Matcha Trend Boosts Tea Sales Among 20s at Starbucks
Creatrip Team
7 months ago
Starbucks reported an about 20% rise in tea beverage purchases by customers in their 20s last year, driven largely by a matcha (green tea powder) craze among MZ generation consumers. Overall tea sales rose 8%. The most purchased tea by 20s was the decade-old Grapefruit Honey Black Tea (300 million cups annually by 20s), followed by Yuzu Mint Tea (yuzu is a Korean citrus) in second. Third and fourth places were Jeju Matcha Latte and Matcha Glazed Tea Latte, reflecting renewed interest in matcha and custom recipes (like plant-milk swaps and extra powder). In 2022 only one tea made Starbucks’ top-10 sold items, but last year three teas appeared. Starbucks sold around 30 tea varieties last year and continues to expand tea offerings this year, including a New Year seasonal Yuzu Pear Chamomile Tea.
