​The Matcha Appeal That’s Boosting Sales and Product Innovation

Social media has transformed the traditional Japanese tea into a lifestyle symbol and an image of wellness. Someone who drinks matcha definitely has their life together, right?

As someone who spends far too much time doom scrolling on TikTok and who has a keen eye for food and drink trends, I definitely appreciate a visually aesthetic drink.

Brands like Tabitha’s and Blank Street are pioneers of the matcha hype, turning an on-the-go beverage into a piece of art. Often paired with an acai bowl or something that screams wellness, this once healthy drink has now turned into a viral sensation, but is it all for the wrong reasons?

The rise in consumer demand is evident, where matcha menu items grew over 30% year over year according to tastewise, and transaction volumes in the UK grew by 114% in the UK. With many high street cafés unable to resist the temptation of this revenue stream, the likes of Costa and Greggs are even getting involved. But one thing is clear. The more visually appealing and “Instagrammable” it becomes, the further it drifts from its original health benefits. Some of the most viral matcha recipes now contain more sugar than a dessert!

This shift is having a very real impact on consumer demand, product development, supply chain and recruitment across the food manufacturing and fresh produce sectors. Think NPD, Beverage, Flavour Developers and Food Scientists. It creates a vacuum for developmental jobs, and a bonus, it appeals to the younger generation. Additionally, from a marketing perspective, brands jumping on the matcha hype are going to need to invest more resources into advertising, videography and influencer culture.

Matcha’s 400-Calorie Makeover

Matcha is no longer consumed, its curated. From banana bread flavours to pistachio cold foams and drizzles, these add-ons are designed to be filmed and reviewed first, consumed second. The visual appeal boosts engagement, where sales and brands continue to chase what photographs well.

Sold on its slow-release caffeine benefits and antioxidants, there are, of course, many health benefits to drinking matcha. But with Starbucks' Iced Dubai style matcha coming in at a whopping 400 calories, it seems that people are enjoying the taste, purely because of the amount of sugar, syrups and additives that come with it.

Don’t get me wrong, I’m a sucker for a flavoured iced drink, but as someone trying to become more mindful around clean eating, its definitely given me something to think about.

A Final Thought...

Matcha’s glow-up from traditional tea to a social media icon shows just how much visual culture now shapes what and how we consume. What started as a mindful, antioxidant-rich ritual has quickly become a canvas for creativity, sugar, and status, driven by brands eager to capture the next viral moment.

While this surge has fuelled innovation across food manufacturing, marketing, and NPD, it also raises important questions about whether we’re drinking matcha for its benefits… or simply because it looks good on camera.

As consumers, the power is ours…to choose the version that aligns with our wellness goals, our curiosity, or yes, even our aesthetic. And as someone who loves a trendy iced drink as much as anyone, I’m realising that sometimes the prettiest options deserve a second look.