s much-loved dirty sodas, 'beverage-girlie' culture continues to dominate as people leverage visual storytelling and aesthetics with experimental drinks – and matcha fits perfectly into people’s aesthetic-driven desires. “From the type of ice cubes used to the intricate details of presentation, every aspect of our daily lives has been aestheticised in pursuit of garnering views and engagement on TikTok,” youth culture expert Rachael Dimit told Canvas8. #Matcha has over 902,200 views on TikTok.
Brands have the opportunity to embed themselves into these beverage girlie routines. Dunkin' Donuts has done this well by catering to Gen Z’s interest in energy drinks and adapting its offerings to a younger generation seeking health benefits and innovative ingredients. Meanwhile, US sparkling drink brand Aura Bora captures the attention of Gen Zers' with its offbeat flavours and tongue-in-cheek social presence.
