Gen Z Drinks 25% More Matcha Than the U.S. Average, New Yu Tea Study Finds

PARK CITY, Utah - Aug. 20, 2025 - PRLog -- Gen Z's matcha consumption is 25% above the U.S. average, according to a new data study by Yu Tea. The report breaks down tea and coffee interest across all 50 U.S. states + D.C., revealing key demographic drivers of the matcha movement.

Full study link: https://www.yutea.com/blogs/resources/the-rise-of-matcha

How the Study Was Conducted

This analysis report was compiled by Yu Tea's internal research team using data from:

• Google Trends (Aug 2024–Aug 2025)
• U.S. Census Bureau (2024 estimates)
• Toast POS beverage transactions (Apr 2023–Mar 2024)
• National studies from TEA USA, Mintel, Mobility Foresights, and Research & Markets

The study measured matcha vs. coffee search interest, then correlated that with state-level income, education, age, and wellness behavior (e.g., yoga participation via search trends).

Key Findings of the Study

• 62% of Gen Z consumers associate matcha with mental focus, based on Toast POS data—making their matcha usage 25% higher than the national average.
• Hawaii is the only U.S. state where matcha search interest consistently exceeds coffee, followed closely by Washington and D.C.
• States with median household incomes above $80,000 show 30–40% higher matcha search interest than lower-income states.
• Matcha interest strongly correlates with education level (r ≈ 0.86). States with ≥40% bachelor's degree holders consistently top the Matcha Index.
• Wellness-aligned states like Colorado, Oregon, and Washington, with yoga interest over 70%, also show the highest matcha engagement.
• The North American matcha market is projected to grow from $340M (2025) to $790M by 2031, a 14.8% CAGR. Globally, the matcha market is expected to reach $6.48B by 2029, with the organic segment hitting $12.6B by 2033.

About Yu Tea

Yu Tea is a premium Japanese green tea brand offering organic, whole-leaf powdered teas sourced directly from certified farms in Japan. Our mission is to bring the benefits of matcha to wellness-conscious consumers through transparency, quality, and education. This study is part of our broader effort to highlight the role of tea in modern, health-forward lifestyles.

Access the full study here: https://www.yutea.com/blogs/resources/the-rise-of-matcha

Expert commentary:

"The fact that Gen Z drinks 25% more matcha highlights how younger generations seek natural ways to cultivate a centered feeling—beyond the high-energy jitters fueled by coffee. For brands, this means creating experiences and products that connect with their desire for mental clarity and purposeful daily habits." - Kiyomi Koike, founder of Yu Tea Co, ITMA Certified Tea Master.