Matcha. Caffeinated nonchalance.
Matcha has become the default alternative to coffee in the UK, and it is not because it tastes better.
THE GIST ON MATCHA: "Matcha Is Coming For Coffee"
How big has matcha got in the UK?
In a year it went from a niche order to a default cafe choice. The UK market was valued at 38.7 million pounds last year and is projected to hit 77.5 million by 2030. Places like Blank Street Coffee say it is over half the drinks they sell.
Why has it taken off?
It's perfect for the internet: you can spot it instantly, it photographs well, and it's a main character drink. It's the opposite of the intensity and functionality of coffee. It's not busy, it's not in a rush. It's caffeinated nonchalance.
What are cafes really selling?
We assign value by fitting a new kind of public self. Drinking matcha signals calm, curated, in control, a very modern status. So cafes sell a visible identity you can hold in your hand. And then the game becomes supply: can you keep up quality and consistency as demand explodes?
Matcha or coffee?
Your take. One tap, then see how everyone else voted.
Quick answers
How big is the UK matcha market?
Valued at 38.7 million pounds last year and projected to reach 77.5 million by 2030.
Why does matcha suit the internet?
It is instantly recognisable, photographs well and is a main character drink.
What do cafes sell with it?
A visible identity: calm, curated and in control.
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