⏱ 1 min read
The Short Version
Hojicha is overtaking matcha in UK cafés, driven by its nutty, low-caffeine flavor and simplicity, while chai and mate also vie for growing popularity.
London’s café culture is undergoing a subtle transformation. Once a rare indulgence, Japanese green tea—specifically hojicha—is now a staple in iced lattes, desserts, and even ice cream. Its nutty, low-caffeine profile, achieved through dry-roasting, has gained traction over matcha’s more intense green-glow appeal, defying the assumption that trends are solely driven by aesthetics.
Hojicha feels like where matcha was two or three years ago—it’s moving from niche to mainstream quite quickly.
The Quiet Revolution of Hojicha
Hojicha’s rise isn’t just about taste—it’s about practicality. Unlike matcha’s ritualized preparation and ceremonial roots, hojicha’s simplicity makes it adaptable for a range of uses. At How Matcha, sales of hojicha lattes jumped 55% in 2024, with customers favoring its mellow sweetness over matcha’s earthy bitterness. “It’s moving from niche to mainstream,” says Rashique Siddique, who reports hojicha now outsells matcha in his shop. The drink’s earthy brown hue, while less Instagram-friendly, feels more approachable—a contrast to matcha’s glossy green dominance.
Chai and Mate: Competing for the Spotlight
Hojicha isn’t the only contender. Chai’s spiced complexity—especially karak chai, with its ginger and cardamom kick—has found a new audience in universities and late-night hangouts. Chaiiwala’s Sohail Alimohamed notes a 500,000-cup monthly demand, driven by students seeking non-alcoholic alternatives. Meanwhile, mate’s bitter, caffeinated punch is gaining ground as sober-curious consumers seek functional drinks. “Mate is gonna be the next thing,” predicts Adam Leahy, though its rise remains unproven.
Hojicha feels like where matcha was two or three years ago—it’s moving from niche to mainstream quite quickly.
Hojicha’s appeal is also fueled by health-conscious trends. Its lower caffeine content and mild flavor make it a go-to for those seeking a gentler alternative to matcha. As the tea world continues to shift, the question remains: will hojicha’s quiet rise mirror matcha’s cultural explosion, or will it fade into the background? What’s your take on the next big trend?
Questions & Answers
How is hojicha challenging matcha's dominance in UK cafés?
Hojicha is challenging matcha's dominance due to its nutty, low-caffeine profile and simpler preparation. Its mellow sweetness appeals to a broader audience, with sales at How Matcha rising 55% in 2024. Unlike matcha’s ceremonial roots, hojicha’s adaptability suits iced lattes, desserts, and ice cream.
What factors contribute to hojicha's rising popularity?
Hojicha’s rising popularity stems from its low caffeine content, mild flavor, and practicality. Its earthy brown hue feels more approachable than matcha’s green-glow aesthetic. The tea’s versatility in drinks and desserts, plus its health-conscious appeal, has made it a go-to alternative for many.
Why is hojicha becoming more mainstream compared to matcha?
Hojicha is becoming mainstream because it offers a gentler, more adaptable experience. Its dry-roasting process gives it a nutty, low-caffeine profile that suits diverse uses. Unlike matcha’s ritualized preparation, hojicha’s simplicity aligns with modern, casual café culture and health trends.
What other teas are competing with hojicha in the UK market?
Chai and mate are competing with hojicha in the UK market. Chai’s spiced complexity, especially karak chai, appeals to students and late-night drinkers. Mate’s bitter, caffeinated profile is gaining traction among sober-curious consumers. Both challenge hojicha’s rise, though mate’s growth remains unproven.
Originally reported by BBC.
