Would you like to know the tea market trends for 2026?
Thanks to an in-depth study carried out by our marketing department, backed by professional industry sources and enriched with valuable feedback from thousands of customers across Europe… we dare to reveal what this new year has in store for the tea industry.
Get ahead of your market and respond before anyone else to what your customers will be demanding in 2026.
Organic teas: organic is no longer a niche market
Organic food is now part of the daily lives of many consumers: fruit, vegetables, cereals… and, increasingly, tea too.
In 2026, the growth of organic tea continues to be driven by two key factors:
- Greater awareness of health and well-being.
- A growing concern about the environmental impact of what we consume.
Tea is perceived as more than just a hot drink; it is part of a lifestyle. In this context, the organic label is no longer a detail but a criterion for choice.
Why strengthen your range of organic teas in 2026?
- Connect with health-conscious customers: more and more people are looking for products free of pesticides and chemicals and value clean, transparent tea.
- Strengthen your positioning: a good organic range sets you apart and conveys an image of a committed shop or brand.
- Respond to growing demand: the organic segment is one of the fastest-growing in the tea market.
Matcha: a trend that is diversifying
Matcha is not fading away; it is transforming. In 2026, we will continue to see great interest in this category, but with a clear evolution: the market is no longer focused solely on classic Japanese matcha, but is opening up to new origins, new formats and new ways of consumption.
Chinese ceremonial matcha: new origins, same high standards
Global demand for matcha has been growing faster than Japanese production can keep up with for some time. Faced with this reality, many tea professionals are beginning to look to China, which was not only the historical birthplace of matcha but has also refined its processes in recent years to offer very interesting ceremonial qualities.
What does Chinese ceremonial matcha offer?
- New growing areas and unique terroirs, with their own aromatic profiles.
- Competitive ceremonial qualities, ideal for discerning consumers looking for matcha to prepare in the traditional style.
- Greater stability in supply, which is key for businesses that need continuity.
Adding a good Chinese ceremonial matcha allows you to expand your offering without compromising on quality and better respond to the ever-growing demand.
Flavoured matchas: chai, vanilla and latte blends
Alongside classic matcha, there is growing interest in flavoured matchas or those with other added ingredients, designed especially for lattes and creative preparations of all kinds.
Among these, the following stand out in particular:
- Chai matcha: the perfect blend for café menus and businesses that work with seasonal drinks.
- Vanilla matcha: well-rounded, sweet and very easy to introduce to customers who are trying matcha for the first time.
These products are ideal for:
- Creating recipes for menus (lattes, frappés, cold drinks, etc.).
- Attracting a younger audience with drinks that are more “Instagrammable” and easy to drink.
- Differentiating yourself from businesses that only offer classic matcha.
Hojicha: the 'roasted brother' from Japan
It’s not matcha, but it’s prepared in almost the same way and comes from the same country. Hojicha is a roasted Japanese green tea that is ground for use in drinks very similar to a matcha latte, but with its own personality:
- Much lower in caffeine than traditional matcha.
- A toasted, sweet and comforting flavour, with notes reminiscent of nuts or light caramel.
- A warm and different aesthetic that works very well on social media and on menus.
In 2026, hojicha is gaining a place on the shelves of specialised shops and on the menus of hospitality businesses that already work with matcha and want to go one step further. It is an ideal choice for those looking for something new, but within the family of quality Japanese tea.
Caffeine-free options: pleasure, well-being and versatility
More and more consumers are paying attention to the caffeine they consume throughout the day: they sleep poorly, live with stress and seek comforting and relaxing moments. This translates into a growing demand for caffeine-free or less stimulating alternatives.
Rooibos: the wild card for all audiences
Rooibos continues to consolidate its position as the caffeine-free star in tea shops:
- It can be drunk at any time of day.
- For all audiences: it is consumed by everyone from children to people who are sensitive to caffeine.
- It comes in a huge range of flavours: fruity, sweet, spicy…
Fruit infusions: the current alternative to soft drinks
Fruit infusions are experiencing a very interesting moment. Being naturally caffeine-free, they allow you to create an experience similar to that of a soft drink… but with a different image and message.
- Hot, to comfort and warm the body in the cold months.
- Served over ice, as an alternative to sugary soft drinks, they are very easy to offer in the hospitality industry.
One of the flavours that will make its mark this year is baked apple:
- a clear trend at the beginning of the year, associated with winter and pastry flavours.
- We predict that, when autumn arrives, it will once again be among the most popular flavours, thanks to its demand during this season.
Decaffeinated teas: classic flavour, guaranteed relaxation
Consumers who love tea but want to reduce their caffeine intake appreciate having options that replicate their usual teas but with less impact on their sleep.
That is why, in 2026, consumption of decaffeinated teas is expected to increase, which, curiously, many tea drinkers are still unaware of. Black teas, ideal for drinking with milk, and decaffeinated green tea will shine. Same flavour, zero caffeine.
Golden Latte: the golden drink that is gaining popularity
Although it is a recipe with a long history, the golden latte is now enjoying a particularly favourable moment. In a context where taking care of oneself is more important than ever, and with the rise of drinks such as matcha and other “healthy” options, this turmeric-based mixture is beginning to appear more frequently on social media and in trendy establishments.
Other trends that will shape the tea market in 2026
Functional teas: wellbeing slips into your cup
Stress, indigestion, difficulty sleeping… Today’s lifestyle leads many consumers to seek out small everyday gestures that help them feel better. And tea is becoming one of those gestures.
Functional teas will continue to gain ground in 2026: blends designed for specific times of day or specific needs (relaxation, digestion, vitality…).
For a professional business, this translates into:
- Grouping and better communicating those references that are associated with a specific function.
- Creating small themed ranges (morning, afternoon, evening, daily wellbeing, etc.).
- Accompanying the customer by explaining the role of tea in a more balanced lifestyle.
Functional teas: wellbeing slips into your cup
Spices are making waves in global culinary trends, earning a place in food and beverage stores.
For tea shops, spices represent an attractive complementary product with a similar customer profile. They can also be sold in bulk, just like tea.
A younger and more curious consumer
The profile of the tea drinker is changing. Although the traditional customer is still there, more and more young people are entering the world of tea, often thanks to matcha, which, like other healthy drinks, is becoming a star on social media.
This new consumer:
- Is curious and not loyal to a single flavour: they want to try new things.
- Values both the product and the experience: presentation, history, aesthetics…
- Is comfortable in the digital environment and shares what surprises them.
For your business, this opens the door to:
- Introducing different references each season.
- Working with ranges that combine classic origins with more daring proposals (matcha with flavours, hojicha, “dessert” type infusions, etc.).
- Paying close attention to communication: photos, texts, blend names, signage…
Now is the time to turn these trends into strategic decisions and put your tea business one step ahead in 2026.
