🧊 Matcha & Non‑Coffee Drinks Are Taking Over

Across coffee shops and supermarket aisles, iced matcha and non‑coffee drinks are no longer niche alternatives — they’ve become the new center of gravity. What started as a Gen Z aesthetic has evolved into a full‑scale shift in how people energize, hydrate, and express themselves.

The Data Behind the Green Wave

Black Sheep Coffee reported a 227% year‑on‑year surge in iced beverage sales after expanding its iced matcha line. Their lemonade‑matcha drinks alone jumped 315%, proving this isn’t a passing trend — it’s a structural shift in consumer behavior.

Globally, matcha has become a breakout star, dominating menus from cafés to retail shelves thanks to its photogenic, health‑forward appeal. In 2026, matcha menu items grew 30.22% YoY, while social media mentions rose 107.35% YoY. Gen Z now consumes more tea‑based beverages than coffee, signaling a generational pivot toward calmer, functional energy.

Why Matcha Is Winning

Steady energy from caffeine and L‑theanine — without the crash.

Perfect compatibility with plant‑based milks like oat, almond, and coconut.

Wellness‑forward positioning with adaptogens, probiotics, and collagen blends.

Social media virality thanks to its bright, iconic green color.

Ready‑to‑drink matcha booming in supermarkets, mirroring the rise of iced coffee.

⭐ Starbucks: The Global Accelerator of the Non‑Coffee Revolution

If matcha is the movement, Starbucks is the amplifier. Once again, the brand has positioned itself at the center of a cultural shift — shaping taste rather than simply following it.

🇺🇸 Starbucks U.S. — 2026 New Drinks

Toasted Marshmallow Mocha (Winter 2026)

Spiced Cranberry Refresher (Winter 2026)

Toasted Coconut Cream Cold Brew (Spring 2026)

Toasted Coconut Latte (Spring 2026)

Iced Ube Coconut Macchiato (Spring 2026)

Spiced Persimmon Oat Milk Latte (2026 lineup)

Dragon Fruit & Lychee Refresher with Coconut Water (2026 lineup)

🇫🇷 Starbucks France — The Four Non‑Coffee Heroes

Matcha Green Tea Latte

Iced Matcha Green Tea Latte

Chai Tea Latte

Iced Chai Tea Latte

The Bigger Picture

This isn’t just a matcha moment — it’s a non‑coffee revolution. Consumers are shifting toward drinks that feel healthier, customizable, visually expressive, and functional. Coffee shops are expanding matcha, chai, fruit‑based refreshers, and plant‑based lattes. Supermarkets are following with bottled matcha lattes, canned teas, and functional beverages.

⭐ The Genius of Starbucks

Some people still say matcha is “just a trend” or that they don’t like the taste. And yet, Starbucks has managed to champion the flavor, normalize it, and turn it into a global staple.

Starbucks understands something fundamental: they don’t just follow taste — they shape it. They take niche flavors, refine them, soften the edges, pair them with familiar formats, and introduce them to the mainstream with confidence.

It’s the same playbook that made pumpkin spice a cultural phenomenon, cold brew a global standard, and oat milk a default option. Now they’re doing it again with matcha, chai, ube, coconut, and fruit‑forward refreshers. Starbucks doesn’t wait for the world to agree — they build the bridge, invite everyone in, and make the unfamiliar feel inevitable.