While flat whites still foam across takeaway counters and espresso machines hum like clockwork, a quiet shift has been brewing. It’s green and ceremonial and comes whisked rather than pulled. Welcome to the world of matcha—a beverage that has captivated the generation coffee chains have struggled to attract.
From Buzz to Balance
For years, coffee was the go-to fuel for the urban workforce. It was quick, potent, and everywhere—from corporate towers to high street corners. But as Gen Z and younger millennials have become more conscious of wellness, stress, and sustainability, the caffeine buzz no longer carries the same shine.
Matcha, powdered Japanese green tea perfectly ground, provides a gentler, longer-lasting energy boost. Unlike the crash-and-bang of espresso, matcha delivers calm alertness, thanks to its combination of caffeine and L-theanine. Add in its antioxidant properties and aesthetically pleasing colour (green lattes, anyone?), and you begin to understand why traditional coffee shops have found themselves out of step with their next generation of customers.
Wellness Over Wired
The younger demographic has not only changed what they drink but also how they view beverages altogether. For them, a drink not only serves as a source of energy but also serves as an extension of their personal health goals and social identity. Coffee, in its mass-market form, is increasingly considered over-roasted, over-sugared, and overly commodified.
In contrast, matcha fits seamlessly into the narrative of wellness. It’s associated with mindfulness, minimalism, and ritual. Health influencers rave about its benefits. Boutique cafés charge £5 or more for ceremonial-grade varieties—and customers pay it gladly, not just for taste, but for what matcha represents: intention, care, and calm.
Missed by the Mainstream
Large coffee companies have been lagging behind. When they do market matcha, it is most often as an over-sweetened powder blend with added preservatives—a far cry from the handcrafted, high-quality matcha young consumers are demanding. Such haphazard efforts seem to be a reaction rather than a deliberate effort to embrace the trend.
By contrast, independent cafés, wellness bars, and adaptogenic tea brands have surged ahead. Places like London’s Matcha & Beyond or LA-inspired juice bars across the UK offer beautifully curated menus that blend matcha with oat milk, mushroom extracts, or collagen boosters—catering directly to the ‘biohacker’ crowd.
Coffee giants, built on scale and speed, seem structurally unsuited to serve a generation that values slow, mindful consumption and niche customisation.
Aesthetic and Ethos
Let’s not underestimate the visual aspect. Gen Z grew up on digital platforms where presentation matters. A murky paper-cup latte doesn’t photograph the same way a jade-green matcha topped with rose petals in a ceramic cup does.
More than aesthetic, it’s about ethos. Matcha culture speaks of sustainability, tradition, and mindfulness—an antidote to the transactional nature of the high street coffee run. The experience is part of the appeal: sifting the powder, whisking it gently, sipping slowly.
These are rituals that simply don’t fit into the average Starbucks queue.
Can the Big Chains Catch Up?
There’s still time for coffee chains to adapt—but they must go beyond adding a token matcha latte to their digital menus. Younger consumers are increasingly discerning. They care about sourcing, preparation, and brand values. It’s not enough to slap “organic” on the label or switch to green cups for marketing campaigns.
To win this market back, large players need to invest heavily in quality ingredients, retrain baristas, rethink experiences, and most importantly, listen. Because what’s at stake here isn’t sales—it’s relevance to culture.
A Sip Too Late?
In chasing efficiency and volume, coffee chains may have overlooked something vital: the shift from functional fuel to conscious consumption. The matcha generation aren’t anti-coffee—they’re pro-choice. And right now, they’re choosing calm over chaos, quality over convenience.
Coffee may never disappear, but unless the giants of the industry evolve, they risk becoming relics—oversized relics trying to sell adrenaline in a world that’s quietly learning to breathe.
