At Blank Street Coffee, 50% of customers now choose matcha over coffee. In some UK stores during summer 2024, matcha outsold coffee completely.

This isn’t a trend waiting to happen. It’s already here.

What we found studying matcha across four countries (UK, USA, India & China):

Consumer Behavior

• Young consumers (under 35) prefer iced matcha nearly 50% of the time
• Matcha drinkers are 17 percentage points more likely to find beverage ranges "exciting"
• Strong preference for digital ordering (apps, kiosks) and non-dairy milk options

Market Performance

• Black Sheep Coffee: 227% year-on-year iced category growth after adding matcha
• Third Wave Coffee, India: Matcha lattes now top sellers across 119 stores
• Operators charging up to $10 per drink without the pricing backlash coffee faces

Supply Reality

• Suki Tea saw 1,380% increase in matcha sales by volume over 20 months
• Some UK operators are going through kilos every week
• 30% of total drinks sold for early adopters
• Supply constraints are creating competitive advantages for those who source smartly