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Matcha latte, the new green habit

If we had to choose a symbolic drink for 2025, we’d have no doubts: the matcha latte. A product that, in a very short time, has become part of many people’s routines and reflects how tastes evolve when wellness, ritual, and pop culture meet in the same cup. Will it last or turn out to be just another passing trend? The journey so far suggests the former: from a curiosity in niche coffee shops to a stable presence in many venues’ offerings, with a noticeable surge in the final months of 2025. In the foodservice sector, the signs are clear: matcha mentions on menus have increased, with the non-alcoholic beverage category driving growth. The vibrant green look has done the rest—recognisable, highly Instagrammable, and immediately associated with the idea of a “better choice”.

What exactly is matcha, and how is a matcha latte made?

It would be too simplistic to define it as just “powdered green tea.” Matcha is the result of a precise supply chain that begins with shade-grown cultivation. The plants are shielded from light for a period before harvest—a crucial step that alters the composition of the leaves and contributes to their intense color and smoother, umami-rich flavor profile. After harvesting, the leaves are processed into tencha, then stripped of veins and stems, and finally ground into a fine powder—traditionally using stone mills—to become the matcha we know.
When this powder meets milk and foam, it becomes matcha latte: the contemporary way of enjoying this ancient beverage. It preserves the essence of matcha but softens its impact, making it more approachable for palates accustomed to cappuccinos and flavored milk drinks. Preparing it is less complicated than it seems, but two technical details are key: avoiding boiling water and managing clumps. In practice, the powder is sifted, a small amount of hot water (around 80 °C) is added, and the mixture is vigorously whisked with a bamboo whisk or a small frother until a fine foam forms. At that point, it’s topped with steamed milk—or, in the version that dominated summer 2025, with cold milk and ice. The difference between a “flat” matcha latte and a creamy one comes down almost entirely to three things: temperature, sifting, and whisking.

Quality, perception, identity: the secrets of success

The success of matcha latte is a mix of substance and storytelling. From a sensory perspective, it’s a drink that can be smooth and velvety, with vegetal notes and a controlled bitterness—if the raw material is of good quality and not scorched. From a functional perspective, it carries a powerful narrative: antioxidants, gentle energy, more stable focus. On this, it’s important to be precise: matcha contains caffeine and L-theanine, and the theanine–caffeine combination has been studied in scientific literature for its effects on attention and mental state, although results depend on dosage and context, and do not turn a drink into a universal elixir.
There’s also an agronomic factor that helps explain why matcha feels so different: shade-growing affects components and pigments, increasing, among other things, chlorophyll and certain free amino acids, with a direct impact on color and taste. That’s one reason why the green color of matcha is more than aesthetics—it’s an indicator of process.
Then there’s the spread, which in recent months has become systemic. In restaurants and chains, matcha has gained traction as a coffee alternative for a young and health-conscious audience, often oriented toward “better-for-you” choices and personalization, with a strong preference for cold formats and flavored versions. Some operators report significant growth in matcha latte sales and a customer base concentrated among Millennials and Gen Z, while menus are increasingly featuring matcha not only as a beverage but also as a versatile ingredient in desserts and baked goods.
In parallel, Europe has seen a true “matcha craze” in some cities, with numbers showing a rapid increase in offerings and a strong social media push. And when demand rises this fast, the supply chain stretches: in 2025, there has been discussion around availability and pricing pressure, especially for premium grades, with seasonal dynamics tied to harvest cycles and processing times. For companies, it’s a classic reminder: when a product becomes a global trend, the difference between riding the wave or being overwhelmed by it lies in raw material planning and transparency about grade and intended use.

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