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

New nationwide research by Yu Tea analyzes 12 months of Google Trends, Census, and POS data across all 50 U.S. states (+ D.C.), revealing that education, income, and wellness behavior are the strongest predictors of matcha interest in 2025.

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
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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
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• 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.

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

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.

Yu Tea Co.
6300 Sagewood Drive, Park City, UT 84098
hello@yutea.com
https://www.yutea.com/

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.

This release was published on openPR.