The landscape of high-street cafes is undergoing a quiet revolution as consumers look beyond traditional coffee and standard green teas. While matcha has enjoyed a massive surge in global popularity, a new Japanese import called hojicha is rapidly gaining traction on beverage menus. Hojicha, a green tea that is dry-roasted at high temperatures, offers a distinctive nutty aroma, a naturally sweet flavor profile, and a significantly lower caffeine content than its unroasted counterparts. Traditionally served as a clear, hot beverage, this roasted tea is now being adapted into iced lattes, specialty syrups, and even artisanal desserts.

Commercial data indicates a sharp upward trajectory for this roasted tea. Specialty matcha brand Jenki reported a 55% increase in iced hojicha latte sales across its London locations during the first quarter of the year compared to the same period annually. Similarly, cafe brand How Matcha has experienced substantial volume growth, with hojicha now accounting for a significant portion of its overall latte sales. Even mainstream coffee roasters like Grind have introduced specialty hojicha drinks to capture the interest of consumers looking for alternatives to traditional coffee and highly sweetened matcha beverages.

This shift comes amid a broader diversification of the beverage market. While matcha sales remain robust, consumers are increasingly seeking out other options like spiced chai, South American mate, and sparkling botanical teas. Brands like Bird & Blend and Chaiiwala are capitalizing on this demand, with Chaiiwala reporting massive monthly sales of its signature karak chai. This trend is heavily driven by younger demographics seeking vibrant, flavorful, and alcohol-free social alternatives, signaling a permanent evolution in global cafe culture.

Key Takeaways

• Hojicha, a roasted Japanese green tea, is rapidly transitioning from a niche menu item to a mainstream cafe staple.
• Beverage retailers are reporting significant sales growth for hojicha lattes, spiced chai, and other alternative teas.
• The rise of these beverages is fueled by a growing demand for low-caffeine, low-alcohol, and highly customizable social drinks.

Editor’s Analysis & Impact

The rapid ascent of hojicha and alternative teas like karak chai and mate highlights a broader structural shift in the global beverage industry. Consumers, particularly Gen Z and Millennials, are increasingly health-conscious and sober-curious, seeking out functional beverages that offer unique sensory experiences without the intense caffeine jitters of coffee or the high sugar content of traditional soft drinks. For cafe operators, diversifying into specialty teas presents a lucrative opportunity to capture afternoon and evening foot traffic, traditionally a slow period for coffee-centric businesses. While it remains to be seen whether hojicha will match the astronomical cultural footprint of matcha, its steady commercial growth suggests that the modern cafe menu is permanently expanding beyond the standard espresso-based offerings.

Frequently Asked Questions

Q: What is hojicha and how does it differ from matcha?
A: Hojicha is a Japanese green tea that is dry-roasted at high temperatures, giving it a brown color, nutty flavor, and low caffeine content. Matcha, on the other hand, is a vibrant green, unroasted powdered tea with a stronger, more vegetal taste.

Q: Why are alternative teas becoming so popular in cafes?
A: Consumers are looking for unique flavor profiles, healthier alternatives to sugary drinks, and low-caffeine options that still offer a premium, social cafe experience.

Q: Is matcha losing its popularity?
A: No, matcha sales remain strong and have integrated into mainstream retail, but the market is diversifying as consumers seek novelty and less sweetened options.