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Hojicha emerges as next tea trend in British cafes
London resident Ana Costa hesitated over her café order this spring, bypassing coffee and matcha before settling on a hojicha latte-a roasted Japanese green tea with a nutty, low-caffeine profile. The drink, once a niche offering, is now appearing on menus across the UK, often served iced with milk and sweeteners.
From traditional tea to café staple
Chef Shuko Oda, owner of London's Koya restaurant, has served hojicha in its traditional form for years-clear, unsweetened, and suitable for any time of day. But this year, she added a milky hojicha latte and hojicha ice cream to her menu, reflecting its growing popularity. "It's popping up everywhere now," Oda said, noting its versatility in desserts and drinks.
Sales surge as matcha's dominance continues
At matcha chain Jenki, iced hojicha latte sales jumped 55% across its six London locations between January and April compared to the same period in 2025. How Matcha director Rashique Siddique reported similar growth, with hojicha now accounting for one in five matcha latte sales. "Hojicha feels like matcha did two or three years ago-transitioning from niche to mainstream," he said.
Matcha remains a dominant force, with UK supermarket sales of powdered matcha quadrupling over the past year, reaching nearly £9 million in the last 12 months, according to Nielsen IQ data. Yet its appeal is polarizing. While some consumers embrace its earthy flavor, others mask it with syrups and sweeteners, prioritizing aesthetics over taste.
"The drinks become less about the quality of the matcha and more about unique flavor combinations," said Ana, 21, who enjoys matcha but criticizes its over-commercialization.
Beyond matcha: chai, ube, and the rise of mate
As matcha's hype persists, other teas are gaining traction. Twinings introduced sparkling fruity tea in cans last year, while kombucha is now included in some supermarket meal deals. At specialty tea shop Bird & Blend, chai sales rose 38% in the year to April, though founder Mike Turner doubts it will replicate matcha's explosive growth.
Indian karak chai-a spiced, milky tea-is also gaining popularity, with Chaiiwala selling roughly half a million cups monthly. Founder Sohail Alimohamed noted increased interest from universities seeking late-night, alcohol-free social spaces for students.
This summer, Costa Coffee and Starbucks added ube (purple yam) drinks to their menus, leveraging its vibrant color. Yet in London parks, consumers predicted mate-a bitter, caffeinated South American tea-as the next big trend, citing its robust flavor and energy boost.
Tea's evolving landscape
While café owners don't expect another matcha-level frenzy, they see steady growth driven by the sober-curious movement and demand for functional beverages. "It's an exciting time for tea," Turner said, as new flavors and formats continue to emerge.
