The Trend Narrative Nobody Questions

Matcha is a trend. You've heard it. I've heard it. Every business article about cafés mentions it. Green lattes are just the latest Instagram phenomenon, destined to fade like cronut shops and rainbow bagels.

Except that's not what I see behind the counter.

I could give you an array of reasons why matcha is not a trend. The best matcha not only stands on its own—full of antioxidants, incredibly healthy, delicious, fresh, and loaded with umami—but it also gives you a gentle push of energy to help you get through your day and concentrate.

But the real reason I know matcha isn't going anywhere? The customers who drink it.

The Customers Nobody Talks About

I've been observing the different kinds of customers who visit the shop. And yes, there are plenty of young women ranging from 18-40 buying matcha—partly to be seen as well-to-do, healthy, or hip. I don't judge that. We all perform identity through consumption to some degree.

But here's what surprised me: Quite often I'll get customers who are 50-70 years old buying matcha. They don't match the hip, cool, healthy lifestyle aesthetic. They're not particularly trendy. They're not here for Instagram.

They come and buy matcha for entirely different reasons.

What Happens to Your Body as You Age

The older you get, the less resistant you become to caffeine. This isn't subjective—it's physiological.

I've personally noticed how sensitive I've become over the years. I can no longer drink more than two cups of coffee. For the rest of the day, I have to switch to tea. And I'm only in my 40s.

Why Coffee Becomes Harder to Tolerate

• Metabolism slows: Your body processes caffeine more slowly as you age, meaning it stays in your system longer.
• Digestive sensitivity: Coffee's acidity becomes harder on aging digestive systems. Acid reflux, upset stomach, and general discomfort increase.
• Anxiety amplification: Coffee's rapid caffeine spike can trigger or worsen anxiety, which many people develop or struggle with more as they age.
• Sleep disruption: Older adults already struggle with sleep quality. Coffee consumed after noon can disrupt sleep patterns for hours.
• Jitteriness: The sharp spike and crash of coffee becomes more pronounced and uncomfortable.

How Matcha Works Differently

My older customers drink matcha because it wakes them up, but the type of caffeine present in tea works slowly, steadily, over a long period of time.

The L-Theanine Difference

Matcha contains both caffeine and L-theanine, an amino acid found almost exclusively in tea. L-theanine modulates how your body absorbs caffeine, creating a fundamentally different experience:

• Gradual release: Instead of coffee's spike-and-crash, matcha provides sustained energy over 4-6 hours.
• No jitters: L-theanine promotes calm alertness. You feel awake without feeling wired.
• Enhanced focus: The combination of caffeine and L-theanine improves concentration and cognitive performance better than caffeine alone.
• Better mood: L-theanine promotes alpha brain wave activity, associated with relaxed alertness.
• Easier crash: When matcha's effects wear off, there's no dramatic energy drop.

The Flavored Matcha Paradox

Now, I need to address something: I believe matcha is consumed by some people to show status, class, lifestyle. And many of these consumers pump sugar and fruit puree into their matcha, which in my opinion negates the healthy aspects of the tea.

I don't doubt that fruity or flavored matcha can taste good. But that's where the argument about it being a trend comes in. If matcha were only valued as a vehicle for strawberry puree and vanilla syrup, then yes—it would just be another flavor trend.

But I sincerely believe there are enough people who have become acquainted with special matcha and understand how delicious it is on its own. These are the customers—young and old—who keep coming back not for the aesthetic, but for the experience.

The Societal Shift Toward Tea

Our society is switching to tea. More specifically, to Japanese tea. Even more specifically, to matcha. And no, it's not random.

Why This Shift Is Happening

1. Aging Demographics
Western populations are getting older. As the largest generation (Baby Boomers, now 60-78 years old) ages, their beverage preferences shift toward gentler options. Matcha fills this need perfectly.

2. Wellness Culture
Younger generations prioritize health and wellness more than previous ones. They want functional beverages that provide benefits beyond just caffeine. Matcha delivers: antioxidants, sustained energy, mental clarity.

3. Coffee Fatigue
After decades of Starbucks saturation and third-wave coffee culture, consumers are seeking alternatives. Matcha offers novelty for younger drinkers and necessity for older ones.

4. Mindfulness Movement
The ritualistic preparation of matcha aligns with broader cultural interest in mindfulness, meditation, and intentional living. Unlike grabbing a coffee, making matcha is a process—one that many find meditative.

5. Quality Evolution
Access to high-quality matcha has improved dramatically in the past decade. What used to be available only in Japan is now accessible worldwide through direct importers. Quality creates repeat customers.

The Three Types of Matcha Drinkers

After years of observation, I've identified three distinct customer segments:

The Aesthetic Seekers (Ages 18-30)

They come for the Instagram photo. The vibrant green, the aesthetic presentation, the cultural cachet. Many order flavored matcha drinks. Some will move on to the next trend.

But a percentage—maybe 20-30%—develop genuine appreciation for quality matcha. They start asking about origins, trying different cultivars, ordering it plain. These converts become lifelong customers.

The Health Optimizers (Ages 30-50)

This group researched matcha before trying it. They know about EGCG, antioxidants, L-theanine. They're often switching from coffee or adding matcha as a healthier alternative. They care about quality but also care about how they're perceived.

This segment is split between those who stick with flavored drinks and those who graduate to traditional preparation.

The Coffee Refugees (Ages 50+)

This is the group that proves matcha isn't a trend. They discovered matcha out of necessity, not aesthetics. Coffee stopped working for them—made them jittery, disrupted their sleep, upset their stomach.

They tried matcha reluctantly, often skeptical. But then they felt the difference: sustained energy without crash, mental clarity without anxiety, gentle on digestion. They're here to stay.

Why Traditional Matcha Drinkers Matter

The customers who drink unflavored, high-quality matcha are the bedrock that proves this isn't a trend. Here's why:

• Consistent demand: They come regularly—daily or weekly—regardless of social media trends.
• Quality-driven: They notice and care when quality drops. This forces businesses to maintain standards.
• Price-insensitive (within reason): They'll pay for quality because they feel the benefits. This supports sustainable pricing.
• Word-of-mouth: When a 65-year-old tells their friends that matcha helped them quit coffee, that's more powerful than any Instagram post.
• Long-term perspective: Unlike trend-chasers, these customers stick around for years, providing stable revenue.

The Science Backs the Anecdotes

What I observe daily aligns with research:

• Antioxidants: Matcha contains 137 times more EGCG (a powerful antioxidant) than regular green tea.
• Cognitive function: Studies show L-theanine + caffeine improves attention and cognitive performance better than caffeine alone.
• Metabolic health: Green tea catechins have been linked to improved metabolism and fat oxidation.
• Stress reduction: L-theanine promotes relaxation without drowsiness.
• Sustained energy: The slow-release caffeine effect isn't subjective—it's measurable in blood plasma levels.

This isn't pseudoscience or marketing hype. These are reproducible findings from peer-reviewed research. People feel better drinking matcha because there are physiological reasons they should feel better.

What Happens When Trends Fade

Real trends leave behind abandoned businesses. Remember frozen yogurt shops on every corner? Cupcake bakeries that multiplied and then vanished? Juice cleanse bars that came and went?

Here's what distinguishes a trend from a category shift:

• Trends: Driven by novelty. When novelty fades, demand disappears.
• Category shifts: Driven by genuine benefits. Demand stabilizes and becomes structural.

Coffee didn't replace tea because it was trendy—it offered something tea didn't: a quick, intense caffeine hit perfect for industrial work schedules. Now, as work becomes more cognitive and populations age, we're seeing a partial reversal. Matcha offers what modern life demands: sustained mental energy without physical stress.

My Prediction: Matcha in 10 Years

I believe we'll see:

• Market segmentation: Mass-market flavored matcha drinks will coexist with premium, traditional matcha—just like coffee has Starbucks and specialty roasters.
• Aging population effect: As Boomers age and Gen X enters their 60s, demand for matcha among older demographics will increase significantly.
• Quality premiumization: Like specialty coffee, consumers will become more discerning about matcha quality, origin, and preparation.
• Cultural normalization: Matcha will stop being "exotic" and become simply another beverage option, like espresso or chai.
• Medical recognition: More doctors will recommend matcha to patients struggling with coffee's side effects.

The Instagram generation will move on to the next aesthetic beverage. But the 65-year-old who discovered matcha because coffee was destroying their sleep? They're here for life.

Why This Matters for Lowinsky's

We've built our business around a simple premise: serve authentic, high-quality matcha without compromise. No fruit purees to mask mediocre quality. No flavored syrups to chase trends. Just exceptional tea, prepared properly.

This approach might seem risky—why not capitalize on the flavored matcha boom? Because we're playing a different game. We're not chasing the Instagram crowd (though they're welcome). We're building relationships with customers who will still be here in 10 years.

The 28-year-old health optimizer who starts with a vanilla matcha latte and gradually moves to straight usucha. The 55-year-old who reluctantly tries matcha on a friend's recommendation and discovers they can finally give up coffee. The 70-year-old who orders koicha and savors it like a fine whiskey.

These are our people. And they're proof that matcha isn't going anywhere.