Matcha is rapidly moving beyond its image as an Instagram-friendly green drink, with Indians increasingly making it at home, experimenting with new flavours and searching for its health and caffeine content.
According to Google Trends data released as of the end of August 2026, searches in India for “how to make matcha” surged 1,300 per cent over the past year.
The data highlights growing curiosity around the Japanese-style green tea drink as matcha finds a place in India’s food, wellness, beauty and lifestyle trends.
Matcha searches surge across India
Searches for “matcha” and “what is matcha” rose 50 per cent over the past year, while “what does matcha taste like” recorded breakout interest in August 2026.
Google defines “breakout searches” as queries that have recorded more than 5,000 per cent growth over the given period.
Delhi recorded the highest number of searches for “matcha near me” over the past year, followed by Goa, Chandigarh and Karnataka.
Mango and strawberry matcha gain popularity
Indian consumers are also experimenting with seasonal and fruit-based versions of the drink.
Searches for “mango matcha” increased 200 per cent, while searches for “strawberry matcha” rose 400 per cent over the past year.
During the monsoon, “dirty matcha” and “coconut matcha” recorded breakout interest, highlighting how the trend is expanding beyond the traditional preparation.
Matcha kits become a home trend
The matcha trend is also moving into Indian kitchens.
Searches for “matcha kit” doubled over the past year, while “matcha whisk” and “matcha bowl” emerged as breakout searches in August.
The rising interest suggests that consumers are not only curious about drinking matcha but are also looking to recreate the preparation ritual at home.
Health and caffeine questions rise
Health-related searches have also contributed to matcha’s growing popularity.
Google Trends showed searches for “matcha health” rising 1,000 per cent, while “matcha protein” jumped 2,500 per cent over the past year.
Searches for “does matcha have caffeine” increased 70 per cent, while “matcha vs coffee” recorded breakout interest.
Matcha enters beauty and lifestyle trends
The matcha aesthetic is also spilling over into fashion and beauty.
Breakout searches were recorded for terms including “matcha shoes”, “matcha enzyme scrub”, “matcha candle”, “matcha face wash” and “matcha perfume.”
This reflects how the green tea trend is increasingly being associated with a broader lifestyle aesthetic rather than simply a beverage.
Ube and Hojicha also trend
Matcha is not the only flavour attracting attention. Purple yam ube and roasted Japanese green tea Hojicha are also gaining popularity.
Ube, a sweet and creamy purple yam from the Philippines, saw searches for the drink reach an all-time high in August 2026, while “ube matcha” recorded breakout interest.
Hojicha, a smoky, roasted Japanese green tea with relatively low caffeine, reached an all-time high in searches in March 2026 and saw further breakout interest in August.
The rising interest in matcha, ube and Hojicha points to a growing Indian appetite for Japanese and global food-and-beverage trends, with consumers increasingly exploring them at home and incorporating them into everyday lifestyle choices.
