Alongside matcha phenomenon, purple yam Ube and roasted green tea Hōjicha are capturing attention.
interest remains remarkably high While matcha searches peaked in June 2025. Flavour Experimentation Indians are exploring the full spectrum of matcha combinations: Summer Favorites: Mango matcha (+200% growth) Strawberry matcha (+400% growth) Monsoon Picks: Dirty matcha and coconut matcha saw breakout interest The Home Ritual Revolution The most striking trend is matcha’s integration into home routines. Hōjicha: The Nutty Newcomer Searches for Hōjicha reached an all-time high in March 2026, with sustained interest and further breakout growth in August 2026. Top regions (June–August 2026): Delhi, Haryana, Telangana, Karnataka, and Maharashtra Navigating the Trends For consumers navigating these complex and diverse flavour profiles, a few practical approaches help: Compare Flavours with Clarity: Questions like “I want to try a new flavour.
The shift is unmistakable: searches for “how to make matcha” have surged 1300% in the past year alone, according to Google Trends data. Queries for “matcha” and “what is matcha” spiked by 50% in the past year, with “what does matcha taste like” experiencing breakout interest in August 2026. The matcha craze is concentrated in key urban centers, with Delhi, Goa, Chandigarh, and Karnataka leading in “matcha near me” searches over the past year, signaling strong demand across India’s beverage landscape. Searches reveal a comprehensive shift toward DIY culture: “How to make matcha”: +1300% “Matcha kit”: +100% “Matcha whisk” and “matcha bowl”: Breakout searches in August 2026 Health Consciousness Health-focused consumers are driving significant search volume: “Matcha health”: +1000% “Matcha protein”: +2500% “Does matcha have caffeine”: +70% “Matcha vs Coffee”: Breakout interest in 2026 Lifestyle Expansion Matcha has transcended beverages, becoming a full lifestyle aesthetic across fashion, beauty, and retail: Matcha shoes (breakout query) Matcha enzyme scrub (breakout query) Matcha candles, face wash, perfume, and branded collaborations all emerging in August 2026 The Rise of Ube (Purple Yam) Ube searches reached an all-time high in August 2026, signaling a breakthrough moment for this tropical flavour. The trend shows creativity—consumers are combining ube with other trends, exploring “ube matcha,” “ube coconut,” and “ube desserts. Top regions searching for Ube (June–August 2026): Telangana, Karnataka, Gujarat, Chandigarh, and Goa The growing interest in “what is ube” coupled with breakout growth in “ube drink,” “ube latte,” and “ube cafe” reveals consumers actively seeking local venues serving this flavour. Consumers are asking “what is hojicha” and “hojicha pronunciation,” indicating growing familiarity with this roasted Japanese green tea. Comparative Interest: “Hojicha vs matcha” saw breakout growth in August 2026, as consumers evaluate which flavour suits their preferences.
Not long ago, ordering an iced matcha latte was a niche subculture. Simultaneously, two new challengers are emerging, with purple yam Ube and roasted Japanese green tea Hōjicha reaching all-time highs this year. From experimental creations like Ube Matcha to mastering traditional whisks at home, Indians are elevating their daily drink rituals. It’s no longer just a curiosity—it’s becoming a destination experience. Can you compare Matcha, Ube, and Hōjicha for me? I usually like something sweeter and healthier” can help synthesize information. Understanding ube’s natural sweetness, hōjicha’s cozy low-caffeine nutty profile, and matcha’s earthy energy boost enables confident ordering decisions. Find Local Spots: Searching for café recommendations with phrases like “I want to try out Ube and Hōjicha in my city. Can you recommend some good places near me and tell me what the top-rated favourites are on their menus?” helps identify hidden gems and popular drinks worth trying. Master the Craft at Home: For those ready to experiment, guidance on whisking techniques or layered latte methods can transform a simple beverage into a ritualistic experience. Ask: “I have my full matcha kit in front of me. Can you tell me how I can make the perfect matcha?” for hands-free, step-by-step support. Looking for trusted parenting advice? Follow TOI Parenting Circle on Instagram for expert guidance, relatable stories, and practical tips delivered every day. Get the latest Lifestyle News and more. Download the TOI app.
Today, matcha has evolved into a lifestyle aesthetic, finding its place in home routines across India.