It started as a niche choice on café menus. Today, matcha has moved to the centre of the UAE’s beverage scene. From specialty cafés in Dubai to corporate offices and home kitchens, the demand for matcha is rising at a pace few expected.
This is not just another passing trend. It reflects a broader shift in how consumers in the UAE are thinking about lifestyle, health, and everyday choices.
Matcha, From Trend to Daily Habit
Matcha is no longer limited to a specific audience. What began as a wellness-driven alternative is now a mainstream option across age groups and professions.
The UAE Cafés report increasing demand for matcha-based drinks, often rivaling traditional coffee orders during peak hours. According to a 2025 report by Euromonitor, matcha and green tea-based beverages have seen double-digit growth across the UAE’s café and retail sectors.
The shift is clear. Matcha is moving from occasional consumption to a daily routine.
Why Consumers Are Choosing Matcha
The appeal of matcha goes beyond taste. It is positioned as a healthier alternative to coffee, offering sustained energy without the sharp spikes and crashes associated with caffeine.
In a fast-paced environment like the UAE, where long work hours and high productivity are common, this balance is increasingly attractive.
Consumers are becoming more conscious of what they consume, and matcha aligns with a broader focus on wellness, mental clarity, and sustainable energy.
The Influence of Lifestyle and Culture
The rise of matcha is also driven by cultural influence and digital visibility. Social media has played a significant role in shaping consumer preferences, with matcha becoming both a lifestyle statement and a visual trend.
Minimalist cafés, wellness-focused brands, and premium experiences have positioned matcha as more than just a drink. It has become part of a modern, health-conscious identity.
This positioning resonates strongly in the UAE’s urban centres, where lifestyle and brand perception play a major role in consumer behaviour.
Looking Ahead
Matcha’s growth in the UAE is unlikely to slow down. As consumer awareness increases and product innovation continues, demand is expected to expand further across segments.
For businesses, this is an opportunity to align with evolving preferences. For consumers, it reflects a broader move toward conscious consumption.
What started as a trend is becoming a staple. And in the UAE’s fast-moving market, that is where real change begins.
