Matcha has dominated the global tea scene, but a fresh wave of tea varieties is gaining momentum, ready to challenge its reign. Despite the hype, not everyone is a fan. Liv Dyer, 31, bluntly describes matcha as tasting like a “muddy puddle,” preferring coffee, English breakfast, or green tea instead.
Rising Sales Signal Diversification in the Tea Market
Data from Nielsen IQ reveals that while matcha sales continue to thrive, other tea categories such as green tea, kombucha, and cold carbonated teas are experiencing significant growth. This trend highlights consumers’ expanding palates beyond the traditional matcha craze.
Innovative brands are capitalizing on this shift. For instance, Twinings launched sparkling fruity teas in cans in 2024, tapping into the demand for refreshing, convenient tea options. Meanwhile, kombucha has secured a spot in supermarket meal deals, making fermented tea more accessible than ever.
Chai and Black Tea Making Powerful Strides
At Bird & Blend, black teas boasting unique flavors like chocolate digestive and violet cream sit alongside rooibos, chai, and matcha on the shelves. Notably, annual chai sales at Bird & Blend surged by 38% in the year ending April, signaling robust consumer interest.
Founder Turner confidently predicts chai’s rise but tempers expectations: “I have been saying chai will be the next thing for a few years,” he explains. “However, I don’t expect it to explode as massively as matcha did.”
The Growing Appeal of Karak Chai
Western audiences are already familiar with the sweeter, milder chai latte, a staple on most major coffee chains’ menus. Yet, there’s an emerging fascination with karak chai, a richly spiced Indian tea infused with ginger, cardamom, and cinnamon. Sohail Alimohamed, founder of Chaiiwala, notes this bold, aromatic tea is capturing growing attention among adventurous tea drinkers.
