Matcha trends in 2026 show the green tea powder moving deeper into US restaurant menus. Nearly 1 in 10 US restaurants (8.2%) now list matcha, up about 15% on last year. The number of matcha items on those menus more than doubled in the past 12 months, while the average price held at about $7.90. Matcha also reaches 1.02% of US food and beverage consumers, up 27% since last year. For your next beverage launch or menu update, the open question is which matcha formats and flavors to add.
Key takeaways
- Nearly 1 in 10 US restaurants (8.2%) list matcha, and that share is up about 15% on last year.
- Operators that serve matcha now carry about six matcha items each, up from about three a year ago, while the average matcha menu price stayed flat at about $7.90.
- Chains are adding matcha through flavored and seasonal drinks, such as the Starbucks iced banana bread matcha and the Jack in the Box Oreo matcha shake.
- Interest in matcha with cold foam is up 45% and with banana up 28% in the past year, while lavender, yuzu and oat milk pairings are declining.
- The main foodservice formats are dairy-free lattes, premium ceremonial grades, functional drinks, desserts, and ready-to-drink bottles and cans.
- Outside the US, matcha is moving into mainstream cafés and supermarkets in the UK, Canada and Australia, where specialty cafés treat it like specialty coffee.
What is matcha and why is it trending?
Many people ask, what is matcha, and why is it everywhere. Matcha is a powdered green tea made from finely ground tea leaves, traditionally used in Japanese tea ceremonies. Today, matcha is trending because it fits several big shifts at once.
It connects to tea trends, green tea trends, and even coffee trends, as more consumers look for alternatives to coffee that feel healthier and calmer. Matcha offers steady energy, a strong visual identity, and flexibility across drinks and food.
What are the leading matcha trends in the foodservice industry right now?
Foodservice operators are using matcha in more creative and profitable ways. Below are the key matcha trends shaping menus right now.
Dairy-free matcha lattes
The matcha latte trend continues to grow, especially with dairy-free options. Oat milk, almond milk, and coconut milk are now standard pairings.
These drinks appeal to wellness-focused consumers and support Gen Z beverage trends, where plant-based choices are expected.
Premium matcha goes mainstream
Ceremonial and high-grade matcha now sits on mainstream café menus. Cafés now promote origin, quality, and sourcing, similar to specialty coffee. This shift connects matcha to premium beverage trends and positions it as a serious coffee alternative.
Matcha in functional and wellness drinks
Functional matcha drinks often add collagen, adaptogens, probiotics or mushrooms. This places matcha at the center of wellness-focused tea trends.
Matcha desserts and baked goods
Matcha desserts continue to expand beyond cakes and cookies. Foodservice menus now include matcha tiramisu, matcha croissants, and matcha ice cream.
These items benefit from the strong visual appeal of matcha and fit well into trending food content online.
Ready-to-drink matcha beverages
Ready-to-drink matcha is growing fast in retail and foodservice. Bottled matcha lattes and canned matcha teas meet demand for convenience and support on-the-go consumption. This mirrors growth seen across coffee trends and iced tea formats.
Matcha mixed with global flavors
Matcha is now paired with flavors from Japanese, Korean, Middle Eastern, and Latin cuisines.
Matcha for social-media-friendly menus
Matcha performs extremely well on social platforms. Its bright green color makes it perfect for short videos and photos. Social media-driven menu design is especially important for Gen Z food trends, where visual impact often drives trial.
Matcha consumption trends and stats by region
Matcha consumption trends in the United States
In the US, matcha consumption continues to grow strongly in cafés, specialty coffee shops, and grocery retail. Matcha is often chosen as a coffee alternative, which links it closely to changing coffee trends and wellness-driven beverage trends. Demand is highest for matcha lattes, iced matcha drinks, and ready-to-drink formats, especially among younger consumers and urban audiences.
Matcha consumption trends in the United Kingdom
In the UK, matcha is moving from niche health stores into mainstream cafés and supermarket shelves. Consumers increasingly see matcha as part of broader tea trends and the green tea trend, rather than a novelty product. When looking at how Gen Z drinks coffee, growth is heavily driven by café culture, dairy-free choices, and a distinct preference for beverage trends focused on lower caffeine options.
Matcha consumption trends in Canada
Canada shows steady growth in matcha consumption, especially in major cities. Matcha is popular in both hot and cold beverages and is often paired with plant-based milks. Canadian consumers connect matcha to functional wellness and clean ingredients, making it a strong fit for functional beverage trends.
Matcha consumption trends in Australia
Australia is one of the most advanced markets for matcha in foodservice. Specialty cafés treat matcha with the same care as specialty coffee, which supports premium positioning. The matcha latte trend is especially strong, and consumers are open to higher-quality grades and flavor experimentation.
Popular matcha flavors
Flavor innovation is a key driver behind matcha growth. Below are the most popular matcha flavor directions in 2026.
Vanilla and sweet cream matcha
Vanilla and sweet cream remain top choices because they soften matcha’s natural bitterness. These flavors appeal to new matcha drinkers and connect closely to dessert-inspired beverage trends.
Citrus and yuzu matcha
Citrus flavors like lemon, orange, and yuzu bring freshness to matcha drinks. Yuzu in particular strengthens the link between matcha and traditional Japanese tea culture.
Chocolate and matcha pairings
Chocolate and matcha are a classic pairing. Dark chocolate, white chocolate, and cocoa-based desserts all work well with matcha and help bridge coffee trends and tea trends.
Floral matcha blends
Floral notes such as lavender, rose, and jasmine are becoming more common. These blends appeal to wellness-focused consumers and fit premium café positioning.
Savory and umami matcha uses
Just as culinary mixology influences the cocktail trends of 2026, some chefs are exploring savory matcha uses in sauces, noodles, and snacks. This trend connects matcha to umami-rich cuisine and expands its role far beyond traditional drinks and sweets.
Matcha trends to watch in 2026
Expect a stronger focus on sustainability, clearer labeling, and more education around quality grades.
The comparison of Hojicha vs Matcha will also become more common, as consumers explore roasted tea alternatives alongside matcha.
How brands can use Tastewise to track matcha trends
Tastewise is the proactive AI food and beverage intelligence system that delivers before you ask. For matcha, it tracks which formats, flavors and chains are adding it to menus, and how many consumers it reaches.
Agents then hand your team the finished work, such as an operator-ready sales story or a new matcha drink concept tied to Gen Z beverage trends.
Summary
Matcha started as a green tea trend and is now a regular menu item at chains like Starbucks and Dunkin’, as well as independent cafés. In 2026, it connects wellness drinks, premium café menus, social media and global flavors.
If you track matcha trends across menus and consumers, you can choose which formats and flavor pairings to test first.
FAQs about matcha trends
Matcha reaches 1.02% of US food and beverage consumers, up 27% since last year, and it is on the menu at chains such as Starbucks, Dunkin’ and Jack in the Box.
Gen Z likes matcha because it feels healthier than coffee, looks good online, and fits wellness focused Gen Z food trends.
People buy matcha for steady energy, health benefits, and its versatility across drinks and food.
On US restaurant menus, the most common matcha items are matcha lattes, strawberry matcha and iced matcha lattes. Operators that serve matcha now list about six matcha items each, up from about three a year ago.
Yes. In Tastewise US operator data, the number of matcha items on restaurant menus more than doubled in the past 12 months, while the average menu price held at about $7.90.
Tastewise reads consumer, menu and retail data on matcha as one connected dataset. Its agents then bring your team the matcha signals that matter, such as a new flavor pairing or a chain adding matcha, before you go looking.
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