What America Drinks: From Gen Z to Boomers, Here’s What 50 States (+ D.C.) Reveal About the Rise of Matcha
Matcha is no longer niche.
In this original research report, we reveal how beverage preferences across all 50 U.S. states and D.C. are shifting - driven by generational differences, income levels, education attainment, and wellness behaviors.
From the yoga-loving Gen Z crowd in Washington to the coffee-favoring Boomers in Mississippi, our analysis uncovers the hidden demographics behind America's growing tea obsession.
Our findings show that matcha interest doesn't rise randomly - it clusters around specific income brackets, education levels, and wellness-forward mindsets.
This report was prepared by Yu Tea's internal research team using verifiable public datasets and commercial data sources, including:
- Google Trends (Aug 2024-Aug 2025): Matcha vs. coffee search interest
- Toast POS data (2023-2024): Real-world tea and coffee transactions
- U.S. Census Bureau (2024): Income, education, and age by state
- TEA USA & Mintel Reports (2025): Behavioral trends in wellness and tea consumption
Our goal is to understand how geography, generation, and lifestyle shape the growing matcha movement in the U.S.
This shift from niche to mainstream is something I've witnessed firsthand over 30 years working between Japan and the U.S. Matcha is no longer just a beverage or supplement; it's becoming a mindful ritual that reflects a person's way of being - prioritizing calm energy and clarity amid busy lives. - Kiyomi Koike, founder of Yu Tea Co, ITMA Certified Tea Master.
Hawaii, Washington, and D.C. Outrank Coffee in Matcha Interest: Here are the Top 10 States Leading the Shift
Based on Google Trends data from August 2024 to August 2025, several U.S. states - primarily coastal and wellness-forward - show a pronounced surge in matcha interest.
Hawaii stands out as the only state where search interest for matcha consistently exceeds coffee. Washington and D.C. also outperform coffee in relative terms, while other top states are seeing matcha quickly catching up.
Based on the U.S. Census Bureau demographics, Toast, and Mintel reports
| Rank | State | Matcha Index | Coffee Index | Bachelor’s+ % | Median Income ($) | Yoga Interest | Matcha > Coffee? |
|---|---|---|---|---|---|---|---|
| 1 | Hawaii | 100 | 95 | 34.5% | 88,200 | 72% | ✅ Yes |
| 2 | California | 98 | 100 | 36.0% | 87,500 | 71% | ❌ Slightly lower |
| 3 | Washington | 96 | 94 | 35.2% | 81,500 | 78% | ✅ Yes |
| 4 | D.C. | 95 | 90 | 58.5% | 95,000 | 82% | ✅ Yes |
| 5 | Oregon | 93 | 91 | 35.8% | 79,000 | 73% | ✅ Yes |
| 6 | Colorado | 91 | 89 | 42.1% | 84,000 | 77% | ✅ Yes |
| 7 | Massachusetts | 90 | 93 | 47.3% | 90,000 | 74% | ❌ |
| 8 | New York | 89 | 94 | 40.2% | 86,000 | 68% | ❌ |
| 9 | Nevada | 88 | 90 | 27.9% | 70,000 | 74% | ❌ |
| 10 | Arizona | 86 | 89 | 29.7% | 75,000 | 67% | ❌ |
This rising trend is backed by data from Toast POS, the U.S. Census Bureau, and Mintel, which collectively point to clear correlations between matcha interest and socio-economic factors such as education, income, and wellness culture.
Demographics Driving Matcha Growth
Gen Z Drinks 25% More Matcha Than the U.S. Average—Driven by a Desire for Focus
According to recent transaction data from Toast (April 2023-March 2024), Gen Z consumers (ages 18-24) are leading the adoption of matcha across the U.S.
- 62% of Gen Z customers associate matcha with "focus enhancement."
- This age group's matcha consumption is 25% higher than the national average.
The trend isn't just generational - it's economic. In states where median household income exceeds $80,000, matcha search interest is 30-40% above the national average, suggesting that younger, wealthier consumers are adopting matcha as a daily functional beverage.
Why this matters: By pinpointing high-income, younger audiences, brands can better target regions and platforms where matcha adoption is accelerating - especially when messaging centers around mental clarity, clean energy, and premium wellness.
The fact that Gen Z drinks 25% more matcha highlights how younger generations seek natural ways to cultivate a centered feeling - beyond the high-energy jitters fueled by coffee. For brands, this means creating experiences and products that connect with their desire for mental clarity and purposeful daily habits.- Kiyomi Koike, founder of Yu Tea Co, ITMA Certified Tea Master.
States With $80K+ Median Income See Up to 40% Higher Matcha Interest
The chart shows a clear upward relationship: as median income rises, so does matcha popularity.
States with median household incomes above $80,000 - including Hawaii, D.C., Massachusetts, and California - all report Matcha Index scores above 90, based on Google Trends data.
This trend reinforces matcha's identity as a premium wellness product, often perceived as a functional health investment.
While the correlation isn't as strong as with education, it remains statistically meaningful. The Pearson correlation coefficient (r ≈ 0.6) suggests that income plays a moderate role in matcha interest. Higher-income consumers are more likely to explore matcha as an alternative to traditional caffeine or sugary beverages.
A likely reason for this is that higher-income states often have communities that value quality and sustainability. Matcha - especially organic matcha carefully cultivated by dedicated Japanese tea farmers - fits perfectly here, not just as a name, but through its functional and physiological benefits.
Why this matters: Matcha adoption rises in affluent markets where consumers are more likely to invest in organic, clean-label, or health-oriented products. For tea brands, cafés, and wellness retailers, this insight supports geo-targeted marketing strategies in higher-income regions. Small tea businesses should focus on storytelling around craftsmanship and holistic benefits to connect with these audiences.
Education Is the Strongest Predictor: States With 40%+ Degree Holders See Matcha Interest 20–30% Above Average
Education level is the single most significant predictor of matcha interest across the U.S.
States where at least 40% of the population holds a bachelor's degree or higher—such as D.C. (58.5%), Massachusetts, Colorado, and California—consistently show Matcha Index scores above 90.
The scatter plot above, based on Google Trends and U.S. Census data, reveals:
- The correlation between education and matcha interest is strong, with a Pearson's r ≈ 0.86.
- In contrast, income shows a moderate correlation (r ≈ 0.59), and age shows a weak negative one (r ≈ -0.29). Matcha is more popular in wealthier states, while younger states tend to show slightly higher matcha interest.
This reinforces the notion that educated consumers are more health-conscious, research-driven, and early adopters of wellness trends - particularly those that emphasize functional benefits like focus, clean energy, and gut health.
Education often nurtures a mindset of curiosity and openness to new wellness traditions. Matcha can be a great introduction to the profound truth of wellness - an ancient tradition now supported by modern science, which resonates deeply with educated consumers eager for authentic, evidence-based wellbeing. - Kiyomi Koike, founder of Yu Tea Co
Why this matters: Tea brands and wellness companies can effectively position matcha products in regions with high education levels by aligning with narratives of scientific proof, functional health benefits, and clean living.
States With High Yoga Interest Also Rank Highest in Matcha Popularity
Matcha isn't just a drink - it's a lifestyle signal, and the data reflects it.
According to Tea USA and Google Trends, 78% of matcha drinkers also engage in weekly wellness activities like yoga or meditation. This behavioral link becomes even more apparent when analyzing state-level trends.
States such as California, Colorado, Hawaii, and Washington - which rank high in yoga-related search interest (above 70%) - also dominate the Matcha Index, each scoring above 90.
Furthermore, the correlation between matcha and wellness behavior is clear: Pearson's r ≈ 0.82, indicating a strong, direct relationship between interest in yoga and matcha consumption.
Why this matters:
Matcha and yoga share a beautiful synergy - both invite us to be present with our five senses, to breathe, and to connect deeply with the serene space we each hold within. When marketing, brands need to think beyond flavor and highlight how matcha supports wellness rituals that nurture both body and mind. Cities and regions with thriving yoga or meditation cultures are primed for product adoption, especially when matcha is positioned as part of a mindful, health-oriented lifestyle. - Kiyomi Koike, founder of Yu Tea Co.
From Focus to Heart Health: Matcha Offers Generational Benefits—and the Market Is Poised to Double by 2031
Consumer motivations for drinking matcha differ by generation, but all point toward functional wellness.
According to the 2025 TEA USA Consumer Behavior Report:
| Age Group | Primary Benefit Sought |
|---|---|
| 18–24 (Gen Z) | Focus and Mental Alertness |
| 25–40 (Millennials) | Mood Enhancement |
| 41–56 (Gen X) | Heart Health |
| Global Market (2029) | $6.48 Billion |
So, different generations come to matcha for different reasons - focus for Gen Z, mood balance for Millennials, heart health for Gen X. This means brands can tailor messaging not just by age but by the unique wellness journeys people are on. - Kiyomi Koike, founder of Yu Tea Co.
These benefits align with broader trends in natural nootropics and low-jitter caffeine alternatives, as health-conscious consumers shift away from traditional energy drinks and sugary beverages.
The table below shows how the matcha market is expanding rapidly.
| Metric | Value |
|---|---|
| North America Market (2025) | $340 Million |
| Projected (2031) | $790 Million |
| CAGR | 14.8% |
| Global Market (2029) | $6.48 Billion |
| Organic Segment (2033) | $12.6 Billion |
| Organic CAGR | 11.4% |
Source: Research & Markets, Mobility Foresights, Verified Market Reports
As you can note, North America's matcha market is valued at $340M in 2025, projected to reach $790M by 2031 (CAGR: 14.8%). Globally, the matcha market is expected to hit $6.48B by 2029, with the organic segment alone reaching $12.6B by 2033 (CAGR: 11.4%).
So, the projected growth of the matcha market is exciting. For entrepreneurs and established brands alike, this is a time to innovate with integrity - creating products that honor matcha's heritage, meet today's wellness needs, and help raise the overall wellbeing of people through the wellness industry. - Kiyomi Koike, founder of Yu Tea Co
Why this matters: These figures validate matcha not just as a wellness trend, but as a fast-growing product category with cross-generational appeal and longevity. Brands that align their messaging with age-specific health benefits will gain traction in an increasingly saturated market.
Matcha Resistance Zones: Older, Less Educated, and Lower-Income States Lag Behind by 40—50%
Despite matcha's rise nationwide, several U.S. states are not part of the wave.
| Segment | Typical Matcha Index | Average Education (%) | Median Income | Avg Age | Wellness Interest |
|---|---|---|---|---|---|
| Mississippi | ~22 | ~27% | ~$58K | 40.5 | ~38% |
| West Virginia | ~20 | ~25% | ~$56K | 42.0 | ~35% |
| Arkansas | ~25 | ~29% | ~$60K | 41.2 | ~40% |
| Louisiana | ~30 | ~32% | ~$59K | 39.8 | ~42% |
| Alabama | ~28 | ~30% | ~$61K | 39.5 | ~39% |
(Note: Index values modeled from Google Trends search interest for "matcha" vs. "coffee," normalized on a 0—100 scale.)
For example, Google Trends data (Aug 2024-Aug 2025) reveals that states in the South and Midwest consistently fall below the national average, both in matcha search interest and wellness-related behaviors:
- Mississippi, West Virginia, Arkansas, Louisiana, and Alabama register Matcha Index scores between 20-35, while their Coffee Index values are 20-30% higher.
Many of these states remain culturally and demographically aligned with coffee consumption.
Why These States Lag Behind
Understanding resistance is key to respectful growth. Matcha is not yet a daily habit everywhere, but as awareness of health and mindfulness expands, so will the opportunity. While it's more productive to focus efforts where receptivity is highest, planting seeds in future markets may contribute to long-term growth. - Kiyomi Koike, founder of Yu Tea Co
Age: Older Generations Prefer Traditional Beverages
- States with a median age above 40 average Matcha Index scores below 50 - a full 40% below younger, coastal states.
- Baby Boomers and Gen X populations lean toward coffee, sweetened tea, or herbal infusions over newer wellness beverages like matcha.
Income: Lower-Earning States Show Less Interest
- In states with median household incomes below $60,000, matcha interest is 20-30 points lower than in states earning $80,000+.
- Premium, wellness-oriented products like matcha are often perceived as luxury items, creating adoption barriers in price-sensitive markets.
Education: Strongest Predictor of Matcha Resistance
EDUCATION IMAGE
- Where only 25-30% of adults have a bachelor's degree, matcha interest underperforms the national benchmark by 20-25 points.
- Given the earlier finding that education correlates with matcha interest at r ≈ 0.86, these regions are statistically the least likely to explore new, health-driven beverage options.
Lifestyle Behavior: Lower Wellness Engagement
- Wellness indicators like yoga and plant-based searches are 30-40% lower in these states.
- Without a strong local culture around wellness habits (e.g., yoga, meditation, clean eating), matcha adoption remains minimal.
Why this matters: Matcha resistance isn't random; it's demographically driven. These states reflect a cluster of factors that suppress adoption: older populations, lower income and education levels, and less engagement with wellness culture. For brands, this identifies clear low-priority regions for short-term targeting, though they may present future potential as health trends continue to expand nationally.
This study beautifully reveals how matcha is evolving from a traditional ritual into a modern wellness movement across America. The data confirms what I've seen in my 30 years bridging Japanese tea culture and U.S. lifestyles: matcha resonates most deeply where mental clarity, life-long education, and intentional living intersect. For brands and practitioners, this is a powerful moment to honor matcha's heritage while inviting more people into its calming, focused energy - supporting wellbeing one mindful sip at a time. - Kiyomi Koike, founder of Yu Tea Co.