Matcha goes mainstream as millennials switch cafés for it
More than half of millennials now drink matcha.
Millennials are the main group driving demand for matcha, and they are also the most likely to change coffee shops just to get it, according to RSM UK’s Consumer Outlook.
A survey of 2,000 consumers found that 57% of millennials now drink matcha.
About 25% said they would switch coffee shops to access it, whilst 32% said they like matcha but would only buy it if it were offered at their regular café.
The drink also has broad appeal amongst families, with 54% saying they like it. That compares with 34% across all age groups.
"Innovating products to tap into the latest craze can boost sales and, in turn, improve a brand’s competitive edge,” said Saxon Moseley, partner and head of leisure and hospitality at RSM UK.
However, he also warned that rising demand could strain supply, pushing up prices and potentially making the drink less affordable for some customers.
He said operators would need to balance availability with maintaining quality and value as demand for ceremonial-grade matcha increases.
Moseley added that matcha’s popularity may not last, pointing to the rapid rise of newer drinks such as ube and hojicha.
He said businesses would need to stay flexible as consumer tastes shift quickly and loyalty weakens when new trends appear.
“Operators must remain agile and ready to adapt as consumers move from one trend to another, as it’s clear to see that brand loyalty doesn’t exist when it comes to trying the latest fad,” he said.
