For years, the morning coffee has been non-negotiable for many Brits. But a quiet shift is brewing in kitchens and cafés across the UK – and millennials appear to be leading it. New data from plant-based brand Rude Health suggests more people are now getting their daily caffeine hit from matcha, the finely ground green tea powder long associated with Japanese tea culture and wellness routines. According to the brand’s research, 37% of millennials are enjoying a matcha instead of coffee first thing, compared with 30% of Gen Z – while one in five Brits say they’ve made the switch altogether.
It’s a trend being mirrored on social media and in cafés, where matcha drinks have become a mainstay rather than a niche order. Chains including Starbucks, Café Nero and Costa Coffee have expanded their matcha offerings this year, with Café Nero citing the popularity of matcha as a key driver of its positive 2025 performance.
The ritual, that’s also growing at-home, reflects a wider change in how people are approaching their daily routines. Rude Health’s Organic Coconut Drink range has grown by 53%, driven in part by people recreating coffee-shop-style matcha drinks at home. Made using simple, kitchen cupboard ingredients and both coconut flesh and coconut water, it delivers extra creaminess – the perfect match for earthy matcha without adding syrups.
But for some, the change goes beyond a trending drink – it’s a lifestyle experiment. Viral fashion influencer @styledby_mrsj, who shares style and lifestyle content with more than 160,000 followers, decided to try matcha as part of her usual morning routine this year.
The results, she says, surprised her.
“I switched up my morning coffee this year and have had a matcha nearly every day since – and it genuinely changed my mornings. By day 14, my energy was steadier, my focus sharper, and my usual mid-morning crash… gone.”
Instead of grabbing a hot drink on the go, she began preparing a homemade matcha each morning – whisking the powder with hot water and topping it with Rude Health’s Organic Coconut Drink for a creamier, café-style drink.
Matcha contains caffeine, but many people say the energy boost feels more gradual than coffee. That’s partly because it also contains L-theanine, a naturally occurring amino acid that may help support calm focus.
Liam Maddin, Barista Community Lead at the Rude Health café, gives his top tips for making matcha at home:
- Grab your matcha bowl or a medium sized bowl, pour in 50ml of hot water (80C). If you can’t set the temperature of your kettle you can let the water cool for 10 minutes before mixing. Using boiling water will degrade the nutrients and can result in a bitter taste.
- Measure one level tsp of matcha (1/2 tsp if you prefer a more delicate taste) and finely sieve over the hot water. The finer the sieve, the better it is for reducing clumping.
- Using a whisk (a traditional bamboo whisk, called a chasen, works best if you have one), whisk the matcha quickly in an “M” shape until a full frothy layer forms.
- Once combined, your matcha is ready to pour over hot water for a traditional matcha tea or mixed with your favourite plant-based drink for a latte.
For people who struggle with the classic caffeine spike and the crash that often follows then swapping to matcha can be appealing. Rude Health offers a wide range of drinks that pair perfectly with matcha, elevating your daily ritual with rich, real flavours. Its newest launch, Pistachio Barista, the only pistachio barista drink in the UK made with real pistachio, takes matcha to the next level – nutty, indulgent and perfectly balanced to froth and add to your favourite matcha creations.
