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5 min
08/01/2026
Food trends tend to peak, fade, and eventually be replaced by others; however, matcha has quietly made an impression and continues to remain present in contemporary society. Originating as a unique offering in cafes, matcha has now formed part of a person's daily schedule, and continues to manifest in the morning, at work breaks, and throughout social media pages, etc.
What keeps matcha trending is not its novelty, but rather that it provides a solution/answer to many of the needs of today's consumer (i.e., balanced energy levels, visual aesthetics, options for flexibility regarding the consumption of food products, etc.) and does not require consumers to drastically change the way in which they consume. As the focus of food trends shifts towards sustainability and increased awareness about oneself and the world, matcha does not require any updates; therefore, it remains consistent throughout time, which is one reason why it will still be present in the coming year, as opposed to being part of what has already taken place.
One of the greatest advantages of matcha is the type of energy it gives people; unlike the quick bursts of energy associated with drinking coffee, matcha takes a more gradual approach to energy boosts and provides users with sustained and lasting energy. As more and more people are focused on being balanced and not getting burned out, the calm energy found in matcha is able to easily fit into work days and acts as an aid to enhance creative output and provides a positive environment when combined with mindfulness in the morning.
Matcha has an appealingly sophisticated, yet light, feeling to the consumer. As consumers move away from extremes with regard to healthy food habits in 2026, matcha continues to be attractive because of the flexibility it offers to consumers’ daily wellness routines without eliminating everything they find pleasurable and familiar.
Matcha's unique and distinctive shade of green provides a beautiful visual presence in our social media and internet-based lives. From smoothies and ice cream, to coffee and brownies, matcha creates a beautiful visual identity, making it extremely popular with the general public through various social media outlets—thus providing matcha the ability to remain visible and relevant within today's culture and not just a beverage choice among traditional tea drinkers.
Matcha is not limited to one method of consumption. It can be consumed as hot tea throughout winter; iced tea during the summer months; blended with smoothies and incorporated into recipes for baked goods; or, the time-tested way of preparing matcha, whisked into a bowl. Because consumers can incorporate matcha into their daily health habits in so many different forms, they will continue to reinvent how they consume matcha instead of giving up on it entirely.
A key appeal of matcha is in the “ritual” it provides to the consumer, creating the chance to whisk, sip, and slow down. As consumers seek to incorporate small moments of slowing down into their busy lives through self-directed routine building in 2026, matcha continues to be a perfect option for creating these pauses instead of just “rapid” consumption.
Many beverage categories have trends or fads, but matcha has a unique cultural significance beyond being trendy. Its historical connections to the ancient rituals of Japanese tea ceremonies provide matcha's user base with a greater sense of heritage, respect, and connection to tradition. Additionally, because of its cultural depth, consumers view matcha as something timeless rather than simply following the current trend, giving matcha additional credibility to create sustained long-term interest.
