Matcha and green tea – why the younger generation is returning to tea

    Until recently, coffee was the first choice for many people to start the day. Today, green tea and matcha are increasingly emerging as alternatives. Recently, this phenomenon has even earned a name of its own – ‘teamaxxing’. It describes a trend in which the younger generation, in particular, consciously choose tea over coffee.

    This does not mean that coffee is disappearing. Rather, the way we think about the beverages we consume throughout the day is changing. We are increasingly looking for gentler, more balanced options that still allow us to maintain energy and concentration.

    Why green tea, specifically?

    Green tea has long been prized for its delicate profile and fresh character. Unlike intense coffee, its effect is gentler and its flavour more subtle. This means it fits perfectly into our daily routine – whether in the morning or later in the day.

    In recent years, there has been a growing interest in different varieties of green tea. More and more people are choosing Japanese sencha, Chinese gunpowder teas, flavoured green teas, and jasmine teas.

    This shows that green tea is no longer regarded as a single, specific beverage. We are progressively discovering its diversity and rich array of flavours.

    Matcha – the most distinctive form of green tea

    Matcha occupies a special place in this trend. It is a powdered green tea that stands out both in terms of preparation and flavour. Matcha is not brewed in the traditional way – the powder is whisked directly into water, giving the drink a much more intense character.

    Matcha’s popularity is also growing because it can be prepared in so many different ways. Alongside the traditional preparation, we are increasingly seeing matcha lattes, cold drinks, smoothies, and matcha-infused desserts.

    This blend of tradition and modernity means that matcha is reaching an ever-wider audience.

    A shift in daily habits

    The trend of returning to tea also reflects a shift in daily habits. We are increasingly looking for drinks that help maintain our energy levels without being overpowering.

    Green tea and matcha fit perfectly into this trend. Their flavour is delicate, and preparing them often becomes a brief daily ritual. It is a moment that allows us to slow down and focus on the simple things.

    A return to tea with a modern twist

    The growing popularity of green tea and matcha shows that tea is making a comeback in our daily lives in a brand new form. Not just as an occasional drink, but as an integral part of our daily routine. It’s a return to tradition with a modern twist. Green tea and matcha bridge the gap between past and present, whilst demonstrating that even simple drinks can be incredibly versatile.